Diplomacy&Commerce 73

O F D I P LO M ACY& C O M M E R C E M AG A Z I N E

March 2022 | ISSUE No. 73 | Price 350 RSD

24 FEB

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HUMAN RIGHTS IN THE DIGITAL AGE

9772466380002

ACTIVE RELATIONS BETWEEN BULGARIA AND SERBIA H.E. PETKO DOYKOV

Ambassador of Bulgaria in Serbia

MIRJANA KOVAČEVIĆ

Head of the Education, Dual Education and Education Policies Centre and Director of the CCIS Business Academy

THIS REGION CAN DO WONDERS IN FILM MILOŠ BIKOVIĆ

Theatre and film actor, producer, founder and owner of the Archangel Digital Studios production company S P E C I A L

CAPTAIN MIŠA'S MANSION Cultural Heritage Building

E D I T I ON

THE SECRET FORMULA OF EDUCATION IN SERBIA BRANKO RUŽIĆ First Deputy Prime Minister and Minister of Education, Science and Technological Development

WE WILL IMPROVE THE UNIVERSITY IN ALL SEGMENTS Professor VLADAN DJOKIĆ, PhD Rector of the University of Belgrade

Germany

MILAN GRUJIĆ President of the GermanSerbian Chamber of Commerce in Serbia

CONTENT

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ACTIVE RELATIONS BETWEEN BULGARIA AND SERBIA H.E. PETKO DOYKOV Ambassador of Bulgaria in Serbia

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WE ARE BREWING FOR BETTER TODAY AND TOMORROW VLADIMIR VAVA CEO of Carlsberg Srbija

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THE PAST, PRESENT AND FUTURE OF CHOCOLATE STOJAN KEMERA General Manager for Southeast Europe, Barry Callebaut Group

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ENSURED LIQUIDITY AND BUSINESS CONTINUITY DEJAN VUKOTIĆ Director General of the Serbian Export Credit and Insurance Agency j.s.c.

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AL DAHRA EXPECTS NEW INVESTMENTS AND RECORDS DUŠAN RADIČEVIĆ

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ZAFIRIS LAMPADARIDIS

VLADAN BALABAN

ZLATKO CRNOGORAC

General Manager of Hyatt in Belgrade

President of M&I Systems Group

Ex Art Producer

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STYLIANOS TSOKTOURIDIS

OTSUKA KOUKI

LOVE WHAT YOU DO

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IMPLEMENTING THE HIGHEST STANDARDS IN DESIGN AND CONSTRUCTION DUŠICA GAKOVIĆ Project Lead at Deka inženjering doo

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FIND LUXURY REAL ESTATE QUICKLY AND EASILY ALEKSANDAR ANDJELIĆ Consultant, City Expert Premium service

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OFFICE AND LOGISTICS SPACE BACK IN FOCUS MIA ZEČEVIĆ CEO of NOVASTON

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BORN OUT OF PASSION

THREE DECADES OF SUCCESSFUL BUSINESS BRANKA PERIĆ ŠLJIVIĆ Director of International Road Transport Department, Perić Trans

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A NEW ERA OF GLOBAL UPHEAVAL Managing Director, ALUMIL YU INDUSTRY A.D.

HYPERPRODUCTION OF SERBIAN FEATURE SERIES

I HAVE A FULFILLED LIFE IN SERBIA Personal chef of the Ambassador of Japan, H.E. Takahiko Katsumata

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WE DON’T SHY AWAY FROM CHALLENGES MELANIJA PAVLOVIĆ General Manager, JAF d.o.o. Nova Pazova

SERBIA AT A CULTURAL TURNING POINT MARKO KRSTIĆ Director of the Institute for Cultural Development Research

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CONSUMERS ARE CHANGING THE RETAIL INDUSTRY MATIJA PROTIĆ

DIGITALIZATION OF THE EDUCATION SYSTEM IS A PRIORITY BRANKO RUŽIĆ First Deputy Prime Minister and Minister of Education, Science and Technological Development

CEO of Tehnomanija

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HONEST AND RESPONSIBLE APPROACH TO WORK ALEKSANDRA TODOROVIĆ-SUČEVIĆ

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WE WILL IMPROVE THE UNIVERSITY IN ALL SEGMENTS Professor VLADAN DJOKIĆ, PhD

Fashion designer

Assistant Director DELTA ENGINEERING, Consulting, Design and Engineering Company

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THIS REGION CAN DO WONDERS IN FILM

THE IMPORTANCE OF DUAL EDUCATION FOR EMPLOYERS IS MANIFOLD

GEORGE PANOUTSOPOULOS

MILOŠ BIKOVIĆ

MIRJANA KOVAČEVIĆ

Regional Director for Western Balkans, Eurofast International

Theatre and film actor, producer, founder and owner of the Archangel Digital Studios production company

Head of the Education, Dual Education and Education Policies Centre and Director of the CCIS Business Academy

ALEKSANDAR ZABUNOVIĆ

CEO of Al Dahra

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THREE DECADES OF DEVELOPMENT

EFFICIENTLY MEETING ALL CLIENTS’ NEEDS

Rector of the University of Belgrade

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Bohemian Rhapsody FOREWORD

ROBERT ČOBAN Director YOUTUBE

INSTAGRAM

don’t like when I correctly guess that bad things are going to happen. In my editorial titled "Never Say Never Again", which came out in Diplomacy&Commerce’s last issue, I wrote about living in a world where everything is possible, as evidenced by the events in Ukraine. A week later, the war began.

Only a month ago, someone bought an apartment in Kharkiv, someone opened a company in Kyiv, someone got married, someone fell pregnant and was planning a happy life... All those dreams and plans have been turned into dust and ruins today.

In the summer of 2012, almost 10 years ago, Coca-Cola took a group of people from Serbian media, including yours truly, to Kyiv, at the time when the final match of the European Football Championship took place. The night before the match between Italy and Spain, Queen performed in concert in the centre of Kyiv. Ukrainians, football fans from both countries who watched the finals and thousands of us from other countries sang ‘Bohemian Rhapsody’ together in the streets.

A year later, a civil war was fought in the streets of Kyiv and ten years later, Russia invaded Ukraine.

The Queen + Adam Lambert tour titled ‘Creating History Together’ continued in Moscow, Wroclaw, Poland and London.

The photo I am enclosing with this article depicts the World War One Memorial in Vácrátót (Hungary).

I sincerely hope that the topic of my next editorial will be something completely different.

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THE WORLD ECONOMY

A New Age of Economic Conflict The West has used crushing sanctions on Russia. The implications are huge ussia’s invasion of Ukraine could yet become the biggest military action in Europe since 1945. It also marks a new era of high-risk economic warfare that could further splinter the world economy. The measures the West has imposed on Russia are so potent that they have triggered chaos in its $1.6trn economy and prompted the president, Vladimir Putin, to issue nuclear threats. The instant immiseration of a big economy is unprecedented and will cause alarm around the world, not least in China, which will recalculate the costs of a war over Taiwan.

The West’s priority must be to win the economic confrontation with Russia. Then it must create a doctrine to govern these weapons in order to prevent a broader shift towards autarky.

That Russia did not take the threat of sanctions seriously at first is no surprise. In recent years they have been plentiful but ineffective. Reluctant to use hard power, America and Europe have reached for economic penalties instead. Some 10,000 people or firms are subject to American sanctions, affecting over 50 countries with 27% of world GDP, and covering everything from torture to cryptocurrencies. Often they make little difference. Autocrats can evade targeted measures. Full embargoes on Iran and Venezuela have been crippling but have not led to regime change. The deterrent effect has been weak, as malefactors have assumed that America would never apply “maximum pressure” on a big economy.

On February 26th that Rubicon was crossed, when sanctions were imposed on the world’s 11th-biggest economy. By making it illegal for Western firms to deal with big Russian banks, except in the energy trade, and expelling them from the global-payments plumbing, the flow of money across borders is seizing up. Action against Russia’s central bank means it cannot gain access to much of its vast $630bn pile of foreign reserves.

Confidence has evaporated. The rouble has fallen by 28% this year as capital flees, threatening soaring inflation. Russian shares have

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IN THE 1930S A FEAR OF TRADE EMBARGOES WAS ASSOCIATED WITH A RUSH TO AUTARKY AND ECONOMIC SPHERES OF INFLUENCE dropped by over 90% in offshore trading, and multinationals are leaving. From Moscow to Murmansk, Russians are queuing outside banks.

The shock could lead to a coup or a cash-crunch that impedes the war machine. But Mr Putin could retaliate with his own economic weapons including strangling the flow of gas. After nuclear bombs were used in 1945, it took years to develop a doctrine to govern how to deal with retaliation. Now, amid the chaos, there is no time for an equivalent for sanctions.

One principle is clear, though: any Russian economic retaliation must be met by a more damaging response by the West that makes that act of retaliation irrational. Through its ability to sty-

mie tech services and oil exports (from which Russia earns four times more than gas) the West retains the advantage.

If the West faces down Russia, and cements the new weapons’ deterrent power, the longrun implications will be daunting.

The more they are used, the more countries will seek to avoid relying on Western finance. That would make the threat of exclusion less powerful. It would also lead to a dangerous fragmentation of the world economy. In the 1930s a fear of trade embargoes was associated with a rush to autarky and economic spheres of influence.

Autocracies will be most nervous: they own half of the world’s $20trn pile of reserves and sover-

eign wealth assets. While China can inflict huge economic costs on the West by blocking supply chains, it is now clear that in the event of a war over Taiwan, the West could freeze China’s $3.3trn reserve pile. Even some democracies like India, which has avoided condemning Russia’s invasion, may worry they are more vulnerable to Western pressure. Over the next decade technological changes could create new payments networks that bypass the Western banking system. China’s digital-currency trial has 261m users.

Today it is hard to park trillions of dollars outside Western markets, but in time more countries may seek to diversify their reserves by investing more elsewhere.

Some of this fragmentation has become inevitable. But by applying sanctions to ever more countries over the past two decades, and now also raising their potential severity, the West risks pushing more countries to delink from the Western-led financial system than is desirable. That is why after the crisis in Ukraine passes, the West should aim to make clear how sanctions will be controlled.

The relentless proliferation of the low-level sort ought to be contained, although targeted measures against individuals and firms for human-rights abuses remain legitimate, even if they rarely work. And it should be made clear that economy-wide sanctions of the devastating kind being used against Russia are reserved for the worst acts of aggression and war.

The West has deployed an economic weapon that was until recently unthinkable. It must be used wisely.

From The Economist, published under licence.

The original article, in English, can be found on www.economist.com

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NATIONAL DAYS

INTERESTING FACTS

Europe is the North of the World!

MARCH

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BOSNIA AND HERZEGOVINA

guess you subconsciously thought that, say, New York is as far north as London, Paris or Moscow, and that Los Angeles is, say, somewhere at the "height" of Spain? Wrong! Europe is a much more northern continent, and if the European cities were placed on the North American continent in the same geographical area, most of them would be - in Canada! Brussels, Paris, London, Zagreb, Ljubljana, Lviv or Amsterdam would be in southern Canada, while Florence and Belgrade would be at the border around the Great Lakes. Helsinki would be far away in the Yukon, and Reykjavik in northern Alaska. Naples would be in the place of New York, L.A. is somewhere at the same "height" as Rabat in Morocco, and Tehran would be somewhere in Georgia, while Tel Aviv and Kuwait would be in Texas. Paradoxically, two hilly cities with trams, which people say resemble a lot - Lisbon and San Francisco - would be in the same place. Dubai? Dubai would north of Miami, believe it or not.

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roclamation of P Independence 1992

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BULGARIA Liberation Day

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HUNGARY 1848 Revolution Day

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IRELAND St. Patrick's Day

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ARRIVALS & DEPARTURES

TUNISIA

NEW BOARD OF DIRECTORS OF THE AMERICAN CHAMBER OF COMMERCE ELECTED Stefan Lazarević, General Manager of NCR Serbia, to helm AmCham for the next two years

Independence Day

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NAMIBIA Independence Day

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PAKISTAN Declaration Day

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GREECE Independence Day

For the next two years, a new Board of Directors, with Stefan Lazarević, General Manger of NCR Serbia, at its helm, will lead the American Chamber of Commerce in Serbia (AmCham).

In strong competition, at the General Assembly meeting of AmCham, in addition to the new chairman, the member companies elected other members of the Board. Ivan Miletić, from Philip Morris International, will be the first Vice-Chairmanof the Board for the next two years. Ronald Seeliger, from Hemofarm, was appointed

DARKO POPOVIĆ CEO/Chairman of the Executive Board of Banca Intesa Belgrade

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the second Vice-Chairman, while the Board of Directors also has four new members: Goran Vasić, Telenor, Ksenija Karić, Schneider Electric, Marija Popović, OTP Bank Serbia and Milan Gospić, Microsoft Serbia.

The newly elected Chairman, Stefan Lazarević, thanked the current Chairman, Zoran Petrović, for the exceptional results AmCham accomplished despite the challenges imposed by the pandemic, as well as the commitment of AmCham members in improving the business climate in Serbia.

Mr Popović has been a member of Banca Intesa’s Executive Board for thirteen years. He started his career at the National Bank of Serbia as a banking supervisor.

At Banca Intesa, he first worked as a manager in the Risk Management Department for five years and then became the director of this sector. At the Association of Serbian Banks with his colleagues formed the Risk Management Committee, of which he was appointed chairman in 2007.

Mr Popović in 2008 became the director of the Corporate Clients Division and 2013, was appointed Director of the Retail and Small

Business. He is also the Chairman of Intesa Leasing’s Managing Board and a member of the Supervisory Board of Intesa Invest.

Graduated is from the University of Belgrade’s Faculty of Economics. He attended several specializations including those on the topic of leadership at Harvard Business School, Stanford Business School and London Business School. He is a member of the Board of Directors of the Alumni Association of the Faculty of Economics in Belgrade. He was also a member of the Board of Directors of the Serbian Association of Managers.

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BANGLADESH Independence Day

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MALTA Freedom Day

APRIL

03

GUINEA Independence Day

17

SYRIA National Day

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NETHERLANDS ational Day N (King’s Day)

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SOUTH AFRICA Freedom Day

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FRANCESCO MASCI New Chairman of the Executive Board of DDOR osiguranje Francesco Masci has been appointed as new Chairman of the Executive Board of DDOR osiguranje as of February 3, 2022.

Determination towards successful development and outstanding business results Unipol Group has maintained over the years, also reaches out to its international operations in Serbia with the strong support to one of the key players in the market – DDOR osiguranje.

During his career, Mr. Masci gained a significant expertise in the financial sector, focusing on Investment Banking, M&A and Equity Capital Markets, covering major financial services transactions in Italy. In particular, he

has been involved in a number of domestic and cross-border M&A deals and he has worked on a series of capital increases for leading Italian banks and insurance companies. He joined Unipol Group in 2016, taking on positions of increasing responsibility, from structuring, analysis and execution of capital and debt management solutions, to handling all the Unipol Group M&A transactions related to the insurance business, the banking business and the diversified companies. He was appointed as member of the DDOR insurance’s Supervisory Board in January 2021. Francesco Masci succeeds former Chairman Giorgio Marchegiani.

DRAGAN ČIGOJA New General Manager of Lidl Serbia As of March 1, Lidl Serbia will have a new General Manager, Dragan Čigoja, who until now, as a member of the Managing Board, was also the Director of Central Services. Mr Čigoja started his career at Lidl in Germany, after which he came to Serbia and was the first employee of this modern chain of discount stores in our country.

Mr Čigoja has been in charge of the company’s expansion. Today, Lidl has 57 stores and a logistics centre in Nova Pazova. The company is also building another logistics centre, in Lapovo, which will be opened in the second half of the year.

Tomislav Šapina, who led Lidl Serbia since 2016, will continue his career in the sister company that operates under the Schwartz Group in Germany.

Ana Petrović is appointed a new member of the Managing Board and Director of Central Services instead of Dragan Čigoja, while Sabin Fane is appointed a Managing Board member and head of the Procurement Division. Ivana Marković is a new Managing Board member in charge of Human Resources while Ivan Kostadinović is appointed a Managing Board member in charge of Lidl Serbia’s Administration Division.

MICHELLE SIMMONS General Manager of Multi-Country subsidiary Michelle Simmons will take over as the General Manager of Multi-Country* subsidiary, overseeing operations for 24 countries within the region of Central & Eastern Europe (CEE). Michelle takes over her new role effective at 1. April.

Bringing substantial knowledge and industry experience to the role, Michelle has been with Microsoft for over twenty years, in a number of roles across CEE, Asia and the USA. During that time, she has been responsible for driving strategic growth across multiple markets, as well as building partner and customer relationships. During her

stint as General Manager of Southeast Asia New Markets, Michelle led Microsoft’s business across 9 countries that make up some of Asia Pacific’s fastest growing markets, focusing on modernizing economies and companies through digital transformation.

Michelle will be responsible for further advancing Microsoft’s vision of helping the region build on its strong technical talent to thrive as digital hotspot, a place where people, businesses and communities are empowered to prosper and grow through digital innovation and with global ambitions.

MARKO KORICA New General Manager at Viceroy Kopaonik Serbia Viceroy Kopaonik Serbia, the first “ski-in, ski-out” luxury 5-star mountain resort on Kopaonik, is pleased to announce the appointment of Mr. Marko Korica as the new General Manager. As a passionate leader, with over 15 years of hospitality experience, he is the perfect candidate for the position at Viceroy Kopaonik, where has held the responsibility of Hotel Manager, and been part of the pre-opening team

since in 2020.

Mr. Marko Korica holds an MBA in international business and has an impressive career record working in demanding markets with great dedication, in hotels such as Amwaj Rotana in Dubai and Yas Island Rotana & Centro Yas Island in Abu Dhabi. Mr. Marko Korica will succeed Mr. Goran Kovačević in the position of General Manager.

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READ THIS ON WEB

INTERVIEW

by Marija Milenković

Active Relations Between Bulgaria and Serbia In terms of political dialogue there isn’t much more to improve. Economics remains the field where we have turned our attention to and seek improvement

H.E. PETKO DOYKOV Ambassador of Bulgaria in Serbia

he ambassador of Bulgaria in Serbia, H.E. Mr. Petko Doykov, spoke for Diplomacy and Commerce about state and diplomatic relations between two countries, as well as about new cooperations among old ones like in energy sector, and about Open Balkans and Bulgarian minority in Serbia.

T

Judging by the year when diplomatic relations were established between our two countries, Bulgaria is Serbia's "oldest" neighbour. How would you rate the current state of diplomatic relations between Serbia and Bulgaria?

— We are quite satisfied with the current level and intensity of political dialogue between our two countries. In the last few years it has become the norm to have at least a couple of ministerial visits per year in Bulgaria and Serbia respectively and to have at least one meeting on the highest level – President or Prime-Minister. Even in the times of Covid-19, this practice continued – in 2021 President Radev met with President Vucic in Dimitrovgrad and in early February this year Prime Minister Kiril Petkov met with Prime Minister Ana Brnabic.

Our goal is to make sure this excellent level of political dialogue transfers into concrete actions and results. Currently, we are extensively working on expanding our cooperation in the area of energy, most notably through construction of common gas infrastructure, and through expanding and modernizing road and railway infrastructure connecting our two countries.

During the visit of Prime Minister Petkov possibilities for expanded cooperation in the area of economics were also discussed – in the areas of tourism through common touristic packages and

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BUILDING A SINGLE ENERGY MARKET IS ONE OF THE EU'S TOP PRIORITIES FOR ACHIEVING SECURITY OF ENERGY SUPPLY AT COMPETITIVE PRICES in the area of IT and innovations.

How can the cooperation between the two countries become even better?

— As I already mentioned, we are now focusing on economics and infrastructure as means of enhancing our cooperation not just politically, but on a more practical level. Both Bulgaria and Serbia are developing economies and thus expanding mutual interconnectivity is definitely a key step into rallying more foreign investment and spurring economic growth.

Overall, in terms of political dialogue there isn’t much more to

improve. Economics remains the field where we have turned our attention to and seek improvement.

Bulgaria and Serbia have strong cooperation in the energy sector. What do you think of this initiative of the unified gas market consisting of Serbia, Bulgaria, Greece and North Macedonia? In addition to gas, could a similar initiative be used in other energy segments such as renewable energy sources, Serbia's participation in expanding nuclear capacity in Bulgaria and the like?

— The Republic of Bulgaria and the Republic of Serbia maintain

active bilateral relations in the field of energy. Cooperation between the two countries in the field of energy is important for increasing energy security in the region. The constructive contacts at the political level, between the line ministries and the business, as well as the participation in joint initiatives contribute to the active cooperation between the two countries.

Building a single energy market is one of the EU's top priorities for achieving security of energy supply at competitive prices.

An important step in the unification of energy markets in Europe is the establishment of an electricity market in the countries of the Energy Community, including the Republic of Serbia and the Republic of Northern Macedonia, as well as other Western Balkan countries included in the Western Balkans 6 initiative. WB6). This initiative will help increase the region's diversification and energy independence. To this end, it is necessary to harmonize the legislation in the countries of the Western Balkans with the EU rules.

A day-ahead market connection project between Serbia and Bulgaria, including the Croatian market area, has also been launched, for which regulators, transmission system operators and electricity exchanges in Bulgaria, Serbia and Croatia have already successfully completed a study on the feasibility of a tripartite market integration initiative.

Some legislative changes and reforms are needed in the Republic of Serbia.

During the visit of the Bulgarian Prime Minister, special attention was paid to the opportunities for accelerating the development of the natural gas market in the region, which will be possible thanks to the planned and existing gas infrastructure. In this context, the project for interconnection reverse gas connection Bulgaria - Serbia plays an important role. IBS is one of the priori-

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ty projects between Bulgaria and Serbia. The interconnector will contribute to the diversification of routes and sources of supply, enabling the Republic of Serbia and the countries in the region to receive natural gas from the Southern Gas Corridor and access the global liquefied natural gas market through the LNG terminal near Alexandroupolis.

Undoubtedly, there are opportunities for expanding cooperation in other areas as well, such as harnessing the potential and deployment of energy from renewable sources, increasing energy efficiency and, last but not least, nuclear energy for civilian purposes.

As you know, the European Green Deal aims to make the EU climate neutral by 2050 in a way that contributes to the European economy, provides growth and jobs. This target requires a 55% reduction in greenhouse gas emissions by 2030, which in turn implies significantly higher shares of energy from renewable sources in the integrated energy system.

The Bulgarian side is interested in projects to exploit the potential of solar energy and water basins; bio-based resource efficiency projects, incl. bio raw materials and biogas, as well as waste management and recovery and the implementation of the circular economy and the cascading use of resources. In connection with the principle of putting energy efficiency first, we also attach great importance to the development, construction and implementation of new resource materials.

For Bulgaria, nuclear energy is a key element in the transition to a low-carbon economy and achieving the EU's increased climate ambitions. We believe that the role of nuclear energy as 'clean' energy should be adequately taken into account in the development of green transition policies. The country has a well-established tradition in the nuclear field and has been developing a nuclear program for peaceful purposes for more than 45 years, which guarantees basic electricity production with predictable and competitive prices.

According to the Government's Coalition Agreement, a decision is to be made on whether and with what technologies the Bulgarian nuclear program will be continued. ln 2021, the presidents of Serbia

and Bulgaria, Aleksandar Vucic and Rumen Radev, respectively, agreed to improve economic cooperation between the two countries, and it was announced that three companies from Bulgaria will open production plants in Dimitrovgrad. Did this happen and if not, are there any new initiatives regarding this idea?

— The geographical, cultural and linguistic proximity between Bulgaria and Serbia favors active and multilateral economic ties. There is potential for intensifying economic relations in order to increase trade and bilateral investment. Serbia has a huge economic potential, as Bulgarian entrepre-

the then Minister of Economy, currently Prime Minister of the Republic of Bulgaria, Mr. Kiril Petkov, was informed about the three Bulgarian investments in the free zone of Dimitrovgrad. The pandemic of COVID-19 caused a certain delay in the realization of the investments in question, but from the contact that the Bulgarian institutions, incl. the Embassy have with the companies, they confirm their commitment and intentions to implement their projects, which I believe will take place in the near future.

Serbia has invested a lot of effort in the Open Balkans idea.

Does Bulgaria support this idea?

GOOD NEIGHBORLY RELATIONS AND REGIONAL COOPERATION IN THE WESTERN BALKANS ARE ESSENTIAL ELEMENTS IN THE STABILIZATION AND ASSOCIATION PROCESS AND IN THE FRAMEWORK OF EU ENLARGEMENT neurs are interested in investing in the Balkan region, especially in Serbia, which in turn further stimulates interest in developing our economic relations. This closeness between the two countries and the opportunities for economic development are the factors that influence the process and are the basis of cooperation between the two countries. This was the focus of the talks between the two presidents. They stressed the need to strengthen economic co-operation, given the potential and opportunities for development, especially in the border areas between the two countries.

During the visit (July 1, 2021),

As an EU member from the Balkans, can Bulgaria help with the implementation of the Open Balkans initiative?

— Good neighborly relations and regional cooperation in the Western Balkans are essential elements in the stabilization and association process and in the framework of EU enlargement. Infrastructural connectivity, both within the Western Balkans and between the region and its neighboring EU member states, is a priority. The construction of the multimodal Corridor No 8 (highway, railway infrastructure, etc.) has the necessary political support from Bulgaria.

How would you rate the current state of the Bulgarian minority's rights in Serbia and in which area can we make more progress?

— The state of the Bulgarian minority in Serbia is an important element to our relations. It is a link for friendship and co-operation between our neighboring countries. My feeling is that things are moving in the right direction. The legal and institutional framework regarding national minorities in Serbia is good enough and represents a solid basis for constructing a suitable environment in the area of minorities’ rights. On the other hand, Serbia is on the path to the big EU family, which Bulgaria wholeheartedly supports. The establishment of the new Ministry of Human and Minority Rights and Social Dialogue and the appointment of Gordana Čomić as Minister is also a good point. This is an important step towards improving the status of national minorities in Serbia and tackling the unresolved issues they face, as well as a useful tool for implementing the necessary reforms stemming from Chapters 23 and 24 of the EU accession negotiations. As for the practical side, unfortunately the implementation of the rules across the country is not so effective and consistent. In particular in the areas of education, public broadcasting in minority languages. There is also room for improvement in the process of election of the National Councils of National Minorities. In 2018 Bulgaria noted some problems in that area. In our opinion, independent monitoring and evaluation of the election process would ensure the proper functioning and usefulness of the National Councils.

We expect to see progress in printing textbooks in Bulgarian for preschool, primary and secondary education, and the introduction of Bulgarian language education in kindergartens. The lack of additional curriculum (30% content supplements) to textbooks in geography, history, music and arts is another problem that must be resolved. We note with regret that there are still some worrying cases of hate speech in the public sphere. In this regard we count on the Serbian institution to react on this destructive element.

Our wish is Bulgarians in Serbia to always be involved in the development of relations between our two countries.

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6th ANNIVERSARY

Challenging Year What we can all do together to make Serbia a better place to live hen we stepped onto the Serbian media scene six years ago, we created and designed Diplomacy&Commerce magazine to be the premier current affairs magazine, providing high-quality coverage and analysis of news and events in Serbia and the region. According to the reactions of our readers, we think that we have succeeded in that, and that blazes our future trail.

If 2020 was the year in which we faced the

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POLITICS

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greatest global challenge of our generation, and 2021 was the year when we launched the fight against Covid-19, then 2022 will be dominated by the need to adapt to the new reality.

Challenge, fight and adapt!

These are also the topics we talked about with Serbian officials, as well as representatives of the diplomatic corps, institutions, organizations, domestic and foreign companies, and social, cultural and public figures

By all accounts, 2022 will be one of the most challenging years. Some of the biggest challenges will be the road from a pandemic to an endemic situation, worrying about inflation, green agenda, energy and climate crisis... What do you think will be the biggest challenges in Serbia?

in Serbia.

What will happen after the crisis, what will this year be like knowing that elections are waiting for us at all levels, what will happen on the social scene, what direction should culture and media take, and where we are on the economic and political map of Europe and the world are just some of the issues on which our interlocutors shared their opinions.

This year, Serbia will hold presidential, parliamentary and Belgrade elections on April 3rd. What should be the priorities of the new Government of the Republic of Serbia (its ministries) and the president of the state?

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We Have Laid the Foundation For the Energy Transition

ZORANA MIHAJLOVIĆ Deputy Prime Minister and Minister of Mining and Energy

Last year, we managed to lay the foundation for Serbia's energy transition by creating a new legislative framework, drafting a new investment plan and started drafting the Integrated National Energy and Climate Plan for 2030, with projections until 2050 and the Re-

public of Serbia’s Energy Development Strategy for until 2040 with projections until 2050. Energy is most expensive when it is lacking, just as energy systems are most vulnerable when we don’t plan and act on time. Serbia does not have time to wait, because it’s been 30 years since a large thermal and hydroelectric power plant was built. Even without the ongoing crisis, we need investments to have a safe supply of energy. In 2022, I expect to see even more

concrete results in Serbia's energy transition. For us, the priority is to continue investing in all areas that come under the Ministry’s jurisdiction - from energy efficiency measures for which about 230 million euros have been earmarked this year, to new investments in RES, construction of reversible hydropower plants, investments in distribution and transmission power network, construction of the Niš-Dimitrovgrad gas interconnection and preparing for the construction of other gas interconnections.

Regardless of the harsh words and attacks that we will definitely see in the election campaign, I believe that the citizens are always mindful of the accomplished results in the end, and that this government, like the previous ones led by the Serbian Progressive Party (SNS), can boast of more than

300 kilometres of constructed motorways, the completed Corridor 10, reconstructed and modernized railways, new hospitals, stable public finances and higher average wage. Of course, there is still work to be done to make Serbia a desirable country to live in. The green energy transition is a global issue and a global process, which creates the opportunity for new investments, new jobs and technological progress. The essence of the green energy transition is that we secure enough energy supply, but in a way that does not jeopardize but rather improves the environment and contributes to the fight against climate change. Increasing energy efficiency, as well as greater use of RES potential, are of critical importance, and I believe that it would be good for Serbia to have a special ministry for green transformation and energy efficiency in the next government.

is why the increased allocation of funds for culture is a trend that will continue and grow in the coming period which is why the next culture budget will have developmental character.

Our priorities will be, above all, to decentralize culture and improve the accessibility of cultural content and the participation of as many artists and citizens as possible in cultural projects and events. We will be dedicated to helping the town of Čačak to be

declared the first capital of culture of Serbia in 2023, as well as continue to renovate cultural institutions, museums and libraries throughout Serbia, under the auspices of the Cities in Focus project. I would also like to highlight the adaptation of the old railway station building, which will house the History Museum. Along with the Stefan Nemanja monument on Sava Square, the Museum will reflect the history of the Serbian people and state in this area.

Culture is Recognized as an Important Area MAJA GOJKOVIĆ Deputy Prime Minister and Minister of Culture and Information

By pursuing an extremely delicately and strategically thoughtful domestic and foreign policy, defined by the state leadership, helmed by the President of the Republic Aleksandar Vučić, we have managed to overcome or avoid the most difficult global challenges, as well as to take a leadership position in various segments of development, the economy and culture in the region and beyond.

Thanks to all that, I believe that the biggest challenge for Serbia this year will be to maintain the level of development and progress in complex circumstances.

We are aware that due to the very convoluted global situation, in terms of geopolitics, economy,

and ecology, one of the biggest challenges will certainly be the preservation and establishment of overall stability as a key prerequisite for any form of further development. For Serbia, a country that is at the forefront of development processes in our region, political and economic stability is essential.

In these difficult circumstances, Serbia has demonstrated its commitment to reforms, development and boosting overall cooperation at the international level. In addition to significant investments in infrastructure and health care, I can proudly say that culture is recognized as an important area that needs investments too. Investing in the culture of one nation is the best long-term investment that is in the best interest of the whole society. That

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POLITICS By all accounts, 2022 will be one of the most challenging years. Some of the biggest challenges will be the road from a pandemic to an endemic situation, worrying about inflation, green agenda, energy and climate crisis... What do you think will be the biggest challenges in Serbia?

This year, Serbia will hold presidential, parliamentary and Belgrade elections on April 3rd. What should be the priorities of the new Government of the Republic of Serbia (its ministries) and the president of the state?

New Investments Await

TATJANA MATIĆ Minister of Trade, Tourism and Telecommunications

2022 will undoubtedly be a year of great challenges for the whole world. Now, in the first quarter of 2022, we can say that the end of the pandemic is in sight and that the whole world is gradually moving towards the liberalization of tourist migrations and the conditions which facilitate

progress globally. We hope and expect that the year ahead will bring additional relief and new opportunities for the development of the most endangered sectors in Serbia, especially as more and more foreign tourists are choosing Serbia as a safe and attractive tourist destination. Another reason for optimism is the encouraging data on the record foreign currency income from tourism in 2021, which surpassed even the record-breaking year of 2019.

We have new investments ahead of us and we are going to launch tourism development projects that include infrastructure projects, education, promotion, tourism training for local tourist boards and associations, as well as the promotion of tourist destinations and events that specifically present the culture, traditions and customs of a particular locality.

Our Ministry's priority in 2022 is to continue with digitalization, which, in addition to building a network in rural areas, also entails the continuation of creating a computer network in elementary and high schools. So far, half of the schools in Serbia, i.e. over 900 of them, have these computer networks. We will also continue to encourage the development of e-commerce and the digital society. Furthermore, the main goals include maintaining the achieved economic growth and the implementation of reforms to mitigate the consequences of the pandemic-induced crisis, as well

The current government has achieved excellent results, especially during the pandemic. I am especially proud of last year's results of the Ministry of Trade, Tourism and Telecommunications (MTTT) during a very challenging period for the hospitality and tourism sector, as well as projects to digitize tourism and education, domestic tourism development and bridging the gap between urban and rural areas. The Government of Serbia and MTTT are continuously monitoring the situation on the market and in the future, we will take adequate steps towards state integration, with the aim of protecting our citizens' living standard and maintaining market supplies. With the implementation of all plans that the Ministry of Trade, Tourism and Telecommunications has for 2022, we are confident that this year will also be a year of growth and progress.

ernization is unequivocally in the general interest. In regard to the Ministry that I helm, and regardless of the outcome of the upcoming elections, it should work on the existing priorities – that is boosting Serbia's reputation in the world, strengthening old and traditional friendships and redefining relations with countries with which we have not always had a mutual understanding. Also, the Ministry should hire more staff, reinforce its economic diplomacy, continue working with the Ser-

bian citizens in the region and the diaspora, and above all, work on defending the state and national interests when it comes to Kosovo and Metohija. I believe that I share everyone’s sentiment when I say that the whole world is entering a politically uncertain and unstable phase, and that the only way for Serbia to remain unharmed in all this is to know what we want, to pursue our own interests and to consistently maintain our policy of military neutrality and political independence.

as preservation and support of the tourism sector.

We Have Learned to Act on Time NIKOLA SELAKOVIĆ Minister of Foreign Affairs of the Republic of Serbia

In the not-so-distant past, overwhelmed by internal problems but also often by poor leadership, Serbia had been reactive in foreign policy for so many years, unprepared to deal with global challenges. In the past seven or eight years, we have managed to get rid of this bad habit and to be prepared for what comes ahead. I have to underline that this was possible primarily thanks to the energy and vision of President Aleksandar Vučić and his talent to anticipate challenges. Serbia was one of the countries that did its absolute best when it came to timely procurement of medical ventilators and vaccines, so we went through the energy crisis that continues to shake a good

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part of Europe relatively unscathed and managed to become leaders in attracting foreign investments and economic growth.

We are not an isolated island and we cannot be fully immune to the problems in our immediate and wider environment, but thanks to internal political stability, economic development and strategic planning, I can proudly say that we have learned to act on time and that if we cannot fully to protect ourselves from global earthquakes, at least let us not be at their epicentre.

I am confident that the Serbian citizens will vote for the continuity of the responsible state-building policy that we have been pursuing in the past years. I am sure that there is widespread awareness that political stability is our comparative advantage and that the sustainable economic development of Serbia and its mod-

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We Have a Constructive Dialogue on All Issues

JADRANKA JOKSIMOVIĆ Minister for European Integration

The common goal of our country and the European Union is to make the accession process more dynamic and credible, following the principles of the new EU enlargement policy methodology.

With the opening of Cluster 4 -

Green Agenda and Sustainable Connectivity last December, together with our European partners, we started to fully implement a new way of negotiating, as we opened four chapters at once, and made significant progress related to Cluster 1 – Fundamentals, in relation to the criteria from the crucial chapter 23 – The Rule of Law. During the French Presidency, we want to continue in the same

I am confident that state institutions, both legislative and executive authorities, will continue to pursue responsible policies and that, like the current convocation, they will show readiness to address all existing challenges in our

society through comprehensive social dialogue, including even the most sensitive ones because they have been "pushed under the rug" for years. The most important thing, on which the synergy policy of the President of the Republic, the National Assembly and the Government of Serbia is based, is that we have shown the ability to conduct a constructive and broad dialogue with all social and political stakeholders. We have been discussing all the most important issues - from those related to environmental quality, preservation and growth of the economy in times of crisis, sustainable social and health policies to facilitating the rule of law, because our goal is to be mindful of the interests of all our citizens during the decision making process.

been on a downward spiral with no hope of becoming better. The only solution was to implement extensive reforms and fiscal consolidation, which resulted in Serbia having a budget surplus for four consecutive years before the coronavirus pandemic broke out.

That is why we had enough money to increase salaries and pensions, as well as to pay huge state aid, when it was necessary.

Our plan is to continue working on increasing the living standard of our citizens, but also capital investments. Our citizens will be able to use a fast train soon that will commute between Novi Sad and Belgrade at 200 kilometres

per hour. We are also building 10 highways and expressways, clinics and hospitals, as well as renovating existing hospitals and health centres. We are building schools and kindergartens. The fact is that have never given false promises to our citizens, which is why we expect their support in the upcoming elections. Our plan is for the average salary in the country to be over 1,000 and the average pension around 500 euros, to improve and modernize almost all segments of life provide our citizens with better living conditions, opportunities and a better country, by the end of the new government’s term in the office.

direction. Having in mind the positive repercussions of the recent referendum on amending the Constitution, we rightly expect the opening of Cluster 3 - Competitiveness and Inclusive Growth by the end of June. Also, we continue to work even more diligently and responsibly in other areas, primarily on meeting the criteria in Cluster 5 - Resources, Agriculture and Cohesion, but also those in Cluster 2 - Internal Market. We are rapidly adapting our regulations and standards to those in the EU.

Our Results Speak for Themselves SINIŠA MALI Finance Minister

We can certainly see disturbances at the global level that have definitely deepened the economic crisis, this time not only because of the coronavirus pandemic but also because of the current situation with Russia and Ukraine. We have enough money in the state budget to finance the purchase of required quantities of gas. We are trying to increase commodity reserves, just to be safe. There have been challenges in the energy sector, but they have been resolved too.

Late last year, the IMF predicted that the period of moderate inflation would last at least until mid2022. Forecasts say that inflation will start to decline in the second quarter. We believe that at the end of the year, the inflation will return to the target range of between 3.5 and 4%, providing there are no new challenges on the horizon.

Even if there are, we are ready to

tackle them. We have proved that despite numerous challenges, we can be champions in terms of economic growth in Europe. We have not transferred the burden of the global crisis to our citizens and the economy, and the state has allocated a total of around 8.8 billion euros in three aid packages.

Last year's economic growth stood at 7.4 percent and -0.9 percent in 2020, which cumulatively creates the best result in Europe. Another excellent indicator is the fact that unemployment in Serbia is on a downward trajectory, and despite the challenges, there are domestic and foreign investors who want to invest in this country, build factories and create new jobs.

Our goal is to continue to improve life in Serbia so that our country can become a place where young people will be able to fulfil their dreams, start their own families, and improve themselves both personally and professionally. In the years behind us, we have done everything we could to stabilize public finances, which had

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CORPORATE

The Time is Now We are Yettel. And we want to support our customers for a balanced world e all know about the benefits of a work-life balance, or balancing digital experiences with physical time, knowing when to switch on and when to switch off. But what does all this really mean?

Yettel, a new PPF Telecom Group brand, is created to help customers balance their technology and telecom’s needs with the way they want to live their lives.

Launched last week, it is a forward-thinking brand built on indepth market knowledge and customer insight that embraces the latest trends.

Yettel was officially presented on March 1st. On that occasion, a reception was organized for media representatives, at which a new beginning was presented in an original and interesting way.

The renowned ballet dancers Milan and Katarina Gromilić symbolically presented the Yettel brand through their dance.

“Our relationship with technology has changed. Today, connectivity is a must, and our customers expect guidance in how to best make use of technology to balance out the things that matter.

We want to inspire our customers to strive for that balance in life by offering products and services which support this great ambition,” says Marek Slacik, Executive Director of TMT CEE, PPF Telecom Group.

As one of the first projects implemented under the new brand,

W

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YETTEL IS A NEW NAME, A NEW WORD, PURPOSEFULLY WITHOUT SPECIFIC MEANING, WITH DOUBLE TT IN THE MIDDLE TO REFLECT THE BALANCE THE BRAND WANTS TO CREATE Yettel will launch a totally new service in approximately two weeks, which takes the Yettel Petak concept to the next level and aims to bring balance to customers’ spending and shopping.

“This will be a very intuitive and easy-to-use service in the Yettel App, where customers will be able to get the best deals and dis-

counts from over fifty partners in more than ten different categories. Our ultimate and long-term aim with this service is that, before customers buy anything, they check the Yettel App to see whether there is a discount or deal that can help them optimize their spending”, said Mike Michel, Yettel Serbia CEO.

The goal is for customers, before they buying anything, to use the Yettel App to check if they have a discount or deal that can help them optimize their spending.

Yettel has also launched Yettel ID, a very simple concept with the potential to add small efficiencies to customers’ lives. Thanks to Yettel ID, the users can sign up for digital businesses and services using only their Yettel mobile number. They don’t have to spend extra time filling out each and every detail themselves but just give consent, while being protected by the highest customer privacy standards.

As part of the rebranding, Yettel in Serbia has launched a new website (www.yettel.rs) and the Yettel App, as well as redesigned digital and social media channels. The process will be seamless for all customers and Yettel will respond to all inquiries promptly.

Yettel is a new name, a new word, purposefully without specific meaning, with double tt in the middle to reflect the balance the brand wants to create. A suggestion of ‘tel’ is a subtle reference to the origin. The brand’s colours also reflect balance. This brand is bold, bright, confident, digital and modern.

Technolgy shouldn’t get in our way. When it is balanced, it helps.

We are Yettel. And we want to support our customers for a balanced world.

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DIPLOMACY What do you think is Serbia’s role in the region and how would you rate the progress made so far in the implementation of reforms, as well as the results in regard to the EU accession?

Diplomatic and economic relations can always be better. What do you think about the relations between our two countries and where do you see opportunities for improvement?

The Legislative Reforms Will Have to be Implemented Efficiently

H.E. PIERRE COCHARD Ambassador of France to Serbia

Serbia holds a crucial role in the region and can use its influence to promote regional cooperation and reconciliation. A dynamic integration of the Western Balkans countries, more cooperation and exchanges at all levels could play an important role in facilitating the EU accession of the whole region. Some issues re-

main to be solved, in particular with regards to Kosovo, but the only way out will be through dialogue and implementation of agreements, we fully support in that regard the mediation underway under EU auspices.

As for the implementation of reforms, some important milestones have been reached over the past months, in particular the constitutional reform of Justice, which was a complicated process. The latest EU report also points important achievements in many fields

(economy, higher education…).

The opening of a cluster 4, in December 2021, is largely due to this.

However, the legislative reforms will also have to be implemented efficiently. We have high expectations in the field of rule of law, political pluralism and media that form the DNA of the EU. The upcoming elections in April will be monitored closely in that regard.

The bilateral relations between France and Serbia have reached an excellent level, in part thanks to high level political contacts on a regular basis. Prime Minister Jean Castex welcomed his Serbian counterpart Ana Brnabic in Paris on 11 February, where she also met with a large number of French companies. Since President Emmanuel Macron came to Serbia in July 2019, he had several bilateral meetings and contacts with President Aleksandar Vucic,

including most recently in connexion with the current international crisis that is unfolding in Eastern Europe.

Trade between Serbia and France remains at a high level, despite the pandemic: it amounts to 1,4bn€ in 2020, which is a record.

French companies, like Egis, Veolia or Vinci are well established in Serbia, where they share their technologic excellence on key infrastructure projects. But we can do more, and this is why France is very keen on supporting new environment friendly projects in Serbia, in the field of transports, water sanitation. In addition, the AFD (French Development Agency) is now granting loans to Serbia, amounting 176M€ in 2021.

This contribution will be significantly increased in 2022, to meet the needs of Serbia’s Green Agenda.

ing the last 2-3 years. I appreciate being an Ambassador to a country with which we have such deep friendly relations.

Mutual trade relations are thriving, exports and imports are rocketing, with a slight slowdown only at the beginning of the pandemic. Czech companies are winning contracts in infrastructure projects and, are also bidding for major strategic public contracts. Serbia is one of the most important destina-

tions for Czech foreign investment.

We will further strengthen our potential to mutual cooperation.

In this regard, our efforts to reopen the Czech House in Belgrade, which was built by Czech compatriots in 1927, could be very helpful.

This would create dignified conditions for the development of the Czech minority in Serbia. In addition, the Czech Cultural Centre, the CzechTrade and CzechInvest agencies could also operate there.

We Have Such Deep Friendly Relations H.E. TOMÁŠ KUCHTA Ambassador of the Czech Republic to Serbia

I would like to underline that the Czech Republic sees the countries of the Western Balkans as an integral part of a large European family. We must not slow down the integration processes of Serbia and other Balkan countries with the EU, on the contrary, we must deepen our cooperation. As for Serbia’s role in the region, suffice to say, that it is, for many reasons, definitely a key country and its role in securing and maintaining stability, fruitful regional cooperation and good relationship between countries of the whole region can hardly be overestimated.

I have to point out the importance of the process of normalizing relations between Serbia and

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Kosovo, overcoming stereotypes and historical burdens and reaching the overall reconciliation in the Western Balkans.

As for Serbia’s progress on the EU path, a lot has already been done. On the other hand, much more has to be delivered in many fields. In this respect, the legislative alignment with EU law, the track record in the rule of law and fundamental rights chapters and harmonization of foreign and security policy positions with the CFSP, seen as a proof of sharing common values and a common strategy, are, not just in my view, the key for maintaining the pace of accession negotiations.

The Czech Republic has above-standard political relations with Serbia, which was confirmed by the high intensity of bilateral talks at the highest level dur-

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Romania is a Consistent Supporter of EU’s Enlargement

H.E. SILVIA DAVIDOIU Romanian Ambassador to Serbia

Serbia is a key player in the political, economic and security nexus of the region. This status also implies a great responsibility in the preservation of a stable Western Balkan area, firmly anchored in the values of democracy, reconciliation, and good neighbourly relations. Romania

supports Serbia’s continued engagement for the stability and security of the region, as prerequisites for sustainable development and resilient societies.

Romania is a consistent supporter of EU’s Enlargement and of Serbia’s European perspective.

Serbia has come a long way on its European path. We encourage the Serbian Government to continue the solid commitment to reforms, to improve and implement the current legislation by using

all instruments at its disposal. My country has gained a vast experience in its EU integration and since its accession 15 years ago and is open to share the lessons learnt in this process with Serbian authorities, particularly in the fundamental areas, such as the judicial reform and the alignment of the public administration to the requirements implied by the EU membership status.

A solid construction needs a solid foundation. Romania and Serbia already have a strong bedrock in the form of longstanding traditionally good relations, further enriched by the links established through our respective historical communities. We are encouraged to continue to build on it to fully tap its poten-

tial for growth. We have developed the toolkit for the cooperation in many areas – agreements and joint institutional structures for collaboration – and the target ahead of us is to add value to our basis, through substantive and intensified political dialogue and tangible results in our sectoral partnerships. Priority areas are interconnections in transport and energy, environmental protection, tourism, education and culture, support for the rights of persons belonging to national minorities and for Serbia’s alignment to EU standards.

We should also look to jump start the coordination of our efforts to identify new opportunities to expand bilateral trade and investments in the aftershock of the pandemic.

of bilateral trade has been showing a steady growth, and in the past ten years the figure has doubled, reaching more than 3,5 billion EUR last year.

We see a growing number of Hungarian investments in Serbia and today Serbia is a priority target country for Hungarian enterprises. Big Hungarian investors, such as the internationally renowned petrochemical company MOL and the Hungarian OTP Bank Group have had a long-standing

presence in the country. In November 2019, the Ministry of Foreign Affairs and Trade of Hungary launched a specialized financial instrument, the Western Balkans Investment Scheme with the specific aim of facilitating the economic development of the region.

The program was highly successful, thus, the Hungarian Government continued the initiative with a new program called the Foreign Market Growth Incentive that has a global scope.

Serbia has a Crucial Role in the Region H.E. ATTILA PINTER Ambassador of Hungary to Serbia

I am convinced that Serbia is the key to peace and stability in the Western Balkans. We need to engage with Belgrade and understand their point of view to ensure stable development of the political situation. Serbia has a crucial role when it comes to questions of regional importance, and the approach of the government has proved valuable in order to defuse tensions in the international fora.

A key field of Serbia’s foreign policy agenda is without doubt the EU accession process. I am able to say that we finally have some good news in this regard: a negotiation cluster was opened in December 2021, which was the first one since the introduction of the new negotiation methodology. For every candidate coun-

try, the adoption of European legal standards provides important assistance in the modernisation of society and economy. However, no legal instrument can be successful without the necessary institution-building and human resource development – and these require sufficient financing. In this regard, the steady development of the Serbian economy is a major driving force behind the reform process, since it provides a solid platform for further reforms.

Hungary and Serbia have a long tradition of fostering business cooperation covering a wide range of fields. However, recent years brought substantial improvement in our bilateral relations. Our political alliance created a strong foundation for building a favourable business climate that resulted in a dynamic increase in trade volume and flow of investments. The volume

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INSTITUTIONS The pandemic-induced crisis has caused grave consequences on society as a whole and vulnerable groups. What can we do to aid society’s recovery and reduce inequalities that were especially visible when it comes to vaccination?

2022 will be all about economic recovery, further development of science, the continuation of dialogue in resolving crises, as well as the rehabilitation of the entire planet. What issues and topics should be addressed (e.g. climate change, green projects, reducing inequalities in society, etc.)?

Our Task is Huge and Exciting prioritisation of actions/investments, iii) corruption in multiple forms. Cooperation between the state, the private sector and citizens is essential. This is at the core of Agenda 2030 principle of Leave No One Behind, a powerful concept that we should weave through our social and economic fabric, relentlessly.

FRANCOISE JACOB UN Resident Coordinator in Serbia

The pandemic had a disproportionate impact on vulnerable groups, older people, people with disabilities, children in poor households, workers in the informal sector. Global solidarity mechanisms, such as the COVAX platform created by the UN for equal vaccination distribution, received little immediate attention.

Isolation and social distancing measures led to an acute sense of loneliness and exclusion among many people, creating new health and social challenges. But while

inequalities widened, efforts increased to reshape social protection schemes, strengthen the health system, combat gender-based violence. The most effective long-term way to reduce inequalities remains education.

More than ever, we must shape an education system that prepare young people to deal with uncertainties, think with discernment, acquire a range of marketable skills and social skills, embrace the green agenda and a healthy lifestyle, nurture civism and solidarity. At the same time, we must continue to address 3 systemic failures which generate inequalities: i) ineffective redistribution, ii) sub-optimal institutions and

The Pandemic shook the world - enough for creating new ways of working, studying and communicating - not enough to generate a full conversion of our way of life. Going back is not the way forward. We need bold visions from political leadership to fast track the transformation at all levels of society and the economy. The green transition will be a source of immense opportunities for both businesses and individuals: sustainable food systems, energy transition, circular economy, new urban developments etc. In 2021, Serbia expanded legislation and plans to fight climate change and environment destruction. 2022 is the time to shape the full vision for a fair green transformation, to build the capacities to implement the vision urgently and to communicate about it. In parallel, while we continue our ef-

forts to the COVID vaccination, we must place a greater focus on addressing critical environmental factors such as air pollution, promoting and supporting healthy lifestyles, and curtailing tobacco use, for a healthier society and a reduced burden on the economy. Digitalization accelerates, and we must mitigate the risks misinformation, and of increasing inequalities of access and opportunities. Many economic and social sectors still require real people in their place of work, farmers, artisans, construction workers etc.

These are also the jobs of the future. They need to be valued, including through the formal and informal education system. System efficiencies, transparency, fairness and solidarity should become the grounding principles to good governance and rule of law.

We will continue to advocate for a financial sector and business practices that support the green transition. The task is huge and exciting. It will require inclusive and meaningful national consultations and dialogs. We call for a greater engagement with society to shape the understanding, awareness, and desire to common actions towards making Serbia a flagship model of sustainability.

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Children at the Centre of Recovery

DEYANA KOSTADINOVA UNICEF Serbia Representative

COVID-19 has rolled back almost every progress made for children. We have witnessed increasing poverty, erosion of progress in childhood immunization, the disruption of education, in-

creased mental health issues of young people, and a widening inequality gap – to name just a few.

To mitigate these negative effects of the pandemic and shape an equitable future for all children, investments must be made in the development of children at the earliest age, ensuring the most vulnerable children are reached with vital early childhood inter-

ventions. Equally important is building a better mental health system and making it more responsive to the needs of our children and youth.

We must ensure the bridging of the digital divide for the most marginalized children. This can be done by revolutionizing learning and skills development to provide inclusive and quality education and by ensuring internet connectivity and access to digital devices for all.

Critical investments in social protection and means-tested social assistance benefits are required to support the resilience of the most vulnerable children and their families. Without proper prioritization of children, especially children from the poorest households, we will not be able to see sustainable economic development for all.

In 2022, the global community needs to recast its COVID-19 strategy: to focus not only on mitigating the virus but mitigating its effect on society – particularly children. It means placing them and their families and the goods and services on which they depend at the centre of recovery packages and protecting them from the fiscal adjustments that are expected to follow.

COVID-19 recovery and response should also be linked with bold and urgent actions that address climate change and protect our environment as these have become increasingly associated with children and linked to broader notions of economic and social justice. Thus, it is imperative to seize opportunities to make policies and financial investments more sensitive to the present and future needs of children.

green transformation of our economies and societies should be front and centre.

In Serbia, there’s an economic imperative to address the climate change emergency. For the country’s robust economic growth to be maintained, and to bring in new growth, deep decarbonization is needed, particularly if we have in mind the key export market – the EU, where consumers are already favoring goods with a low carbon footprint. By reduc-

ing its carbon intensity, the Serbian economy will become more competitive, and eligible for green funds. To bring about this change we all need to engage – not just the national and local governments, but also businesses, civil society organizations and citizens. In 2022, with EU support and in partnership with SIDA and EIB, UNDP will mobilize all the actors in the society to create a cleaner, healthier, and economically stronger Serbia-together.

We’ve Seen Examples of Tremendous Solidarity FRANCINE PICKUP UNDP Serbia Resident Representative

Since the onset of the pandemic, we’ve seen examples of tremendous solidarity as people came together to support each other in times of need. At the same time, the world seems an angrier place, especially during COVID, in response to perceived inequalities and injustice. In crisis, it’s important that no one is left behind, that help is equally available to everyone, especially those already vulnerable.

Covid-19 vaccination is a good example. In Serbia, the Government secured a stable supply of vaccines for all and established a user-friendly e-service for the citizens to apply for vaccination.

But some people in Serbia don’t have access to digital tools

and services. To make sure that everyone, including Roma, refugees and migrants and blind people are equally informed about the benefits of vaccination, we partnered with the Public Health Institute “Batut”, WHO, UNICEF and UNHCR to create a national public awareness campaign “Bring back the hug”, and distributed leaflets with key information in Roma, Farsi and Arabic, as well as in Braille. We also engaged Roma UN volunteers who visited Roma settlements to inform 11,500 inhabitants about the importance of Covid-19 immunization and help them register for and get a vaccine.

When recovering from this crisis, we must keep in mind that the economy can no longer grow at the expense of the planet. To stabilize the climate and prevent the rise of the average global temperature above 1.5 degrees, the

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FINANCE With the markets and the economy seeing continued effects from the COVID-19 pandemic, many investors are turning their attention toward 2022.

Which trends and concerns could shape the investment landscape in 2022?

How would you rate the overall impact of the crisis on the Serbian economy and which direction should we take to overcome consequences and continue with the growth?

We Support the Digitalisation and Decarbonisation

ALESSANDRO BRAGONZI Head of Regional Representation for Western Balkans at EIB

According to the latest EIBEBRD-WB Enterprise Survey, practices in the informal sector, workforce education and political instability are among the biggest obstacles faced by enterprises. To

reap the full benefits from the recovery, digitalisation and decarbonisation are certainly two key factors that will determine the speed of growth and unleash the potential of the private sector. The EIB is supporting the introduction of the 5G network in Serbia, as well as the upgrade of existing 4G infrastructure, which will enable the digital transformation of all sectors.

The green transition and a shift to more sustainable and efficient energy resources are going to be instrumental for future growth. Companies will also have to search for new business models to address climate change mitigation and adaptation. As the EU climate bank, the EIB has scaled up its financial and technical support to help the WB advance with the Green Agenda and reduce environmental pollution. Implementation of all these kinds of projects will be further supported thanks to the establishment of a new dedicated branch — EIB Global, which will help bring more financing and hands-on expertise at a country-specific level.

Serbia weathered the pandemic rather well, with output contracting by a modest 0.9% in 2020, and the economy recovered by about 7.5% in 2021. The EIB Enterprise Survey shows that only about a fifth of firms in Ser-

bia closed down temporarily due to the pandemic, much lower than the WB average of 38%. However, risks to the growth outlook are substantial even if the vaccination rate in Serbia is above the average across the region. Acceleration with the key reforms under the EU accession process, especially in the area of investment management practices, would help create a better investment climate and generate new job opportunities.

A number of structural weaknesses need to be addressed, including by placing greater emphasis on sustainable and inclusive infrastructure. These kinds of projects will be part of the new EIB Global’s strategy for the region, aiming to accelerate the preparation and implementation of investments in the areas of digitalisation, renewable energy resources and vital infrastructure that will ensure socially and environmentally balanced growth.

Further Reforms are Needed YULIA USTYUGOVA IMF Resident Representative for Serbia

The global economy entered 2022 in a weaker position than previously expected. The COVID-19 pandemic continues to maintain its grip, while rising energy prices and supply disruptions have fueled higher and more broad-based inflation. The 2022 economic outlook will be shaped by various factors. There is a concern that the new COVID-19 variants could induce further economic disruptions. Moreover,

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supply disruptions, energy price volatility, and wage pressures raise uncertainty around inflation and policy responses. As advanced economies tighten monetary policies, risks to financial stability and emerging market and developing economies’ capital flows, currencies, and fiscal positions may emerge. Beyond these, the climate change raises the probability of natural disasters. In this context, effective international cooperation will be essential.

The Serbian economy has weathered the ongoing pandemic well. Macroeconomic and financial stability have been main-

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tained, while economic growth in 2021 exceeded expectations. We expect economic activity to remain robust in 2022, yet the outlook is highly uncertain. Risks center on the path of the pandemic and external conditions, including the recovery pace in trading part-

ners, global financial conditions, and energy challenges. It is important that agile and targeted policies continue to support the recovery and ensure macroeconomic and financial stability. At the same time, further reforms are needed to underpin high, inclusive, and

greener growth. A stronger medium-term budget framework and fiscal rules should underpin fiscal discipline. Strengthening the governance and management of state-owned enterprises is critical, while efforts to improve the business environment should contin-

ue to help attract investments. Developing domestic capital markets would enhance financial deepening and support medium-term growth. Finally, promoting green growth and enhancing the social safety net would ensure a more sustainable development.

Global Outlook for 2022 is Mostly Positive

NICOLA PONTARA World Bank Country Manager for Serbia, Europe and Central Asia

Despite continued uncertainties related to COVID-19, global FDI flows in 2021 recovered to pre-pandemic levels. The global

outlook for 2022 is mostly positive, but there are substantial downside risks related to the vagaries of the pandemic; a challenging policy environment considering a limited fiscal space compared to the pre-pandemic period and persistent inflationary pressures; and rising costs of critical inputs like raw materials, en-

ergy and transport. The pandemic also exposed the fragility of global supply chains, with suppliers scattered across multiple countries and continents. In this context, and given prevailing nearshoring trends, the post-COVID environment can create opportunities for Serbian companies to further link with and benefit from global and regional value chains.

Serbia has already established itself as the leading investment destination in the region. However, to further build on this positive trend, Serbia needs to improve its business environment, strengthen the rule of law, ensure stability in providing critical inputs such as electricity and gas, strengthen the skill of the labor force and the quality and productivity of domestic firms.

It is estimated that Serbia’s GDP contracted by an annual 0.9 per-

cent in real terms in 2020, because of the impact of the COVID-19 pandemic and related lockdowns.

However, the deployment of a timely and sizeable fiscal stimulus package – corresponding to 11.6 percent of GDP – limited the depth of the recession. In early 2021, the Serbian authorities implemented another stimulus package, amounting to 4.2 percent of GDP. As a result of domestic economic policy, and on the back of global economic recovery, the Serbian economy grew at around 7 percent in real terms in 2021. Looking forward, Serbia needs to pursue a more ambitious set of structural reforms to remove remaining bottlenecks that hamper faster economic growth. Some of the priority areas include the energy sector; transport and trade facilitation; education, across all levels; and delivery of services by local governments and utility companies.

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We are Brewing for Better Today and Tomorrow Our consumers are striving for innovations and we as producers must be humble and listen carefully. We are convinced that with proper business and good communication, we will achieve the set goals

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VLADIMIR VAVA CEO of Carlsberg Srbija

e talked with Vladimir Vava, CEO of Carlsberg Srbija, about the current market situation, changes in consumer habits in regard to beer consumption, but also about the important jubilee– 130th anniversary of the Čelarevo Brewery. Mr Vava also touched on global strategies that are implemented locally - Zero Strategy and SAIL'27, and future plans.

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If 2020 was a year of challenges, 2021 was a year of the fight against the pandemic. What is the current situation on the beer market like and how would you describe last year?

— Indeed 2021 was a complex year from the business point of view. Beer market contracted by

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3% mainly du to the Q1 restrictions in OT channel while the season showed a strong performance, both driven by the so called staycationists (people that decided to stay home and not travel as usual) and by the solid Montenegro inflow of tourists, especially from Serbia as this beautiful country

tions eased. Year-end was almost a return to the pre-covid times, people using each and every opportunity to spend the Slava’s and other religious celebrations surrounded by friends and family. In a nutshell not a bad year taking into account the uncertainty created by C19.

THE SERBIAN CONSUMER SHOWED HIGH WILLINGNESS TO TRY NEW PRODUCTS, EVEN NEW CATEGORIES lifted all the restrictions in a very early stage. Taking into account these ups and downs I would say that beer market displayed high resilience and consumers were willing to enjoy our golden liquid as fast as the pandemic limita-

Has the consumer market changed in terms of segments premium, economy, mainstream - in recent years?

— It is a very good and “at the point” question as we observe that consumers shifted from main

stream and economy brands during past years and culminated with a significant decrease by 4.1 pp in 2021.In the same time the Upper, Premium and Super Premium segments grew by 4 pp showing a clear tendency in premiumization of the beer market. This move was supported by the “rise of CAN and NRGB packages” followed by a slight decline of RGB - the locomotive for the mainstream segment. And the logic behind is simple, during the 2020 and 2021 pandemic times, KA and LKA become the main channel of purchase in Off Trade where RGB pack type is less attractive for purchase so CAN boosted…in the same time OT become a wish channel for every person as the symbol or sign of returning to normality, so once re-opened (even with limitations) created a high demand for NRGB and draft format…again eroding the RGB development.

On the other hand, the Serbian consumer showed high willingness to try new products, even new categories, and innovation was driven mainly by Upper plus segments while the main stream and economy delivered the “old news” solely. It was a classic lesson for us as FMCG industry: we must innovate constantly in order to survive.

Carlsberg has recently announced the implementation of the SAIL'27 strategy globally. Could you tell us a bit more about it?

— Sail ’27 is not a revolution; it is rather an evolution of the already well-established previous Sail ’22 strategic path. One would say “is something goes well, don’t touch it” and there is a seed of true in this saying but also, we know that doing well for long could lead to complacency and that is a very dangerous place to be. Taking this into account Sail ‘27 is continuing but boosting some of the successful trends from before focusing Carlsberg worldwide on five main

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pillars: 1. Portfolio choices (to highlight two: Acceleration of the AFB and Beyond Beer categories) 2. Carlsberg Geographical priorities, 3. Execution excellence (covering among other Excel at point of purchase and Manage supply chain) 4. Winning culture (covering mainly TTZ and Live by compass) and for making everything described above possible we decided to focus on the last but of core importance: 5. Funding our journey, working hard in keeping the cost under strict control.

We are always integrating the bottom-up with the top-down strategy methods by aligning the individual countries strategies with the Global one. And yes, there are differences or areas less attractive for a specific market, however in the big strategic directions we are following the Sail ’27 strategy. Together with the local leadership team of Carlsberg Serbia Group, so called TOP 40 we’ve selected our “must win choices” from the cascaded-down Group strategy and tailor made those for our 3 markets, Serbia, BiH and Montenegro. We clearly use similarities of each of our Markets but also understand the differences as we must treat our customers and consumers with the respect they deserve.

The Together for Zero Strategy has been launched as part of a global effort to preserve the environment. What results and progress have you achieved in the previous period?

— In order to contribute to global efforts to preserve the environment, the Carlsberg Group adopted in 2017 the Sustainability Strategy "Together to Zero", which includes four areas with clearly defined goals in each by 2030 Zero carbon footprint, Zero water waste, Zero irresponsible alcohol consumption, as well as Zero injuries at work.

Globally set goals are being diligently implemented in local markets as well. Carlsberg Serbia is working year after year to achieve the postulates, and shows evident

— As mentioned already above, our consumers are striving for innovations and we as producers must be humble and listen carefully. We see how successful were Somersby and Blanc 1664 understanding clearly that Serbian beer market shows a high degree of sophistication. Henceforth we will continue bringing novelties and surprising our consumer also in 2022 using the pre-season as the launch period of the new products. For now, I could not tell more for not spoiling the amazement!

GLOBALLY SET GOALS ARE BEING DILIGENTLY IMPLEMENTED IN LOCAL MARKETS AS WELL progress in its annual Local Sustainability Report.

The Local Sustainability Report for 2020 states that in the last five years, i.e. in the period from 2015 to 2019, Carlsberg in Serbia reduced its carbon footprint in the value chain by 12 percent. Carbon emissions in production were reduced by as much as 23 percent per hectoliter of beer produced, and only in 2020, at the carbon purification station in Celarevo, as much as 3,985.6 tons of CO2 were purified.

In the mentioned time period, from 2015 to 2019, the efficiency of water use in Carlsberg Serbia was improved by 15 percent, and with the help of wastewater treatment plants, as much as 99 percent of input materials are purified in order to preserve water flows. In addition, in order to achieve the goal of Zero irresponsible alcohol consumption, Carlsberg Serbia has undertaken a large number of activities. Thus, on the packaging of its products, it pointed out the symbols for respon-

sible consumption, and our biggest brands, LAV and TUBORG, in 2020 drew attention to the importance of responsible consumption directly from cans to all consumers of alcoholic beverages.

Also, in 2020, as many as two beer products with 0 percent alcohol were part of the company's broad portfolio, and this year they were joined by a third product.

Carlsberg Serbia constantly takes care of its employees, and in order to achieve the goal of Zero Injuries at Work, we organized a large number of trainings and courses for its employees, because good training, but also high safety awareness, is an excellent base for minimizing injuries. The success of the courses is also evidenced by statistical data - compared to 2019, last year the rate of injuries at work was reduced by 36 percent.

Carlsberg Serbia is known for innovations (Somersby, Blanc).

Will the company continue at the same pace in the future too?

Given that 2022 has been declared as the year of recovery, what will Carlsberg focus on this year?

— Carlsberg’s focus is clear and pre-defined by Sail ’27 guidelines where we will cover the 5 areas personalized to each of our 3 markets by following closely the trends and listening to our customers and consumers.

On the other hand, the next period on the market will be very challenging due to the price increase of raw materials on a global level. In addition, I firmly believe in our plan and defined strategy, as well as in the strength of our brands and a strong connection with loyal consumers to whom we will offer exciting innovations and campaigns. We are convinced that with proper business and good communication, we will achieve the set goals.

2022 is a special year for Carlsberg Serbia as it marks the 130th anniversary of the brewery in Čelarevo. What does this jubilee mean to you personally as the director of Carlsberg Serbia, but also to the company?

— Our commitment is clear in Carlsberg Group: “We are brewing for better today and tomorrow”. And the 130 years anniversary of Celarevo Brewery is the right moment to emphasize our confluence between of Lazar Dunderski and J.C. Jacobsen that will celebrate 175 years of the inception of the business in Copenhagen.

MEANING OF THE JUBILEE What does this jubilee mean to you personally as the director of Carlsberg Serbia, but also to the company — I mention always that when I choose to work for Carlsberg, I did it for main 3 reasons: the Rich Heritage, both in Serbia and in Denmark, the Carlsberg Foundation and the huge investment the Company is doing investing into the sustainable future (TTZ).

Our purpose is something that differentiate us from many other companies in the world, as one said “while they look constantly for their purpose, our purpose was here from early 1847”.

Personally, I feel blessed and proud to be a part of the Carlsberg Serbia Group and we will do our utmost to remember, celebrate and praise our founder fathers and our rich history in the period to come.

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The Past, Present and Future of Chocolate With annual sales of about CHF 6.9 billion (EUR 6.4 billion) in fiscal year 2019/20, the Zurich-based Barry Callebaut Group is the world’s leading manufacturer of high-quality chocolate and cocoa products – from sourcing and processing cocoa beans to producing the finest chocolates, including chocolate fillings, decorations and compounds. The Group runs more than 60 production facilities worldwide and employs a diverse and dedicated global workforce of more than 12,000 people

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STOJAN KEMERA General Manager for Southeast Europe, Barry Callebaut Group

he Barry Callebaut Group serves the entire food industry, from industrial food manufacturers to artisanal and professional users of chocolate, such as chocolatiers, pastry chefs, bakers, hotels, restaurants or caterers. The global brands catering to the specific needs of these Gourmet customers are Callebaut® and Cacao Barry®, Carma® and the decorations specialist Mona Lisa®.

The Barry Callebaut Group is committed to make sustainable chocolate the norm by 2025 to help ensure future supplies of cocoa and improve farmer livelihoods. It supports the Cocoa Horizons Foundation in its goal to shape a sustainable cocoa and chocolate future.

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Barry Callebaut Group is based in Switzerland, a country known for its high professional codes.

Have you applied the same standards in Serbia too?

— Barry Callebaut has been present in Serbia for almost a decade now. From Belgrade, we were running a very successful regional headquarters that has developed a wide distribution network and became a valuable supplier and long-term partner to various customers in SEE and that was one of the reasons that Serbia has been chosen as the location for further expansion of Barry Callebaut's footprint in the region. Although our HQ is in Zurich, we are perceived and presented as the major global player and its industry leader so the highest standards in our business projects and operation on any location are sort of default, not just Swiss related bit Barry Cal-

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WITH ALL KEY STAKEHOLDERS WE RECOGNIZE IN NOVI SAD, VOJVODINA AND SERBIA WE WILL WORK CONTINUOUSLY TO CREATE A POSITIVE BUSINESS CLIMATE AND GROW STANDARDS OF LIVING

lebaut’s must-have. Barry Callebaut vision and values represent a specific mindset and way of doing business that is committed to generating sustainable earnings over time and creating long-term value for all relevant stakeholders. Our way of working is characterized by strong teamwork throughout the organization.

This includes not just employees but extends to producers, suppliers, customers and consumers through the communities where BC operates.

In October 2021, the Barry Callebaut chocolate factory was formally inaugurated in Novi Sad. Are you happy with the achieved results? How much has the pandemic affected your business?

— On the back of our regional presence in 2019, Serbia was chosen as the location for the further expansion of Barry Callebaut’s footprint in the region. This expansion was carried out in line with our ’smart growth’ strategy with the idea to extend to new market segments as well as geo-

graphically, so to supply current and attract new customers with a wide range of chocolate, compound and filling products. The factory was planned to serve as a regional centre from which Barry Callebaut can address the rapidly growing chocolate markets of Southwestern Europe. The initial investment of 55 million euros was dedicated to this project with an initial plan to produce and deliver 50,000 tonnes of chocolate.

After the Barry Callebaut chocolate factory ground-breaking ceremony in Novi Sad on March 5th 2020, we were struck with the business altering Covid-19-induced crisis that has created various challenges. The pandemic has affected everything that we do, but it also showed us that we can face any challenge and change.

Thanks to our growing and dedicated team and a great network of

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associates, we have been able to complete our new state-of-the-art factory in Novi Sad in record time during the COVID crisis with zero accidents during construction.

Our Novi Sad chocolate factory was built and equipped in just one year and today, it has actually been operating for one year already, but due to the pandemic, we were only able to hold a small ceremony in October last year. The annual capacity for producing and delivering is 50,000 tonnes annually but it is important to note that we also have a complete infrastructure to install additional production lines and double the capacity during the next 2 to 3 years and with additional investment.

The Barry Callebaut Group supplies the entire food industry.

How do you manage to maintain a leading position?

— Barry Callebaut is the past, present and future of the chocolate and cocoa industry with 175 years of heritage backing up today’s leading position, drive and passion for improving, exploring and generating innovating recipes and edgy varieties of the favourite food product in the world. What makes us leaders and will keep us in that position is the highest consciousness and uncompromising principles securing sustainability of industry category and supporting the global goals.

We are mastering every step in the value chain from the sourcing of raw materials to the production of the finest chocolates, operating as a business-to-business company, fully vertically integrated with a strong position in cocoa-origin countries and a unique global manufacturing footprint with a diversified local service presence.

Barry Callebaut is the heart and engine of the chocolate industry and our mission is to be number one in all attractive customer segments.

Barry Callebaut SEE employs more than 100 people and is helmed by a person from Serbia.

How much would you say this has and will have an impact on the local economy?

— Barry Callebaut is committed to the global sustainability goals -the idea that goods and services should be produced in ways that do not use resources that cannot be replaced and that do not damage the environment, but protect it with the objective to conserve existing natural resources and where it is possible to repair dam-

cated, loyal and respectful partner in Barry Callebaut.

We will work continuously with all key stakeholders in Novi Sad and Serbia to create a positive business climate and improve the living standard.

WE EVALUATE THE QUALITY OF CHOCOLATE BASED ON THE TASTE, TEXTURE, SMELL AND CLEAR SNAP WHEN BROKEN. MAKING THE BEST POSSIBLE CHOCOLATE TAKES CRAFTSMANSHIP AND PASSION, THAT IS WHY BARRY CALLEBAUT IS DRIVING THIS INDUSTRY

age and reverse trends. This is our pledge and we are decisively implementing it in our entire supply chain and in every location and are dedicated to investing in local development and sourcing of raw material, thus facilitating the progress of the local community.

By recognizing local potential and mentality, joining behaviours, beliefs, morals, manners, work and effort as collective qualities integrated into a new positive spirit, we are the drivers of progress, that is our contribution to the community and society.

We believe this all will make a huge impact on the local economy

– all locally purchased raw materials will be sustainable, like sugar and milk. We will also support referential educational institutions and special individuals through talent attraction and development and as a premium employer, offer respect, security and long-term perspective to young people and families as well as experienced experts. Also, by our example, we believe our presence will attract new direct foreign investments but most of all confirm to local companies, our existing and potential suppliers and subcontractors, that they can make long-term plans and invest and find a dedi-

You also run the Chocolate Academy in Belgrade. Who is the Academy for and in what way does it affect your overall business?

— Yes, this is one more reason to be satisfied and another project that we implemented in spite of the crisis. Last year, we designed, created and established our Chocolate Academy in Belgrade which also features an application lab that will enable us to create custom-made recipes and solutions for our customers. The Academy also serves as an education centre where we will host courses for artisans, innovation sessions for industrial and semi-industrial customers and partners, workshops on new trends, tasting sessions and similar.

With all these compatible operations in one location, we have actually managed to create the latest, contemporary Barry Callebaut European hub in Serbia that will serve not only as a regional centre for Southeast Europe but cater to the network of customers on a broader scale.

Finally, could you tell us what is it that makes your chocolate top quality?

— Having good quality chocolate as an outcome means that the whole, as we call it, bean-to-bar process has been done in credible, repeatable steps with clearly and dare we say exceptional defined standards.

It all starts with the quality cacao. Then, after the fermentation process, the key is to develop flavours and colour precursors. During the further production process, several steps impact the final flavour of the chocolate like roasting, mixing and conching.

Of course, aside from the process as such, all ingredients used in the production (sugar, milk, etc.) of chocolate determine the final product and its quality.

We evaluate the quality of chocolate based on the taste, texture, smell and clear snap sound when broken. Making the best possible chocolate takes craftsmanship and passion, which is why Barry Callebaut is driving this industry.

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Ensured Liquidity and Business Continuity AOFI follows banking principles prescribed by the National Bank of Serbia (NBS). Our biggest comparative advantage over banks is the speed and ability to provide a one-stop shop service

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To what extent is factoring used in practice in our country, considering it's a relatively new way to turnover financial assets?

— Factoring is a relatively new product on the financial market and as such, is not overrepresented. AOFI is trying to promote non-recourse factoring with insurance that, in addition to securing the collection of receivables, provides better liquidity for our clients. In 2021, in cooperation with Banca Intesa, AOFI provided insurance services for the bank's export factoring portfolio, which I consider another good step in promoting factoring as an alternative source of financing.

DEJAN VUKOTIĆ Director General of the Serbian Export Credit and Insurance Agency j.s.c.

n his interview for Diplomacy&Commerce, Dejan Vukotić, Director General of the Serbian Export Credit and Insurance Agency j.s.c. (AOFI), talks about terms and conditions of AOFI’s financial assistance, the Agency’s loans and helping the entrepreneurial activities of the Roma population.

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What prerequisites must companies meet to count on AOFI's assistance?

— AOFI provides export insurance and financing services. In the case of export insurance, the only prerequisite is that a company must have foreign receivables.

If our clients want to use our lending, guarantee-related and factoring services, they must meet these four conditions: • exported goods in the amount of at least 100,000 euros during the previous business year or a proportional amount in the current business year • having an export contract that is the subject of financing • net profit in the previous business year and • all relevant taxes paid.

Among other things, the Agency also approves loans to export-oriented companies. What is the difference between loans granted by commercial banks and those by the Agency?

— AOFI follows banking principles prescribed by the National Bank of Serbia (NBS). Our biggest comparative advantage over banks is the speed and ability to provide a one-stop shop service, which in addition to lending, allows our customers to insure their receivables, which in turn, gives them security in payment and thus certain liquidity and business continuity.

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IN 2021, IN COOPERATION WITH BANCA INTESA, AOFI PROVIDED INSURANCE SERVICES FOR THE BANK'S EXPORT FACTORING PORTFOLIO, WHICH I CONSIDER ANOTHER GOOD STEP IN PROMOTING FACTORING AS AN ALTERNATIVE SOURCE OF FINANCING

In what way and from which potential risks are companies protected by activating insurance of their receivables?

— AOFI insures the collection of receivables against non-payment risk. The risk of non-payment in commercial risk insurance is used in two cases - the bankruptcy of a foreign client or extended non-payment of receivables.

In the case of insurance against political/non-commercial risks, among other things, risk can arise in the following cases - a moratorium on foreign payments, ban on currency conversion and other cases in which the regulator in the client's country hinders or prohibits payments abroad.

Last year, the Serbian government approved funds for the promotion of small business owners that come from the Roma population. How interested were the members of the Roma community in these funds?

— The interest in this government’s programme does exist. In cooperation with the Poštanska Štedionica Bank, AOFI will continue implementing this programme in 2022 when we expect to grant a number of loans to small business owners from the Roma community.

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Al Dahra Expects New Investments and Records Agribusiness international corporation, Al Dahra has invested 60 million in Serbia with expectations of record results and new investments

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DUŠAN RADIČEVIĆ CEO of Al Dahra

l Dahra, the international corporation specialized in agribusiness, arrived in Serbia three years ago, by purchasing the assets of the former Agricultural Combine Belgrade (PKB).

In a short time, Al Dahra became one of the most modern agriculture companies in the region.

Dušan Radičević, CEO of Al Dahra Serbia, talked to Diplomacy&Commerce about the implemented improvements and future plans of the company.

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LEADER IN THE AGRIBUSINESS WORLD: INVESTED CAPITAL AND ACHIEVEMENTS Following the purchase of PKB assets, Al Dahra launched a major investment process to revive the agricultural combine that had occupied an important place in the life of Serbian citizens, as well as to make the foundation for the new record results.

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"Since arriving in Serbia, the company Al Dahra has invested almost 60 million euros in improving the business, twice as much as was foreseen by contractual obligation to the state. In 2022 we plan further investments in state-ofthe-art infrastructure and equipment in the amount of 25 million euros. Additionally, in the next four years, we are preparing an irrigation project worth 80 million euros, which will significantly in-

ON THE WAY TO BUILD THE MOST MODERN AGRICULTURAL COMPANY IN THE REGION Significant funds have been invested in the company's agricultural machinery, livestock, and infrastructure, and the largest part of the investments relates to the construction of a new alfalfa production factory, because Al Dahra is a global leader in processing and selling this clover species.

AL DAHRA CULTIVATES ABOUT 21,000 HECTARES OF LAND. MOST OF IT IS USED FOR THE PRODUCTION OF SOYBEANS, SUNFLOWERS, CORN, OILSEED RAPE, WHEAT, BARLEY, AND ALFALFA crease the company's efficiency.

Namely, thanks to the irrigation system which will cover almost the entire arable land, we will provide better yields which will no longer depend on weather conditions", said Dušan Radičević.

"We will provide jobs for about 50 employees in the factory, and we plan to establish long-term cooperation with local farmers, enabling conditions for their further development and increase in productivity. The planned export

for this year amounts to 20 million euros", stated Mr. Radičević and added that new solutions had been implemented in the field of investments, thanks to which the old land cultivation process had been significantly improved and is now based on the improvement of the land quality, increase of the yields, high fuel savings and reducing carbon dioxide emissions.

Al Dahra cultivates about 21,000 hectares of land. Most of it is used for the production of soybeans, sunflowers, corn, oilseed rape, wheat, barley, and alfalfa.

This year, the company will also start producing vegetables and some atypical plant species. According to the CEO of Al Dahra, although the most important goal for them in the first years of business was to build a solid foundation for further business, implemented investments quickly gave the first results.

"Last year, record yields of wheat were achieved, more precisely 8.2 tons per hectare, then barley 8.9 tons and oilseed rape 4.4 tons per hectare. Considering that, we have great expectations from the further development of business, and we believe that Al Dahra will take an important place in the Serbian economy ", the director emphasizes.

AL DAHRA AS ONE OF THE MOST DESIRABLE EMPLOYERS IN AGRIBUSINESS In addition to the all investments and the first record results, Al Dahra is gradually positioning itself on the list of the most wanted employers in Serbia. Namely, the company has about 1,200 workers, and their average salaries have increased by more than 30 percent with the arrival of Al Dahra.

"We are continuously investing in the development of Serbian experts and striving to create benefits for all our employees, which is why we are convinced that Al Dahra will find its place on the map of

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the most desirable employers in Serbia in the coming period", explained Mr. Radičević.

MORE THAN A MILLION EUROS TO SUPPORT THE COMMUNITY As a significant partner in the Serbian economy, Al Dahra continuously strives to provide support to the community, in order to thank the citizens for the given trust and use its power to improve their quality of life. One of the largest donations of the company in Serbia is the financial support in the amount of one million euros that Al Dahra donated to the Institute of Public Health "Milan Jovanovic Batut", in one of the most difficult moments for our health system

IN ADDITION TO THE ALL INVESTMENTS AND THE FIRST RECORD RESULTS, AL DAHRA IS GRADUALLY POSITIONING ITSELF ON THE LIST OF THE MOST WANTED EMPLOYERS IN SERBIA during the Covid-19 virus pandemic. In addition, Al Dahra strives every day to support citizens regarding various local challenges, mostly environmental ones. That includes cleaning landfills and canals in the territory where the company cultivates the land, as well as treating the canals with seaweed, which neutralizes unpleasant savors and enables the re-formation of the living world in them.

"Also, we provide the daily assistance to the public health system, education, local football clubs, and the local folklore society, while we have allocated an additional 100,000 euros to support the community this year", said Al Dahra CEO.

HIGH GOALS IN THE UPCOMING YEARS According to Mr. Radičević, in

a short time, Al Dahra has distinguished as a leader in the agribusiness in the Serbian market, both in terms of investments and in the field of innovations that yet will be felt in the terms of economic development.

"We are convinced that Al Dahra will become one of the most modern and successful agricultural centers in the region while encouraging the development of the entire local economy. We are pleased that as a global leader in the world of agribusiness, we can have such a strong impact on the development of the economy in a country like Serbia and we will continue to be its reliable partner in the years ahead", concluded Al Dahra CEO Dusan Radičević.

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ECONOMY A strong economic recovery is underway, coupled with higher inflation. Forecasts say that Serbia will be among the fastest-growing economies in Europe this year as well. What is your opinion about the development of the Serbian economy and do you think that Serbia has already reached pre-pandemic GDP growth?

Topics that will be in focus in 2022 are the green agenda, climate change, changing the way we work, and a new technological impact.

What are Serbia’s capacities to deal with these issues and where is our place in Europe and the world in that context?

Serbia has Sufficient Capacity for Innovative Technologies

DRAGAN STOKIĆ President of the French-Serbian Chamber of Commerce (CCIFS)

The Serbian economy is largely supported by foreign investments, which, in addition to periodic crises, were even made during the pandemic. The majority of FDI goes to the construction of infrastructure and export-oriented sectors, primarily the IT sector and the automotive industry. These are just some of the factors that affect Serbia's economic

recovery which international financial institutions have also mentioned. If the business community in Serbia, together with timely measures implemented by the Serbian government, continues to accomplish favourable results, I believe that optimistic economic forecasts for 2022 can come true. In terms of GDP, research shows that Serbia is one of the four economies from the CEE region that reached the level of real GDP from the pre-pandemic period, at the end of last year. The forward trend of the Serbian economy will depend on the further

development of economic activities in which Serbia has been traditionally successful, as well as the comparative improvement of sectors that have not yet reached their full potential. On the other hand, an indispensable step towards prosperity is to increase foreign investments. The French-Serbian Chamber of Commerce will continue to promote Serbia as an adequate destination for nearshoring and sourcing.

When it comes to the Green Agenda for the Western Balkans, this is one of the priorities of the French-Serbian Chamber of Commerce, which will be realized through the activities of our Sustainable Development Club, in which member companies exchange experiences and knowhow related to sustainable development. The Quest for Net Zero

is the first project that CCIFS, together with its members, plans to implement this year. Our members are extremely environmentally aware and through joint activities, they can significantly contribute to the development of circular economy, decarbonisation and implementation of pillars of the Green Agenda. At the very onset of the pandemic, we saw that companies in Serbia were able to adapt to new operational modes and new technologies in a relatively short period. The effort that employers and employees invest to adapt to the changes successfully and in the shortest possible time is the most important.

These are clear indicators that Serbia has the required capacities and potential for the development of the most innovative technologies, and it is good that this is one of the government priorities.

tory to the Green Agenda for the Western Balkans confirms country's determination to implement projects geared towards improving the environment, but also the EU's readiness to support it. Not

only national and local authorities but also public and private companies, non-governmental organizations and Serbian citizens must be involved in initiating the green transition.

It is Important to Start the Green Transition STYLIANOS ZAKOF President of the Hellenic Business Association of Serbia

In 2021, Serbia experienced a strong economic recovery with a GDP growth estimated at 6.5 percent. The recovery was due to several important components, such as export production capacities stimulated by a new influx of foreign investments, but also by the fact that during most of the year, there were no significant restrictions related to the pandemic, which enabled uninterrupted business development. Forecasts show that the same trend will continue in 2022, while according

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to the IMF, Serbia’s GDP exceeded the pre-crisis level in the first quarter of 2021. At the same time, current global energy prices, as well as the global consequences of the pandemic-induced crisis, will have an impact on trends in all economies in the coming period.

The government has demonstrated readiness to start the process of green transition, by adopting energy laws and the Law on Climate Change, which are the foundation for environmental protection and energy transition in the country. The opening of Cluster 4, the recently presented Green Agenda for Serbia, but also the fact that Serbia is a signa-

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Serbia Should Increase Energy Efficiency

Global steps concerning climate action are causing important adjustments in society. Consumer and investor preferences are changing, green technologies and new business models are reshaping more markets. As such, greening a country’s economy is becoming a crucial factor in international competitiveness and the ability to attract international finance and new investments. Further improvements are needed to align with best practices in the EU, which Serbia aspires to join.

To continue with the existing expansion and bring about a new

one, deep decarbonization and a green transformation are needed, especially if we bear in mind the country’s key export market – the EU, where consumers are already favouring goods with a low carbon footprint. We should increase energy efficiency by renovating public and private buildings and by helping enterprises in Serbia to spend less energy in their production process. Increasing energy efficiency and using more renewable energy in the economy (including industries, buildings, transport sector) are the main vehicles for a clean energy transition, as they will not only create energy savings but also reduce emissions and air pollution. We need to start working together on adapting to an already changing climate and to create a healthy living and working environment. It’s the only way to go, for the people, the economy and the planet.

only say to be happy that it is on the agenda. However, we have to be realistic. We cannot return to the Stone Age to breathe fresh air, but there are (expensive) filter systems for the industry that have proven to be efficient. You need a legal obligation in force to get it implemented. I must point also at each one of us to start not only to think but also act greener in real terms. Electric cars are for me not an immediate solution, there is barely enough electricity these days for daily consumption unless

you start with high-capacity energy transformation which, for now, is only found in nuclear systems.

Changing the way we work? We had to, we did and do; the pandemic forced us to; logistics went through rapid transformation and development, just like IT. Serbia responded very well to this change which is a considerable contribution to the present economic situation and its favourable prognosis. Now it has the task to drag the SMEs and micro-enterprises into this development

to return to pre-pandemic growth levels. However, the country still faces disputes that limit its potential growth, both in the short and medium to long term. Most importantly, Serbia needs to do more to remove constrictions to private sector investment.

ANNINO DE VENEZIA President of the Italian-Serbian Chamber of Commerce

According to the latest reports of the WB and NBS, Serbia’s economic recovery is moving in the right direction, with a return in private consumption and an increase in total investments. Serbia’s external and fiscal positions must be much better than in previous crises. At present, despite the pandemic, Serbia is much more ready for the challenges we

are facing within the international commodity and financial markets, including the monetary policy normalisation of leading central banks. We do hope that macroeconomic stability will be maintained in the medium term, while the inflation, which has accelerated in recent months, is expected to return to the National Bank of Serbia target range.

The Serbian economy started to show signs of recovery in the first half of 2021. Consumption was the main driver of growth, and the Serbian economy is expected

Changing the Way We Work HUGO VAN VEGHEL President of the Belgian-Serbian Business Association (BSBA)

A wintered economist would for sure use the magic of mathematics and statistics to reply to this question, but despite the positive flair of the statement, I must express my concern related to the higher inflation. The positive sound of GDP growth risks to fade in importance to the country’s population which is not only the 10th oldest in Europe (the population in more than 93% of the Serbian municipalities is demographically old) but also one with a high poverty risk rate that might see the small recovery of the last year drown in what is lurking behind the corner. We do not know how long energy tariffs will continue climbing; not only a question for industry and businesses but certainly also a question for

the man and woman in the street that saw some dairy prices nearly doubling in the last days. So, if the question is, in my opinion, regarding the Serbian economy, I will say that it has been (until now) coping amazingly well with the pandemic environment, but at what price? Economic growth should go hand in hand with social growth to be sustainable. The measures introduced by the government to prevent jobs loss and provide income were successful in mitigating the current impact of the pandemic and the poverty rate in Serbia remained at around 17.4% in 2020, which is close to the 2019 level. However, the long term consequences of such intervention are yet to be seen as there is a lack of transparency around the financing of these measures, and the country’s debt is increasing.

Starting with the Green Agenda; a vast topic for which I can

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ECONOMY A strong economic recovery is underway, coupled with higher inflation. Forecasts say that Serbia will be among the fastest-growing economies in Europe this year as well. What is your opinion about the development of the Serbian economy and do you think that Serbia has already reached pre-pandemic GDP growth?

Topics that will be in focus in 2022 are the green agenda, climate change, changing the way we work, and a new technological impact.

What are Serbia’s capacities to deal with these issues and where is our place in Europe and the world in that context?

We Have the Capacity for Rapid Transformation

ZORAN PETROVIĆ President of AmCham

In 2021, Serbia recorded substantial growth of economic activity, reverting to the pre-crisis GDP growth already in the first quarter of 2021. We expect that the achieved growth is slightly higher than the average of the Southeast European countries and significantly higher than the average of the CE countries. The growth was accompanied by higher employment and real wages, while the country maintained the stability of public finances, as well as re-

corded higher FDI and inflation.

The annual AmCham survey called ‘The 9th Lap Time” showed that good trends continued and that as many as 70% of AmCham members expect an increase in their business and investments this year, while over half planning to hire new workers. AmCham members have demonstrated moderate optimism regarding business growth, with two-thirds of companies rating the business climate in Serbia as moderately favourable, giving it an average score of 2.8 on a scale of up to 5, a dominant rating for years.

The most important thing for

There is a lot of work ahead of us regarding the green agenda and climate change because Serbia lags significantly behind Europe in environmental protection. The estimated required investments are huge. Three years ago, the Fiscal Council estimated that investments in the next 10-15 years of between 8 and 9 billion euros are necessary, as well as that we allocate almost 3 times less than the average in the CEE countries. The good news is that a number of Western interna-

tional companies operate in Serbia, which come from more environmentally conscious systems and are beginning to apply good European and world practices.

Progress in the digitalization process has enabled a rapid response to the crisis. I would also like to single out the NBS' instant payment system, which works 24/7/365 and enables the transfer of funds in just a few seconds. We have demonstrated that we have the capacity to make rapid transformations together and make everyday life easier for people and businesses. I want to believe that when it comes to digitalization, we have reached a point of no return. As before, the American Chamber of Commerce's goal is to launch initiatives in cooperation with the state and contribute to the creation of strategies and policies that improve the regulatory framework of business, stimulate the growth of the Serbian economy and increase jobs.

can lead to serious temptations in the future. As the dominant species, humans not only manage the entire living and non-living earthly world but are also responsible for its maintenance. It is positive that there the majority of countries worldwide agree that the human race is responsible for the state of natural resources and that the topics that treat these areas have finally been included in the

agenda in Serbia as well. Serbia, like all other countries, can give its contribution, above all, by consistently implementing the green agenda on its territory. In terms of digitalization and implementation of new work formats in Serbia, the country has already made significant and timely progress.

The effects of this timeliness have been particularly pronounced during the COVID pandemic.

further economic recovery and sustainable long-term growth is to make significant progress in improving the work of the judiciary and the rule of law, as well as reducing corruption. We must continue to work on developing e-Government, improving the efficiency of state administration, but also in improving tax, customs and procedures in the segment of foreign exchange operations and health care.

A High Degree of Economic Humanism DANIJELA FIŠAKOV President of the Slovenian Business Club

Unlike detailed figures that the statistics use, trends are the most important indicators in my professional focus. Trends of the most important economic parameters in the case of the Serbian economy too and they are obviously on a significant upward trajectory and this will most likely continue into the future. However, one of the most important aspects from which I like to observe economic development and recovery is the one that takes into account the consequences of economic progress on wider strata of society. It happens that this de-

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gree of economic humanism, as I like to call it, is not always harmonized with the degree of the economic strength of a state or society. We can see that the population in much more developed countries, which are on their way to economic recovery, are facing many more problems on a daily basis compared to people in Serbia - starting from the shortage of energy and workforce to the deprivation of basic human rights. It is certainly important that Serbia, on its way to recovery, at least so far, successfully warns of such potential problems.

Excessive exploitation of natural resources, uncontrolled environmental pollution and negative human impact on climate change

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ECONOMY A strong economic recovery is underway, coupled with higher inflation. Forecasts say that Serbia will be among the fastest-growing economies in Europe this year as well. What is your opinion about the development of the Serbian economy and do you think that Serbia has already reached pre-pandemic GDP growth?

Topics that will be in focus in 2022 are the green agenda, climate change, changing the way we work, and a new technological impact.

What are Serbia’s capacities to deal with these issues and where is our place in Europe and the world in that context?

Greater Investments in Green Transformation Required

GORAN PEKEZ President of the Japanese Business Alliance in Serbia

Last year was marked by the recovery of the Serbian economy

from the damage caused by the coronavirus pandemic. According to numerous parameters, the recovery is much better than expected. Experts point out that Serbia is one of the three countries in Central, Eastern and Southeastern Europe that will return to the

2019 level of economic activity.

One of the factors of economic stability is also the fact that Serbia has one of the largest FDI influxes in the region. Japanese companies are increasingly present in Serbia with investments in excess of $2.5 billion. Many companies from Japan have decided that Serbia should be their regional and even European centre. Considering all the business potentials of our market, companies coming from Japan bring one additional value - important know-how and new technologies, thus making a significant contribution to economic and technological development.

Climate change, which has been causing catastrophic consequences globally, has a great impact on the Serbian economy.

Since JTI, the company I come from buys tobacco from domestic producers whose business is directly related to weather conditions, I believe that greater investments in green transformation are necessary, especially in the segment of agriculture and food production, as well as biodiversity protection. By stimulating the circular economy, Serbia becomes more competitive on the market, with the possibility of creating sustainable jobs, i.e. creating a sustainable economy in the future.

market has been growing at an annual rate of slightly more than 10%, while on the other hand, exports of computer services are growing by about 30% annually.

The era of digital transformation has highlighted the importance of information security, so I believe that it is one of the vital factors for companies surviving in the Serbian market.

As for climate change in our country, just like everywhere else in the world, it is manifested through a negative impact on

human health, hydrology and water resources, agriculture, forestry, and biodiversity. All stakeholders are obligated to act responsibly towards nature in every aspect of life. It is encouraging to see the government adopt the Green Agenda Declaration in October 2020 and committed itself to implement the related activities through the Regional Action Plan adopted at the summit in Slovenia in October 2021, which will encourage the green transformation of both the economy and society.

The ICT Sector is a Great Development Opportunity MAJO MIĆOVIĆ President of the Swiss-Serbian Chamber of Commerce

Despite the numerous pandemic-related challenges and thanks to the efficient economic measures implemented by the Serbian government, the Serbian economy has been achieving some of the best results in Europe in terms of economic growth. I would like to single out the information and communication technologies (ICT) sector, which is the fastest growing industry in Serbia with a solid share of about 10% of the national GDP. The government is using its strong fiscal position to make much-needed investments in the digitalization of all sectors, in-

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cluding the state administration sector, as well as in the country's digital infrastructure. The Serbian Data Centre in Kragujevac is one of the most advanced DCs in this part of Europe, supported not only by the government but also by several leading blue-chip companies, which facilitates even faster development of ICT markets because here, most Serbian and global companies will be able to use top-notch Cloud service.

Technological capacity is one of the most important economic capacities of Serbia. According to the data collated by the National Bank of Serbia, in the first ten months of 2021, the export of Serbia's ICT sector amounted to 1.5 billion euros, which is a 28% increase relative to the same period last year. The domestic IT service

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Green is the key Word for Growth, Jobs and Health

MIKE MICHEL President of the Foreign Investors Council

The Serbian economy is recovering from the shock of COVID-19 and returning to relatively stable growth. But the lasting negative consequences have remained, and investments will be crucially affected by the emergence from recession. There is no doubt that Serbia needs strong economic growth. This is possible only

through sustainable fiscal consolidation which, in the long run, can be sustainable through the implementation of deep structural reforms. Privatisation and corporatisation of public enterprises and reform of public administration will have a significant impact on the overall macroeconomic indicators. Serbia also needs an efficient public sector and reform of the pension, health, and education systems.

We in the FIC believe that the continuation and acceleration of

Accelerated digitalisation can help in driving a constructive shift in post-pandemic recovery, which has been the FIC’s main priority in 2021. We are pleased that it has also been one of the Government’s top priorities. Another extremely important element is the Green Agenda for the Western Balkans, part of the EU’s new Green Deal development strategy. The

Green Agenda includes climate action, with decarbonisation, energy and mobility; the circular economy; biodiversity; combatting air, water and soil pollution, and finally; sustainable food systems and rural areas. Green is the key word for growth, jobs, and health. Investing in the environment and climate change is an investment for the future because the cost of non-action would be much higher.

FIC members respect these rules and have already adjusted their businesses to achieve these essential and ambitious goals.

This will contribute significantly to bringing the Serbian economy into line with demanding trends, in order to achieve overall competitiveness in the European and global markets.

in the way we work, I think that remote work will continue to be used, but not so much, because the company culture is still one of the key factors for the success of companies, and this is not so easy to develop remotely. There are very rare examples of some technological changes that will originate from Serbia. Only companies that have grown enough and have the financial means to do so can

invest in R&D. Our market is still quite young and these companies need to grow in number. Also, one of the advantages of doing business in Serbia is that it is unlikely that there will be some major and immediate disruptions of any kind in the domestic market. This is bound to happen first in much more developed markets, which still leaves time for companies to adjust to them.

EU negotiations are essential for improving business regulations and their implementation. This would certainly enhance the attractiveness of Serbia as an investment destination. There is still much work ahead of us, so our joint mission should be to increase productivity and sustainable investments which stimulate economic growth.

There is Enough Room for Faster and Greater Growth DJORDJE PETROVIĆ Executive Director of the HSPA

Forecasts say that Serbia will be among the fastest-growing economies in Europe, and that is, on the one hand, certainly good and encouraging information. On the other hand, one should keep in mind the basis of this growth.

GDP growth is important, but it can also be very deceptive and should be seen in a broader context. Nominal GDP shows the total value of products and services created within the borders of one country in a year, while GDP per capita better shows the state of affairs and the situation in that respect is not great. I think that some things are being done well

in Serbia, but also that there is a huge space for faster and bigger growth. I also believe that faster and higher growth is imperative for Serbia if we want to get closer to some countries in the region first and a more developed part of Europe later. I think that Serbia really has a huge potential and therefore it is important that we work hard on improving all segments of society.

Speaking about the Green Agenda, I think that Serbia is in for a tough environmental fight for a healthy environment on several different fronts. Many companies are consciously and conscientiously working to reduce their negative impact on the environment, but they are still few and far between. As for the change

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ECONOMY A strong economic recovery is underway, coupled with higher inflation. Forecasts say that Serbia will be among the fastest-growing economies in Europe this year as well. What is your opinion about the development of the Serbian economy and do you think that Serbia has already reached pre-pandemic GDP growth?

Topics that will be in focus in 2022 are the green agenda, climate change, changing the way we work, and a new technological impact.

What are Serbia’s capacities to deal with these issues and where is our place in Europe and the world in that context?

We Are Entering a New Era in a Relationship

I believe that Serbia is extremely well placed to contribute to – and benefit from – new ways of addressing the challenges we are now faced with. I am delighted that some of the best Serbian tech companies are choosing the UK as their base for growth and am confident that more of the fast-growing Serbian startup sector will find support and partnerships in the UK. We are actively working to facilitate this. Changing work patterns offer other opportunities too, which we shouldn’t neglect. Some people are dismissive of “midshoring” or “offshoring” as offering only low-grade opportunities. I think this is a big mistake.

We have learned over the past

two years that many professional roles can be performed very well from home. If you can work from home in London, why not from Leskovac? If your professionals are based in Norwich, why not in Novi Sad? Creative Serbian businesses can see exciting new opportunities and the UK will make a great partner. The other enduring challenge is of course climate change. But tackling climate change is also a big economic opportunity alongside the broader environmental and wellbeing agenda. These are the opportunities of the future. Here too we are seeing increasing British/Serbian interest in everything from renewable energy sources to organic food and health tourism. We are entering a new era with great challenges, but also great opportunities. Serbia is probably better placed than ever to be at the leading edge in the sectors of the future and British companies will make great partners.

topics in 2022, and we are preparing a regional conference to be held in Belgrade at the beginning of May in which we will explore the opportunities offered by renewables and the possibilities that an improved regional energy connection can bring. Italian companies represent European excellence in these sectors: given the geography of our country and the limited resources, Italy made circular economy and energy efficiency the centre of its development. I also believe Serbian

companies should focus on certification: certificates are mandatory to open up the EU market to Serbian producers, and especially to those that have a consumer product should think about getting the required certifications.

The fact that at the end of 2021 Serbia officially opened Cluster 4 of negotiation with the EU, devoted to the Green agenda, I am sure will make this certification exercises a top priority for Serbian companies that have interests on Western markets.

on the way because of the tragic conflict in Ukraine. Both Serbian and British companies will need to navigate this new challenge very carefully. But the fundamentals of Serbia continue to impress, so I am definitely optimistic.

DAVID LANDSMAN Chairman of the British-Serbian Chamber of Commerce

We see good reasons to be optimistic about the Serbian economy especially in the medium and longer term. Serbia has some strong competitive advantages, notably its geographical position in Central and South-East Europe, its track record in attracting foreign investment in a variety of sectors and its educated labour force.

These are fundamentally unaffected by the pandemic and so we can

expect to see the economy bounce back well. Serbia is increasingly integrated into regional and wider European markets: British businesses are increasingly looking at Serbian counterparts as regional partners in many sectors from consumer goods to infrastructure and real estate and professional services. They look at Serbia and see a gateway to the region. There is strong British interest in Serbian infrastructure and a substantial finance available from UK Export Finance. All our economies have been disrupted by the pandemic and more disruption is inevitably

We Continue With Italian Investments in Serbia PATRIZIO DEI TOS President of Confindustria Serbia

It is honestly very difficult to make any prediction about the economic developments and what can we expect in the close future or by the end of this year. Still, I am strongly convinced that the reforms put in place by the Serbian government in the past years and the results achieved in 2021 are a strong starting point for Serbia in terms of economic outlook.

I am confident Serbia has still a lot to gain, from the reshoring of international companies from far East and its competitive advantages. In these terms I am very pleased to say that 2022 and 2023 will see several Italian investments in Serbia, both in terms of greenfield projects and reinvestments from companies which al-

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ready are operating from here.

What I would really like to highlight is the need to consolidate and improve the investment Italian companies already did in Serbia: a crucial way to do it is, I believe, the establishment of loyal bonds with our Serbian partners and employees, the only way to build companies that last in time.

Serbia will need to act fast and concentrate on three main issues in order to be on track with the priorities you highlighted. An improved waste management, an improved management of raw materials and secondary raw materials will be crucial to get Serbia on truck with the green agenda and climate change. No need to say that a better use of recourses, is crucial in rethinking the way businesses work and citizens consume. Confindustria Serbia will particularly be active on these

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Three Decades of Successful Business Our focus is on providing services in the segment of international transport, sales and renting of construction machinery and equipment (for civil engineering). In all these segments, we have demonstrated how creative and flexible we can be when it comes to quickly re-organizing our operations BRANKA PERIĆ ŠLJIVIĆ

ing the payment of the minimum wage, which stipulates that drivers while transporting goods abroad have to be paid minimum wage valid in a country of work, carriers in the EU must pay their drivers accordingly. Currently, we are seeing a record increase in transport prices in Europe, caused by higher prices of fuel, labour and toll.

Director of International Road Transport Department, Perić Trans

ecades of professionalism and success of the Perić Trans Company is a guarantee of the quality that their clients expect and are the reason why they see them as a reliable partner. Thanks to innovation and modernization, they provide business security to their clients.

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This year you are celebrating the company's 30th anniversary and it is safe to say the word 'professionalism' aptly describes your company that has been quite successful all these years.

— That's right. Our company celebrates its 30th anniversary and successful business at the end of this year. During all these years, the company has been expanding, has increased the number of employees and branched out into three sectors - international transport, sales and rental of construction machinery and equipment (for civil engineering). In all these sectors, our company is known for top quality services which put us at the very top in our sector.

To what extent has the decades of experience and the importance of always giving clients quality service influenced the choice of services that you give priority to?

— Our focus is on providing services in the segment of international transport, sales and renting of construction machinery and equipment (for civil engineering).

In all these segments, we have demonstrated how creative and flexible we can be when it comes to quickly re-organizing our operations, and readiness to overcome various challenges by implementing large-scale and demanding projects. Successful companies learn to recognize the needs of their clients over time.

Clients view you as a reliable partner, and the innovations and modernizations you constantly

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THE PRECISION OF DELIVERY IS VERY IMPORTANT FOR INTERNATIONAL TRANSPORT, AS WELL AS THE RELIABILITY OF VEHICLES AND EQUIPMENT WE USE SO THAT THE GOODS ARE DELIVERED ON TIME, WITHOUT DELAY AND DAMAGE invest in have certainly contributed to that. What are you currently focusing on and what can clients expect from you?

— The precision of delivery is very important for international transport, as well as the reliability of vehicles and equipment we use so that the goods are delivered on time, without delay and damage.

For that reason, we have bought new vehicles, thus offering customers business security which is validated by the standards we use - GDP, IFS, ISO 9001 and PHARMA Certificate. We are currently focusing on the transport of medication, in line with the relevant pharmaceutical standards. In the construction machinery sector, we have 250 pieces of construc-

tion machinery at disposal, which are available to our clients for short- and long-term lease, as well as sales. In the civil engineering segment, we specialize in water management and we are involved in canal-related work.

This year, carriers in the European Union are facing a series of changes when it comes to road transport, both at the Union level and in the individual Member States. Do you see these challenges as an opportunity or obstacle?

— There are a number of measures that have been implemented, such as Germany increasing drivers' minimum hourly wage by 22%. Due to the rules regard-

Transport has a huge impact on the development of a country's economy. Can you make a comparison with the neighbouring countries or the EU? How much are we lagging behind the rest of the world?

— As far as the Serbian transport sector is concerned, the biggest limiting factor for better utilization of the vehicle fleet and better results is the time our drivers spend waiting at border crossings and internal terminals.

Both transport companies and companies that export and import are at a loss here, because their transit time for transporting goods is extended, deliveries are late and there are long delays that affect the flow of goods and lags in planned production.

The state has launched the long-awaited project of extending Horgoš and Kelebija border crossings, and we hope that with the opening of an additional freight terminal, this long-standing problem will finally be behind us.

Also, one of the proposals that could help solve the problem of time waste is ensuring custom clearance of cargo at Batrovci, Horgoš and Preševo border crossings.

This opportunity would give the Serbian road transport strong wind in its sails and with the same number of vehicles, we could transport more goods than ever before. This would also mean that more vehicles would be at our clients' disposal because at the moment, it takes our vehicles two to three days from the moment they arrive at the Serbian border to the final unloading of goods.

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Love What You Do I would also say commitment, rapid adaptation to change, understanding the needs and desires of the people and, of course, innovation are all very important

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other hand, there has been and still is a very challenging period for our industry due to COVID-19, which affected us as it did hotels around the globe. Hospitality in Serbia deserves better than many think and that’s because of the people. If we view the industry as a product, then coming out of such turbulent times, the product needs to stay true to its fundamental values and be upgraded to meet guests’ expectations and more.

ZAFIRIS LAMPADARIDIS General Manager of the hotel Hyatt Regency Belgrade

pportunities in the hotel industry changed in the last two decades. About that time, qualities for running a large hotel chain and about personal and professional norms, Zafiris Lampadaridis, General Manager of the hotel Hyatt Regency Belgrade talked about those subjects.

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You entered the world of the hotel industry in 1999, moving from the construction industry, and you have been in the management of the hotel Hyatt Regency Belgrade for 10 years. How much have the opportunities in the hotel industry changed in the last two decades, which is how long you have been in this business?

— Many things have changed in the past decade, I must say. The city has developed and thrived, but I think people and lifestyles have changed the most. Hotel industry has grown immensely, as 20 years ago we had couple of hotels in the city and now we have big hotel chains and a lot of new hotels coming in the near future.

That is a clear sign that the city is growing, becoming a destination not only for leisure travel but also as a significant business hub.

Competition makes us strive to be better or, I dare say, to maintain our leading position as the best when it comes to our service and product.

On one occasion, you pointed out that the analytical thinking you had acquired during your engineering studies was a skill that set you apart from other hoteliers. What qualities should a person who helms such a large hotel chain as Hyatt Hotels Corporation have?

— It is true that my engineering studies have helped me acquire analytical thinking skills, but the most important thing for being successful in any aspect of life is to deeply love what you are doing.

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OUR BRAND AND OUR HOTEL IN BELGRADE, WITH ITS SERVICE, PRODUCT AND PEOPLE, SET THE NORMS MANY YEARS AGO It should not feel like you are preparing to go to work every morning; it is not a job, but rather your home. From that starting point, I would also say commitment, rapid adaptation to change, understanding the needs and desires of the people and, of course, innovation are all very important. Apart from all the qualities I have as a single person, I have to say that without my associates no achievement would be possible. They are the backbone of our hotel, and without them, no one can be successful. When a relationship of

trust and understanding is created, it is a winning combination.

What is the biggest challenge for you in this type of work, and which aspect of it do you enjoy the most?

— I will start with what I enjoy the most, and that is when I see the tangible results of our everyday commitment, hard work and an immense desire to offer to our guests an experience when they are with us − the same as we would do with our friends when they are visiting our homes. Nothing more, nothing less. On the

What personal and professional norms do you expect your employees to meet and which do you adhere to yourself?

— I have to be honest and say that our brand and our hotel in Belgrade, with its service, product and people, set the norms many years ago. We are here to follow these norms, nourish our brand core value and follow our motto: ”We care for people so they can be their best.” We want to make a difference in the lives of those with whom we are in contact daily, whether they are guests, colleagues, members of the community, etc., and that is what we are constantly working to perfect. At Hyatt hotels, we see our guests as individuals with different desires and needs, and we try to meet all their requirements, whether they are strictly business-oriented or vacation-oriented. So, from our employees, we expect them to be themselves, love what they do and to provide great care – the way we would for our guests and our fellow colleagues.

Which of your business plans would you like to single out?

— I am afraid that this question is not going to be answered in a direct manner. It is our trade secret, in a sense, but what I can share with you is that Hyatt will keep leading the country’s hospitality industry and investing in its people. It will also continuously raise the service bar higher and be a trendsetter. This is as much as I can say for now. You will see more specific things for yourself as we will always keep our doors wide open to all.

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Implementing the Highest Standards in Design and Construction Environmentally friendly materials, the amalgamation of the best construction tradition and modern trends and focus on customers are the pillars of Deka Inženjering’s development

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ient as you can prevent flooding in your apartment when you are not there, as well as turn off other appliances like a stove. We think that this is a really big step forward in the construction industry, and we can see that some developers have already started to implement this system in their complexes.

Project Lead at Deka Inženjering doo

eka Inženjering, a company that has successfully completed the A Block project - one of the most beautiful residential and business complexes in Novi Beograd, is also building the Novi Dorćol business. This project has greatly contributed to the development of the construction industry, and thanks to its successful market presence, it has instigated started the construction of residential complexes in Belgrade.

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In recent years, real estate buyers are more interested in a different way of living, adapted to the urban, modern lifestyle. How do you adapt to increasingly demanding customers and modern life?

— As a real estate developer, we have set new standards in the real estate market in Belgrade and beyond thanks to the A Block. Indeed, many projects that followed after us looked up to the A Block, not only because of the materialization, concept and opportunities we created for our customers but also because of sales tactics, sales contracts and relations we build with customers even after the complex was sold.

As a real estate developer, we can confidently say that with every new project we are pushing the boundaries and setting a higher standard in housing. Of course, customers have become more demanding and they want more and better for themselves, which is a completely normal thing to ask for your money. To accommodate that, we have introduced certain novelties such as air conditioning located in the suspended ceiling, which can also be used for heating, higher ceilings and the apertures on the facade, e.g. the balcony door is 240cm high, which all provides additional comfort and convenient living in such an apartment.

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Also, as real estate developers, we have been implementing a smart apartment system, where residents control all features, such as heating, cooling, lighting and blinds and others, with remote control. Even when you are not at home and wherever you are located, you can manage all functions in your apartment. On the other hand, this system ensures savings. For instance, it’s summer and you are at

work, the outside air temperature hits the 40-Celsius mark. Thanks to the smart apartment system, you can remotely lower the blinds on your balcony door or window and thus stop the apartment from overheating. You can also turn on the air conditioning and cool the apartment half an hour before coming home, turn off the heating and even the central water valve when you go on your winter holiday, which is also very conven-

AS REAL ESTATE DEVELOPERS, WE HAVE BEEN IMPLEMENTING A SMART APARTMENT SYSTEM, WHERE RESIDENTS CONTROL ALL FEATURES, SUCH AS HEATING, COOLING, LIGHTING AND BLINDS AND OTHERS, WITH A REMOTE CONTROL EVEN IF THEY ARE NOT AT HOME

You’ve mentioned earlier pushing boundaries. How did the idea to keep the old industrial look and to build on it, and not to completely demolish it, come about?

— This is quite uncommon in Belgrade. There are only very few projects in the last twenty years that have preserved those old building fronts. A building from 1897, which was the first royal hemp and cotton called ‘Aleksa Obradović’, also known as Platnara, in this location. As a developer, we were obliged to preserve only two walls. However, when we entered the building, we saw the wonderful basement with the Prussian vault and became aware of the overall beauty of the building which was a textile industry centre in the Kingdom of Serbia in the late 19th century. We wanted to completely restore it and turn it into something that will serve the city and citizens and, of course, people who will live in our complex, so we are going to have an exclusive restaurant there. We observed the entire complex through that lens and in that sense we observed the whole complex. All the buildings are positioned in such a way that Platnara, which dates back to 1897, occupies the central position and is visible from the small square across from us, in front of Stara Herzegovina, a very famous cafe in Belgrade. Together with segments of the old warehouse, which we incorporated into the bar’s walls, behind the factory, we now have a rounded off complex of buildings. A contemporary housing concept with a kermogranite façade was

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built which complements this old building. We are very proud of what it looks like.

All that you have described is also applicable to the Novi Dorćol complex. What else would you like to mention and how far along are you with the construction?

— We have completed the first phase with 225 apartments and 15 shops and, interestingly, we have built what is perhaps the most beautiful wellness centre in Serbia, which has a swimming pool, sauna, gym and massage rooms and is available to all residents living in the complex. The spa just adds more comfort to everyday life that takes place in the centre of Belgrade, near Republic Square, which is only 600 metres away. Our residents are very satisfied. We are starting to implement the second and last construction

WE ARE STARTING TO IMPLEMENT THE SECOND AND LAST CONSTRUCTION PHASE OF THE NOVI DORĆOL PROJECT DURING WHICH WE ARE GOING TO BUILD ABOUT 350 APARTMENTS IN A 12-STOREY-BUILDINGS phase during which we are going to build about 350 apartments in 12-storey-buildings, with a fantastic view of the city and the Danube on the other side. Also, there will be a children's playground, a plateau, a pedestrian zone that will stretch from the park in front of Stara Herzegovina via a walkway near Platnara, through our complex, to Mihizova Street. The walking distance to Skadarlija is only 7 or 8 minutes. We firmly believe that this will become a new pedestrian zone in this part of the city, especially with the construc-

tion of Linijski Park, right on the edge of our complex.

Taking all this into account, the market has been constantly growing. What is your projection for the next period, considering the shortage of apartments and other facilities?

— The market is certainly growing. Customer needs are also growing and customers are becoming more demanding. We know and believe that everyone who builds well, will always have a position in the market and they will always

find customers regardless of the pandemic, financial crisis or other developments. This has been very obvious in the past few years.

We entered the market with our A Block project in 2014 when the entire housing construction market was experiencing a crisis. At that time, we were the only developers who started building such a large number of apartments and implemented a very successful project. On the other hand, apartment prices depend on many parameters such as location, quality of building material and everything that the complex actually provides to future residents.

Are these your guidelines for the next projects too? Could you tell us about the company’s plans?

— As a developer, Deka Inženjering will continue to build prestigious residential and business complexes in premium locations.

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Do you have companies and embassies as clients too?

— City Expert Premium service is already cooperating with several multinational companies and embassies that trust us to find the best real estate for their employees in this way. Full transparency and support is something that guarantees long-term successful cooperation and is the reason why City Expert is the first choice

ALEKSANDAR ANDJELIĆ Consultant, City Expert Premium service

e talked to Aleksandar Andjelić, one of the consultants from City Expert's Premium service, about the new service and what potential clients can expect from it. Mr Andjelić has successfully cooperated with domestic and foreign companies, a number of embassies and diplomatic missions during his career.

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What does the new City Expert Premium service service bring to premium clients?

— Based on long-term experience and numerous clients who have used our system, we concluded that there is a certain group of premium clients who require and need additional service. Individuals and legal entities looking for a luxury apartment for their employees should not have to deal with the procedure of finding an apartment. It is their job to know that the process was completed quickly and that their wishes were met while respecting their budget.

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By listening to the wishes of our clients, we devised a new service called City Expert Premium service, which entails that we fully meet the needs of our client when it comes to searching for real estate. The service saves time and money, and eliminates unnecessary stress when finding a luxury property. This means that the premium clients will have at their disposal a licensed agent who is completely dedicated, intently listens to the client's needs and finds the best apartments for the client in line with their preferences.

of a large number of our clients.

How can people who are interested in this service apply?

— Filling out the application form is simple and fast. All you need to do is contact us via email corporate@cityexpert.rs or phone as at 011 44 26 000, tell us what you need and the licensed agent will take care of the necessary documentation, will answer any additional questions you might have and find the desired property as soon as possible.

Last but not least, Mr Andjelić says that work of the licensed agent does not end after the real estate has been leased out and contract signed, but that the agent is available to answer all inquiries and provide complete support to premium clients.

IN ADDITION TO FINDING SUITABLE APARTMENTS AND HOUSES, THE SERVICE ALSO INCLUDES FINDING BUSINESS PREMISES AND SHOPS ON IN BELGRADE AND NOVI SAD, AND SOON IN NIŠ AND THE REST OF SERBIA NEW SERVICES FOR PREMIUM CLIENTS If you are a legal entity looking for an apartment for your employees, you are an embassy employee or a foreign citizen and you need luxury real estate but do not have enough time to devote to searching for one, the renowned real estate agency City Expert has created a new service for premium clients to facilitate and speed up the process of finding the ideal property.

The licensed agent is fully committed to the process of finding the ideal property. What exactly does that entail?

— The licensed agent first performs a detailed market analysis and then the analysis of the micro-location and on that basis, informs the client of all the advantages and disadvantages of the location. Within 24 hours, the agent will find a verified apartment that suits the client's preferences and has the best price-to-quality ratio, after which the agent will introduce the client

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Office and Logistics Space Back in Focus The ability of individual companies to continue being successful and develop will depend on the potential and speed of their responses to immediate market challenges

MIA ZEČEVIĆ CEO of NOVASTON

EO of NOVASTON, Mia Zečević, talks for Diplomacy&Commerce about how important are a vision and speed of adaptation in the real estate industry and says that economic and social changes that occurred during the pandemic will have a long-term effect on the real estate market.

After 2020, which was marked by people struggling to live and work during the pandemic and the emergence of what is popularly called "the new normal", 2021 was all about the beginning of economic consolidation, but also a high degree of the real estate industry's resilience and adaptability.

The retail sector has proven to be particularly successful, namely the concept of retail parks (open-air shopping malls), which was a more desirable option than shopping centres because shoppers can physically come into the shops while epidemiological measures were still in place. The situation has been stable for some time, shoppers have returned to their shopping habits and the pre-pandemic level of spending and attendance. Last year, there was a noticeable increase in turnover, which went up by 16% compared to 2020 in the most popular retail parks managed by Novaston.

The opening of Puls Shopping Park in Pirot, which is now operationally managed by our company, confirmed that there is still a demand for these retail spaces in the smaller cities in Serbia. This year, Ava Retail Park near IKEA will be opened and our Novaston platform will participate in the opening. In addition to new projects, existing retail parks such as STOP SHOP in Vršac are being expanded.

Demand for the business premises sector is not declining ei-

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I SHOULD ALSO MENTION NOVI SAD WHERE THE NOVKABEL COMPANY HAS BEEN WORKING ON A HIGH-TECH ENERGY SUSTAINABLE FACILITY FOR THE SCHNEIDER ELECTRIC DEVELOPMENT CENTRE, ANOTHER PROJECT THAT THE NOVASTON PLATFORM IS TAKING PART IN ther. The offer of office stock in 2021 increased by 11% and these are mostly A class projects, with slightly fewer B projects in the city centre. Close to 100,000 square metres of business premises, mostly in Novi Beograd, will be finished soon, while the locations in the old part of the city are becoming increasingly relevant due to the infrastructure, location and prestige. An example of this is the Revolution Building, which is being built by Granit Invest in Vračar, with our Novaston Asset Management acting as an exclusive lease agent. Additionally, in the pedestrian zone, in Vuka Karadžića Street, the Rudnap Company is renovating the A-class

office space. Our company is also involved in the project as a leasing partner. I should also mention Novi Sad where the Novkabel Company has been working on a high-tech energy sustainable facility for the Schneider Electric Development Centre, another project that the Novaston platform is taking part in.

Due to the increase in the supply of newly built real estate, the vacancy rate also increased and it currently stands at 6.5%, while the rent percentage remained at the same level due to the people still working from home. It is estimated that the offer of office space in the region will continue to grow. With a total stock

of 1 million square metres, Serbia ranks third in the region, but also the first regarding prime rent in Belgrade (16.5 EUR/sqm). The rapid development of the logistics sector should also be mentioned. The growth of this sector is due to local economic development, a greater influx of foreign investments, the rapid expansion of e-commerce, and recovery from the pandemic-induced crisis.

In 2021, apartments were still the most sought after type of property on the real estate market, especially apartments under construction in Belgrade. The increase in the price of a square metre of residential properties, coupled with high demand, was a result of more expensive building materials, the cost of contractors' services and the lack of a workforce. On the other hand, the hotel sector experienced the biggest challenges. Still, even in the hotel industry, having a vision and readiness to realize it proved to be crucial. The Novaston platform is engaged in a large hotel project called Petram Resort and Residences in Istria. This is a system of 252 luxury properties, spanning about 40,500 square metres, which is based on the development of the hotel concept, brand positioning, opening, booking and management including Facility and Property Management.

The economic and social changes that occurred during the pandemic will inevitably have a long-term impact on the ever-changing real estate market.

The ability of individual companies to continue being successful and develop will depend on the potential and speed of their responses to immediate market challenges. In the medium and long term, the new normal has changed the requirements of clients and companies, and professional and innovative action will be crucial for positioning the real estate industry on the domestic and regional scene.

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Our Vehicle is Your Investment Constant effort to meet all customers’ demands and to ensure premium service is our top priority

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MERCEDES-BENZ OFFER FOR YOUR BUSINESS Finding the right vehicle for your business is challenging task.

Regardless if you are an entrepreneur, lawyer or small business owner, the doubt is always the same – to optimize your costs but also to find a vehicle that will adequately represent your company as a serious, trustworthy partner.

We understand that your business is unique and has its own needs, which is why we have designed Business Solutions with you and your business in mind.

DISCOVER THE BENEFITS OF MERCEDES-BENZ FLEET CARS Business Solutions is an attractive offer for Mercedes-Benz vehicles, specially created and developed for companies. Our vehicles are renowned for their exceptional performance, luxury specification and style. However, choosing quality vehicles for your business should not mean that you compromise on finding a great deal.

That's why we offer a range of finance options specifically for the business users, in order to meet your budget and find best-optimized choice. You choose the vehicle; we offer you attractive leasing options.

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BUSINESS USER LEASING Instead of owning a car, you can lease it for a fixed period at a fixed monthly rental. Only a proportion of the vehicle’s value is repaid which improves your business cash flow and avoids a large initial outlay. At the end of the agreement, your car is returned and there are no additional costs.

This kind of lease offer has been created in cooperation with ALD Automotive in which the instalment includes, lease of desired vehicle, registration and insurance.

to maximum efficiency, perfect choice are some of our plug-in hybrid or EQ models. They bring significant cost-saving opportunities and reduced running costs.

COST BENEFITS AND EFFICIENCY If you want to be completely stress-free, we offer you an option to include all future costs in a monthly instalment. Extended warranty and regular maintenance at authorized Mercedes-Benz dealership for up to 5 years or 200,000

BUSINESS SOLUTIONS: MERCEDES-BENZ OFFERS AN EXTENSIVE RANGE OF VEHICLES TO SUIT ALL REQUIREMENTS AND BUDGETS PERFECT FIT FOR YOUR BUDGET Mercedes-Benz offers an extensive range of vehicles to suit all requirements and budgets. In this regard, well-equipped Business Solution A-Class is available for 603 EUR monthly. If you are looking for SUV model, you can choose GLA, which is now available for 821 EUR monthly, or popular GLC, offered from 990 EUR monthly. For those aiming

km (whichever comes first) can be incorporated. The monthly instalment, which includes all costs (financing, maintenance, warranty, insurance, sets of winter and summer tires), makes the customer completely carefree during the duration of the lease.

ALWAYS AT YOUR SERVICE Constant effort to meet all customers’ demands and to ensure premium service is our top prior-

ity. Sales staff in authorized dealerships in Serbia will provide all support and professional assistance throughout the entire purchase process, following clients’ needs and inputs. Our sales team will be at your disposal for any questions or doubts during the entire duration of the lease.

SERVICE AND MAINTENANCE As a Mercedes-Benz Business Solutions customer, you will also receive comprehensive After Sales support. This includes the assurance that servicing repairs and maintenance are carried out to Mercedes-Benz standards, a full warranty, and Roadside Assistance in case you ever run into a problem on your journey. Purchasing a Mercedes-Benz is not just about the transaction – we see it as an investment in providing a reliable, versatile and respectable vehicle to you and your employees. As a manufacturer of premium automobiles, Mercedes-Benz places the highest demands on the quality of our products. This also means offering exceptionally safe, fuel-efficient, and low-emission vehicles.

Mercedes-Benz fleet offers you and your company maximum peace of mind, thanks to their outstanding and innovative safety systems.

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Born Out of Passion We are so happy to have amazing clients that provided us with valuable feedback which helped us learn and grow and eventually find a synergy between our dreams and reality

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ALEKSANDAR ZABUNOVIĆ Fashion designer

outure designer Azzedine Alaïa said - "I make clothes, women make fashion." Women are the very essence of fashion, as without them fashion would only be a designer’s fantasy. Women make fantasies turn into reality and enable visions of legends like Alaïa, Dior or Valentino to come to life. This connection lies at the very core of a Serbian fashion brand Aleksandar Zabunović, that marks its 10th anniversary on the Serbian fashion scene.

Established in Belgrade, the brand presented its first collection in the fall of 2012 and since then became the symbol for a modern interpretation of classical style and effortless elegance.

Milica and Aleksandar Zabunović are the creative and business duo behind the brand that celebrates not only their love for fashion but their love in marriage as well.

Since their first collection, the brand presented 2 collections per

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year. After being part of different designer hubs, the brand finally found its home in the heart of Belgrade, at 21, Makedonska Street, where the duo has their atelier.

“A curious, playful, smart, confident and inspirational woman is the centre of our brand,” says Aleksandar Zabunović, who is the brand's leading fashion designer. Starting his fashion career with

helped us learn and grow and eventually find a synergy between our dreams and reality,“ says Milica Zabunović, the company’s marketing director.

Today, as they prepare to present the new Spring/Summer 2022 collection, we find the couple working on tailoring, something which they are very particular about, and which gives the

WE CHOOSE THE BEST FABRICS LIKE IMPORTED ITALIAN WOOL OR SILK CREPE DE CHINE catwalk shows in Vienna, Aleksandar moved back to Belgrade where he continued to build his fashion influence. As the business expanded so did the family. Working on collections and raising two children was an interesting period for the couple who in 2017, changed their strategy by putting more focus on the quality of production and making stronger designs. „We are so happy to have amazing clients that provided us with valuable feedback which

brand its unique and recognizable image. Once this is set, they move to find the best quality fabrics to make their design come alive. “We choose the best fabrics like imported Italian wool or silk crepe de chine”, says Aleksandar as he explains why fabrics play such an important part for the brand. “This is especially important for our customers, who not only appreciate this together with the design but also the quality and craftsmanship of every

make-to-measure piece as well,” says Milica.

The brand expanded to include jewellery, following the launch of its first jewellery collection in 2021. Playing with gold plated silver and baroque pearls, the pieces from the collection soon won the hearts of clients both in Serbia and internationally. As the new jewellery pieces are cooking for this spring, the couple is also preparing to launch the first men’s exclusive shirt collection made of the finest Italian cotton with a unique and recognizable design.

Each new collection shows the brand’s metamorphosis and the evolution of sensibility and interpretation of what the women of today stand for. From tailored suits and gowns, the brand truly represents the modern and chic woman of today. Black and white pieces together with the joyful play of colours are the essence of the new spring line that captures the city vibes - from chic wool and silk mini dresses to cold wool gowns embellished with silk organza orchid details. A true fashion symphony!

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GEORGE PANOUTSOPOULOS

— Some companies are faced with cutbacks (hospitality, travel, retail, etc.) and other companies (e-commerce, logistics, healthcare) are experiencing rapid growth. In both cases, Eurofast can provide support with payroll solutions that reduce operational costs and provide flexibility. The rate at which employment is changing is quite revolutionary. Before Covid-19 disrupted the way we work, new technologies caused changes in the workplace. I believe this is the first time that the physical aspect is affecting employment and the way we work. Remote work, contract work, freelancing and crowd work are becoming the norm for many employees. However, when it comes to processing salary, tax and contributions for these types of employment, things are not so clear and this is where Eurofast can support employers and provide trouble-free employment services.

Regional Director for Western Balkans, Eurofast International

urofast is a regional business advisory organisation employing local advisors in over 23 cities in the emerging market of South-East Europe & the Middle East (SEEME). In his interview for Diplomacy&Commerce, George Paoutsopoulos, Regional Director, talked about the company’s core services, what his role as a Regional Director for the Western Balkans at Eurofast entails and what makes Eurofast stand out from its competitors.

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What services does Eurofast International provide?

— The company is uniquely positioned as a one-stop shop for investors and companies seeking professional services in South-East Europe & the Middle East. Eurofast operates from fully-fledged offices in London, Athens, Sofia, Bucharest, Belgrade, Zagreb, Banja Luka, Sarajevo, Nicosia, Kyiv, and many others. Since the company's inception four years ago, we have worked for and continue to work with many multinationals and leading institutions from the manufacturing, retail, transportation, real estate, airline, hospitality and professional services sectors.

Since the company offers a variety of services, in numerous countries, is there a specific programme or technology used to assist in standardizing the processes and communication in your 23 offices?

— Our team of advisors is capable of efficiently meeting all of the clients’ needs in a single meeting, using a common language for all the countries in the region. To do that, all our offices are interconnected via state-of-the-art technology and computer systems.

Furthermore, our telephone and video conferencing facilities are centralized - our server and in-

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THE COMPANY IS UNIQUELY POSITIONED AS A ONE-STOP-SHOP FOR INVESTORS AND COMPANIES SEEKING PROFESSIONAL SERVICES IN SOUTH-EAST EUROPE & THE MIDDLE EAST tranet system ensure that otherwise remote locations adhere to even the smallest detail to standards in our client service and philosophy, thus, making us truly local experts with global knowledge.

Could you tell us what your position as the Regional Director for the Western Balkans at Eurofast entails?

— I have been tasked with two areas of responsibility. One is the development of the payroll and EOR business locally, in Serbia and internationally, covering all countries in the Adriatic Region.

The second is developing our office network in the Western Balkans. Last year, we opened a new office in Slovenia and we are continuing with our expansion plan with the objective of opening an additional new office in Sarajevo this year. This will give us exposure to new markets and add significantly to our growth.

What factors have a key role in driving business growth for companies in the post-pandemic world and in what ways will Eurofast help them execute their growth strategy?

What is your approach towards driving business growth in an advisory company?

— The advisory business is very challenging, and the focus is on nurturing relationships and providing services that support and add value to each business. However, there are certain methods to use for implementing a growth strategy, like market penetration, market expansion, product expansion, and diversification.

Finally, Eurofast emerged as one of the top 10 payroll service providers worldwide in 2021. Why do companies choose you over your competitors?

— The key factor is our team’s expertise. There aren’t many companies in Europe like us, which can provide this level of service combined with 40+ years experience while having offices in 23 countries. Having specialist teams in each country who are familiar with the intricacies of HR/payroll-related rules and having an understanding of various laws are priceless to clients.

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OUR SERVICES

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Eurofast’s international tax services are designed to help your business operations balance the ongoing tax development’s impact on their daily cross-country transactions. For achieving major results, you need an international team of professionals that are always passionate to help.

Our Transfer Pricing team of professionals is offering efficient models which lead to mitigating risks of tax authorities' challenges.

ACCOUNTING & COMPLIANCE We pride ourselves in providing tailor-made business accounting solutions, whatever the size and complexity of your business. We listen to your needs to develop and design an approach fit to accommodate and support your specific requirements. Whether you need help in managing part or all of your bookkeeping and statutory compliance obligations throughout the year, or simply want help with your annual financial statements, we are here to help you.

REAL ESTATE TAX Eurofast specializes in providing owners of commercial, industrial and special purpose properties, as well as private owners, with full-range property assessment and tax management services.

PAYROLL SERVICES Why outsource payroll? Effective employee remuneration is critical to business success and errors can be costly. Peculiarities in salary calculations, frequent legislation changes, variety of reporting procedures and specifics in allowances’ calculations may make the payroll process a challenging task for employers.

PROFESSIONAL EMPLOYER ORGANIZATION (PEO) We provide comprehensive Professional Employment services (also referred to as “employee leasing”) for our clients which enables them to have control of the employees’ daily tasks and to retain responsibility on how they are managed, while we handle compliance with local authorities and benefits’ administration. We offer peace of mind to our clients as employers of record.

EUROFAST AUDIT Eurofast Audit Ltd, offers a wide range of professional services to both local and International businesses including Audit and Assurance Services, Accounting and Financial Auditory.

YOUR TRUSTED CITIZENSHIP AND RESIDENCY ADVISOR IN EUROPE With over 40 years experience in immigration and the tax planning industry, we have served many clients and have become their exclusive advisor covering all legal immigration issues. Having offices in several European countries and a group of immigration experts, we support our clients and take care of their needs, allowing them to carefully enjoy the benefits of second citizenship and residency

M&A AND TRANSACTIONAL SERVICES Mergers & Acquisitions (M&A) play an important role in today’s financial world.

CORPORATE & TRUSTEE SERVICES Eurofast has over 40 years of experience in providing Corporate Services and advising Clients on the separate characteristics of each jurisdiction.

DATA PROTECTION & GDPR New legal framework on personal data protection in businesses. Contact us to find out to what extent the Regulation does concern your business.

NOMAD ADVISORY A Nominated Advisor (NOMAD) is an approved consultant who advises companies who wish to list their shares or securities on the Emerging Companies Market (ECM).

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VLADAN BALABAN President of M&I Systems Group

&I Systems Group is an innovation-driven leader in business software and consulting, with 30 years of experience in projects across Europe and the USA and business hubs in Serbia, Bosnia and Herzegovina, Croatia, and Austria. In his interview for Diplomacy&Commerce, Vladan Balaban, President of M&I Systems Group, talks about technological development, successful business endeavors and a stronger presence of global fintech services in Serbia.

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Technological development has brought significant changes in the business of the financial market, and fintech is today considered one of the fastest-growing branches in the world. Has the potential of introducing new technologies in the financial sector been recognized in our region (Southeast Europe), and if it has, to what extent?

— Fintech has been part of the Serbian and Eastern European development community for at least two decades with firms ranging from the very large global players such as FIS, with a 55 billion Euro capitalization, to M&I Systems Group, a regional employer providing fintech services on a global scale. Having said that, the full potential of fintech has not been fully recognized in our region, there is a lot of opportunity in both emerging technologies such as blockchain and RPA, to traditional systems.

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The fact that M&I Systems Group has been developing projects in this field for almost a decade shows that there are local companies that are prepared for the "fourth industrial revolution".

What impact did the partnerships with foreign companies that are leaders in this field today have?

— M&I Systems Group works with firms such as Sterling Trading Tech, a US-based provider of

financial technology. STT’s products handle over 10% of the US daily equity volume and provide risk management services to firms on a global basis. M&I Systems Group also provides teams to Lightspeed Trading, a leading Brokerage firm for active traders majority-owned by Wedbush and Wedbush Capital, the west coast based financial firms. The collaborations have created a deep pool of talent in Novi Sad and shown that M&I Systems Group can work both with technology firms and as an outsourced tech department for non-tech firms. This work has resulted in other engagements.

As an extension of successful endeavors in the fintech sector and a partnership with STT, M&I Systems Group announced the opening of the Centre for the Development of Financial Technology in 2022. What tasks will the Centre employees have?

— Blockchain work, crypto trading platforms, working on global capital market projects to name

M&I SYSTEMS GROUP ANNOUNCED THE OPENING OF THE CENTRE FOR THE DEVELOPMENT OF FINANCIAL TECHNOLOGY IN 2022

a few. More importantly, our employees will be exposed to and part of the innovative changes and developments in the rapidly developing world of fintech. It is an amazing opportunity for those that are only starting within the development as well as the more senior colleagues to collaborate with our partners from around the world.

How much will the opening of this centre contribute to the development of the fintech industry in Serbia?

— A great deal! The large financial capitals of the world such as New York and London depend on getting a critical mass of people together. The M&I Systems Group Centre will seek to duplicate this by having a space in which fintech teams can get to gather to share ideas and best practices. Talks will be focused around technologyand finance-related topics.

Is a stronger presence of global fintech services expected in Serbia?

— Absolutely! For instance, M&I Systems Group will likely more than double its fintech staff to support the growing need that we witness on a daily basis. Market conditions are good for the Serbian technology sector with views to keep growing.

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A New Era of Global Upheaval The crisis in Ukraine will definitely initiate a new geopolitical era and the balance of powers in the world as we know it, will forever change

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STYLIANOS TSOKTOURIDIS Managing Director, ALUMIL YU INDUSTRY A.D.

lumil YU Industry A.D., which was founded in 1988, in Greece and has been successfully operating in Serbia since 2003, presented its results after twenty years of doing business in Serbia, its takes on the present situation in the business sector during the Ukraine crisis, as well as development plans in Serbia.

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Alumil has been present in Serbia for 20 years. Did the company meet the management’s expectations?

— Since its inception, Alumil YU has been continually growing in manpower and assets, which demonstrates that expectations of the company’s management have been met and event far exceeded

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initial business plans. We have developed throughout this time a fully integrated production, logistics and commercial enterprise with an annual capacity of 15,000mt of state-ofthe-art, precision-engineered, surfaced treated aluminium profiles, distributed on the Serbian and European market.

Recent events in the world, especially the crisis around Ukraine, have once again highlighted the need for rational use of energy, which is becoming increasingly expensive. Do you think this will affect Alumil's business as well?

— The crisis in Ukraine will

SINCE THE ALUMIL GROUP HAS A GLOBAL PRESENCE ON INTERNATIONAL MARKETS, WE ARE CLOSELY OBSERVING THE NEW DEVELOPMENTS AND ARE CONTINUALLY ADAPTING TO NEW STANDARDS AND EMERGING CHALLENGES Any attempt of limiting Alumil YU’s development would be futile, as we have been recording growth almost every year, the 2021 recordbreaking revenue growth of 19%, compared to 2020.

definitely initiate a new geopolitical era and the balance of powers in the world as we know it, will forever change. The world woke to a new era of global upheaval. The impact of these

actions is the unprecedented increase in energy costs. Since the Alumil Group has a global presence in international markets, we are closely observing the new developments and are continually readjusting our strategy in order to adapt to the new standards and emerging challenges. In recent years we have invested in energyefficient equipment, applied new technologies and invested in smart energy consumption management systems that reduced our energy consumption significantly and improved our efficiency.

Serbia also had problems with providing a sufficient amount of electricity while some cities have a problem with high pollution, primarily due to the use of fossil fuels for heating. How much could these problems be alleviated by installing quality

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doors and windows on buildings and houses?

— It has been proven that almost 40% of our annual heating and cooling costs can be attributed to energy loss through old, drafty windows and the same applies to public buildings. This percentage could be reduced by the replacement of old windows and by the proper design of building openings. Aluminium window profiles nowadays have advanced thermal barriers which increase their energy efficiency.

Alumil’s qualified and experienced R&D team of engineers study continuously the newest standards and technologies and apply them in research to design new architectural aluminium systems that meet market standards and regulations. In combination with proper glazing, the Alumil certified green systems provide a very low Uw value, which is in fact, much lower than the one specified by the Serbian regulations.

In cooperation with municipal authorities, the Serbian government has launched a grant programme for Serbian citizens to help them replace energy-inefficient house openings. What do you think about that programme and what else could be done about it?

— In Serbia, the law regulates maximum Uw value for the new and renewed objects cannot exceed 1.5 W/m2K. Aluminium profiles from our product

range are developed, tested and certified to gain Uw values much lower than this. It is also equally important to be able to compare products of the same category and to export accurate and trusted results according to their impact on the environment.

To combat this issue, special EPDs (Environmental Product Declarations) are established.

Alumil offers EPDs for the advanced category of the hinged, sliding and curtain wall systems.

of people in Serbia about the need to reduce energy consumption? Does Alumil cooperate with the NGO sector?

— We are carefully observing climate changes and are aligning our activities following the newest regulations of the relevant authorities and associations.

As members of the Serbia Green Building Council, we are trying indirectly to contribute to the higher awareness in the society regarding this matter.

WE ARE CAREFULLY OBSERVING CLIMATE CHANGES AND ARE ALIGNING OUR ACTIVITIES FOLLOWING THE NEWEST REGULATIONS OF THE RELEVANT AUTHORITIES AND ASSOCIATIONS EPDs still aren’t obligatory in Serbia and many other countries around the world but I believe it is important to be imposed in order to achieve the targeted energy efficiency. Investors based on Alumil EPD certified products can obtain LEED certification for their buildings. The Serbian government has announced subsidies for the replacement of old windows. Alumil YU supports this initiative with our certified product range and educational activities for our partners and esteem customers.

How much can environmental associations raise the awareness

Alumil YU cooperates with architects and always promotes and advises our customers to consult either architects or our team of expert engineers in order to find the best solution for their needs. We always keep our partnered architects informed about our new products, properties, technologies and innovations that we bring to the market. Additionally, we have a 450-square-metre showroom in Novi Beograd where our partnered architects and esteemed customers can see for themselves our solutions on a 1:1 scale and get a consultation from our engineering team.

Does Alumil cooperate with Serbian faculties, primarily the Faculty of Architecture, in matters regarding energy efficiency?

— For many years now, Alumil YU has been working closely with undergraduate students from the Faculty of Architecture, the Faculty of Civil Engineering, the Faculty of Mechanical Engineering and the Faculty of Technology to familiarize them and highlight the benefits on the energy efficiency in buildings that new Alumil’s advanced architectural systems bring.

What are Alumil’s development plans in Serbia in the forthcoming period?

— Alumil YU Industry has been growing and developing since its inception. Our investments have exceeded the amount of €42M and annual revenues have surpassed €52M. Almost 70% of our products are exported to European industrial markets. The company is committed to contributing to the sustainable development of the Serbian industrial sector. We are working daily to help the country to achieve its development plans and support the local economy and communities by employing over 380 people and by increasing our company‘s footprint with export to Western European markets. We will continue implementing this plan next year too and target more sophisticated markets.

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We Don’t Shy Away From Challenges "Our wood enriches the interior and exterior of your homes. We are here for you because wood is our world” MELANIJA PAVLOVIĆ General Manager, JAF d.o.o. Nova Pazova

he Austrian JAF Group bases its business on a long tradition. The small sawmill founded by the Frischeis family and the log trade, over time, led to the development of business in Austria in several locations, as well as the internationalization and development of the JAF brand. The JAF brand is created from the initials of the names of the company’s founders, Josef and Antonia Frischeis.

T

What is the guiding idea of the JAF Group?

— Since its inception 75 years ago, the JAF Group has become the leading wood and wood-based

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panel wholesaler in Central Europe. The founding family’s clear vision and a prudent approach to business have contributed to customers seeing JAF as a responsible and reliable partner that of-

extensive know-how and experience in working with wood, JAF today has a large number of different brands in its sales range. A large number of products certainly sets us apart from the competi-

JAF IS A SOCIALLY RESPONSIBLE COMPANY THAT CARES FOR PEOPLE AND THE ENVIRONMENT

fers them quality service at all times, in addition to an extremely wide range of products which includes plywood, veneer, timber wood, melamine faced chipboard, raw plywood, MDF, compact panels for cladding and interior, decking, laminates, etc. As a result of

tion. JAF's guiding principle is to always be customer-oriented and stay close to the customer.

JAF is one of the leading distributors of board materials and timber on our market. We are, of course, not the only distributor and we respect our compet-

itors. Healthy competition is always desirable because if there is no competition, there is no quality business.

What sets your company apart from other companies in the same sector? Why should customers choose your products?

— Our sales range, quality service and professional team show that we are a stable and reliable partner to every customer. The market has always recognized quality. Our people are our greatest asset and customers have recognized our team as reliable and professional.

JAF has been operating in Serbia since 2008, with headquarters, warehouses and processing centres in Nova Pazova. During that time, the company has built a rep-

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utation as a reliable distributor, which, along with quality, provides delivery of a wide range of products throughout Serbia and the region. The company stocks products from renowned suppliers to meet all the requirements of the furniture and construction industry.

In 2019, JAF Group opened a contemporary showroom in Novi Beograd.

JAF is a partner you can rely on at all times. In our machining centre in Nova Pazova, we offer service cutting, edging, material processing on a CNC machine, as well as services such as service of cutting, joining and pressing veneer.

Does the company follow the latest trends? How did you adapt your business to the coronavirus pandemic?

— Our new, contemporary showroom in Novi Beograd has led to even better cooperation with architects and architectural studios. As an architectural engineer, I know how important it is for my colleagues to choose the latest quality materials and follow current trends. Constant investments in business, marketing, employee and market education, as well as a socially responsible business, are our greatest strengths.

The year 2020 showed us that people in this part of the world had an even better trait than the infamous spite, and that is adaptability. The onset of the COVID-19 pandemic has brought us a changed way of doing business in every way.

2020 was a challenging year.

When you are managing a company and are a team leader, you learn about risk management systems and techniques in practice and through education, but you can always rely on and follow the examples from practice. The emergence of the COVID-19 pandemic has shown us that we can rely very little on examples from practice, because this was the first time that we encountered such a situation, so everything hinges on

OUR PEOPLE ARE OUR GREATEST ASSET AND CUSTOMERS HAVE RECOGNIZED OUR TEAM AS RELIABLE AND PROFESSIONAL

you and your assessments.

Due to the lack of historical data that can give you guidance in planning business and creating a strategy, you must rely on personal perception and invest a lot of effort into your assessment leading to the implementation of the best-case scenario.

As a manager and team leader, you had to maintain normal business operations during a difficult period. How did you manage to do that?

— You can always act like an ostrich and hide your head in the sand by running away from problems and waiting for them to pass.

Life did not stop, and neither did

work, and we didn't have time to wait for problems to pass. Life has no replay. The biggest responsibility was on me as a manager and team leader, and I had to show by my example that I am not afraid and that we will continue to work and move forward with all the challenges.

Looking at our business now, from a two-year-distance, everything sounded and looked very logical, easy and simple, but when you make decisions on a daily basis while thinking about the possibility of everything coming to a halt, then you realize that nothing was easy and simple, nor for people or for business.

How do you deal with the lack of

workforce in your industry? Can a Dual Education project be helpful here?

JAF is a socially responsible company that cares for people and the environment. Regardless of the changed business conditions and the new rules imposed by the COVID-19 pandemic, we decided to join the Dual Education project with the support of the Austrian Trade Department at the Austrian Embassy - Advantage Austria, and the Chamber of Commerce and Industry of Serbia. The shortage of workforce in our industry, that is the furniture industry, has been noticeable for years and it is very important to involve young people in education and professional development, as well as to provide support to them.

We have wonderful cooperation with the Faculty of Architecture in Belgrade, whose students come to our company to get acquainted with our materials and use some of them for faculty subjects.

COMMITMENT, FAITH, PERSEVERANCE Man cannot live alone. A leader is an originator and a motivator, but no matter how good a leader you are, you have to create, motivate and develop a good team. In 2020, I told my team that a football match lasts 90 minutes plus overtime plus penalties and that there would be no setbacks and surrenders until the end. I am proud of the complete JAF Serbia team, because without their commitment, unwavering faith in victory and perseverance, we probably would not have succeeded in ending 2020 on a successful note.

2021 brought us new challenges in terms of shortage of raw material, prolonged delivery times, and exuberant growth of raw material prices throughout the year, which continued this year too. However, as I pointed out earlier, you can always act like an ostrich and hide your head in the sand and run away from problems, waiting for ’the storm’ to pass or you can adjust and move forward.

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Consumers Are Changing the Retail Industry Our goal is to become a regional omnichannel retailer for various product categories that provide customers with a unique experience and allow them to make all the decisions

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MATIJA PROTIĆ CEO of Tehnomanija

ehnomanija opened its first store 23 years ago in Belgrade. A lot has changed since the opening of their first facility, but what has remained the same are the company's desire to provide an outstanding shopping experience with a variety of products and to meet all the customers’ needs. Matija Protić, CEO of Tehnomanija, within which WinWin operates as well, said in an interview for D&C that digitalization and improvement of IT and logistics infrastructure will mark this business year.

Our industry is going through major changes worldwide. We are currently in the process of digital transformation of the company. We were approved a 10 million euro loan by the German investment bank for investing in IT infrastructure and redefining and modernizing logistics and distribution processes. These are the two main pillars of our company’s transformation. Our goal is to advance from the leading domestic retailer of electronic and electrical devices to a regional omnichannel retailer for various product categories that provide customers with a unique experience and allow them to make all the decisions.

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The crisis that the entire world found itself in during the past two years has forced companies to evolve and adapt to changes. How did all this affect Tehnomanija?

— During the past years, we have simultaneously gone through the integration of two companies (Tehnomanija and Win Win), a pandemic, a technological revolution, and a complete transformation of the business model.

Some companies don’t go through one of these big changes for their entire lifetime, let alone all at the same time. All of this brings

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IT ALL STARTS AND ENDS WITH PEOPLE. PEOPLE’S NEEDS AND HABITS ARE BEHIND THE TRANSFORMATION OF EVERY COMPANY changes every day and we are aware that phases in growth and development such as these also carry a lot of challenges and stress with them. These circumstances motivated us to make bold moves and initiate inevitable business transformation. In such a transformational year, we won the Consumer Tech Online Store of the Year award for the best e-commerce website and received the Family Friendly Company Certificate. This means that, regardless of all the challenges we face, we keep our focus on the custom-

ers, high quality offers, following trends and taking care of our employees.

Do you agree with the saying: “What Amazon had started, COVID has finished”?

— All predictions say that online commerce is becoming one of the main drivers of growth in the retail industry. With greater use of online services, consumer expectations and habits are evolving, so companies must evolve accordingly. Those who don’t change will disappear. With 5 million vis-

its per month, Tehnomanija and WinWin websites are the market leaders. While online shopping in Serbia is growing by approximately 18% per year, shopping on our sites is growing by 30%.

To maintain the leading position and customers’ trust, it is necessary to have superior IT and logistics infrastructure. We are in the final phase of implementing 13 SAP modules which will be the foundation of our future IT infrastructure, combined with our sales force.

And how much have the consumers changed?

— It all starts and ends with people. As I always say, people, their needs, and habits are behind the transformation of every company. Today, people buy according to their plan, they try to save

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time, to complete several tasks in one place, while at the same time they want to feel good and appreciated. In addition, people today want more free time and enjoyment, which modern retail must satisfy. Perhaps 20 years ago, the customers were content if they, for example, received the TV they had bought without any damage.

Today, the expectations are a lot higher.

What consumers seek today is an outstanding shopping experience, regardless of whether the purchase is done in a store, online or through an application. It’s important to recognize that the entire time, it’s the same buyer who is browsing products or buying them, but on different selling channels and their experience must always be outstanding.

That’s why we firmly believe that omnichannel retail is the future, where the know-how in category management is added value.

What do you mean exactly by “outstanding shopping experience”?

— An outstanding shopping experience means that the customer needs to be able to manage the entire shopping process. This means that they can choose where to shop — online, in-store, or using the application. Moreover, they can choose what to buy from a wide range of various product categories. For example, we offer a few hundred different models of TVs, and the modern customer doesn’t have time to analyze and research, therefore, a customer needs to have access to shopping assistance, regardless of whether they are shopping in a store or online. The job of a 21st-century-vendor is not only to sell but to help the buyer make the best decision for themselves at the given moment.

Once they have chosen the product, they should be able to choose the method of payment — by cash, card, credit, in instalments, via Paypal, Google Pay, or contactless by phone. Then they can choose delivery date and time. Alternatively, if it’s more convenient for them, using the Click & Collect option, they can choose when and in which store to pick up the purchased product. All sales channels and logistics need to be updated and interconnected so that the customer has an outstanding shopping experience regardless of the sales channel they choose.

All communication channels

rently, we’re using a 19.000m2 large warehouse, but we plan to expand and move to a new CTPark modern facility of 50.000m2. This centralized distribution and warehouse with several cross docks in the country will allow us to have faster service and higher control over the entire process.

Our current transformation process presents a fertile ground for the development of talents because it turned out that they love challenges. I was a part of one such program myself when I started my career and I understand the importance of programs like these. One of the most dangerous myths about talent is that talent alone is enough for success.

Belief in one's own strengths and abilities and dedicated work, but also people who will recognize, guide, and support that talent, are of incredible importance when it comes to turning talent into exceptionality.

What is necessary for success besides technology?

— Without people, technology means nothing. People are the driving force and the heart of the company. People are the ones who recognize and decide what needs to be changed and improved, while technology is only a tool that will turn people’s ideas into reality. A digital transformation can’t be successful without the transformation of people and teams.

In 2021, we launched the first talent development program called Super Star. We have selected 15 employees, between 25 and 35 years old, who will receive our greater attention and resources for development, training and education. In addition to the opportunity to learn new things, through active participation in projects and important strategic decisions, this program will give these young employees the chance to choose their mentors, but also to independently manage the budget allocated to them. We have given them both responsibility and opportunity.

Not only that you take care of your talents, but you also take care of your employees in general, as a recent survey has proven.

You are among the 100 most desirable employers in Serbia.

— It’s not easy to achieve or maintain the status of a desirable employer. That’s why working conditions, culture, working environment and benefits for employees are important. It is not enough just to attract quality candidates; it is also important to keep them.

The Family Friendly Certificate is an indicator that Tehnomanija is an employer that takes care of its employees. We have flexible working hours, gift packages for first-grade kids and a day off for their parents, numerous training sessions for colleagues in various positions, and we have introduced a more informal dress code and socializing on Fridays. We envision Tehnomanija in 2025 not only as a regional omnichannel retail leader, equally strong in retail and online commerce but also as a company whose employees are satisfied and motivated.

THE JOB OF A 21ST-CENTURY-VENDOR IS NOT ONLY TO SELL BUT TO HELP THE BUYER TO MAKE THE BEST DECISION FOR THEMSELVES AT THE GIVEN MOMENT should also be interconnected so that the customer can quickly receive accurate information, regardless of whether they communicate by email, on social networks or with the call centre operator. Interconnected, data-driven services like these provide a superior omnichannel experience. Some of these services already exist and some are still in the development or improvement phase.

You have also mentioned the transformation of the logistics and distribution centre. Could you elaborate?

— Digitization in the logistics and transport sector is no longer a choice but a necessity. Customer expectations in this segment have been raised to a higher level. Speed, accuracy, the option of tracking a shipment in real-time from the sender to the recipient and knowing where the shipment is at any given time have become the new standard of delivery. Flexible delivery options have changed the industry and tailored it to the expectations of end-users. To have a sustainable and successful business, it is important to align with customers’ needs and expectations. This is what we strive for.

Out of 13 SAP modules I mentioned earlier, 5 refer only to the supply chain. In addition to improving the IT logistics infrastructure, we are also expanding. Cur-

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Honest and Responsible Approach to Work Delta Inženjering has successfully completed numerous projects in the last three decades, while successfully maintaining its market position among the very stiff competition in the segments like engineering, design, construction and other activities

ALEKSANDRA TODOROVIĆ-SUČEVIĆ Director DELTA ENGINEERING, Consulting, Design and Engineering Company

or over three decades now, Delta Inženjering has been known for its business successes. We have fought hard and continuously for the leading position in the segment of industrial engineering, so today, we are leaders in the segments of design, engineering and consulting. Areas in which we operate include energy, ecology, mining, metallurgy and health care. My father and the company’s founder, Vojislav Todorović, has been in this business since 1973.

Today, thanks to his knowledge and wisdom, we are at the very top, continuing to go forward.

In the last 32 years, we have

F

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also had bad moments but they haven’t held us back. Wars started, there were no investments and plenty of uncertainty. The metal processing sector stopped altogether, nothing was invested in the energy sector, a period of very high inflation and shortag-

while the other steps were made thanks to the enthusiasm and creative energy of our professional team. Seven years after Delta Inženjering’s inception, we started to take engineering even more seriously. Until then, most of our work was design-related. The con-

WARS STARTED, THERE WERE NO INVESTMENTS AND PLENTY OF UNCERTAINTY. THE METAL PROCESSING SECTOR STOPPED ALTOGETHER AND NOTHING WAS INVESTED IN THE ENERGY SECTOR es followed, as well as problems with procurement and payment.

We did everything we could in the given situation but did not give up and progress soon became evident year on year.

The first step was a challenge

struction of an ice cream factory for a Greek investor was a turning point for us. This was a significant step for us, then relatively small, which brought us expansion and the shaping of the company profile.

Today, we can be proud of our Delta Inženjering Group, which consists of the following companies: -E nikon produces steel structures and equipment -D elta Preving provides consulting and engineering services related to fire protection - Delta Cleanroom specializes in the production and installation of cleanrooms for laboratories, health care facilities and pharmacies - Delta Tang is a company we founded two years ago with our friends from Tangsan, a Chinese design and engineering company, with which we are going to expand in the field of metal processing - NDC is the newest member of Delta Inženjering Group, which has, by far, the best team of electrical engineers on the market.

An honest and responsible approach to work is our imperative and we are confident that that is the reason why we have lasted for so long. We are known for our determination to complete every job correctly and honestly within the set deadlines and to monitor the dynamics and interests of developers, both in terms of quality and dynamics of construction. We believe that developers have recognized that.

In the last 32 years, we have managed to keep our clients, which is a great success for any business. From the aforementioned factory, we have continued to develop the company in a way that it can provide a complete service to developers. This means, first of all, that we determined to show our responsibility towards the developer throughout the project - from the preparation of project documentation and obtaining permits to construction and commissioning. If we lack certain technological knowledge, it is important to know who has it and use this knowledge for the benefit

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of the developer. The Electric Power Industry of Serbia (EPS) is our biggest client and our designers, consultants and supervisors have an excellent reputation with EPS. We are also cooperating with Srbijagas on designing main gas pipelines. Thanks to the enormous effort that EPS has invested in environmental projects, we are currently working on projects worth over a billion euros. These are projects of desulphurization, wastewater treatment, reduction of nitrogen oxides and providing heating for Belgrade and Obrenovac from the thermal power plant in Obrenovac. We are very happy to be in a situation where we can contribute to our country in every segment and it gives us great personal satisfaction to call ourselves a socially responsible company.

All these years we have been providing assistance and support to the cultural and educational programmes, helping health care institutions, providing help and support to sports clubs and humanitarian aid to children and young people with special needs.

We like the fact that everybody wants to work with us, that our good reputation has spread out-

side of Serbia, that we are considered a desirable partner and that they call us for advice and opinion.

CONSTRUCTION OF THE CLINICAL CENTER OF SERBIA We are very proud of being in-

WE ARE VERY PROUD OF BEING INVOLVED IN THE CONSTRUCTION OF THE CLINICAL CENTRE OF SERBIA, WHICH WAS A BIG STEP FORWARD FOR DELTA INŽENJERING

volved in the construction of the Clinical Centre of Serbia, which was a big step forward for Delta Inženjering. This was a huge challenge and also a responsibility.

It was very demanding to build a 130,000-metre-facility, and at the same time, to redesign it and respect the deadlines. Everything had to be harmonized with the new regulations, laws and seismological conditions. The technology in healthcare is changing so fast that we had to redesign a lot of things in the process. Thanks to the experience, knowledge and dedication of an excellent engineering team, Serbia now has a state-of-the-art healthcare facility in the region. I have matured and "grown" in this business because I had the privilege and honour to learn from the best "teacher" - my father - on the one hand, and the other, from my closest associates and excellent colleagues at Delta Inženjering.

But Delta can do so much more.

We are entering this business year with contracted jobs worth 40 million, which allows us to work in peace, plan and think about innovations. My main motto is "only in a good atmosphere can a job be done well".

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SOCIETY The referendum, lithium crisis, energy crisis, environmental protests, Kosovo and Bosnia and Herzegovina are all going to be topics in 2022. Which of these issues should be priorities in the context of Serbia's accession to the EU?

What do you think of the social and political context in which our country finds itself and what should be changed? Do these changes include a change of direction or is our place still in the European Union?

The European Integration Process is the Priority

BOJAN KLAČAR Executive Director of the Centre for Free Elections and Democracy (CeSID)

The EU accession process should remain the primary geostrategic goal of the future Serbian government. This process is

multidimensional and the activities on implementing government policies must go in several directions. There seem to be three key directions and they should be priorities. The first set of priorities is the rule of law (elections, freedom of the media, judiciary, pluralism). Looking at the past few years, Serbia was more successful in meeting economic

rather than political criteria, and the implementation of political criteria is a segment that Brussels, and especially some member states, will increasingly insist on.

The second set is regional cooperation because it is an integral part of the EU accession negotiations and very important for official Brussels. In this context, the crisis in Bosnia and Herzegovina is also an important issue. The third set of priorities is the negotiations between Belgrade and Priština, and this set will certainly be one of the biggest challenges because the room for compromise is rather modest.

Support for the EU accession has been stable over a considerable amount of time and currently stands at a half or just over half

of the population that would vote "yes" in a potential referendum on EU membership. That is a big capital for the future Government of Serbia, having in mind the accession fatigue both in Serbia and in some member states. There are no indicators - political, geostrategic or economic - that would justify the thesis that the Serbian government will change direction and abandon the European integration process. However, the Serbian government could change is the communication regarding the EU and the accession because public officials are not harmonized in conveying their messages, as they are often very critical of the EU, while some important officials are against the EU, preferring to cooperate with other international stakeholders.

izens are sovereign and the authorities changeable. I am not, unfortunately, sure that our society is strong enough to fight for those values outside the context of European integration. I am confident that the EU is the best framework for all other development perspectives of Serbia, but the question is how long we can count on the Euro-enthusiasm of

our citizens, given the questionable commitment of our political elites to Serbia's future in Europe and the EU's obvious enlargement fatigue. Due to political cowardice, we have already missed many ’trains’ in more favourable circumstances, and now, I am afraid, we are in danger of being left without a ’railroad’ that is stretching in the direction of the EU.

Elections Will Show if We are Ready for Democracy Programme Director of CRTA

We have only barely entered 2022 and who knows which topics will turn out to be neuralgic for the rest of the year? There is, however, a broader, fundamental problem that is strongly linked to all the diversity of difficulties we face, and that is the collapse of democracy and the rule of law. It is especially important for us, in CRTA, that 2022 is an election year, which means that we are once again able to observe and see how ready Serbia is to ensure the basic value of democracy - free and fair elections. The quality of the election process shows all the systemic shortcomings that dis-

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tance us from the EU membership - from institutions that do not enforce laws and prevent various forms of electoral corruption, through unprofessionalism and lack of media freedom, a deficit of pluralism and public dialogue, to the apathy of citizens who do not believe they can change anything with their vote.

The rule of law is a key prerequisite for our EU accession, but also the essential sphere of interest of the people in Serbia, regardless of the "demands from official Brussels". I guess it is important for all of us to be equal before the law (and not only on paper), that corruption is punished, that no one has unlimited and uncontrolled power, that cit-

Photo: Zoran Drekalovic, CRTA

RAŠA NEDELJKOV

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SOCIETY The referendum, lithium crisis, energy crisis, environmental protests, Kosovo and Bosnia and Herzegovina are all going to be topics in 2022. Which of these issues should be priorities in the context of Serbia's accession to the EU?

What do you think of the social and political context in which our country finds itself and what should be changed? Do these changes include a change of direction or is our place still in the European Union?

The "European Path" Should Involve More Europe

Undoubtedly, the majority of Serbian citizens are in favour of our country joining the EU, but not at any cost, especially if the prerequisite for that is de facto recognition of Kosovo's independence or, say, annulment of the Republic of Srpska's competencies stemming from the Dayton Accords in order to create a unitary state of Bosnia and Herzegovina. If these two demands are set as prerequisites for Serbia's accession to the EU, then the vast majority of citizens would oppose such a "European path".

It takes two to tango, and I do not see sincere interest in the potential enlargement of the EU to include the former Yugoslav republics, i.e. the Western Balkans.

This fact has negative repercussions not only on Serbia but on this whole area because if the EU really wanted to "solve" the crisis in this part of the world, it would take one day to do it. The EU could do this in the same way as it "solved" the problem of the Baltic countries, formerly part of the USSR or, for example, our neighbours from the former Warsaw Pact, such as Bulgaria and Romania, who joined the EU expressly and by “jumping the queue”. The West's ultimate goal is to remove Russia's influence. Therefore, most of the problems in this area would be eliminated if, in one fell swoop, Albania, North Macedonia, Serbia (with the territory of Kosovo), Montenegro and Bosnia and Herzegovina were "sucked" into EU membership.

the fall of Milošević, but with the Serbian Progressive Party coming to power of the SNS and the enlargement fatigue in the EU, the process slowed down. However, Serbia has no other alternative, just as the EU cannot ignore unresolved issues in the Western Bal-

kans. Between that general conclusion and the implementation of concrete changes, there is a large space filled with inertia, fear of change and, above all, the political elite’s lack of will to change the existing situation because it suits them.

Serbia will most likely continue to stick to the policy of military neutrality and rely on four main power centres in the international community (Brussels, Washington, Moscow and Bejing). If the government in Serbia changes, the first changes that would take place would be, first and foremost, at the domestic political and economic level in Serbia.

CVIJETIN MILIVOJEVIĆ Director of Pragma PR Agency

Priorities will depend on the outcome of the parliamentary, presidential and Belgrade elections in April. The current government (the one that came to power in 2012), as well as the one before it (that was in power from 2008 to 2012), have wrongly defined Serbia’s path leading to EU membership, like the Bible, with the mantra that "The EU has no alternative". Instead, the "European path" should involve more Eu-

rope, European, democratic, reform-related and civilizational values and achievements in Serbia. If you ask Serbian citizens, they are interested in a better life and economic development, and not in pressure to fulfil often unprincipled orders coming from Brussels, among which the most hypocritical are those demanding from Serbia to give up its sovereignty and territorial integrity.

Such eliminatory conditions have not been imposed on any EU member state.

In terms of foreign policy, and regardless of the election results,

A Comprehensive Change in Society is Needed DUŠAN SPASOJEVIĆ Associate Professor at the Faculty of Political Sciences

Serbia's path to the EU accession implies a comprehensive change of our society, which means that we cannot focus on only one or several aspects. However, without minimum democratic standards and adherence to and implementation of the rule of law, we cannot even think about more serious progress towards membership. Only when we solve

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these fundamental problems can we think about harmonizing our energy or environmental policies with the EU’s, which does not mean that these problems should not be addressed outside of the European integration process. On the contrary...

Serbia is in crisis, with foreign policy being one of the important segments of this crisis. The EU accession process provided the direction, dynamics and content of changes in the first decade after

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CORPORATE

A Quarter of a Century of the British International School We are proud to announce that the British International School (BIS) will be celebrating its 25th Anniversary in June 2022 CLICK ON ICON 

WEBSITE

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10th Anniversary: Guest of Honour H.E. Mr Hans Ola Urstad, Ambassador of OSCE

t is hard to believe how time flies and that the academic excellence that we have provided to our students over the past decades has brought us to the school's Silver Jubilee.

Over these 25 years BIS has and continues to grow its student body, now with students from

I

15th Anniversary: Guest of Honour H.E. Mr Toshio Tsunozaki, Ambassador of Japan

over 30 countries in our school.

We are proud to now have students from 2 years old up to 18 years old learning in our four campuses. Our alumni have gone on to study at some of the most prestigious universities in the world including Cambridge University, Oxford University, London School of Economics, Im-

20th Anniversary: Guest of Honour H.E. Mr Denis Keefe, Ambassador of the UK

perial College, University of Edinburgh, Berkeley University USA, University of Rotterdam, University of Vienna, and many here at the University of Belgrade, to name but a few.

We pride ourselves on the quality of our teaching staff, whether they be from the UK qualified, or our have highly qualified lo-

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cal teachers, many of whom have been with us for many years.

Their knowledge, application and experience of our adapted British curriculum has led to the quality learning that occurs at BIS. Please see below a selection of photographs featuring our 10th, 15th and 20th Anniversary Celebrations.

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TWITTER

MEDIA In the past two years, the pandemic has changed the way many industries function and operate, including the media. What important changes has the media industry undergone?

What do you think of the overall situation on the Serbian media scene and the competitive race among media outlets? How can we boost trust in the media and how do you see the media in the future?

The Media Industry is Undergoing Profound Changes

JASMINA KOPRIVICA Head of Digital, Euronews Serbia

Speed of information consumption, accessibility to a large number of media outlets in the short term, rapid adoption of information by users, increasing exposure to screens (especially on mobile devices) and digital content - these are all formats of media consumption during the pandemic. In parallel with these processes, the media industry is undergoing profound changes.

The digitalization of the media industry has been driven by changing consumer habits, as well as changes in their expectations, especially among the younger population who want instant access to content anytime and anywhere.

That is why the media are changing the way they are reaching the audience, offering multimedia packages (text, photo and video in one news), expanding their presence on social networks (over 3 million people have a Facebook account in Serbia, from which they get most of their media content) and investing in original vid-

eo content. The pandemic has changed the way newsrooms work – remote work has generated the need for greater automation of newsroom processes and the acquisition of new knowledge related to content preparation (online interviews or TV appearances via Zoom or Skype is now fully standardized). During the biggest crisis caused by the coronavirus, the media industry was severely affected by the reduction or complete suspension of advertising budgets. Over the past year, the situation has changed and advertisers have re-activated their campaigns, with a noticeable increase in the volume of advertising on digital channels. We expect such a trend to continue this year as well, which will produce an even greater need to create content specifically for digital platforms.

In 2021, several new television stations were launched on the domestic media scene and sever-

al new information portals were created. Now, we have more media sites in Serbia than ever before, the number of Internet users is still growing and the number of potential new readers has not yet been rounded off. The media scene, as far as digital media is concerned, is quite polarized, where one part of the media consists of those who resort to clickbait titles and "lighter" content, and others have content that does not have a sensationalist approach and offers readers as many original stories as possible. Every media outlet has its own audience and diversity should always exist, but trusting what you read is what keeps the audience and ties them to the media brand. I believe that investing in secure, verified and credible content is the right way to develop the medium, attract audiences and create a sustainable business model for all participants in the content production process.

that address readers who are buying them at a kiosk, but you are followed by everyone who clicks on your website. By being free, the Internet has erased a category called "readership". The fight for clicks is progressively downgrading journalism. I am rooting

for the print media to win and to continue making newspapers for readers and not for everyone who has a phone.

The overall situation on the Serbian media scene can be summed in one sentence – big tabloids in a small pond.

Big Tabloids in a Small Pond DRAGOLJUB DRAŽA PETROVIĆ Editor-in-Chief of the Danas daily

Newsrooms are used to remote work – journalists reporting from homes and editors working from newsrooms. Communication has become more complicated. We have begun detesting Viber groups and receiving hundreds of emails. We are tired of Zoom meetings and people having guest appearances in TV programmes via Zoom, where you don't even need a censor because you can be simply "cut off" from the programme thanks to your unreliable Internet. We are used to sitting in the newsrooms with facial masks on and twitching whenever some-

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one coughs. The media industry has also been facing a decline in advertising due to the coronavirus-induced crisis, and this has also affected journalism.

The media are increasingly becoming hostages of people reading the news on their phones, which entails that journalists don’t actually have to be talented but rather fast. The media are getting less and less regulated, and this is what distinguishes them from social networks - they are becoming small-scale anarchy where both authorship and credibility are lost. Sometimes you can’t even remember where you read certain news. You no longer create content for your audience, as is the case with newspapers

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Trust in the Media Can be Easily Restored was further questioned, when science was challenged by the pressure exerted by content producers on social networks that cannot be considered professional media, the industry has survived and survives for now because, in the end, people need what the media industry produces. Whether this will be the case in the years ahead depends mostly on the media and their readiness to better understand the audiences' needs and to give them the content that they need at any level.

SLOBODAN GEORGIEV TV Programme Director at Newsmax Adria, Belgrade

The media industry has proven to be significantly more resilient than it seemed in the panic-riddled days of early March 2020, when it seemed, that print media would become extinct be-

cause they couldn't meet epidemiological requirements. The twoyear-long crisis in content production posed a great challenge because whoever makes good content and knows how to make it has consolidated their place despite the infodemic that reigns on social networks and various forms of chat rooms. In the years and months when the truth

Paradoxically, due to the explosion of the number of TV stations operating under the auspices of Telekom Srbija, and before that, the eruption in the number of tabloids, journalists (and other media workers: cameramen, organizers, producers) found themselves in a position that there have never been so busy and yet their

work meant nothing. All media outlets have succumbed to some kind of influence. Media that do not reveal new things to the public are irrelevant and can only survive artificially as the owner’s use them for their business and political purposes, which we have seen happen frequently in recent years.

The growing number of media outlets weakens the media industry, renders the profession meaningless and is an attempt to create a picture of media pluralism by giving audiences a wide and false choice. Trust in the media can be easily restored - by journalists creating content that is ineludible and important to the public even when they do not think about it that way. In the future, the media will be either a place without debates or mere subcontractors fulfilling the needs of social networks, which are the biggest opponents of the media.

The Role of Real Media has Become Even More Important MILORAD IVANOVIĆ Editor-in-Chief of the Balkan Investigative Reporting Network (BIRN)

In addition to destroying the lives of millions of people and causing irreparable damage, the coronavirus epidemic has revealed a number of negative things that had been suppressed for years or decades, which have now emerged. Conspiracy theories have never been more widespread than now and I think that the media are the main culprits for that. Instead of scientists and experts, media space is given to charlatans and ignorant people.

The other day, on one of the TV stations that have a national broadcasting frequency, I watched a singer explain that the Earth is flat. She drew a circle and a plane at the top of the circle. "If the earth

was round, the plane flying around it would have to have a lowered nose, to fly at an angle, because that is the only way it could follow the shape of a circle.

And all of us who fly know that a plane flies straight. So the Earth is flat. " The other guests in the studio just nodded in approval. Thirty years ago, such a guest would be taken straight to a mental asylum immediately following their appearance.

In the fight for a bigger share or as many clicks on the Internet as possible, the media gave in. They also publish what they would never have done before. The reason for this is the "competition" that comes from social networks - there are hundreds of Facebook pages with hundreds of thousands of followers disseminating stories that people swallow easily, such as sarin being sprinkled on people at night, while they sleep, how some royal families are ac-

tually lizards, not people, not to mention the sinister plans of Bill Gates and Rothschild… Because of that, the role of real media has become even more important. Those people, whom the Rothschilds and reptiles have not brainwashed yet, need to find the right and verified information that can help them cope in this chaotic world.

The media that were professional even before the coronavirus became even more important and professional during the pandemic. Those who were a disgrace to journalism two years ago, contin-

ued to produce lies in three shifts during the pandemic.

Media engaged in investigative journalism - primarily BIRN, KRIK and CINS - are one of the healthiest parts of the Serbian media scene.

Each of us strives to publish the best possible story, but we also cooperate with each other, exchange information and media tools, respect each other and rejoice in the success of our colleagues. I think other media could learn a lot from us about what collegiality means, and real, healthy competition.

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MEDIA In the past two years, the pandemic has changed the way many industries function and operate, including the media. What important changes has the media industry undergone?

What do you think of the overall situation on the Serbian media scene and the competitive race among media outlets? How can we boost trust in the media and how do you see the media in the future?

In Every Evil, There is Obviously Something Good

MILAN ĆULIBRK Editor-in-Chief of NIN

Even before the pandemic hit, the general opinion was that the press had no future and that it would become extinct like dinosaurs in the foreseeable future.

Covid-19 additionally aggravated the situation for the print media, due to significantly reduced sales and advertising revenues. If the print media are adamant to survive both Covid-19 and the growing competition from other media and social networks, which many, despite everything, already treat as a legitimate source of information, they will have to transform

and adapt to the new needs of readers. Covid-19 only forced us to expedite those changes. The recent survey on the voters' pre-election mood did not disappoint only some political parties with low ratings, but it also disappointed the media, especially the press, because they are the main source of information for only 2 or 3 percent of the population. Objectively speaking, these results can be deemed as a statistical error. At the same time, we are all victims of tabloids that put fake and unverified news on the front pages every day. In the pursuit of clicks and higher circulation figures, the basic function of the media has been neglected, which is to inform citizens objectively and promptly. The big question is

Unfortunately, there is no free and fair media market in Serbia. Instead of being divided into professional and non-professional, in a deeply divided society, the media is divided only into "pro-government" and "opposition". Thanks to the open, but also various types of hidden support that the government provides to "its" media, the normal market for information and other activities simply does not exist, i.e. the market where quality should be a crucial factor for survival and success. According to a report drafted by the Reuters Institute for the Study of Journalism, the situation

is more likely to get worse than better. The report says that “even if the world returns to normal tomorrow, the press will compete with other media without having any investment capital, money for amortization or journalistic talent who will go where they are paid.”

Unfortunately, this is not just a short-term problem. The latest European Commission’s Progress Report from October 2021 states that "limited progress" has been made in the segment of media freedom. In practice, the situation is much worse than it could be concluded from this formulation, because all analyses of the Association of Journalists of Serbia and the Press Council show that most public funds from the competitions for project co-financing is directed towards media that violate the Journalists' Code. On the other hand, public companies, and even some private companies that have business arrangements with the state, seem to be banned from advertising in the media that are critical of the government. Regardless, the problem will not go away if they silence the bearers of bad news.

ate contrary to the legally defined public interest - they do not inform citizens truthfully, impartially, timely and completely.

There are many examples of this every day, and as long as it is so, the trust in the media will continue to decline.

whether and when the stray media return to the right path.

Due to the pandemic, significant changes have taken place in the media, as well as in all other industries. We have mainly been working from home and have meetings with our colleagues via Zoom. I do not believe that we will ever return to the old. In every evil, there is obviously something good. I just wonder what would happen without new technologies, the Internet, digitalization...

Trust in Media Will Continue to Decline STEVAN RISTIĆ Director of Vreme weekly

The COVID-19-induced crisis has only further expedited changes in the media industry; changes which nature and dynamics, it seems, some media outlets have failed to recognize or understand before the pandemic hit. The withdrawal of advertisers and the

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rapid penetration of online content and social platforms have led to a significant drop in the sales of daily newspapers. The daily press will have a hard time recovering from this blow.

The paradox is that the media were widely read and watched during the COVID-crisis, and that their survival has never been more in jeopardy and uncertain until now.

Most media in Serbia oper-

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CORPORATE

A Life Less Ordinary For a significant number of sophisticated travellers to Montenegro, love-at-first-sight feeling has translated into a decision to buy a home in Porto Montenegro

hat began as a best-kept secret among yachting aficionados is no longer so secret, as sophisticated travellers add Montenegro to their list of must-go destinations. With few exceptions, they immediately fall in love with the place, seduced by its natural beauty and the warm welcome they receive. For a significant number, that love-atfirst-sight feeling has translated into a decision to buy a home in Porto Montenegro – whether as a seasonal hideaway or a permanent base – secure in the knowledge that its world-class amenities make it a sound investment in both financial and quality-of-life terms.

While some home buyers are content to wait for the completion of the new Boka Place neighbourhood in 2023, others fulfil their urge to move immediately by buying into one of Porto Montenegro’s recently completed buildings, where a limited number of residences are still available.

Set directly on the quayside, Regent Pool Club Residences comprises two wings – Baia and Aqua.

Designed in sleek, contemporary style and linked at podium level by an expansive terrace with swimming pools, the residences feature light-filled interior spaces and sweeping views of the sea or mountains. Owners have access to all services and amenities of the five-star Regent Porto Montenegro and can benefit from the hotel’s optional rental pool programme. Prices start at €418,000 for a one-bedroom apartment.

Just a few steps back from the waterfront, Elena Residences is a sophisticated addition to Porto Montenegro, with well-planned interiors featuring expansive terraces and beautiful views of the sea or mountains. Owners are offered a comprehensive menu of services including the option of interior design and furnishing solutions, and access to Porto Montenegro’s well-established M Residences rental management service. As in Regent Pool Club Residences, buyers receive automatic membership of the exclu-

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BUYING A HOME IN PORTO MONTENEGRO – WHETHER AS A SEASONAL HIDEAWAY OR A PERMANENT BASE – SECURE IN THE KNOWLEDGE THAT ITS WORLD-CLASS AMENITIES MAKE IT A SOUND INVESTMENT IN BOTH FINANCIAL AND QUALITY-OF-LIFE TERMS sive Owners’ Club, with its dedicated lifestyle team and portfolio of special privileges. One-bedroom apartments in Elena Residences start at €404,573.

Meanwhile, work continues apace on construction of the village’s new jewel, Boka Place – a rare chance to create an easygoing yet elegant lifestyle, become part of the vibrant and welcoming community that’s already well established in Porto Montenegro,

and make a sound investment.

A gateway to Porto Montenegro’s laid-back elegance, Boka Place is just a few steps away from the buzz of the marina and the glamour of the Yacht Club.

A great asset of Boka Place will be the world’s first hotel SIRO – a new hospitality concept created by Kerzner International, the group behind Atlantis and One & Only Resorts. Adding dynamism to the neighbourhood and en-

couraging a health and fitness-infused lifestyle for hotel guests and Boka Place residents alike, the 96room SIRO will feature an exceptional wellness sanctuary and fitness centre.

On completion, Boka Place will feature a total of 213 residences, including studios, one, two, and three-bedroom apartments and penthouses, and two and three bedroom duplexes. Buyers may choose from a range of SIRO-managed residences or purchase their own private units, with property prices starting from €240,000.

Residents will benefit from invitation-only events and exciting summer clubs for children, among other privileges.

The 69 private residences in Boka Place offer exclusive access to their own pool, as well as privileged access to SIRO wellness programmes. Porto Montenegro offers management of these units as part of its bespoke M-Residences rental management scheme, a well-established programme with a proven track record of return on investment. As an added attraction for buyers, until 31st May 2022, Boka Place residences can be purchased with a 30% upfront payment, with the remaining amount payable upon the building's completion - interest free.

Development of this new neighbourhood continues to gather pace and, for those who decide to become part of the Boka Place journey by investing in a property, it promises to deliver a very solid return on investment – both financially and in terms of an exceptional lifestyle.

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CULTURE Although the pandemic was present in 2021, it seems that we are slowly coming out of the crisis. What has been the overall impact of the pandemic and Covid-19 crisis on culture? How much have the cultural institutions adapted and recovered?

More substantial investments in culture have been announced for this year. What do we need to do to have even bigger investments in culture, but also to attract more audiences to cultural events?

A Higher Budget Will Improve Quality

TIJANA PALKOVLJEVIĆ BUGARSKI Director of the Matica Srpska Gallery, Novi Sad

It is a great fortune that during 2021, despite the pandemic, no cultural institutions closed down.

Theatres, museums, concert halls and cinemas worked following the prescribed measures, but they were continuously open and ready

to adapt to the new situation. The audiences recognized cultural institutions as safe and secure places for quality leisure time. The crisis caused by Covid-19 led to a decrease in the number of foreign tourists, but at the same time, it boosted domestic tourism and the audiences travelling between cities, which was a great opportunity to improve their connection with the audience. In 2021, we had several truly exceptional theatrical,

museum and musical endeavours of high quality, which shows that we have recovered, adapted and overcome the crisis. The new situation has undoubtedly encouraged museums to be innovative, creative and ready to experiment in order to attract audiences and provide them with new experiences. Numerous innovative programmes have been implemented, such as the Room for Indulgence in Art (Soba za Prepuštanje Umetnosti) at the Matica Srpska Gallery, which is a good example of how we adapted to the needs of our audience.

The news that the cultural budget of the Republic of Serbia has been increased is phenomenal news that will lead to greater investments in culture in 2022.

I believe that this is an award for good management of cultural institutions in extraordinary cir-

cumstances over the past two years because we realized how important and important culture is for the everyday life of people. It turned out that the restrictions on travel and socializing made cultural content and events one of the rare opportunities for enjoyment, having a good time and acquiring new knowledge. The audience showed great interest, and it is up to us to continue to prepare attractive content even after the pandemic. The budget increase will certainly contribute to making the programmes even more attractive and interesting, especially when the possibility of international cooperation returns.

Greater media interest in cultural content and programmes is certainly one of the ways to highlight culture and its importance through bigger investments in culture in the form of public-private partnerships.

Communication and Recognition are the Most Important Features of Modern Museums NEDA KNEŽEVIĆ, MA Director of the Museum of Yugoslavia, Belgrade

Cultural institutions have adapted well during the pandemic. It was important to keep in touch with the audiences, which was mostly done online. Teams from cultural institutions in Serbia have prepared a series of campaigns and projects to provide a cultural programme relevant to the new environment, but also to awaken a sense of connection with the local community. In times of crisis, the role of public cultural institutions is especially important and their contribution

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is that they provide space for interaction and integration of people. On the one hand, they are there to educate and lead a dialogue with the visitors, and on the other, to pacify them with their unique atmosphere and help them to awaken harmony and satisfaction through the offered programmes.

The pandemic has led to cultural institutions becoming more adaptable, the interconnectedness is much greater, and the programme we had last year was enviable.

To mark the 60th anniversary of the First Conference of the NonAligned Movement in Belgrade, ten cultural institutions had a rich and diverse programme, which included exhibitions, conferenc-

es, lectures, discussions, presentations of professional publications on the Movement and film screenings.

Open institutions that present their content in an attractive, imaginative, bold and, if necessary, provocative way attract the audience. Today, provocation is necessary to get a reaction from visitors.

A quality programme and trending topics attract visitors and arouse the interest, especially of young

people, in culture. Also, greater visibility attracts the corporate sector thanks to the services that cultural institutions can offer, as well as sponsors. We have great examples where some institutions have been trying to increase their budgets by applying to various funds. In the last year or so, the Ministry of Culture has been working hard on setting up a system in culture by passing relevant laws and bylaws, which also facilitates better operations of cultural institutions.

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Culture Affects the Quality of Life of All of Us

BOJANA BORIĆ BREŠKOVIĆ Director of the National Museum

Depending on life habits and patterns, formats of trench-fighting with the COVID-19 virus, but also the ability to adapt to new living conditions, both personal and institutional responses to new opportunities have been formed.

Every institution consists of postulates, rules and regulations, but also people who work in these systems. The pandemic reminded

me again of the greatness and courage of museum experts, who decided to study archaeology, art history, classical sciences and related disciplines at a very young age, and who are guided by their love for cultural heritage in their daily work.

By experimenting with digital communication channels, our digital presence has become louder and more dynamic. We have created numerous VR exhibitions, 3D models of museum facilities, virtual tours through exhibitions, video presentations of

exhibits or selected topics, guided video tours with curators, etc.

One of the successful programmes we developed during the pandemic was the online programme ‘The National Museum in the Classroom’ created for school children.

I have to admit that we lack physical contact and spoken words that fill museum galleries. To that end, I hope that the current trend of the growing number of visitors will continue so that we can find new functionality for museum institutions soon.

As a museum worker, I cannot but express enough my satisfaction with the fact that thanks to the efforts of the Ministry of Culture and Information, investments in culture will be greater and more purposeful. It is impossible to create quality content that meets the demanding requirements of end-users without significant investments. It is crucial to observe and understand that culture, and especially cultur-

al heritage, is not a sphere where large amounts of money are usually spent, but an area that generates new experiences and experiences on a small budget, greatly affecting the quality of life of all of us.

Only when we experience culture in the right way and when we know what it serves each of us and in what way it is relevant for us and our everyday life, we can expect even more significant investments. The National Museum directs a large part of its professional resources to programmes for the public, confident that through conversations, workshops, expert guides, lectures, film screenings and other forms of socializing we can truly influence the attitudes towards heritage, art and past and lasting values that the museums are the most prominent vehicles for. We hope to continue to develop a museum that truly belongs to everyone equally and that preserves our common cultural heritage.

we have become accustomed to closed museums, but now that is changing. When it comes to attendance, we have to have a systemic campaign involving various stakeholders. Media visibility is very important. I believe that the way to the growing number of visits is through the development of commercial activities that will benefit institutions and society related to the cultural institutions’ cooperation with various creative

individuals and business and marketing professionals. We also need to have serious systemic cooperation with the Ministry of Education, i.e. to have a certain number of classes on all subjects that should take place in institutions.

We also need to cooperate with tourist boards and travel agencies.

Of course, inputs must come from the institution itself, coupled with more creative programmes and more contemporary presentations.

Challenging Times are Ahead JELENA MEDAKOVIĆ Director of the Belgrade City Museum

The Belgrade City Museum worked at full speed on all ancillary activities at the time when it was not possible to have visits in person, as well as on the production of digital content. We started a podcast instead of the famous tribune of the History Fans Club, and thus reached out to a new audience.

Cultural institutions have certainly presented their work publicly and how they tried to survive.

The time when culture workers, apart from theatres, were content with having smaller audiences, is long behind us. There are many great examples, but there are also many exhibitions that did not reach the audience. I dis-

agree with evaluating the work of cultural institutions by other parameters other than the size of their audience. I believe that without a wider audience, without a large number of citizens of different age groups coming to our cultural institutions, our work is not complete.

We are facing a period in which we must catch up with the world's museums and also overcome the challenges created by the pandemic. We will see what this fight will look like as it is not yet time to summarize the results.

Investments are higher and budgets are much better. Even more importantly, there is a notion that heritage is important and that cultural institutions are priorities when it comes to the reconstruction and rehabilitation of their buildings. For many years,

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CULTURE Although the pandemic was present in 2021, it seems that we are slowly coming out of the crisis. What has been the overall impact of the pandemic and Covid-19 crisis on culture? How much have the cultural institutions adapted and recovered?

More substantial investments in culture have been announced for this year. What do we need to do to have even bigger investments in culture, but also to attract more audiences to cultural events?

Investing in Audience Development should be happy that at least something is happening. Although our theatre critics are not really that fantastic, it is still symptomatic that in the current theatre season, we have rarely seen unreservedly affirmative and enthusiastic criticism of a play.

IVAN MEDENICA Art Director of Bitef

The impact is catastrophic.

Theatres worked in irregular conditions, rehearsal processes were interrupted, plays were prepared whenever the situation allowed, irrelevant of plans and pro-

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grammes, they were also in a lockdown, while we waited for the right moment to have premieres.

This way of working additionally aggravated the irregular working conditions in our theatre, caused by our actors being overworked due to their frequent TV engagements. All of the aforementioned has negatively affected the quality of performances, and yet we

Just like for any healing process, the most important thing is to make an accurate diagnosis. We should start with the fact that theatres and cultural institutions and events in general, lost their audience during the pandemic. The reasons are self-evident and expected, but that does not mean that the problem will be solved by itself and that things will return to normal once the pandemic passes, although we would all like that. There is also a risk that to get the audience back, cultural institutions will resort to the commercialization of their con-

tent. Therefore, part of the investments in culture should go towards audience development programmes, which in many developed societies, has been done for decades and in regular circumstances. That would be useful anyway because our theatrical culture is conservative and exists outside the world's referential frames. We have to fight, as that’s the only thing we can do, but this time around I am pessimistic. I think that it will take culture, and thus the theatre, a very long time to heal after this cataclysm of global proportions. The pandemic is still ongoing and its consequences are already being felt in the form of a recession, where culture is under attack again.

As you can see, I’m not really the best person to answer your questions because I see no light at the end of the tunnel at the moment.

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Pride of the Serbian Hospitality The art of pushing boundaries he Congress Centre of the Gorski Hotel has certainly pushed the boundaries of everything seen so far in the organization of corporate gatherings on the Kopaonik Mountain.

In just over three years since it was founded, the Gorski Hotel & Spa has become synonymous with luxury, impeccable service and raising the standards of hospitality both on the Kopaonik Mountain and the region. Luxurious and elegant, it offers an unsurpassed mountain experience enriched with numerous facilities that provide relaxation and indulgence all year round.

This opinion is shared by guests who love the mountain both in summer and winter and who keep coming back season after season. Such opinion is based on a series of successes achieved by a team of dedicated professionals with endless energy.

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CONGRESS CENTRE THAT MATCHES UP TO THE EUROPEAN ONES The Gorski Hotel Congress Centre has certainly pushed the boundaries of everything seen so far in the segment of corporate gatherings on the Kopaonik Mountain. The Centre consists of four halls. The largest hall is a multifunctional hall, spanning 470m2, and is equipped with the next generation technology.

The hall can be divided into two smaller ones with up to 250 seats each, with the help of soundproof partition walls. Three smaller halls are also available, one of which has its own terrace, a spacious lobby for coffee breaks and finger food snacks.

The Centre exudes sophistication, decorated with wood and predominantly mountain materials.

You will definitely feel warm and welcome there. It is possible to organise events on the Congress Centre’s terrace, where team meetings and events will certainly be more productive as a result of spending time outdoors, in the fresh air.

Ever attentive to our guests and tailoring team building and events to their needs, we have created business packages for our clients that include smaller or larger groups of participants. We have given our best to plan out their time down to the last detail.

GASTRONOMIC PLEASURE After meaningful meetings, we recommend the unrivalled gastronomic experience at our La Pista restaurant, which offers the per-

AFTER MEANINGFUL MEETINGS, WE RECOMMEND THE UNRIVALLED GASTRONOMIC EXPERIENCE AT OUR LA PISTA RESTAURANT, WHICH OFFERS THE PERFECT COMBINATION OF THE BEST LOCAL FLAVOURS AND ITALIAN CUISINE fect combination of the best local flavours and Italian cuisine.

As the name would suggest, the restaurant is located on the Malo Jezero ski slope within the hotel.

The ambience of La Pista is dominated by natural wood and the famous scent of the mountain. A fireplace, dim lighting, a terrace, a path view… The entire offer of La

FRESH ACTIVITIES Treat yourself and your team by working in the congress centre and the hall that has its own terrace. Combine the work with outdoor activities that will relieve stress and fill you with mountain freshness.

Treat your team to an escape to the mountain paradise during the working week and try your hand at quad and horseback riding, archery or trophy hunting, or a mountain all-around event.

Pista is a real gem, if you take into account that all the ingredients used to prepare meals in this restaurant are imported directly from Italy. Our team chefs want to tell the guests a story through the Experience menu that combines tradition and innovative creativity in culinary arts. This menu is the synergy of Italy and Serbia. The top quality ingredients from these two countries have been mixed together. They will take you on a small gastronomic trip through the regions of Italy and Serbia.

The restaurant wine cart contains more than 100 Italian and French wines. Our top sommelier team will create an unforgettable experience of pairing food and wine for your entire team.

If you want a slightly more relaxed atmosphere, then you should book the Ofyr table, which is ideal for group gatherings. At the table, you can prepare dishes together with our chefs in the fresh mountain air.

INDULGE YOURSELF At the end of each day, the unique Spa & Wellness Centre is definitely a guest favourite, in particular because of the outdoor pool that is open all year round and has a water temperature of 35 degrees Celsius. You can use the Centre’s services without any limits. It spans over 1000m2 and has the Finnish sauna, Pine sauna and Steam Bath. You will certainly indulge yourself once you feel the benefits of the Salt Room, Ice Fountain, Kambala Cold Shower, Experience Shower, Experience Shower Path and Tepidarium. You can also have group massages here at discounted prices, as well as have an exclusive swim at night.

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INTERVIEW

by Ruža Veljović

This Region Can Do Wonders in Film Our small countries are also each a small market in themselves which makes the development and survival of individual film industries practically unsustainable. Together, we can boost the quality of TV series and films, and thus our relevance in relation to the film industries in big countries MILOŠ BIKOVIĆ

to have been given the opportunity to work with such a man for many years.

Theatre and film actor, producer, founder and owner of the Archangel Digital Studios production company

iloš Biković, a theatre and film actor, producer, founder and owner of the Archangel Digital Studios production company, served as a jury president at the jubilee 50th FEST, which took place in Belgrade from 25th February to 6th March. In his interview for Diplomacy&Commerce, he told us about his new film, Johnny Depp, theatre and many other things.

You are the jury president at the 50th FEST. You are very well acquainted with at least two aspects of the filmmaking process film, which means that you also understand, and not just evaluate, why something you see on the screen was done in the way it was done. How do you reconcile your roles as a filmmaker and jury president?

— As I expected, the judging process was inspiring and focused on exchanging impressions and experiences of what we saw in the Main Programme, which is always a valuable experience that we learn a lot from. The honorary role of the jury president is something I am grateful for because FEST is a precious part of our cultural tradition, and holds special significance for the film and cultural history of this part of the world.

Still, when we saw the films that we were supposed to rate, it was our fervid heart and the feeling you get every time when art touches you deeply that determined our decisions.

The film 'Hoću Muža!' ('I Want a Husband!'), which was filmed in Russia and which you co-produced and played one of the leading roles in, will be screened in Serbian cinemas. How can we predict that a film will be a hit?

— Film is a wonderful discipline with many surprise factors and you can never know for sure what will happen during the

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Photo: Aleksandar Letić

M

GENERATING OPPORTUNITIES TO COMPLETELY CREATE AND PRODUCE AN ANIMATED SERIES FOR THE GLOBAL MARKET HERE, IN SERBIA, IS A GAME-CHANGER IN SEVERAL SEGMENTS filmmaking process, nor when the film embarks on its cinematic life. As for the film "I want a Husband!", it has all the prerequisites to be a big hit - from the ever-current topic of love, male-female relationships to marriage and relationships in general, which we covered in a cheerful and fun way in the film.

I am confident that the film will make the audiences smile. Also, the film has been in the making for a long time and was done very thoroughly, while its production team is known for making very successful films in Russia.

I truly believe in this film, which, after its premiere at FEST, will be screened at cinemas throughout Serbia starting on 24th March. I hope the audience will love it.

The film's co-producer, Klim Shipenko, was also the director of 'The Servant', the most pop-

ular Russian film of all times, where you play one of the leading roles. Do you know anything about the latest film he's directing called 'Challenge' that is supposed to make film history?

— Klim is an exceptional person and filmmaker, which, of course, is evidenced by his artistic successes, but also accomplishments that far exceed artistic categories.

Making a film in space seems like science fiction, and the fact that no one has done something like that before speaks volumes about its level of difficulty and complexity. Klim recently filled me in with certain details about the adventure of making this film at a dinner. I was all ears, like a little child. I believe that Klim will have plenty of opportunities to tell you first-hand all about the film when he visits Serbia for the first time.

What I can divulge is that the way they made that film is actually a film in itself and that I am happy

Preparations for the shooting of the TV series 'Južni Vetar 2' ('South Wind 2') have just started in your production company, Archangel Digital Studios. Also, the shooting of Slobodan Šijan's film 'Budi Bog s Nama' is nearly done. The film Južni Vetar 2 was the biggest box office hit in Croatia which just proves that film connects the region better than diplomacy. Could you comment on that?

— I strongly believe in the power of art and creativity to erase all boundaries, while connecting people, nations and cultures regardless of their differences. Regarding this part of the world, the very fact that we speak the same or similar language and share the same cultural space, further solidifies this coherent moment, along with all the other elements that connect us. The success of Južni Vetar in Croatia, which is the biggest box office hit of all times, validates this in practice.

I have spoken many times about the desire to connect this region through film and TV series, as well as the belief that this region and the Balkans, with their combined creative potentials, can have fantastic success in Europe and the world in feature and animated film and TV series. This is both a potential and a necessity, our small countries are also each a small market in themselves which makes the development and survival of individual film industries practically unsustainable. Together, we can boost the quality of TV series and films, and thus our relevance in comparison to the film industries in big countries.

All these production challenges of yours paled in comparison when it came to ADS' partnership with Andrea Iervolino and the opening of Iervolino Studios in our country. The studio has been opened two years ago. Are you happy with it?

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The animated series 'Puffins Impossible' will have its world premiere on Amazon Prime and Apple TV soon. Since this format is brand new in our film industry, could you tell us more about the potential and dimensions of such a project? How important is it for the promotion of a Serbian film studio that Johnny Depp lent his voice to one of the characters?

— With a lot of pride and devoid of false modesty, I can say that just opening a studio is a big and important endeavour, not only for us, at Archangel Digital Studios, which is the partner in this story, but for the entire creative and artistic sector of our country. Just like the world of video games, animated feature content is a real global hit, and generating opportunities to completely create and produce an animated series for the global market here, in Serbia, is a game-changer in several segments and does not only concern cartoonists and people who are already involved in animation. It also raises the question of the necessity to educate an appropriate workforce in our country, creates an opportunity of employing a large number of people, as well as facilitates the development of a completely new creative industry that can market its products globally. I would just like to add that in addition to the aforementioned Amazon Prime and Apple TV, 'Puffins Impossible' will also be aired on Chili TV, TaTaTu and many other platforms worldwide.

Johnny Depp's role in the Puffin story and the promotion of our studio is big and important. In addition to the fact that Johnny is a big star, with a striking footprint

Photo: Nemanja Miščević

— I am satisfied, proud and happy, because in a very short period, during the pandemic, we managed to achieve everything we had set for ourselves, and for the most part, we publicly promised that it would happen. In addition to employing over 150 young people of various professions who are working in the studio and cooperating with it, produced from start to finish an animated film for the global market and streaming platforms, we also laid the foundation for further expansion of the studio and this new segment in our country. I think this is an unstoppable process that will, year on year, produce an increasing number of film projects that are worthy of global productions.

A GREAT NUMBER OF FILMS ARE BEING MADE IN OUR COUNTRY AT THE MOMENT AND SHOOTING BUDGETS ARE HIGHER. IF THIS TREND LASTS FOR THE NEXT 3 TO 4 YEARS, I SINCERELY HOPE THAT WE WILL PRODUCE MORE FILM CONTENT THAT WILL FIND ITS PLACE ON GLOBAL STREAMING PLATFORMS in world cinema and that media closely follow every single step he makes, his personal and very obvious love for Serbia and our creatives and artists, whom he often talks about, boosted the promotion of series and studios to a new level and generated huge publicity. Despite his personal problems in the past two years, with all the inconveniences that have followed him everywhere, he is back in the public eye because of his new film roles, which is especially gratifying. I can't wait to see him in the role of King Louis XV of France, which he is preparing for as we speak.

You have been elected president of the Film Industry Group at the Chamber of Commerce and Industry of Serbia in a dif-

ficult time for the film industry. You are expected to ensure better working conditions for your colleagues, but attract foreign teams to come to Serbia.

How much does fulfilling such big tasks depend on you and the Film Industry Group?

— The Film Industry Group is an active participant in all processes related to this segment, but it cannot do everything on its own. The Group was established to coordinate the cooperation of film professionals with companies and the state while creating the best possible conditions for the development of the domestic film industry. My impression is that with good cooperation with the Ministry of Culture, we are slowly sorting things out, laying the foundation for creating new systems and

correcting existing ones. These are all time-consuming processes that do not happen overnight.

At the same time, the rules in the film industry are changing from day to day, and that can be a great opportunity for Serbia.

It is a good thing that we now have incentives for the film industry, which drew many foreign productions to come here and provided jobs on film sets for our people, which of course, has its economic benefits. We should not forget that working on foreign productions also gave domestic film workers the opportunity to obtain additional education and raise the standards of work in the domestic film industry. A great number of films are being made in our country at the moment and shooting budgets are higher. If this trend lasts for the next 3 to 4 years, I sincerely hope that we will produce more film content that will find its place on global streaming platforms and that more film workers will win significant awards at the biggest festivals around the world. With such developments, investing in the film industry will be stimulating and carry its own business logic for many companies both from the country and abroad.

I AM NOT GIVING UP ON THEATRE Do you still have time for theatre in addition to your work in film?

— Theatre is my past, present and future and something that is very important to me, as a special, and much-needed space of freedom and play, a space that feeds the fire of spirit and strength of heart, to paraphrase Brecht, whose play we are currently acting in. Theatre is my oasis and I do not want to give it up, although in terms of time, and considering my current scope of work and engagement, it is very difficult to fit it all together. But when there is a will, there is a way, and it will certainly be so in the future. I'm still playing in "Kad su Cvetale Tikve", for the 8th consecutive year. I also have a role in "Baal", Brecht's play directed by Slovenian director Diego De Brea, which I did last year. We are planning another premiere for next season.

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PEOPLE & EVENTS

FEB

STATEHOOD DAY OF THE REPUBLIC OF SERBIA

the Sretenje Constitution was adopted, which was considered one of the most liberal constitutions of that time.

Addressing the central state ceremony, the Prime Minister of the Republic of Serbia, Ana Brnabić, stated that our country is celebrating the anniversary of the renewal and establishment of the free and constitutional state.

The central state ceremony marking the Statehood Day was held in Marićevića Jaruzi in Orašac, the place where Serbia made a decision to rise against the Ottoman Empire on February 15, 1804, and where Karadjordje Petrović was elected the leader of the uprising. Statehood Day is also marked in memory of Sretenje in 1835, when

Photos: The Government of the Republic of Serbia

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Milorad Dodik, Ana Brnabić and Darija Kisić Tepavčević Ana Brnabić, Prime Minister

18 FEB

FIGURE AS AN EXISTENTIAL EXPRESSION

In partnership with Diplomacy&Commerce magazine, the French Ambassador to Serbia, H.E. Pierre Cochard, hosted a cocktail reception and guided tour for the diplomatic corps at the Museum of Contemporary Art in Belgrade. The event marked France’s presidency over the European Union and featured a retrospective exhibition called ‘Vladimir Veličković: Figure as an

Existential Expression’, showcasing the artwork of the famous Serbian painter Vladimir Veličković. Over forty representatives of diplomatic corps were present at the event. Following the welcome speeches, there was a guided tour through the Vladimir Veličković exhibition in the French and English language and a cocktail reception for all the guests.

H.E. Pierre Cochard

22 FEB

CUTTING OF VASILOPITA

The Hellenic Business Association of Serbia at the Hyatt Regency Hotel in Belgradeheld the traditional reception to mark the Cutting of Vasilopita, a custom upheld in Greece to mark a successful business year for a company. The reception gathered a large number of the Association’s members and friends, while the Serbian Economy Minister, Ms. Andjelka Atanasković, was a special guest at the event. The

Zafiris Lampadaridis, General Manager at Hyatt Regency Belgrade and Stylianos Zakof, President of HBA

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event was also attended by the Ambassador of Cyprus, H.E. Mr. Demetrios A. Theophylactou, as well as representatives of the Department of Economic and Trade Relations of the Greek Embassy in Belgrade, Mr. Vassilis Skronias and Mr. Marios Belibasakis. This year, the Color Media Communications Company was a lucky founder of a coin hidden in Vasilopita and won a gold ducat from the Association.

Nikolaos Sliousaregko, General Manager at Junior d.o.o , Stylianos Zakof and Nataša Perunović, D&C

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PEOPLE & EVENTS

23 FEB

112 YEARS OF THE SERBIAN OLYMPIC COMMITTEE

lime ideas realized by the Olympic movement from the very beginning must remain the guide even today. The ceremony traditionally ended with the SOC President, Božidar Maljković and the Serbian Youth and Sports Minister, Vanja Udovičić, cutting a birthday cake in the presence of the Serbian athletes that competed at the last Olympic Games in Tokyo.

The Serbian Olympic Committee (SOC) celebrated its 112th anniversary of at the Moskva Hotel in Belgrade, where it was founded on February 23, 1910. To mark this jubilee, the SOC President, Božidar Maljković, put a laurel wreath on a plaque in front of the Moskva Hotel, which was accompanied by the Serbian anthem. In his address, President Maljković pointed out that the sub-

Vanja Udovičić, Žarko Zečević, former basketball player and Cutting a birthday cake Božidar Maljković

23 FEB

PABLO ROSSI TO PERFORM AT ARTLINK FESTIVAL

Božidar Maljković, Serbian Olimpic Committee

The performance of Pablo Rossi at this year's ArtLink Festival was officially announced February 23 at the Residence of the Brazilian Ambassador to Serbia. On the occasion of the two centuries of Brazil's independence, Pablo Rossi, a young pianist from Brazil, will perform in front of the Belgrade audience for the first time. Rossi will play music by

composers from Brazil. The Belgrade authorities will play host to Mr Rossi so he can prepare for his performance at the 10th ArtLink Festival. Welcoming everyone present and expressing her gratitude to the event’s hosts, Jovanka Višekruna Janković, founder and artistic director of the festival, officially announced Mr Rossi’s performance.

Jovanka Višekruna Janković and Pablo Rossi

24 FEB

THE AMBASSADOR OF JAPAN GIVES OUT CERTIFICATES OF EXCELLENCE

Certificates winners with H.E. Takahiko Katsumata

On the occasion of the 62nd birthday of the Japanese Emperor and the National Day of Japan, Ambassador Katsumata hosted a certificate of excellence ceremony at his residence. This year marks the 140th anniversary of friendly relations between Japan and Serbia, which began with the exchange of official correspondence between Emperor Meiji and King Milan

Obrenović in 1882. The ambassador gave out certificates of excellence to the Japanese Business Alliance in Serbia, the Hanami Association of Serbian-Japanese Friendship, Marina Maljković, the head coach of the Japanese women's basketball team Denso Iris and Mr Mile Djurdjević from the JGSP Belgrade (public transport company).

H.E. Takahiko Katsumata

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24 FEB

HUMAN RIGHTS IN THE DIGITAL AGE

In cooperation with Color Media Communications, the Ministry of Human and Minority Rights and Social Dialogue organized a hybrid conference at the Palace of Serbia on the topic of Human Rights in the Digital Age. The conference was opened by Gordana Čomić, Minister of Human and Minority Rights and Social Dialogue, who said that, in real life, human rights can count on justice, media and institutions that care about them. “When you use the Internet, you have to defend those rights yourself, and there must be a line to human rights that must not be crossed just because someone is an Internet user,” Ms Čomić added.

Françoise Jacob, the United Nations Resident Coordinator in Serbia, Deyana Kostadinova, UNICEF Director in Serbia, Brankica Janković, Commissioner for the Protection of Equality, H.E. Annika Ben David, Ambassador of Sweden in Belgrade and H.E. Maria Virgínia Mendes Da Silva Pina, Ambassador of Portugal to Serbia, also addressed the conference guests.

Nina Mitić, Assistant Minister from the Sector for Anti-Discrimination Policy and Gender Equality of the Ministry of Human and Minority Rights and Social Dialogue, Emina Beković, from the National Contact Centre for Children’s Online Safety of the Ministry of Trade, Tourism and Telecommunications, Jelena Radović, sociologist and marketing expert, Dragan Tanasković, IT safety expert and Professor Goran Kunjadić, PhD, cyber security specialist spoke at the first panel discussion titled “The Dark Side of the Moon Splendour and Misery of Influence on Social Networks”. The panel was moderated by Katarina Jonev, a cyber security expert.

“From #MeToo to #NisamPrijavila: New Media as Allies of Vulnerable Social Groups” was our second panel discussion in which Milan Antonijević, lawyer and human rights activist, Dejana Stošić, activist, educator and the creator of the hashtag #NisamPrijavila, Nataša Tasić Knežević, professor of solo singing and soloist of the Serbian National Theatre Opera, Branislava Antović Aleksić, journalist and editor of the portal Brana's Divine World and Marina Fratucan, editor and host of the ‘Crvena Linija’ show, broadcast on the N1 TV, took part in this panel which was moderated

by Aneta Goranović, Marketing Director of the Danas daily.

Apart from the live audience, the conference was also available to the wider public to watch on Color Media Communications’ YouTube channel.

28 FEB

65 YEARS OF DIPLOMATIC RELATIONS

H.E. Mohammed Amine Belhaj, Ambassador of the Kingdom of Morocco

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Conference participants

Gordana Čomić

Françoise Jacob

H.E. Maria Virgínia Mendes Da Silva Pina

Deyana Kostadinova

H.E. Annika Ben David

The Embassy of the Kingdom of Morocco in Belgrade hosted a ceremony in the premises of the Postal-Telegraph-Telephone Museum (PTT Museum) marking the 65th anniversary of the establishment of diplomatic relations between the Kingdom of Morocco and the Republic of Serbia. This was also an opportunity for the Serbian

public to get acquainted with Moroccan philately through the Moroccan Philately Exhibition, which was officially opened that day. At the ceremony itself, a special postage stamp was unveiled, jointly issued by Barid Al Maghrib (Poste Maroc) and the Post of Serbia, to celebrate the decades-long friendship between our two countries.

H.E. Mohammed Amine Belhaj, Zoran Đorđević, Director of the Post of Serbia and Stanko Blagojević, Ministry of Culture

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COMMENT

by Zlatko Crnogorac

Hyperproduction of Serbian Feature Series If my impression is correct, last year 38 series were broadcast for the first time on TV stations that have national broadcasting frequencies and on cable, as well as post festum following the pre-premiere on Telekom’s channel Superstar ZLATKO CRNOGORAC Ex Art Producer

f television production or feature series, as a global dominant narrative of a required reading list, were one of the GDP (gross domestic product) parameters then Serbia would have all the reasons to be satisfied with that primacy. On the other hand, apart from the Anglo-Saxon-American and British repertoire that forms the backbone of the content on the HBO platforms such as Netflix and others, in the decade behind us, Sweden, Denmark and Finland emerged as a third important player. The hypothetical question is whether Serbia is the new Scandinavia in the sense of this possible conditionality.

The 2021 autumn TV schedule, i.e. the second half of the hyper-production of the new Serbian feature series, brought a genre step forward from classic crime to the subgenre of oneiric and esoteric. As many as five series, viewed in parallel, were based on similar postulates, namely, the influence of supernatural elements in the thriller plot, the constantly present resentment of the former state security and the Scandinavian model of strong traumatic introspection of the main characters - detectives. Finally, instead of the so-called "sequel - prequel" of multi-seasonal introduction and development of the storyline, the parallel unfolding of timelines seems to hinder the final perception of motives and denouement as seen in the series ‘Beležnica Profesora Miškovića’, ‘Kljun’, ‘Pevačica’, ‘Crna Svadba’, ‘Dug Moru 2’, as well as in ‘Kalkanski Krugovi’, which aired early last year.

‘Beležnica Profesora Miškovića’ (Professor Mišković's Notebook) is a summary of mythomania and a combination of historical academic adventure and endemic propensity for conspiracy the-

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‘BELEŽNICA PROFESORA MIŠKOVIĆA’ (PROFESSOR MIŠKOVIĆ'S NOTEBOOK) IS A SUMMARY OF MYTHOMANIA AND A COMBINATION OF HISTORICAL ACADEMIC ADVENTURE AND ENDEMIC PROPENSITY FOR CONSPIRACY THEORIES ories. It’s something between ‘The Librarian’ or ‘National Treasure’ and the domestic geopolitical mystification of the importance of the Balkans’ position, the complex of the God-given nation and the myth of Tesla. It is some kind of supranational entity similar to those from Bond's films that is trying to get hold of the secrets of the time gates naively opposed by the former Yugoslav state security and today's trio of enthusiasts led

by Momčilo Otašević, a Montenegrin-Croatian actor.

‘Pevačica’ (The Singer), aired on the Pink TV, was announced as a dramaturgical unfolding of an end-of-the-decade police mystery - who killed the Zvezde Granda contestant, Jelena Marjanović in Borča? The problem with the reception of this series lies in the

broadcasting vehicle and the casting – namely, the celebrity choice of the main heroine and the spent casting from the film ‘Dara iz Jasenovca’. Milica Pavlović, who is a real-life singer, failed to live up to the role, but because of the discrepancy between the uncertain interpretation and the role of an unsympathetic-unpromising character, she really had to be 'killed' here. ‘Pevačica’ is rife in superstition by introducing occult iconography of white and black wizardry while entertainment glamour and pop vanity paled into the background, with a vague and tense epilogue - who is the killer and who is connected to whom!?

‘Kljun’ (The Beak) is one of the very few United Media series that pretended to be different and better, by demetropoliz-

ing the storyline from Belgrade to the scenically and anthropologically cinematic town of Subotica. The story with a typological premise recognizable from BronBroen /True Detective, is localized in a psychological and police tandem. However, the so-called transcendence of the main character in which she and her daughter can predict the future, introducing such a subgenre, weighed heavy on the classic thriller, so the end result was a psychodrama of double trauma of two childhoods, similar to ‘Stranger Things’. Back in the day, there was a military security service that tried to exploit children and prevent certain events from happening, but now it has re-emerged as a kind of fictitious evil entity - an agency that recruits perpetrators and generates crime. The children of that time are opposed parties. However, the localization of current social paradigms (football hooligan phalanxes, reality shows, migrants) was too great of a challenge in both the factual and artistic sense.

‘Crna Svadba’ (The Black Wedding), produced by Firefly, otherwise successful producers of probably the best series last year – ‘Porodica’ (Family), had an enviable number of fans, left a good impression and entered colloquial jargon. The tandem of producers started from the infamous mass crime committed in the village of Jabukovac in 2007 when N.R. killed 9 of his neighbours.

The reason for the mass murder was embellished with fiction about Vlach magic as authentic domestic voodoo mysticism. In such a template, two parallel storylines – one of a mass murderer from 1976 and the current one - both possessed by paranormal phenomena, are done strikingly well but the main opposing characters – a BIA inspector and mother of a child targeted as a medium of black magic – failed to live up to the storyline.

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The series reaches its climax in the eighth episode, but the two episodes that followed were an anticlimax, as an additional outcome in the admittedly bold introduction of the Serbian Orthodox Church into the story as an institution, and not just a mere apology. However, the tentative end left the confused viewer in the deposit of doubt, which leaves enough room for the second season, an increasingly frequent occurrence of Telekom’s so-called television extortion.

After the first season that had a mild reception with the viewers, ‘Dug Moru 2’ (Sea Dues 2) migrated to B92, the only TV station with a national broadcasting frequency that had free weekend primetime slots to broadcast it. At the same time, this is the only series that was completely shot in Montenegro in the last few years, under a pretence of showing this neighbouring country which we often appropriate in the light of its private dysfunction beyond the expected comedy and scenery related to tourism and the sea. Despite the extraordinary depiction of the permanent atmosphere of depression and the environment of transition, such personal and social dramaturgy of this series was handicapped by the initial mythological plot, which led to it being even more unrelatable for the audiences.

On the other side of the dominant national dramaturgical framework is the epoch, i.e. historical fiction and so-called non-fiction contained in the series ‘Porodica’ (Family) and ‘Aleksandar od Jugoslavije’ (Alexander of Yugoslavia), aired in the spring, followed by the series from the last autumn – ‘Vreme Zla’ (Time of Evil’), ‘Nečista Krv’ (Impure Blood) and ‘Jovanka Broz i Tajne Službe’ (Jovanka Broz and Secret Services) - but also the inevitable documentary series ‘NDH’, aired on Croatian television, as probably the best series of the year.

The film adaptation of Dobrica Ćosić’s trilogy, ‘Vreme Zla’, that consists of novels ‘Vernik’ (The Believer), ‘Grešnik’ (The Sinner) and ‘Otpadnik’ (The Apostate), looked promising just like the series ‘Koreni’ (The Roots), depicting the story about the life of Adjim Katić, which aired on RTS. Goran Šušljik, another successful actor/producer, transferred the project to United Media - Nova S, opportunely misassessing the fact that TV was already oversaturat-

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ed with the First World War discourse while skipping the middle phase – ‘Vreme Smrti’ (Time of Death). Such an omitted order will turn out to be a moment of misunderstanding of the basic storyline about how the Serbian society in the Kingdom of Serbs, Croats and Slovenes covered the

the Montevideo era all the way to Dragan Bjelogrlić's ‘Senke nad Balkanom’ (Balkan Shadows).

Riding on the global biopic trend (Jackie O, Spencer) about rulers’ wives, and parallel with the film ‘Toma’, RTS aired an excellent semi-documentary series called ‘Jovanka Broz i Tajne Službe’. For-

RIDING ON THE GLOBAL BIOPIC TREND ( JACKIE O, SPENCER) ABOUT RULERS’ WIVES, AND PARALLEL WITH THE FILM ‘TOMA’, RTS AIRED AN EXCELLENT SEMI-DOCUMENTARY SERIES CALLED ‘JOVANKA BROZ I TAJNE SLUŽBE’ road from the loss of one-third of the population in the Great War to absolute decadence and collapse at the dawn of World War II. The series is in a dialectical conflict, portraying two sets of values rather than two timelines. It was politically and ideologically embodied in the paraphrase of the history of the Communist Party of Yugoslavia, with passages of real historical figures.

There is also another, melodramatic, love triangle between the three main characters. The story and images oscillate from an extraordinary atmosphere of scenery and costumes, similar to that in ‘Downton Abbey’, to unnecessary banality. The challenge for the series was that its theme was recognizable only to older viewers at the unattainable standards of the Yugoslav film industry and completely foreign to new generations. This is the impression in the deficit of insufficient fiction about the short period of Serbian and Yugoslav civil society and the first half of the 20th century, despite the film's fascination with

mer military security general Svetko Kovač, as a screenwriter, already had a solid debut with ‘Jugoslovenske Tajne Službe’ (The Yugoslav Secret Service). In this kind of spinoff about the life and controversy of the first lady of the Socialist Federal Republic of Yugoslavia and Tito's widow in a clinch with the then state/political nomenclature for his legacy, through the process of dramatization, there is the chronological story about the Yugoslav military leadership for the first time. Moreover, the authentic testimonies of the timeless but vital centenarian General Ivan Mišković-Brko are a first-class, captured document about time and people that still intrigue the average viewer/ reader stuck in Yugoslav nostalgia and with some empathy for Jovanka, the last wife of Josip Broz, at a critical moment of her significant influence.

Last but not least, I would like to mention the series ‘NDH’, created by the Croatian historian Hrvoje Klasnić aired on the Croatian Radio-Television, that the MTS

subscribers cannot watch which is an indescribable handicap. The series is shocking considering its level of authenticity, recently discovered recordings in the Croatian Film Archive and the cathartic context and undivided judgment of Croatian and Serbian historians.

This series is an ideological deconstruction of a historical mentality, a clash of the complexes of Zagreb's suburbia and unreasonable religious behaviour of the rural Dinaric population, which this state temporality represented. It was not mere fascism per se, but a factual inversion of the fable of that infamous history, embodied in the once discreet fictional Yugoslav anticipations such were the series ‘Kuda Idu Divlje Svinje’ and ‘Nepokoreni Grad’. The fact that the series was tucked away in the bunker for five years, and was preceded by the premiere of the film ‘Dnevnik Diane Budisavljević’ (Diana Budisavljevic's Diary), failed to achieve the effect that the Holocaust series once had in Germany, with some of the German viewers calling it ‘chamomile mild’. However, ‘NDH’ is a documentary histopathology of Croatia in the period from 1941 to 1945, with Serbia yet to make such a series following the disintegration of Yugoslavia.

If my impression is correct, last year 38 series were broadcast for the first time on TV stations that have national broadcasting frequencies and on cable, as well as post festum following the pre-premiere on Telekom’s channel Superstar. The New Year’s summary is dominated by the impressions from the second seasons of the anthropological crime series ‘Besa 2’ and a solid reception of the series of epochs about the temporal and spatial border period of Serbia and the Ottoman Empire at the turn of the 19th and 20th centuries called ‘Nečista Krv’ based on the book written by Bora Stanković. In January and February, we saw the fifth season of the police chronicles of the capital ‘Ubice Mog Oca 5’ (My Father’s Killers 5) and the first Croatian-Serbian feature co-production which was aired simultaneously on two state TV stations, the series ‘Područje bez Signala’, written by Dalibor Matanić and Robert Perišić.

This is an emotional, unpretentious narrative about the ex-Yugoslav province that suffers from the post-war economic transition. Although 2022 has only just begun, I can confidently say that this is the best series of the year.

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FOOD PLANET

by Tanja Banković

I Have a Fulfilled Life in Serbia Serbia has a very diverse offer of groceries, so it is possible to prepare traditional Japanese dishes such as tempura, sushi and others

es such as tempura, sushi and others. Besides, there are various ingredients that I can use to reproduce Japanese homemade dishes, so definitely try to prepare them yourself.

Do you like Serbian cuisine and what is your favourite Serbian dish?

— When I first came to Belgrade two years ago, the first thing I tried was a pljeskavica. To this day I clearly remember my shock when I tried it. It was something like a simple bread and meat sandwich, but it was so succulent. I was amazed at the taste I hadn't had a chance to try before. I felt that there was something similar to Japanese cuisine in that one dish, which is simple, but which also draws juiciness from all the ingredients.

There are many other dishes, but if I had to choose something standard, I would definitely go for mućkalica, burek, and one of my favourite desserts, Tri Leće. I think that the food in Serbian restaurants is certainly very tasty, but the meals that are prepared in Serbian homes are exquisite. I had several opportunities to be treated to your homemade dishes. I was delighted with their taste, which could be compared to the dishes prepared by professionals.

I HAVE VISITED NOVI SAD AND SMEDEREVO, A LITTLE FURTHER SOUTH. I WOULD LIKE TO DISCOVER NEW THINGS AND VISIT OTHER PARTS OF SERBIA IN THE FUTURE OTSUKA KOUKI Personal chef of the Ambassador of Japan, H.E. Takahiko Katsumata

tsuka Kouki, personal chef of the Ambassador of Japan, H.E. Takahiko Katsumata, specializes in preparing European, and especially French dishes. He also worked as a chef for the Japanese embassy in Turkmenistan, before coming to Belgrade in 2020. He likes to share his recipes on social networks, and when preparing the dishes himself, he always thinks about how to make the best use of local ingredients in presenting the true tastes and charms of Japanese cuisine.

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What are the main features of Japanese cuisine?

— One of the features of Japanese traditional cuisine (washoku) is the minimum use of spices to get the most out of the taste of the ingredients. Considering that ‘washoku’ entails "cooking by subtracting", it is a way of

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food preparation whereby, using as few spices as possible, we get the most out of the ingredients. In contrast, European cuisine is said to be "cooking by adding", where the ingredients are mostly consumed in combination with something else, which is quite the opposite of the Japanese cuisine. I think that Serbian cuisine is relatively reminiscent of Japanese in terms of utilizing the taste of ingredients.

What do you miss the most about your country? Can you find all the necessary ingredients for the preparation of traditional Japanese dishes in Serbia?

— Honestly, I can't think of anything that I especially miss. However, if I had to choose, I sometimes think that I would like to relax in a warm soaking tub (ofuro) or go to a hot spring (onsen).

Yes, it is difficult to get the ingredients I need for traditional dishes. However, Serbia has a very diverse offer of groceries, so it is possible to prepare traditional Japanese dish-

What do you think of life in Belgrade? Did you manage to visit some other places in Serbia and what would you recommend to your friends to see here?

— I have no objections and I have a fulfilled life here. People from Serbia are nice to foreigners. I really don't remember any inconvenience I encountered. I live very comfortably.

To attend an event, I went to Novi Sad and later to Smederevo, a little further south. I would like to discover new things and visit other parts of Serbia in the future.

There are many I could recommend, but, since Serbia stands out in Europe as one of the countries with magnificent nature, its natural attractions would certainly be one of my recommendations. Furthermore, I love drinking wine, so I would advise you to visit Serbia’s wineries, where you can try not so expensive, but very tasty wines. Oh, I almost forgot to mention pljeskavica. Do not miss out on it!

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JAPANESE DISH

Temarizushi e present you one of the Japanese dishes that you can prepare at home. In just a few steps, with the help of pictures, Otsuka Kouki, personal chef of the Ambassador of Japan, H.E. Takahiko Katsumata, shows us how to make temarizushi, one of the most popular types of sushi in Japan.

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use a fan, which is used to cool rice). Cover the dish with a cloth and leave the rice in the same bowl for at least twenty minutes. The rice must be well chilled.

INGREDIENTS • 150 g of rice • 30 g of rice vinegar (you can use apple cider vinegar as a substitute) • 10 g of sugar • 3 g of salt • Salmon or tuna fillets • Cucumber, carrot, radish, daikon (Japanese raddish)

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Take a small amount of rice, make a small ball out of it, lightly pressing it in your hands, and then put it in the middle of the food that forms the base of the sushi.

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Cut the meat into smaller pieces, and the vegetables into thin rings or leaves, depending on the type of vegetable, as well as the final look of the sushi you want to achieve.

07 There are varieties of meat and vegetables you can use in the recipe, like gilthead sea bream, shrimp, octopus, avocado, various types of algae, as well as other available foods.

Finally, lift the cling film from the work base and wrap it around the sushi, grabbing it by the ends towards the middle. Try to give the sushi a nice shape of a regular ball weighing about 40 grams. Continue making your own versions of temarizushi.

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Transfer the vegetables to a bowl of water.

PREPARATION:

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Cook rice in a saucepan or in a cooking appliance. In case you cook rice in the way we presented to you in the previous issues (where the ratio of water and rice was 1:1), this time you can reduce the amount of water to make the rice harder.

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Stretch a small piece of cling film across the work surface, and then place a piece of meat or a few leaves of vegetables on it.

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Transfer the rice to another bowl, and then add the vinegar to which you previously added sugar and salt. Stir it lightly, trying to extract heat from it (the Japanese often

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CULTURAL HERITAGE BUILDING

Captain Miša's Mansion

Photos: Belgrade City Institute for the Protection of Cultural Monuments

The architecture of this building is a testimony to Belgrade’s transformation from the oriental town to the European capital of modern urban structure and archetypal buildings

ne of the most archetypal 19th-century palaces in Belgrade, Captain Miša’s Mansion, was built in the period from 1857 to 1863, next to the former Imperial Hotel, forming a line with public buildings stretching along the main Belgrade square - Velika Pijaca. The construction of this building in the immediate vicinity of Knez Mihailova Street, which was still in the process of being regulated, marked a turning point in the manner of construction and architectural thinking that dominated the construction activities in Belgrade at that time.

The architecture of this building is a testimony to Belgrade’s transformation from the oriental town to the European capital of modern urban structure and archetypal buildings. The palace was named after its builder, Captain Miša Anastasijević, a fa-

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mous Belgrade salt merchant and shipping magnate. The palace was designed by the Czech architect Jan Nevole, while Josif Steinlehner was in charge of the construction. At first, Captain Miša wanted to build a court here for

the unsuspecting ruling couple - his daughter Sara and Djordje Karadjordjević.

However, as the St. Andrew Day's Assembly decided in 1859 to re-throne Prince Miloš in Serbia, all hopes of Karadjordjević com-

ing to power were lost. Even during the construction, the building was bequeathed to the "fatherland" to house several cultural and educational institutions of the then Principality of Serbia - the Great School moved into it immediately after the construction, followed by the Gymnasium, the Ministry of Education, the Realka High School, the National Library, the National Museum and others. Furthermore, the palace’s ceremonial hall was the stage of important historical events - in 1864, the Serbian Assembly convened in it, in 1868, the founding meeting of the first engineering association in Serbia was held there, and in 1875, the first exhibition of architectural photographs and copies of frescoes from Serbian medieval monasteries, prepared by Mihailo Valtrović and Dragutin Milutinović, was staged at the ceremonial hall.

The intricate decorative ele-

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ments on the mansion’s facade, which origins can be traced to Byzantine, Gothic and early Renaissance, delighted Belgraders, who dubbed the building a "Venetian palace". The decorative repertoire of the facade, in addition to the friezes of blind arcades and decorative attics in the highest zone, consists of two full sculptures in niches, symmetrically placed on both sides of the main entrance at the height of the first floor. The sculptures - "Apollo with a Lyre" and "Minerva with a Spear and a Shield" - with their thematic and symbolic meaning allude to the artistic, educational and scientific purpose for which the building was intended during its construction. The sculptures, as well as medallions with motifs of angels above the entrance, are the work of an unknown author.

The final cubic volume in the shape of a closed block with an inner courtyard was most likely built in 1905 when the Great School became the University of Belgrade.

Due to the expansion of educational needs and curricula of the newly established University, the premises of Captain Miša's Mansion became insufficient for all teaching needs. After the expansion, in addition to the existing ones, the building also housed three departments of the Technical Faculty. Architectural classes

took place in the inner courtyard, where, in a special atelier made for that purpose, the students were taught by the architect Branko Tanazević. For a while, there was an experimental antenna for wireless telegraphy mounted on the building, which was designed by Professor Djordje Stanojević.

CULTURAL MONUMENT For many years, the building, as the first palace built in the Central European style in Belgrade, was considered the most beauti-

THE PALACE WAS NAMED AFTER ITS BUILDER, CAPTAIN MIŠA ANASTASIJEVIĆ, A FAMOUS BELGRADE SALT MERCHANT AND SHIPPING MAGNATE

ful and monumental building in the city, admired by the citizens, world travellers and travel writers. As one of the most important buildings of Serbian architecture of the 19th century, and a significant testimony to its historical development, Captain Miša's Mansion was one of the first monuments protected by the state due to its great cultural importance. The Decree on the Protection of Belgrade Antiquities from 1935 stipulated the protection of buildings, but the first legal act which actually regulated this matter was passed in 1946 by the Art Museum in Belgrade, which after the Second World War, was in charge of protecting the cultural heritage.

Source: Belgrade City Institute for the Protection of Cultural Monuments

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THE CULTURE OF REMEMBERING

by Robert Čoban

The Good Doctor from Ruzmarinska Street Belgian Adolf Hempt Sr. came to Novi Sad as a missionary, a Reformatory Church priest and bookseller. His son, Dr Adolf Hempt Jr., lived in this city, had eight children, founded the Pasteur Institute, perfected and produced vaccines, and became a world-class scientist

f you ask passers-by if Novi Sad if they know where Hempt's House is, very few will answer with a ‘yes’.

Recently, on the recommendation of Čarna Milinković from the Museum of Vojvodina, I visited Hempt's House on the grounds of the Clinical Centre in Novi Sad, which houses the Pasteur Institute Museum, that has been part of the Museum of Vojvodina since 2018.

During a very interesting exhibition, Dr Dušan Lalošević and curator Snežana Dobrić told us about Dr Hempt’s impressive biography about which, I admit, I did not know anything until then.

The picturesque wooden house on the hospital premises was built in 1922 as a typical building that was delivered in parts as part of war reparations from Germany for the First World War. The socalled Decker barracks served as the home of the Pasteur Institute’s first director - Dr Adolf Hempt.

His greatest scientific achievement is that he managed to stabilize Pasteur's rabies vaccine, so that it could be distributed to geographically distant places. His vaccine production method has been used in all Central European countries since. Most European countries used the Hempt vaccine for decades to vaccinate people and animals against rabies. The Hempt rabies vaccine was produced in Europe until 1989 and is still produced in some countries and South America but under a different name.

Hempt was born on September 21, 1874, in Novi Sad (then part of Austria-Hungary), in Ruzmarinska Street, which is today Laza Telečki Street, famous for its nightlife. He was the son of a Belgian Protestant missionary. Adolf Hempt Sr., the father of Dr Adolf Hempt, came to Novi Sad as a missionary, a Reformatory Church priest and bookseller. Adolf shortened and “Germanized” the fam-

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THE SO-CALLED DECKER BARRACKS SERVED AS THE HOME OF THE PASTEUR INSTITUTE’S FIRST DIRECTOR - DR ADOLF HEMPT ily’s original surname to Hempt.

Hempt's mother, Katarina Tewely, was a native of Budapest.

The Hempt family originates from the territory of today's Belgium, from the place called Hemptin near Liege, in the French-speaking area. In between Liege and Namur, lies a village called Hemptin, where the large old aristocratic family De Hemptin, which also has its own coat

of arms, comes from. There were many famous members in this family - industrialists, doctors, professors, priests, and soldiers, several of whom gave their lives in fighting for Belgium’s freedom in the First and Second World Wars.

After Hempt's birth, due to circumstances, his family lost their house and moved to Sarajevo, where Hempt's father continued to do his missionary work,

and his mother worked as a midwife. Young Adolf graduated from school in Sarajevo. As the family was not rich enough to support him, Hempt went to medical studies as a military cadet. He received his medical degree at the age of 24, from the University of Graz in 1898.

For a while, Hempt worked in the army as a military paramedic, first at the garrison hospital in Vienna on June 15, 1898, and as early as October 1 of the same year, as a military doctor. He worked in the hospital in Vienna until the autumn of 1901 after which he started working in the cavalry regiment in the Gross Enzersdorf garrison near Vienna, where he married Maria Winkler on March 14, 1903. Hempt had eight children with Maria, five sons and three daughters. According to the author of Dr Hempt’s monograph, Dušan Lalošević, his daughter Dagmar lived in their family house in Novi Sad until recently, another daughter was a teacher in America, while the youngest Herta recently died in Germany.

One of Hempt's sons graduated in medicine, one in theology in Strasbourg, and one was a chemist, famous for the discovery of effervescent aspirin, which he invented while working in Subotica before the Second World War, when he emigrated to Spain.

After demobilizing in 1905, Hempt worked for some time in Bosnia, in the town of Lukavac, as a municipal doctor. In 1921, he returned to Novi Sad at the invitation of the Serbian Minister of Health. The Ministry provided him with an apartment where he stayed for a short time. The following year, when a row of wooden houses was built next to the new building of the Pasteur Institute to accommodate staff, Hempt and his entire family moved into one of the barracks closest to the Institute. This wooden house, also known as the Decker Barracks, is

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listed in the Pasteur Institute's inventory book as Hempt's House.

In Novi Sad, Dr Hempt founded the Pasteur Institute and became its first director. The Institute was intended for the production of Pasteur's vaccine against rabies, and preventive medical protection of the population against rabies.

When he retired in 1935, the doctor moved out of Hempt's barracks and lived for a short time in a small house in Teslina Street, then in a house across from the military barracks in Futoška Street, where a petrol station is located today. He finally settled in a new house on the street that bears his name, at number 8. This house was built by Hempt in 1939, partly from the fee he got from the Bering Company from Marburg on the Die Lahn River, where he had worked several months to introduce his vaccine in Germany.

His fee was 60,000 Reichsmarks, so with the money from the sale of the house in Futoška Street, he managed to build a beautiful new house just before the Second World War.

nated to the library of the Pasteur Institute.

The April war and the collapse of the Kingdom of Yugoslavia found Dr Hempt with his family on the island of Brač in Croa-

TODAY, A SMALL STREET NEAR THE FUTOŠKI PARK IN NOVI SAD IS NAMED AFTER DR HEMPT. THIS IS THE STREET WHERE WE CAN FIND THE HOUSE IN WHICH DR HEMPT SPENT THE LAST DAYS OF HIS LIFE Adolf Hempt was a religious man, a member of the Reformatory Church - Calvinist, and always kept an antique Dutch edition of the Bible on his desk, which he loved very much. He was wellread, and he was a collector of medical books, some of them very rare and old, which he later do-

tia. There he received a telegram to urgently report to Novi Sad and take over the management of the Hygiene Institute, on May 1, 1941.

He returned with his family, by ferry across the Danube to Novi Sad because the bridges had already been destroyed, and continued his professional and sci-

entific work on the rabies vaccine until his death, on July 20, 1943, at age 69.

After the end of the Second World War, a part of the ground floor of Hempt's residence was taken away from the family and the tenants moved into it, while Hempt's family kept the first floor.

Only in 1994, Dagmar, the daughter of Dr Hempt, managed to buy the attic of the family house from the state, while the ground floor has not been returned to Hempt’s heirs to this day.

Realizing how complicated, time-consuming and insufficiently standardized the previous procedures for the production of rabies vaccine had been, Dr Hempt made his own modification of the Pasteur vaccine. Combining the best procedures known in the world until then, Dr Hempt published his modification of the rabies vaccine in 1925, which was

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officially accepted at the medical conference in Paris in 1927. After Hempt's modification was accepted, vaccines were produced by using his technology throughout Europe.

In 1928, the Pasteur Institute in Novi Sad took over the operations of all other institutes in the Kingdom of Yugoslavia, thanks to Dr Hempt’s new rabies. He produced a dead vaccine from the nervous tissue of infected rabbits, and later lambs treated with ether and phenol, installed electrical devices for grinding the brains for the vaccine, printed labels on glass ampoules and filled and sealed ampoules. Basically, he developed in Novi Sad industrial production of vaccines for the entire Kingdom

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of Yugoslavia, and later for export.

Many European countries accepted Hempt’s vaccine including Germany, Austria, Czechoslovakia, Hungary, Romania and

pandemic, Dr Lalošević mentions the then very advanced position of the Serbian Orthodox Church, which even refused to marry couples if they did not prove that they

MANY EUROPEAN COUNTRIES ACCEPTED HEMPT’S VACCINE INCLUDING GERMANY, AUSTRIA, CZECHOSLOVAKIA, HUNGARY, ROMANIA AND BULGARIA Bulgaria. The production of the Hempt vaccine in Novi Sad lasted until 1983, and in Hungary until 1989.

Talking about vaccination 100 years ago during the Spanish flu

had been vaccinated. The fact that today we can find the sign saying "It is forbidden to wear masks in the church" stuck at the entrances to many churches and monasteries across the country and

that bishops (Stefan and Grigorije), who publicly called on people to vaccinate, can be counted on the fingers of one hand, speaks volume about the current state of affairs.

Today, a small street near the Futoški Park in Novi Sad is named after Dr Hempt. This is the street where we can find the house in which Dr Hempt spent the last days of his life. Many people believe that he deserved much more than that - at least a monument or bust in a public space in the centre of Novi Sad so that its current residents and guests know that a great man, father of eight children, and a world-renowned scientist walked these streets a century ago.

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INTERVIEW

by Tanja Banković

Serbia at a Cultural Turning Point The first phase of the tendency of moving towards so-called Western norms MARKO KRSTIĆ

ed material (theatre performances), digitized material (libraries, archives, museums) and live performances (concerts, book reading) available on the Internet and that 60% of institutions created new digital material such as 3D virtual tours, book sales and recorded film and music events.

Director of the Institute for Cultural Development Research

ulture as a spiritual creation and one of the state’s pillars is based on the creativity and abundant cultural heritage of all people living in one territory and a link to cultures of other countries. Marko Krstić, director of the Institute for the Study of Cultural Development, spoke about how important it is for a country to develop an awareness of culture.

"Each state builds and develops its identity on the basis of culture - let's call it a cultural code - with mutual understanding and dialogue, respecting differences and adopting democratic values. Cultural diplomacy and international cooperation especially drive culture forward, and these things are increasingly gaining importance in the modern world. Bearing in mind that the state's investments in culture have increased significantly, Serbia is currently at a cultural turning point.”

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Is society sufficiently committed to cultural development?

— The Republic of Serbia follows contemporary tendencies in the development of creativity, as well as in the preservation and promotion of cultural and intangible heritage. However, in local communities, the economics of culture and creative entrepreneurship are not sufficiently represented, so most of the projects approved for funding in local competitions are related to the cultural presentation, but not to support contemporary creativity.

According to a survey conducted by the Institute for Cultural Development Research, the only cultural institution that has been continuously monitoring all cultural events, about half of people in Serbia do not attend any cultural events, while 5.6% of citizens regularly attend cultural events and go to cinemas, concerts and theatre. Comparing the research

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Is Serbia investing enough in the development and promotion of culture?

— The Republic of Serbia’s culture budget for 2022 is 1.1% of the state budget, which is the highest allocation for culture in our recent history. Local self-governments are also following the trend of higher allocations for culture which now averages at 6.6% of their budgets. However, what is perhaps more important than the budget is to determine the initial premise, namely, how do we actually look at culture - as an indicator or as a result of development?

It seems to me that the answer lies in the strategic road that Serbian culture should take in the next ten years.

THE REPUBLIC OF SERBIA’S CULTURE BUDGET FOR 2022 IS 1.1% OF THE STATE BUDGET, WHICH IS THE HIGHEST ALLOCATION FOR CULTURE IN OUR RECENT HISTORY on cultural participation in the Republic of Serbia from 2005 to date, we can see that the attendance at the majority of cultural events has grown, especially in the case of cinema and cultural-historical events. With the onset of the pandemic, visits to cultural institutions have decreased.

On the other hand, during the

pandemic, cultural institutions presented their programmes in digital format. In that sense, the research results show that the pandemic has led to the acceleration of digitalization of cultural content and that 73% of cultural institutions have managed to adapt to the new situation by going online, i.e. by making record-

Where is Serbia in relation to the neighbouring countries, Europe and the rest of the world?

— If we talk about the cultural policy formats, culture in the Republic of Serbia is tied to the state, i.e. the state’s investments in culture, while in many western countries, culture is financed through funds. The inconsistency in cultural policy formats and other budget methodologies shows that we cannot accurately compare Serbia and other countries, although we can say that we have embarked on the first phase of the tendency of moving towards so-called Western norms, namely for cultural appropriations per capita to range between 200 and 600 euros. This is unattainable to us now, but not unattainable in the long run. On the other hand, if we compare the allocations for culture per capita in the region, it is noticeable that we are on the right track to take the leading position.

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SECRET FORMULA OF EDUCATION IN SERBIA The

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INTERVIEW

by Marija Milenković

DIGITALIZATION OF THE EDUCATION SYSTEM IS A PRIORITY

Online classes were the only solution at certain moments during the pandemic. We reacted quickly and adequately and we all understood very well who had to do what. We had a common goal, namely that no child should bear the consequences of the pandemic, when it comes to their education BRANKO RUŽIĆ First Deputy Prime Minister and Minister of Education, Science and Technological Development

he coronavirus pandemic has completely changed everyday life and it seems that it has mostly affected one of the most important areas - education. It was difficult for students to start their school year online, as it was for those who had to change their everyday routine and get used to teachers being a click away. It was especially challenging for educators to adapt to the new work system. From the very beginning of the pandemic, preserving the health of children and all employees in the education system was the top priority. Therefore, since the beginning of the school year, the team that monitors and coordinates the implementation of preventive measures in schools, which consists of representatives of the Ministry of Education, Science and Technological Development and the Milan Jovanović Batut Public Health Institute, has been meeting regularly to make decisions on the format of classes every week.

Thanks to that, schools have remained a place of quality teaching.

The education system has adequately responded to the new and sudden circumstances imposed by the coronavirus pandemic and has demonstrated great flexibility. The Ministry recently distributed 7,000 computers and 480 printers to elementary and high secondary schools throughout Serbia,

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because the digitalization of the educational system is one of the priorities, while the pandemic itself has additionally validated the importance and necessity of this process.

The pandemic has completely changed the way we are educated.

What parameters did you use when making decisions about teaching format?

— Since September 1st, the team that monitors and coordinates the implementation of preventive measures in schools, which consists of representatives of the Ministry of Education, Science and Technological Development and the Milan Jovanović Batut Public Health Institute, has been meeting regularly to make decisions on the format of classes weekly. Thanks to that, schools have remained a place of quality teaching.

This team was formed in order for the teaching to be organized in the best possible way and for us to respond adequately and timely to changes in the epidemiological situation. Every proposal is considered and every decision is made by agreement and in the best interest of both students and employees.

The fact remains that this system and the decision to divide classes into groups, if students are infected, have yielded results.

Our priorities include the modernization and digitalization of the teaching process, improving the quality and efficiency of the education system

How have these teaching formats affected the quality of education and acquired knowledge?

— Despite the pandemic, schools remained a place of quality teaching. For instance, the report written by the Institute for the Evaluation of the Quality of Education showed that in the school year 2020/2021, at the end of the eighth grade, 43.2 percent of students had excellent results.

Also, the same analysis showed that achieved better results on average in their final exams in the 2020/2021 school year compared to the previous school year.

I must commend the educators who worked diligently and dedicatedly so that education would not suffer during the pandemic. I will also like to remind you that despite the extraordinary circumstances caused by the coronavirus epidemic, the teaching process never stopped in Serbia. Students' progress and achievements have been monitored continuously.

Do you think that these changes could be applied after the pandemic too?

— Every reform is a long and comprehensive process. The same applies to education. The basic directions in which the reform will take place are defined by the Education Development Strategy, as well as the concomitant Action Plan. We must ensure the continuity of the reform process.

Extensive reform of the education system has been carried out perpet-

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The digitalization of the educational system is one of the priorities, and the pandemic itself has highlighted the importance and necessity of this process

ually in the last few years. Our priorities include the modernization and digitalization of the teaching process, improving the quality and efficiency of the education system, as well as making education equally accessible to all students. Despite the specific circumstances imposed on us by the coronavirus pandemic, we have been working towards achieving that goal.

In which way will students take their high school entrance exam this year?

— Due to the decision to extend the school year by three days and the changes in the Educational Work Calendar, the final exam for eighth-grade students will be held on June 27, 28 and 29, 2022. Before that, students will have the opportunity to test their knowledge at the mock final exam that will be held in March. On Friday, March 25, a mock final exam in mathematics will be held, and on Saturday, March 26, an exam in Serbian, i.e. the mother tongue, as a combined test within the mock final exam. Students need to attend the preparatory classes for the final exam. Additional classes are already being held because we because of student competitions in the coming period. Also, additional classes are important, regardless of what grades students have.

These classes allow students to refresh their knowledge and better understand areas that they have not mastered best.

Do you think that the generations of students that will complete their education online format will be less qualified and why?

— We should bear in mind that online teaching is a more demanding format of teaching for both students and teachers, but I think that we overcame all the difficulties we had encountered in the beginning very quickly and successfully and that the educational system adequately responded to all circumstances during the pandemic.

In terms of the quality of teaching, teachers have prepared online classes that are top-notch, which can be applied in teaching as examples of good practice. They tried to enhance online teaching with additional activities and new content. Online teaching was the only solution at a certain point in time during the pandemic. We reacted quickly and adequately and we all understood very well who had to do what. We had a common goal, namely that no child should bear the consequences of the pandemic, when it comes to their education.

ate conditions for lifelong learning and continuous professional development of individuals. Dual education is a good example of this. The range of educational profiles largely depends on the needs of businesses. Some of the educational profiles that have been quite in demand include air traffic technician, aircraft technician, mechatronics technician, information technology technician, electrician, machinist-welder, machine operator and cook.

How far has digitalization in the education system come and what are the plans?

— The digitalization of the educational system is one of the priorities, and the pandemic itself has highlighted the importance and necessity of this process.

In addition to providing IT equipment to schools, digitalization includes, among other things, the development of new electronic services that save our citizens time.

In the past period, we have created an e-enrollment service, which facilitated the enrollment of children in preschools and elementary schools, as well as enrollment in high schools and universities. Furthermore, the digitization of the final exam, taken at the end of elementary school, began last year.

We will continue to equip digital classrooms and computer cabinets so that students can have up-to-date computers at their disposal. The Ministry has recently distributed 7,000 computers and 480 printers to elementary and high schools across Serbia, to improve the teaching process.

This support will be important in performing regular educational activities, but also in further developing the digital literacy of both teachers and students. Also, it will facilitate teacher training, provide support to students and boost the digitalization of teaching processes. We plan to distribute almost 20,000 computers in 2022. 

Every reform is a long and comprehensive process. The same applies to education

Which areas of vocational education are most needed? Was vocational education also affected by the pandemic?

— The attractiveness of certain worker profiles is greatly influenced by working conditions, opportunities for quick employment and job changes, as well as the current status of a given profession, i.e. the average salary on the labour market.

By having contemporary education we respond to the needs of businesses and cre-

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WELL-BEING OF EDUCATION

Whilst the pandemic has certainly been challenging, it has also served to reinforce our belief that a ‘one size fits all’ approach is outdated and doesn’t reflect ISB at all and that a personalized approach is far more effective NATASHA KANE Leader of Learning for Student Support Services, International School of Belgrade

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n these tough times, the educational aspect remained unsolved in many countries.

New systems were put to test with many challenges.

The Covid-19 pandemic has taught us many lessons, but above all else, it has taught us that the well-being of our learners, staff and parents is of the utmost importance. Supporting a community is not an easy task; there has been no rule book that explained how to navigate this ongoing and unprecedented period. However, the situation provided us with an opportunity to pause, take stock and review the ways we support our community and allowed us to make significant changes in how we view education. Never before has the need to put well-being at the forefront of our education program been more important. It has reinforced the wide and diverse needs of our community and that our response and support needed to be both varied and flexible.

Here at ISB, we always strive to personalize our approach for each of our learners and families. Whilst the pandemic has certainly been challenging, it has also served to reinforce our belief that a ‘one size fits all’ approach is outdated and doesn’t reflect ISB at all and that a personalized approach is far more effective.

Of course, over the past 2 years, there have been challenges. How can you create a community without the physical interactions that we are used to? How do we support the well-being of our learners who continue to access school virtually? How do we ensure consistency with grade levels

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The skills, knowledge and attributes acquired during SEL programs enable our learners to develop collaborative, problemsolving skills

moving from online learning to physical and back again? How can we ensure new families are able to transition properly? How can we continue to provide authentic learning experiences on a closed campus with grade-level ‘bubbles’? We soon discovered that the most effective way to overcome these challenges has been working collaboratively; recognizing and accepting that supporting the well-being of a community takes a team approach. This is done by ensuring everyone recognizes their role in supporting each other and by having regular, open communication where all voices have an opportunity to be heard. By understanding that a strong, supported community needs to work together, we have learnt to become more flexible, more resilient and more cognizant of the needs of not only our own community but the world around us. At ISB, it has been incredibly uplifting to see learners, colleagues and families find creative ways to support each other and ensure all our members feel part of our community. This has ranged from seeing young learners remind each other to change their masks or wash their hands, to attending virtual baby showers, arranging socially distanced goodbye parties, virtual parent coffee mornings with breakout rooms to stepping in for colleagues to be able to take a mask break; life has needed to continue with some subtle and less subtle changes.

At ISB, we recognize the importance of supporting our learners to become successful in all areas of their lives beyond the academic cur-

riculum. Our school core values of empathy, integrity, respect and responsibility reflect our belief in developing the whole learner. We have taken purposeful decisions to ensure we are able to support our learners as they respond and process the challenges of the last 2 years. The need for the school to provide a safe and secure environment where learners are able to build positive, trusting relationships have been reinforced and provided our teams with the opportunity to review and make any necessary changes in order to better support our learners’ well-being. We have understood the need to ensure adequate time in the school day for learners to take part in explicit Social and Emotional Learning (SEL). The skills, knowledge and attributes acquired during SEL programs enable our learners to develop collaborative, problem-solving skills and maintain healthy relationships, as well as being able to navigate conflicts and better understand their thoughts and emotions.

Looking to the future, the challenges that we have faced and responded to together have helped us realize that well-being is the new key priority and provided us with the opportunity to create positive and exciting changes. The last 2 years has provided us with an opportunity to continually reflect on how we support our learners to ensure that they can thrive in all areas of their lives while at ISB and beyond. We are proud of how our school has navigated the pandemic, together, stronger and as a community. It takes a village... 

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INTERVIEW

by Ruža Veljović

WE WILL IMPROVE THE UNIVERSITY IN ALL SEGMENTS

The strength of the University of Belgrade lies in the diversity and distinctiveness of its members, each of them contributing to the University’s affirmation in their own specific way Professor VLADAN DJOKIĆ, PhD Rector of the University of Belgrade

lying on development directions established within current European agendas.

stablishing the framework for monitoring and evaluation of quality following the 2030 Education Development Strategy is a prerequisite for continuous and systematic monitoring and evaluation of the quality of education, as well as for creating purposeful educational policies based on accurate and up-todate data. Continuous quality monitoring would contribute to a greater degree of transparency and integrity.

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After spending a semester as the University of Belgrade’s rector, how would you rate the current situation at the largest university in Serbia?

— The University of Belgrade is the most important academic institution in our country and the region, and as such, provides a particularly attractive environment for the development, advancement and actualization of several professions. It consists of 31 faculties and 11 institutes that boost their reputation and importance in various ways.

The University of Belgrade's vision is to continuously improve its reputation as a leading regional educational and research institution, attracting more students, advancing and innovating its curriculum, thus reforming its system of work to further promote its place in the ranking of universities in the region and the world in terms of quality of teaching and educational staff. Also, the University strives to strengthening scientific-research and professional-artistic capacities of teaching and scientific-research staff, while adhering to development principles defined in national strategies and regulatory frameworks, and re-

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At the last Senate session, we approved of the Enrollment Policy for the next school year, and thus defined the procedures and timelines of all related activities

What changes have taken place since the beginning of your term?

— Exactly four months have passed since I was appointed rector, which is a short period for certain changes to be implemented. I would like to mention particular initiatives that have been launched to improve the University's functioning.

An initiative has been launched to establish postdoctoral research positions at the University, which would help keep young people in the country, facilitate the return our scientists who have earned their doctorates abroad and attract foreign researchers. An Environmental Protection Committee has been established too, which will make proposals related to environmental protection, as well as carry out activities and procedures that would contribute to that.

A Memorandum of Understanding was signed with Padjadjaran University of Sumedang, Indonesia, stipulating cooperation on business and innovation incubators, which enables the development of institutional partnership.

The Institute of Physics and the Faculty of Mechanical Engineering have signed a cooperation agreement to maximize the use of various intellectual potentials and infrastructural resources among the members. An initiative has been launched aimed at correcting and harmonizing university regulations and acts that are incomplete in some parts, to have a more efficient and rational work organization at the University.

The pandemic has greatly changed the education format. How did that affect the quality of education and acquired knowledge?

— The University has been implementing its curriculum for the third school year while having to adapt to the pandemic. This mass and unprepared use of technology has revealed numerous advantages, but also problems, especially from the aspect of underdeveloped infrastructure and digital readiness for the transition to this type of teaching. Although the University coped very well in the new circumstances, it is evident that not all members of the University, as well as all students, were equally ready for this situation.

I would like to highlight that the results of the exams and the pass rates from the last school year, which took place via a combined teaching model and that did not differ much from previous years. On the back of that, we can conclude that the quality of education and acquired knowledge is not jeopardized. What scares me is the social moment, that is, a level of alienation among students who are deprived of a lively interactive academic atmosphere while studying in this way.

How could this format of education affect the readiness to include new generations in the work system?

— The current development of higher education is facing a number of challenges. The demand for highly qualified, socially engaged professionals is increasing and changing in line with numerous global challenges. These challenges include social transforma-

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tion, globalization, environmental threats and increasing pressure on public services, the health system, infrastructure and housing, as well as the development of information technology. Such circumstances require future experts in various fields to be entrepreneurial, manage complex information and systems, think creatively and in a problem-solving fashion, develop awareness of sustainable planning and development, public health and the environment, use resources wisely and communicate effectively by expressing their views based on knowledge.

Also, higher education is becoming exposed to new challenges that require new formats of teaching and learning environments, which makes overcoming the aforementioned challenges even more complex without higher education institutions and systems that are effective in education, research and innovation and connected to the social framework to which they belong.

Is there a strategy aimed at improving the current global ranking of the University of Belgrade and if there is, could you tell us more about it?

— The University of Belgrade is currently preparing the Development Strategy, which will require several months of interactive engagement.

In order to ensure continuous work on achieving long-term strategic goals, the University, with the consensus of its members, has to define the directions of its development for at least a decade, following fundamental projections of strategies of the Republic of Serbia and relevant international documents. Given the very uncertain circumstances, primarily the current situation and consequences of the pandemic, the strategic decisions that will be made in the coming period are very important for the University's longterm development. When drafting the Strategy, we need to respect the established traditional values and identities of the University, while being mindful of the new circum-

stances in the national, regional and international environment.

Do you know at this point what entrance exams for the next generation of students will look like?

— We plan to have entrance exams just like we always had. Each faculty will hold the entrance exam according to its needs and possibilities.

Every generation of high school graduates is faced with the dilemma which faculty to choose. For some, a rational attitude based on employment opportunities, income and status in society prevail, while for others, interest in a particular area of research is important.

My recommendation to both categories of students is to be well informed about curricula of different faculties. This year, the University of Belgrade's PR office will carry out a series of activities to show potential show and explain curricula that the faculties offer, as well as their teaching formats, what their entrance exams look like, what competencies are acquired upon graduation and what are employment opportunities.

What the University of Belgrade's plans for the next period?

— In addition to working on adopting the Development Strategy, the

University will focus on initiatives to resolve the status of property seized from national institutions and endowments under their administration. Between the two world wars, our University was one of the three wealthiest universities in Europe and it generated income from over 80 endowments and funds.

Joint research projects, as well as joint study programmes within the University, can be one of the main drivers of integration of individual institutions, as well as a model for maximizing the use of different intellectual potentials and infrastructural resources among members.

We intend to improve the procedure for appointing teachers at the University in the coming period, especially when it comes to the selection procedure that should be made as transparent and fair as possible, to avoid situations in which results can be interpreted in different ways.

The idiosyncrasies of each of the four fields – the social sciences, humanities, medicine, natural sciences, mathematics and technical sciences- create the need for special incentives, but also the application of delicate criteria for teacher advancement that would take into consideration the peculiarities of certain narrow scientific fields. 

An initiative has been launched to establish postdoctoral research positions at the University, which would help keep young people in the country

BOOSTING THE STUDENT ROLE We also want students to have a greater role in the management of the University’s bodies. The Law on Student Organization was recently adopted, which formally recognizes the need to further strengthen and encourage cooperation between students and teaching and non-teaching staff in all aspects of joint activities. It also envisages the involvement of students in joint projects, providing financial and other support to student initiatives and projects by encouraging and fostering a culture of dialogue based on mutual trust and respect in which each member of the academic community feels free and motivated to present initiatives, proposals and problems with the view of their timely and efficient resolution, as well as the development and improvement of the work that the University does.

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CHARTWELL IS A HOME AWAY FROM HOME

Chartwell fosters a strong family atmosphere and is not governed by rules, rather by respect for others and common sense hartwell International School, which is situated in a beautiful, quiet, residential area of Belgrade, has spacious, brightly- lit classrooms, with park like gardens and many sports fields.

Chartwell has been providing education to kids from the ages of two to 18 in seven spacious premises for more than 20 years, guiding its students in their aspirations to become global citizens by immersing them in a world of multiple languages and cultures, inspiring them to learn through inquiry.

With over 40 different nationalities of students, Chartwell is a world of its own. In a tightknit establishment that celebrates cultural diversity, the unifying factor is its accreditation from Cambridge University, which recognises Chartwell as an international school, and its registration with the Serbian Ministry of Education.

Academic standards are keenly monitored at Chartwell International School, with class sizes that are small enough, with a ratio of as little as 1 to

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Our goal is to provide our teachers and students with conditions in which each will be able to attain best results

3, tailored to suit the academic needs, interests and potential of each child, including additional personalised tuition if needed.

A wide range of subjects is offered throughout the school – from foundation to secondary level, designed to stretch and challenge each individual, providing everyone with the opportunity to discover and examine their own particular interests and talents. Contemporary teaching methods are applied with an interdisciplinary approach to subjects.

Although the Chartwell management team (Owner, Heads of Schools, Coordinators, finance officers etc.) lead the way, the success and heart of the school are the Chartwell teachers.

They come from a variety of backgrounds and have various experiences, but what they all have in common is a love of teaching, empathy for their students and a commitment to their education. All are well qualified for the role they play. Encouragement and motivation are keywords in Chartwell’s teaching philosophy.

Lessons are taught in English at Chartwell International School, but a variety of world languages are offered alongside. Cultural diversity is very important at Chartwell. The school traditionally celebrates UN Day, promoting tolerance and respect. Evenings of poetry and music are organised, at which children recite poems and sing in their mother tongues and the languages taught at the school.

British traditions are respected, celebrating Valentine’s Day, Halloween, St. Patrick’s Day, Mother’s Day, Easter and Christmas, while Chartwell is the

only school in Belgrade to celebrate Bonfire Night.

Chartwell fosters a strong family atmosphere and is not governed by rules, rather by respect for others and common sense. This is a place where students come for more than just study – Chartwell is a home away from home.

This is what makes the school a unique, tension free environment, where students and teachers chat during breaks, play sports together, resolve problems and participate together in various projects. Regardless of their many cultural differences, students and teachers respect each other and work closely to achieve the best possible results.

Realising that education encompasses much more than the academic programme, great emphasis is placed on that extracurricular activities that are offered on a daily basis and range from sports to fencing, dance, drama and languages, while Chartwell students are also involved in the life of the community.

“Our goal is to provide our teachers and students with conditions in which each will be able to attain best results. We will continue to optimize class sizes to be able to tailor the curriculum to suit individual student’s needs. Likewise, we have implemented the latest air purification technologies in our new buildings, using HEPA filters and UV lights, which provide fresh air for better efficiency and concentration of our students and staff. In addition, our own catering service provides healthy meals for our students and staff. 

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I N T E R N A T I O N A L

Towards

•B ritish curriculum based international school •A ccredited by Cambridge Assessment International Education • Accredited by the Ministry of Education, Science and Technological Development of Serbia

S C H O O L

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Excellence

•A ccredited by Council of British International Schools •S tudents representing over 40 nationalities • 20 years of experience •W ide range of daily after school activities

• 7 languages taught • Monthly outings to the theater/museums • 2 residential trips per year • The only international school with its own catering • Involved in community service projects

Enrolling

NOW!

for the 2022/23 school year

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INTERVIEW

by Marija Milenković

THE IMPORTANCE OF DUAL EDUCATION FOR EMPLOYERS IS MANIFOLD

In the current school year, 8,000 students in 150 high schools and 700 companies in Serbia are schooled using this educational format. So far, 53 workers’ profiles covering all economic sectors have been adjusted to be suitable for dual education MIRJANA KOVAČEVIĆ Head of the Education, Dual Education and Education Policies Centre and Director of the CCIS Business Academy lmost five years have passed since the adoption of the Law on Dual Education in Serbia.

We talked to Mirjana Kovačević, Head of the Education, Dual Education and Education Policies Centre and Director of the Chamber of Commerce and Industry of Serbia’s Business Academy, about the results of dual education and whether the expectations have been met.

The first steps in the development of the dual education model were made in vocational high schools in Serbia in 2013. In the period until 2016, about 400 students studied for one of three workers’ profiles in 16 high schools and with the support of 40 companies. In the following years, the number of students, schools and companies involved in the dual education system has been constantly growing, so 8,000 students in 150 high schools and 700 companies in Serbia, in the current school year, are educated using this educational format. So far, 53 workers’ profiles (24 students studying a three-year and 29 a four-year programme), covering all economic sectors, have been adjusted to be suitable for dual education.

Next school year, another 14 workers’ profiles will be added at the request of companies.

The Law on Dual Education, adopted in November 2017, stipulates the rights, obligations and responsibilities of all participants and determines the details related to using the

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dual education model in our country. In Serbia, the student does not work in a dual education system but learns through work, which means that the Labour Law does not apply to them. Rather, students are regulated by laws and all other legal regulations related to education. The student first enrols in school and then is assigned to an employer. The school is responsible for the part of the curriculum that is taught at school and an employer is responsible for teaching the other part of the curriculum.

Every company involved in dual education must be certified by the Chamber of Commerce and Industry of Serbia (CCIS). The certificate confirms that the company has met the conditions for performing learning through work for each workers’ profile for which it wants to conduct learning through work. The company must have trained instructors on site who will work directly with students – instructors are trained and licensed to conduct dual education by the Chamber of Commerce and Industry of Serbia (CCIS).

To implement a dual education model, a vocational school must be in the area in which the company is located. The mutual relationship between the school and the employer is regulated by the Dual Education Agreement, and the mutual relationship between the employer and the student, i.e. the parent or other legal representative of the student, is reg-

Dual education is voluntary and is intended for employers who see it as a systematic way to solve the problem of lack of competent staff in the long run through their own investment in education

ulated by the Agreement on Learning through Work. The Law on Dual Education prescribes the obligatory elements that these agreements have to have, while contracting parties independently agree on other elements.

Dual education is implemented exclusively at the request of a company and it is voluntary and intended for employers who see it as a systematic way to solve the problem of lack of competent staff in the long run through their own investment in education.

Experiences in the implementation of the dual model in high schools have helped to implement the same model at the higher education level. On the back of that, the Law on the Dual Model of Studies in Higher Education was passed in 2019 which stipulates that higher education institutions can conclude contracts with employers that provide learning through work for students. Since October 2021, nine higher education institutions have started implementing a dual model of study, 32 curricula (for the textile, machinery, food, catering sectors, etc.) have been accredited, 150 students are studying in line with the dual model, and 75 companies participate in the implementation of the dual study model.

Are there any problems related to this process left that hinder the functioning of dual education?

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— As a rule, the implementation of dual education starts from production/technical workers’ profiles, because companies’ demand for those profiles is the strongest. That is why, in the beginning, it was important to eliminate prejudices and show that there have been changes in the status of crafting and technical occupations on the labour market, that is, that today these occupations are in demand, and for the most part, well paid. Furthermore, the conditions for doing these jobs are significantly different from what they used to be.

Also, the challenges that need to be addressed further include professional orientation of students in elementary schools, so that pupils choose a high school that they really want to attend, quality selection of students when assigning them to companies, better curricula with more hours spent on learning through work, the state supporting companies that participate in dual education, connecting micro- and small companies in training alliances that will help students to achieve all the outputs defined by the curriculum.

Why would companies get involved in dual education and how can we increase the number of interested companies?

— The benefits of dual education for employers are manifold. Employers who train students in dual education will not need to allocate significant funds to train new workers, because they can choose future employees can choose from students who have already acquired the knowledge and skills by learning through work at the company’s facilities.

Also, more active engagement of employers in writing job descriptions as the first steps in preparing new qualification standards provides inputs to harmonize curricula with business-technological processes and generally puts the education process in the function of economic growth and development. Also, through dual ed-

ucation, employers can determine which young people are interested in training and more complex jobs.

Of course, investing in education is the promotion of the company's social responsibility.

Does the increased demand for workers in the labour market affect the increase in the number of companies applying for this programme?

— Today we have a lack of qualified workforce for certain production occupations, high youth unemployment and brain drain which all makes it difficult for companies to keep up with the demands of the 4th industrial revolution and to be competitive on the international market.

Dual education harmonizes ed-

NEW IDEAS FOR IMPROVING DUAL EDUCATION In addition to the aforementioned training alliances, which should facilitate the involvement of micro- and small companies in greater numbers, the further development of dual education should take into account the current processes of digitalization and equip schools and companies with virtual classrooms. Also, the line ministry has initiated activities geared towards the development of regional training centres which, in line with

ucation and the needs of the labour market and facilitates employment after graduation.

Dual education is mostly implemented in the sectors such as metal processing and machine building (especially the automotive industry), food, textile, wood, construction, tourism and catering, commerce and transport (logistics and forwarding, air transport). Companies mostly need machinists/welders, industrial mechanics, machine operators, sales staff, cooks, waiters, mechatronics technicians, computer control technicians for CNC machines and vehicle repairmen.

In the 2022/2023 school year, 459 companies submitted 878 declarations of readiness to be involved in the dual education places and offered places for 3,600 students. 

Dual education harmonizes education and the needs of the labour market and facilitates employment after graduation

the principle of public-private partnership, would help companies to teach curricula that cannot be taught in a real work environment due to work health and safety rules. It is necessary to improve and apply the principle of mobility through the educational system because that would significantly boost the appeal of workers’ profiles in dual educational profiles. The challenge will be to develop the concept of regulation in dual educational profiles, which is a kind of precursor to the development of models that exist in partner countries in this project (Austria, Switzerland, Germany), where students first conclude contracts with companies (assuming appropriate obligations) then enrol in high school.

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International School is a primary and secondary school which will open doors for your child to enrol at the most prestigious universities worldwide and a place where he/she will be taught in accordance with international, respectable programmes – the Cambridge and IB programmes

haracterised by a holistic and contemporary approach to teaching, an educational environment such as International School is an ideal environment for the development of your child, who is in his/her most intensive developmental stage from the beginning of primary school to the end of secondary school. That is when he/she needs stimulation and support in order for their personality to completely develop.

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INTERACTIVE AND INNOVATIVE TEACHING IN ENGLISH FOR CHILDREN AGED 11-19 Unlike the traditional teaching model, where the student is most often merely a passive recipient who doesn’t question the information presented by the teacher, International School strives to encourage its students to develop critical consciousness, exchange opinions and ideas, debate and look for solutions together, develop their creativity, and reach their full potential.

Hence, classes at International School abound in workshops, presentations, public performances, students’ participation in numerous social and fundraising activities, international competitions, seminars, projects, and much more. International School creates reflective minds and people who can think critically from the very beginning of primary school, which means that the students are fully prepared for the academic challenges and requirements of international colleges. In addition to the school being interactive and contemporary, instruction in English

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is yet another reason why enrolling your child in International School is the right choice.

THE MOST INNOVATIVE TECHNOLOGY IN EDUCATION Did you know that International School students can easily be called digital natives? This is because classes at International School are supported by cutting-edge technology, which is part and parcel of contemporary education. It enables your child to grasp the curriculum in a different, easier, and more interesting manner. Not only does s/he realise his/her potential, but s/he also surpasses it.

In addition to the Intelligent Classroom which is used in place of traditional classrooms, various educational apps which facilitate students’ understanding of the subject matter, tablets instead of notebooks, interactive boards, 3D printing pens, 3D scanners that create digital reality, 3D printers, and interactive tables, there are many other features which make classes at International School interesting and relatable to the younger generations, its educational process useful and suitable for the 21st century, and its students prepared for future academic challenges.

Apart from this, International School is also famous for its Distance Learning platform, which allows students to attend classes and fulfil their responsibilities online, which is especially convenient for children who play sports or make art outside classes. Thus, the platform enables them to “come to school” regularly and be dedicated students while also having enough time for other activities.

International School students can easily be called digital natives

PROVIDE YOUR CHILD WITH THE MOST PRESTIGIOUS INTERNATIONAL EDUCATION Having obtained a globally recognised diploma, which is highly regarded by the most reputable international educational institutions, students who graduate from International School are at an advantage in more than one way. Namely, they are awarded an internationally recognised diploma as a valid certificate of their competences and are prepared for academic challenges, i.e. acquainted with the criteria of study programmes around the world.

With a positive and healthy attitude towards personal development and their own progress, students of International School develop strong motivation to achieve success, which is what makes this school an ideal foundation for dealing with the academic obstacles of higher education and challenges in life in general. 

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REGIONAL LEADER IN INFORMAL EDUCATION

The Filipović Academy has accredited more than 60 seminars, assemblies and conferences covering various scientific fields, with a special emphasis on information literacy of employees in educational institutions BRATISLAV FILIPOVIĆ MBA, owner and founder of the Filipović Academy

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ince its inception, the Filipović Academy has been actively involved in organizing and carrying out hundreds of presentations, training sessions, seminars and conferences in the informal education segment, and is also engaged in software development for educational institutions and providing them with the latest IT equipment.

The Academy has accredited more than 60 seminars, assemblies and conferences covering various scientific fields, with a special emphasis on information literacy of employees in educational institutions. In the said segment, as well in improving IT competencies (or digital competencies) of teachers, the Academy has undoubtedly contributed a lot, as evident in many thank-you letters, awards and recognitions it has received since its establishment.

We have talked to Bratislav Filipović, MBA, owner and founder of the Filipović Academy, about the Academy's work and programmes.

"While recognizing the needs of educational institutions for programmes that would facilitate their administrative tasks and obligations, managing activities and documentation, which have drastically increased year on year, we began developing web applications. Since 2008, we have been developing programmes that were or are actively used (electronic grade book) in educational institutions. The electronic portfolio of teachers and students application is the recipient of the DISKOBOLOS 2015 international award in the category of education. The application is actively used in Serbia (by 1,449 institutions, 17,180 teachers with 125,205 publications), Montenegro (94 institutions, 291 teachers) and the Republic of Srpska (179 institutions, 1,275 teachers)," says Mr Filipović and lists other widely used applications created by the Academy such as - programme for self-evaluation of institutions, electronic library, programme for school psychologists, electronic didactic notebook, as well as the bookkeeping pro-

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gramme for preschool institutions called E-kindergarten, which was created in line with the Godine Uzleta format. Mr Filipović also says that the Academy has developed a platform that enables educational institutions to create a website in just one day.

"It is quite evident that during the state of emergency, the entire teaching process was organized ad-hoc, and as a result, it look disoriented, difficult and unclear to many. The Filipović Academy team reacted immediately to this situation. We created video instructions for using Google classrooms, shared with teachers all the required information on how to use the programme, based on simple, understandable and concrete examples. We answered their questions immediately and we were available 24 hours a day for every teacher and every question they might have had.

Tens of thousands of teachers commended us and expressed their gratitude," says Mr Filipović and adds that the Academy provided teachers and students in Serbia and Montenegro with free licenses to use MozaBook, an excellent 3D presentation programme.

The Filipović Academy has abundant experience and a long tradition, is the recipient of many awards and has a vision for the future „We held free training to additionally help teachers to master programmes that would make them better teachers and have better communication with their students. The training was based on our accredited seminars "Multimedia content in the function of education", "Electronic portfolio for teachers and students" and "Management of e-documentation in preschool institutions". Over 4,000 teachers from Serbia, the Republic of Srpska and Montenegro attended our training in April and May 2020. Participants were given the opportunity to use the E-portfolio, E-didactic notebook and E-bookkeeping pro-

grammes free of charge," Mr Filipović adds.

"Research has shown that a large number of teachers do not use modern technology because schools do not have them or are not sufficiently familiar with the possibilities that such technology offers. The line ministry should put emphasis on solving the mentioned problems and to consult with experts in that field," concludes Mr Filipović.

Speaking about the Academy's current activities and plans, he says that they have prepared and submitted for accreditation over 30 exceptional programmes, each of which will help teachers, in its own way, to acquire the required knowledge and skills and to get better acquainted with them. As before, these programmes cover the current topics and have relatable content. The Academy has also become a regional advocate for the currently best 3D simulation educational software called ROQED SCIENCE and ROQED PHYSICS, which must and should be used in every school.

The Filipović Academy's team is also working on the Financial Management and Control of the System – FMC, as the educational staff is quite unfamiliar with it. The Academy also trains teachers for writing projects, the work done by school boards, the implementation of security systems in educational institutions, etc.

Furthermore, the Academy provides the latest IT equipment to schools, and also continues to perfect and adapt its programmes to the needs of users. Also, they closely follow changes in the relevant regulation and have been commended for it by their users.

The Filipović Academy has abundant experience and a long tradition, is the recipient of many awards and has a vision for the future. It is committed to fulfilling its mission, as well as to progress, learn and exchange experiences with people who are keen to acquire new knowledge. The Academy continues to advance on its path and to improve the education system and create happier future generations. 

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