The secret formula of communication 2019 by Diplomacy&Commerce magazine

The

SECRET FORMULA OF COMMUNICATION

2019

The

SECRET FORMULA OF COMMUNICATION www.diplomacyandcommerce.rs

CONTENT

Dušan Stojaković

Ivana Mihajlović

WE CAN'T ALLOW JUST ANYONE TO DO MEDIA AND PR WORK Chairman of the Managing Board of the Public Relations Society of Serbia (DSOJ)

THE INDUSTRY IS CHANGING Jelena Ivanović

Director of IAA Serbian Chapter

THE SECRET FORMULA OF COMMUNICATION Ana Brzaković

Director of Communications Delta Holding

THE FIRST AGENCY IN THE REGION WITH FAMILY FRIENDLY CERTIFICATION HR Director, DIRECT MEDIA United Solutions

Nevena Kurtović

Fusion Communications

Milena Avramović-Bjelica

Executive Director and Cofounder of Chapter 4 Agency

EMOTIONS ARE ALWAYS THE KEY Apatin Brewery, Brands and Consumer Excellence Director SRB & MNE

COMMUNICATION, TRUST AND RESPECT Lesaffre Marketing Manager / Marketing Manager Serbia Oriental & Central Europe Zone

CUSTOMER IS A BRAND Jasmina Stojanov

TANJA BANKOVIĆ Editor in Chief ”Color Media Communications” LTD, 21132 Petrovaradin, Štrosmajerova 3 TIN 107871532 • Matriculation number 20887303 Phone: +381 21 4897 100 • Fax: +381 21 4897 126 Office: Vase Čarapića 3/IV/38, Belgrade • 011 4044 960

RUŽA VELJOVIĆ Magazine director

ROBERT ČOBAN Director

THE TRUE INSPIRATION COMES FROM THE HAPPY CLIENTS Marketing and Academy Manager at TMS CEE, CEO at The Lean Six Sigma Company CE

Sonja Marić

Marketing Director at UNIQA Osiguranje

PR & Communication Manager CPM

Owner and director of the Nova Communications marketing agnecy

Corporate Communications and Corporate Social Responsibility Manager at Mlekoprodukt

QUALITY AS IMPERATIVE

Nevena Martinović

Kruna Gavović

THE LANGUAGE THAT CONNECTS US

Launching Careers in Cyber Space

Bojana Momčilov

Milena Obradović

Managing Director, McCann Beograd

THE FIRST WOMEN’S CYBER FORUM IN BELGRADE

LOVE IS THE BEST INGREDIENT

Founder and Director of ‘Headline’ PR Agency and ‘Dkit’ Digital Communications Agency

Jelena Jazić

Director General and Co-founder of Chapter 4 Agency

Natalija Racković

Marina Grihović

KEY TO THE FUTURE

DSOJ

Tamara Bekčić

FROM LOCAL TO GLOBAL AND FROM GLOBAL TO LOCAL

CHALLENGES WHEREVER YOU LOOK

AGENCY IS PEOPLE

Olivera Nikodijević

SUSTAINABLE CREATIVITY AS FIRE STARTER FOR CREATING CHANGE

General Manager, V+O Communication Serbia

UPCOMING GENERATIONS ARE THE ONES SETTING THE TRENDS

2019

CASCO INSURANCE THE SAFEST FORM OF PROTECTION FOR YOUR VEHICLE AMS Osiguranje

ILIJA PETROVIĆ INDIGOCHILD

JOVANA MARKOVIĆ

NATAŠA NEŠIĆ

Advertising manager

Translation and lecture Print

JELENA RANDJELOVIĆ

Bagrdanski put bb

Art director

Advertising director

Advertising manager

DRAGANA RADOVIĆ Advertising manager

SNEŽANA BJELOTOMIĆ

ZLATNA KNJIGA

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WE CAN'T ALLOW JUST ANYONE TO DO MEDIA AND PR WORK As creativity grows, budgets decline. Plus, getting paid in Serbia is a very slow process. There is also the fact that the Serbian market is very small. Considering all of this, our optimism becomes highly questionable

owadays, it's not easy to be a professional PR manager since there are many challenges. We talked with the Chairman of the Managing Board of the Public Relations Society of Serbia, Dušan Stojaković, how to deal with and how to overcome all these challenges, as well as whether the solution lies in certification.

Can public relations in Serbia today be called an established, regulated profession? — On the one hand, it seems that public relations is a well-founded and regulated profession, if we are talking about legal regulation; although I have reservations when it comes to its full implementation and adequate interpretation. Of course, it is always possible to update the laws and continually adapt them to the objective interests of the public, with the highest

degree of ethics in the profession. On the other hand, media sensationalism, which is a purpose in itself solely for the sake of greater readership, is spreading just as much as the diminishing professionalism of PR and media staff. And so we come to the situation that certain media and certain PRs are becoming the simulacrum of Jean Baudrillard, with little or no connection to reality. Simply, we must now allow just anyone to do media and PR work! That's in the general interest of society.

How would you rate the year 2019 for PR and creative industries? — This business year has probably been one of the most challenging so far. It was not easy. The use of modern technologies has created ever greater opportunities for creativity, with the ever-increasing trend of budget cuts, which di-

D UŠA N STO JA KOV I Ć Chairman of the Managing Board of the Public Relations Society of Serbia (DSOJ)

E D U C AT I O N

As of next year, DSOJ will provide a type of vocational education through the certification of PRs

rectly affects quality. As creativity grows, budgets decline. Plus, getting paid in Serbia is a very slow process. There is also the fact that the Serbian market is very small. Considering all of this, our optimism becomes highly questionable. Still, one needs to focus on capabilities, just like in a SWOT analysis. Innovations brought to us by the creative industries, both technical and technological, as well as aesthetic and communicative, should be our new playground on which to experiment, explore and give new meaning to communications. In this respect, creativity, digital and integrated are the three key concepts. Everything is content today, while context is also becoming increasingly important. The interpretation of the context should start very basically - as a well-recognized and at least partially satis-

fied taste of the audience at the right time. Does this sound like a story about influencers to you?

We can see that the manner and means of communication are changing at an incredible speed. How is this affecting public relations and how much pressure is there to keep up with this progress? — Just like human needs, the manner and means of communication are changing rapidly. In a time when our roles in life are becoming multifold and complex, where both our and others' expectations are increasing, with having less time for ourselves and others, I am sure that you will agree with me that good, quality, timely, efficient and agile communication is the only or one of the essential success formulas. When my parents were at the height of their careers, their workday consisted of a few received faxes, and mine, just like yours, means at least 100 received and sent emails a day. It doesn't make sense to compare, does it? Digitization, the queen of real-time dialogue, knowing no

T H E RU L E

Back in the day, the rule of thumb was if you're not in the media, it's like you don't exist. Today, the rule is if you are missing out on digital platforms, i.e. on the digital, you don't exist

obstacles relating to distance or number of participants, has brought about the biggest revolution in the field of public relations, bridging all limits of television and conventional media. Remember that we live in the post-era of the Fourth Industrial Revolution. They say that establishing a relationship with your target group is not possible unless you are "carried in a pocket" of those people you want to reach out to and unless you communicate on platforms designed for mobile phones and smart devices. Back in the day, the rule of thumb was if you're not in the media, it's like you don't exist. Today, the rule is if you are missing out on digital platforms, i.e. on the digital, you don't exist.

What are the biggest challenges the PR industry faces today? — An adequate response to digitization and digital trends, continuous education and restoration of professionalism in the PR industry. Superficial interest and shortened attention span, with very narrow perceptions, are part of the eco-

system in which modern generations are growing up and in which PRs exist. Recently, I asked my students a simple question: what is a hashtag? Naturally, everyone knew it was a symbol you put in front of the chosen word. And that's all they knew. There are many such examples. Young people understand the world around them only a priori experientially, but not theoretically and truly empirically. Also, we are faced with the norms imposed by banal popular culture and cheap media content. But to get back to the your question - the biggest challenge for the profession today is how to bring quality back to the communications world. This is only possible through practising strong ethics, personal and professional integrity and uncompromising morale, which excludes any type of flirtation - corporate, political or other. And, of course, making it clear that not everyone can or should engage in PR work. Today, people use terms like "written" („pisan“, in the Serbian language) and "literate" („pismen“ in the Serbian language) in the same context (as in submitting something in a written form or writing). When they use the term „in the literate form“ for submitting something in writing, I ask them is it possible to submit something in the „illiterate“ form?! So language, like communications, is a category that constantly evolves. It is up to us, PR professionals and our future colleagues whether, one day, a nonsense word, emoticon or abbreviation will become so familiar in the spoken language that it ultimately becomes formally acceptable.

We are bombarded daily with thousands upon thousands of pieces of information and varied content. How do you stay authentic and retain your audience? — Bombing someone with thousands upon thousands of press releases will earn you money and help you to survive, which is something you are enti-

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tled to. However, if you offer the public a dozen bombastic pieces of information and news headlines on the front page or in prime time, which hide distorted and "photoshopped" truth, and often, which is my favourite topic, fake news, then your readers or viewers will quickly lose their trust in you. I am talking about viewers and readers who are capable of thinking for themselves. Credibility suffers too. In the long run, this is what shortens the life cycle of the media and when trust disappears there isn't a fantastically sensational piece of news that can bring such media outlet back to life. For me, the keyword is balance - both what the media places on us and what we perceive from their content. Authenticity is achieved by quality, and quality guarantees the existence of clear and meaningful messages of communication, without deliberate or accidental "noise".

U P D AT E

it is always possible to update the laws and continually adapt them to the objective interests of the public, with the highest degree of ethics in the profession

How important is for companies and brands today to know their target group well and what does it all entail? — Brands do not belong to companies, but to their customers. Imagine if everyone stopped drinking their favourite dark carbonated beverage all at once? All factories, marketing / PR and big inventory would be useless. There are no brands without consumers. The digital environment has provided an opportunity for praise and criticism, and people are more inclined to criticize. I doubt that companies and brands know their target groups well enough. Often in business, when I ask the question "who is your target group", companies respond with "everyone". Aside from the fact that companies need to know their customers and their habits, it is important that they also know their lifestyles and needs well. Marketing and communications, by themselves, do not create needs, but they help people bring certain products or services closer to their needs. Accordingly, knowing your target group is essential. Let's not forget the infamous thing called big data. So many professionals have talked about big data but nothing happened with it in the end because when we discovered a phenomenon called big data and realized its importance, we did not know what to do with it. We stopped at big analytical data and have failed to implement those analytical results in our business and communication strategies. How important is education for both beginners and seniors? — Education is essential for both beginners and seniors. It offers beginners what they miss at the beginning of their careers - experience that will ensure a stable and promising career for them. As for seniors, it gives them a continuous connection to the latest trends, which allows them to "stay in the business". As of next year, DSOJ will provide a type of vocational education through the certifica-

tion of PRs. In addition to updating their knowledge, everyone involved in public relations will also have the opportunity to test their knowledge and prove that they are worthy of a PR certificate, which gives them an advantage over those individuals who are self-proclaimed PRs, who are, by the way, growing in numbers. We will announce the beginning of the certification process in late October at our #Prilika2019 conference. The certification process is modelled after the regional countries, with multiple levels on offer for both PR beginners and established PRs. The direct benefits of certification are obvious and include less ill-conceived press releases that are of no interest to the media or the public; more well-profiled and conceptualized key messages that everyone wants to hear/see; fewer “why didn’t they publish my press release” interventions, etc. Certification for PRs, as well as their employers, should pose as a seal of quality and validation of credibility in public relations.

What is the future of public relations in Serbia? — There are several scenarios and they all depend on us - current and future PR professionals. One scenario is that PR will be increasingly integrated into HR, which, at first, may seem meaningful, but it is short-lived, i.e. until the first PR crisis. Another, a much more desirable, scenario is restoring the profession's old glory, which is only possible by raising professional standards, education, positive selection and bringing order to the world of communications and public relations, as well as the media. The average person has only a few seconds to read or watch the news, just as much time as a journalist or editor has to look at a press release. So, let's offer them the quality that will ensure continuity; to the general satisfaction of both the public, the media, brands and, last but not least, PR professionals.

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THE INDUSTRY IS CHANGING

Circumstances change, work conditions are more or less favourable for us, trends come from the world, but it seems that the needs of our industry remain, more or less, the same

rofessional association IAA Serbian Chapter is committed to promoting the freedom of commercial communication while respecting the ethical standards of the profession. The Association represents the interests of all marketing communications disciplines - advertisers, agencies and media companies. In addition to promoting freedom of advertising and promoting the professional approach and advertising culture, the IAA is an important factor in defining legal and self-regulatory acts. Since the Serbian branch is part of the international network of the International Advertising Association, being a member of it implies sharing knowledge, experiences and the so-called good practices. The IAA Serbian Branch today has 100 members.

Is successful business possible without quality communication today?

— Good communication is one of the prerequisites for success and change in all forms of business. You also need to understand what the effects of communication are in the broadest sense. The IAA launched a global campaign several years ago that highlighted all the important benefits of communication and also somehow sublimated the essence of the effects of our business. "Advertising. Your Right to Choose ”was the main message of the worldwide IAA campaign. The campaign highlighted the consumer's right to choose and then pointed to the fact that advertising creates and encourages competition, fosters product innovation and creates jobs. These were some of the campaign messages: “When advertising does its job, millions of people remain employed“, „Advertising drives the market and shows us everything available us“, „Without advertising, our choices would be

J E L E NA I VA N OV I Ć Director of IAA Serbian Chapter

S UCC E S S

Good communication is one of the prerequisites for success and change in all forms of business

much narrower and the number of jobs much lower", „It takes a lot of money to find out what's going on in the world. Without advertising, we would pay a lot more for news, and we would know a lot less", "It's not easy to choose when you have thousands of similar products before you. Advertising sheds light on some of them, helping us to find what is best for us in that multitude”, „Advertising wets our appetite for trying something new“, „Without advertising, we would not know what's brighter, bigger or better“, „Advertising encourages manufacturers to innovate, and creates a whole range of new opportunities for us", „Without sponsors, concerts would produce only silence. Your favourite musicians and artists can't do without sponsors“, „Advertising ensures a lower cost of entertainment while increasing your chances of enjoying it. ”

The fourth AcademIAA, the IAA Serbia educational programme, has recently opened. We can see that the industry is changing rapidly. How crucial is an education in that case? — The industry is changing and we, as a professional association, try to take that into account in our activities. Education is one of the pillars of the IAA. When it comes to AcademIAA, we set a goal, four years ago, to constantly change and not allow ourselves any kind of stagnation. In terms of the programme, its foundation has remained more or less the same; the only thing that is changing are the trainees, the organizational team and the people who run the modules. We strive to give the coordinators, whom we select together with last year's coordinators, as much freedom in designing the programme as possible, whilst relying on their experience, professional reputation, as well as the needs of the market that they have noticed. Our goal for AcademIAA is to remain a kind of forum, with current and future experts involved, who are dealing with the issues relevant to the industry and its future, as well as to be a place for recruiting future leaders in the industry. One should not forget that the new know-how comes largely from younger generations, so we learn from our students as well.

FUTURE

I believe that many interesting projects are ahead of us and that the best is yet to come

may not seem like a big number, but I think that's exactly why AcademIAA has a good reputation. The certificate needs to be earned and given to those trainees who have proven themselves to be the most diligent and the most talented, as well as those identified by the IAA as future leaders. Interestingly, the largest number of new applicants are referred to this program by their colleagues who have graduated from AcademIAA. For us, this is proof that we meet the expectations of our students and that they leave the AcademIAA with substantial practical knowledge in various fields, but also with new friends, business contacts and the like. I am always pleased when I hear that one of our former students took their career to a new level, accomplished an important business venture or did something that no one else had done. And this is not uncommon among our graduates.

In an interview, you said that it is imperative for you, as a professional association, to respond to the needs of the membership, but also of the industry in general. What are the imperatives today and what problems does the industry face?

— Circumstances change, work conditions are more or less favourable for us, trends come from the world, but it seems that the needs of our industry remain, more or less, the same. People will always search for quality staff, quality projects, better working conditions and being acknowledged by a wider community.

The National Association for Ethical Standards in Advertising (NAESO) was established this year. Can you tell us more about that? — With the formation of the National Association for Ethical Standards in Advertising (NAESO), Serbia has gained an important self-regulatory body that will work on promotion of ethical standards in advertising and marketing communications in partnership with all media market stakeholders, state institutions, professional associations and international organizations. NAESO was registered in April, and immediately after that, the Founding Assembly was held, at which 16 companies and representatives of several associations signed a letter of intent. NAESO members are entities which business activities are related to advertising, while non-profit, non-governmental organ-

What have been the effects of the IAA Academy's activities so far? What kind of feedback did you get from the trainees? — As you know, AcademIAA is a fairly demanding programme and involves the careful selection of students. Our Organizing Committee, as well as coordinators, participate in this process. Candidates go through two rounds of selection and no more than 35 people can attend the programme, although many more apply each year. So far, the certificate for the completed programme has been awarded to over 80 trainees for the previous three years. That

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izations and associations can be associate members and partners. In the meantime, the members of the Association's Board of Directors were appointed for the period of the next two years. The members of the MB are: Vanda Kučera, Vice President, I&F McCann Group (NAESO Board Chair); Milica Stefanović, Category and Brand Communications Director Europe, The Coca Cola Company (Vice President of NAESO); Nebojša Babić, Managing Director, Orange Studio; Sonja Jelušić, Client Service Director, Media House; Aleksandra Kosanović Strižak, Marketing and Communications Director, Erste Bank; Sandra Lazarević, Director of PR and Marketing Communications, Banca Intesa; Marija Matić, Data & Communications Director, Direct Media; Milica Popović, Corporate Communications Manager, Delhaize Serbia; Sanja Pešić, CEO, Alma Quattro; Žarko Sakan, CEO, New Moment New Ideas Company; and Nebojša Samardžić, Partner, Živković & Samardžić Law Firm. NAESO will accomplish its mission by providing expert advice and interpretation regarding the implementation of the Marketing Communications Code, reviewing complaints about advertisements and campaigns, engaging in ongoing educational activities, and cooperating with all organizations and associations interested or able to provide certain expertise. At this stage, everyone involved in marketing communications must recognize the benefits that self-regulation brings and support the development and operation of NAESO. Respect for and implementation of ethical standards in advertising will contribute to the improvement and development of the media market in Serbia and will generate benefits to all stakeholders - from advertisers, marketing agencies and media publishers to consumers. The Association's operative plan focuses on becoming a member of the European Advertising Standards Alliance (EASA).

SE A RC H

People will always search for quality staff, quality projects, better working conditions and being acknowledged by a wider community

IAA Serbia has published "The Media Pitch Guide", which aims to further assist advertisers and media agencies in planning, organizing, implementing and participating in media pitches. Can you share some of the tips from the Guide with us? — The IAA has been invested a lot in the so-called self-regulation for years. We tried to present to the industry here everything that can contribute to the development of the profession, modelled on developed markets and international recommendations. As an association, we estimated that we have sufficient capacity to work on such initiatives. The IAA has published "The Media Pitch Guide," which aims to further assist advertisers and media agencies in planning, organizing, implementing and participating in media pitches. This supplement for media pitches builds on the existing 'IAA Guide to Pitches', which is of a general nature, to provide more details and guidance on exclusively this segment. When it comes to its form, it is important to point out that this is a set of recommendations to optimize the process, i.e. establishing a relationship that entails mutual trust and fair play. The guide can be downloaded from www.iaa.rs. What has IAA Serbia been the proudest of in the last 27 years?

— The IAA is one of the most respected professional associations in the country, with over 100 members. The projects we have worked on and are still working on are highly ranked by both the IAA Global and in our country. We have come to grips with the most demanding endeavours, such as introducing self-regulation, that is, writing the Marketing Communications Code, but also forming a self-regulatory body together with the USAID (IREX). Also, as of three years ago, IAA Serbia has been licensed to execute one of the most prestigious advertising competitions - Effie Awards. And of course, we were able to design and implement a serious educational programme like AcademIAA. None of this would have come close to being so successful if our members did not recognize the importance and engaged in the activities of the Association to improve the industry together.

What does the future hold for IAA Serbia? — It's probably going to be an exciting one. We should never settle for less. I believe that many interesting projects are ahead of us and that the best is yet to come. We are going to prepare well for IAA Serbia's 30th birthday.

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THE SECRET FORMULA OF COMMUNICATION Communications have gone a long way in the last few decades and it’s constantly changing

rom one person talking to many through traditional communication channels, now we have switched to both ways communication and many talking to many. It’s easier than ever to reach out to different people. Even through older communication channels we are implementing new tools that allow the audience to ask questions, comment and talk back. Everyone has become a news outlet and “influencer” has become a profession. In a world with too much information, where everyone is fighting for attention, how do you find the right voice? How do you stick out? How do you keep attention, not just get it? How do you make people love you (your brand)? How do you become known as competent or relevant in your field? How do you get people to follow you, to be part of your “tribe”, to listen to you and to want to hear more? The answer to all these questions is a secret formula for communication. I can’t tell you the answers, because it won’t be a secret anymore. Just kidding, it’s not that I have all the answers, although we as communication

A NA B R Z A KOV I Ć Director of Communications Delta Holding

A NG L E

Find a different angle to look at things, a different way to show/say something

experts like to pretend that we do. I will share with you some crucial communication tips that are everlasting, regardless of all the changes that are happening and will happen and regardless of communication channels you decide to use based on who your target audience is. • Give value. Be useful. People don’t like to read about you bragging about yourself. They don’t care about your product’s characteristics. They do care about the benefits they can have with your product or service. That’s what content marketing and native texts are all about and why they are popular while press releases became obsolete. • Care about your audience. This is connected to the previous point – don’t give value just because you want to get something from your audience but do it because you genuinely care. People can feel it and marketing and communications is a game of feelings. • Listen. This is connected to the previous point – you will show that you care when you listen, not just speak. Encourage engagement and two-way communica-

tion. Research shows that customers you have made mistake with and corrected it became more loyal than the ones you haven’t made a mistake with at all. • B e honest and authentic. Be you. – know what you and your company/brand stand for. Show that every time you interact with your audience. Do this in a way that even when they don’t see your logo, they could guess based on the way you speak that it’s your company behind it. • Be interesting. Use humor. Yes, some of us work in a corporate world (as do I), but we don’t have to be always super formal and use all the corporate words and phrases. That is so last century. We live in social media time now. Whatever you are talking about, even if it is the most boring thing on the planet – find a way to make it interesting. Tell a story, use metaphors. Find a different angle to look at things, a different way to show/say something. You can check how we are doing at blog.deltaholding.rs and on our social media... or give us your suggestions on how to be better, we like to listen.

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CHALLENGES WHEREVER YOU LOOK DSOJ board members talks about the current status of the profession, organization plans and trends in 2020 HOW DO YOU SEE THE CURRENT SITUATION IN THEIR INDUSTRY

WHAT WILL BE TRENDS IN 2020 AND WHAT ARE YOUR FOCUS

MOTIVATING PEOPLE

M I L E NA AV RA M OV I Ć BJELICA Member of the Managing Board of DSOJ

Each year, I attend several global, regional and national conferences on the topic of communications and I can say that the situation is similar everywhere I go. Of course, Western markets have the advantage because the budgets allocated for PR campaigns are much larger than those in Serbia or the region. What is common is that it is becoming increasingly difficult to find adequate staff who are ready to learn, follow and adapt to changes daily, which have been dynamic in our profession in recent years. It is also becoming increasingly difficult, but also to find a way to keep these quality people. This is hardly talked about in our country, but there has been a debate going on in the world over the years about the salaries of women and men in the same positions in our profession, and there is, unfortunately, a big gap there. As far as the tools and channels used in communication campaigns are concerned, they are equally

accessible to everyone, but the question is which of them should be applied to fulfil the needs of local markets. DSOJ’s success depends solely on the willingness of its members to engage and advance the industry. There has been a lot about how we can improve the work and animate as many people as possible to become actively involved. It is not enough that only a small number of members are trying to do something. We need to mobilize as many young colleagues as possible. Unfortunately, DSOJ's reputation is not at a desirable level and it is sad to see that we, as communicators, don’t have a strong desire to develop and improve our society and therefore our profession. I think it is important that in the coming period, we try to help DSOJ to again occupy the place it had a few years ago when members were invited to actively comment on the

situation in the society from the point of communications. DSOJ needs to transform and try to find a way to become self-sustainable, be it through certification, paid education or something else because I don't think that the current situation is sustainable. I believe that, in 2020, one of the trends will be an even greater specialization of agencies per different industries, because now more than ever, companies recognize the importance of hiring professional agencies to support their business goals through a communication strategy. Data will continue to play a big role in running PR campaigns and measuring their impact. In 2020, I expect more strategic partnerships between agencies while working on major campaigns. We have been implementing this for many years now. Trust and a code of ethics will play an even greater role in the success of companies and their relationship with target audiences.

PROFESSIONAL IMPROVEMENT

J E L E NA S U B OT I Ć K R I VO KA P I Ć Member of the Managing Board of DSOJ

We live in a time when no-one has the luxury of not communicating with the public. Companies and brands are exposed to direct communication with their customers daily, which has also become public thanks to social media. Hence, it is extremely important that we take an active role in it and not let others take the helm on our behalf. The position of PR manager is primarily that of a strategist who is the constructor and guardian of a company’s image; a person who can make the right connection between company goals and communication goals, who can channel relevant messages through appropriate channels and in the direction of clearly segmented target groups, and ultimately measure the effects and analyze the outcomes. Unfortunately, research often shows that many of today's PR man-

agers came to their positions within the companies because they were assigned this position, they wanted to deal with the media, they knew editors in certain media outlets, etc. All of this creates the need for additional education and elevating the professionalism of existing and future generations of PR executives to contribute to greater visibility of the industry and positioning the PR profession in the right way. In the forthcoming period, we will work on further promotion of the PR profession, but also its further professional advancement. In a time of transition and restructuring of large companies, it is very important to have the support of a competent PR expert who is exposed to crises daily. As a result of the changed economic conditions, PR profes-

sionals are increasingly engaged in more beautiful and creative topics such as internal communication and the development of corporate social responsibility strategies. However, a time of radical transparency and social networking has also shifted the focus on digital PR, which has not only become an integral part of all communication strategies but will, very shortly, take over the primacy of the classic PR methods. Over time, as market opportunities, habits, and consumer styles change, the means of communication itself will change too. Companies are often focused on effective product PR that delivers fast results, and the role of the PR professional is to turn the communication itself into an original and distinctive cloak that stands out in the mass of commercial topics and content we are surrounded by.

LAUNCH OF CERTIFICATION

M I L A Z AVO D JA Member of the Managing Board of DSOJ

To survive, the PR profession has to adapt to new trends and influence all relevant stakeholders while must-use communication rules. Basic communication has not changed much but the channels and the way we market messages have changed. Personal contact and personalized approach are dominant. Everything universal and adapted to masses is no longer enough, and it has become harder than ever before to get the attention of readers or viewers. In the sea of content that surrounds us, it's hard to be different, to be noticed. Anyone who manages to cope with the challenges, and skillfully defines the niche in which they operate, will greatly benefit. I'm pretty sure that the “Disrupt or be Disrupted” rule will be widely applicable - either create the rules or

follow what others have already trail-blazed. I vote for #disrupt. An innovative approach and creativity in designing and marketing content will become a measure of value. It will be the field on which the fiercest battles will be fought. Art will be used more because only art creates authentic pieces that provoke strong emotions. The situation in the region is almost identical to that in the rest of the world. We are surrounded by a lot of content that influences our decisions every day. We consciously want to satisfy some needs and some are imposed on us without even being aware of it. Many reactions are not under our control. In the coming period, DSOJ, as the most important association of communicators in Serbia,

will assume a key role in defining the new rules of the profession. Rapid changes have expedited the decision-making process, but also caused superficiality, so returning to the defined standards of communication will be an obligation for all of us. By launching the certification process for professionals, we want to differentiate those who professionally perform PR work from those who just call themselves so. We will create a serious training programme, which will be the basis for certification, along with passing the final exam. Only those people who pass this exam will be officially validated that they are doing the PR work in line with the profession’s standard. The time has come for the quality of communicators to be clearly defined and respected

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FORMULA OF COMMUNICATION

CREATIVITY IS OF THE UTMOST IMPORTANCE MILICA DJOKIĆ Member of the Managing Board of DSOJ

The PR sector is always dynamic; we are constantly competing with uniformity, we strive to use creative ideas to stimulate interest, raise awareness and intrigue the public. Today, in addition to many digital platforms, it is easier to target audiences, measure performance and maximize the visibility of campaigns with smaller budgets, but, as always, the idea is the key; without it, we are always in the deadlock. Ideas need to be developed in the right

way, and what I see today, in both Serbia and the region, is very good in my opinion. I think some campaigns were quite refreshing. Most PR agencies in Serbia and the region know how to tap into the emotional vibration of the population and generate the attention they need in a very professional and meticulous manner. This year’s focus is definitely on creative ideas and bridging the limitations of a small budget, which is something

that we are going to discuss at the PRilika 2019 conference. DSOJ is constantly trying to further the interest of its colleagues from Serbia in the events it organizes and to rethink everything we have learned or missed out on during our careers. "How 2 PR?" provides great, short educational content that we certainly plan to organize in the future and have well-known experts in our field but also young colleagues from whom we can learn a lot take part as speakers

EDUCATION IS THE KEY

J OVA NA C A K I Ć Member of the Managing Board of DSOJ

Experience, creativity and constant education of us, the communication professionals, make us truly competitive with our colleagues, not only in the region but globally too. Larger budgets are certainly an advantage in more developed markets since they provide more diverse opportunities, but creativity is what can be our strength and a starting point. It is also encouraging to see that there is an increasing number of young people who want to further their education in our industry, which is great and creates space for further development of the profession. In the coming period, the focus will be on providing useful education to current members, as well as to attract

new members, especially young people, who will pursue the profession in the right way from the onset of their careers. The upcoming PRilika conference, which we traditionally organize, will be, as the name implies, an opportunity for professional development in line with global trends. Our profession is evolving very fast and has to keep pace with the development of new communication channels and tools. The importance of integrated communication is becoming increasingly important with the growing number of communication channels. Appropriate care about each channel should be taken and we should adequately adapt the content. Of course, this is all the more demanding, starting with direct communication

where there are channels like text messages and Viber for which you need to create content to effectively communicate the message. Then there is the content adapted to social media, scripts for chatbots, articles for the media and blogs. We need to develop a unique tone of communication for all these channels, which is a particular challenge, so that the user has the same experience when communicating with the company or a brand regardless of which channel they use to communicate. We are aware that consumers have become very informed, sensitive and sophisticated and that their loyalty is something that requires serious commitment. Communication plays a significant role in this.

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FORMULA OF COMMUNICATION

AGENCY IS PEOPLE

Reputation management and crisis communication are key trends that have been particularly prominent this year

Milena Avramović-Bjelica and Tamara Bekčić

hat sets the Chapter 4 PR team apart is their extensive experience in corporate communications, financial PR, crisis management... Their clients especially value their business and market knowledge, analytical approach, proactive approach and focus on measurable results. We talked with the agency’s co-founders Tamara Bekčić and Milena Avramović-Bjelić about upcoming tendencies in communications.

es - influencers. I think there is a lot of work to be done to legislate our media market in terms of regulations and laws. Various studies show that we are at the bottom of the world in terms of media freedom, and we are also far from the global average in terms of budgets spent in the media. Regarding the size of our market, I think there are a few big advertisers and these are mostly companies which services or products are intended for end-users.

What is the state of the media market in Serbia and where is it positioned in relation to the world? Are there (many) big advertisers on the market? Milena Avramović-Bjelica: The media market in Serbia is very complex. On the one hand, we have a large number of media, and on the other, a significant political and economic influence on those media. In discussions with clients, peers and media buying agencies, we concluded that television remains the most influential medium. Digital online media are becoming more prevalent when it comes to media investments. There is also a brand new segment that I would not classify as a medium, but rather a channel in conveying messages to target audienc-

What would you single out as key market changes over the last ten years, and what lies ahead? Tamara Bekčić: Change is an integral part of life and work. The aim of activities that we, as communicators, do are about change - through news and information, innovation, call to action, change in perception or people's habits. These changes are both visible and measurable, with technology greatly contributing to this. Public relations agencies are agents of change. This has been particularly pronounced in recent years through the high degree of flexibility and various support models we provide to companies and brands. We live in a dynamic and interesting time. Technology has changed the way we do business and, in

TA M A RA B E KČ I Ć Director General and Co-founder of Chapter 4 Agency

M I L E NA AV RA M OV I Ć BJELICA Executive Director and Co-founder of Chapter 4 Agency

R E S OU RC E

Agency is people, company is people. There is no dilemma that people are the most important resource of any business

general, the way we live. Consequently, we have changed ourselves as well as the way we communicate. The key changes from my professional perspective are the ways we create, broadcast and receive content. As far as the future is concerned, we strive to anticipate changes in content consumption and information reception, as well as to address these findings with target groups. On the other hand, strategic communication planning and codes of ethics have not changed; they are the backbone of all our activities and I firmly believe that it will be so in the future.

What trends do you think are most noticeable in PR today? Milena Avramović-Bjelica: Reputation management and crisis communication are key trends that were particularly highlighted this year, and will be increasingly prevalent due to the nature of social media and the fact that news is spreading at an incredible speed and that negative information can be broadcast worldwide in just a few minutes. The integration of communications, marketing and advertising is also something that is becoming more commonplace; influencer marketing and the collaboration of PR profession-

als with influencers is also becoming increasingly frequent. PR professionals will continue to be the most valuable partner media to the media to provide them with a foundation for quality stories, analytics and creativity in the sense that PR understands consumers. How consumers live, work and what they consume is extremely important today for brands to be represented in the right way. Ethics, not just in PR, but in all segments of society, is something that we are constantly talking about in Chapter 4.

What are the current advertising trends? Tamara Bekčić: Budgets for advertising in our country and the rest of the world are now facing strong competition which is not showing any tendency of slowing down. Although we are all aware of the shortcomings of certain aspects of influencer communication, research has clearly shown that the credibility they enjoy has an upward trend, if they are wellmatched to the needs of a brand and the content is creatively designed and marketed. We expect numerous changes, from development and profiling through the regulation of this advertising content intended for placement through endorsers and their channels. What is the most important thing for an agency? The people who work there, the clients the agency works for, the trust between the client and the agency, the market…? Milena Avramović-Bjelica: Agency is people, company is people. There is no dilemma that people are the most important resource of any business. If you are fortunate, like us in Chapter 4, to have young, educated, good people who are perfecting their skills daily and keep up with all the changes and trends, then you have no reason to worry. But all the other factors you mentioned are also relevant. What is also extremely important for an agency is transparent business

COMPETITION

Budgets for advertising in our country and the rest of the world are now facing strong competition which is not showing any tendency of slowing down

operations and that employees adhere to a code of ethics. These are prerequisites for creating trust between the agency and the client and it is something that clients value. Agencies are here to help clients communicate their messages to their target audiences and achieve their business goals.

How much responsibility do communications expert need to have? Tamara Bekčić: Our responsibility is big and multifaceted – we have a responsibility to our colleagues, clients and associates, the market and the recipients of the messages that result from the communication we engage in. Therefore, the goal of Chapter 4 and the work of my teammates is to have a reputation as a fair and trusted partner both internally and externally. That is the essence of everything. Without reliability and responsibility, there is no success. Next year marks the 10 years of Chapter 4 Group operations across Central and Eastern Europe and we are entering our 11th year. There are many reasons for celebration and being proud, but at the same time, our responsibility is compounded by the growth of individual agencies in the group

and the number of markets we cover. That is the challenge we are prepared for.

What are the biggest challenges you have faced so far in your career in communications? Milena Avramović-Bjelica: Our work is incredibly dynamic and every day is different from the previous. What sets us apart from others is that when we work with clients from different industries, we are constantly learning. And that's the beauty of our business. What is less beautiful and challenging are the budgets, which are reduced year-on-year and the deadlines are often almost impossible to meet. There are a lot of challenges daily, but in recent years, it seems to me the biggest challenge is the non-transparency of the tender procedures. A few years ago, the Court of Honour at DSOJ launched an initiative about a code of ethics in the industry, and all of us involved in communications gave their suggestions and proposals. As a result, a really good document was drafted, but the challenge for all communicators is to adhere to the guidelines contained in that document in their daily work.

FLOWER OF SUCCESS FOR A FEARLESS WOMAN How much does the nomination for the "Flower of Success for a Fearless Woman" (“Cvet Uspeha za Ženu Zmaja”) annual award given by the Association of Business Women of Serbia (UPZ) mean to you? Tamara Bekčić: We are extremely grateful for the nomination for the 2019 Flower of Success for a Fearless Woman Award as it speaks to the credibility and success of Chapter 4. Milena and I are just the nominees, and every member of the team, as well as teams of client companies, also deserves credit for giving us their trust and working with us for 10 years. Considering the reputation of the Association of Business Women and the award itself, we see the nomination as a kind of recognition of the success of the partnerships we have built and validation that we are on the right track, and that the quality and positive business values in our market are well-recognized. Milena Avramović-Bjelica: We take it as a compliment when someone else follows your work and recognizes the quality and energy you invest in developing your business, but also when you are contributing to the profession. It is an added pleasure when these people are women who are already established and successful in their companies and have made a significant contribution to the development of entrepreneurship in Serbia. We are fortunate that the Association of Business Women nominated us this year and that we are the finalists for this prestigious award. As Tamara said, this nomination should be credited to the whole team and everyone who has contributed to Chapter 4's growth and development over the past 10 years.

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FORMULA OF COMMUNICATION

THE FIRST AGENCY IN THE REGION WITH FAMILY FRIENDLY CERTIFICATION With consistent business policies and employee practices, DIRECT MEDIA United Solutions has already proven why it is one of the most desirable employers, while the successful completion of the Family Friendly certification is a validation of the existing policy and its upgrade

IRECT MEDIA United Solutions has officially become a Family Friendly Company. Specifically, this is the first agency in the region to meet all the requirements for the prestigious Family Friendly Enterprise certification. They have successfully proved that the business policy of the company is strongly focused on reconciling the business and private life of its employees, and is an official validation of the company's responsible business to the employees which implies the active participation of the company in the efforts to, in parallel with the work process, positively affect the entire society. „These efforts and initiatives aim to formalize, first and foremost, all that we have done for years in caring for people and investing in employee satisfaction. Obtaining the certificate is another validation of Direct Media's responsible business and corporate culture, which has nurtured a family-friendly environment since its inception and has been focusing on employee care,“ says Ivana Mihajlović, HR Director at DIRECT MEDIA United Solutions and adds:“The

I VA NA M I H A J L OV I Ć HR Director, DIRECT MEDIA United Solutions

MEASURES

The implementation of Family Friendly measures at DIRECT MEDIA United Solutions began in the best way possible - with the September team building for all employees

success of the company lies with the employees - their satisfaction and loyalty are essential for the successful development and further growth of the company. We are proud to point out that we are the first agency in the industry to open the door to a new business philosophy in this region, which offers a wide range of opportunities, tailored to the individual needs of people.“ With consistent business policies and practices towards employees, DIRECT MEDIA United Solutions has already proven why it is one of the most desirable employers, and completing Family Friendly certification is a validation of the existing policy and its upgrade. The certificate is a long-term advisory procedure, which, through the setting and introduction of specific goals and measures focused on people, creates better working conditions and the opportunity for easier and better reconciliation of work and private life of employees. „The Agency has a Family Friendly team consisting of employees from all sectors, which was responsible for selecting the proposed measures and their suc-

cessful implementation. It is our policy to maximize the involvement of employees in matters concerning their work environment, and it is of the utmost importance that representatives of different generations participate in the team. About 60% of Millennials in our system today have high expectations of flexibility and choice, where work-life balance is important,“ says Ivana Mihajlović. The implementation of Family Friendly measures at DIRECT MEDIA United Solutions began in the best way possible - with the September team building for all employees. In addition to the already existing benefits that they have been pursuing for many years as a company, they have also introduced new measures to further reconcile work and private needs of employees, including flexible working hours and place of work, the introduction of special employee health care and healthy living programmes, supporting sports activities and absence from work due to certain life circumstances that exceed the statutory minimum, because satisfied and motivated employees achieve the best results.

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FORMULA OF COMMUNICATION

UPCOMING GENERATIONS ARE THE ONES SETTING THE TRENDS The development of the technical part of communication is reaching incredible levels and along with the psychological aspect, it is no doubt that the future of our industry and communications will be something interesting to be a part of

uring her 17 years of public relations work, Nevena Kurtovic has collaborated with more than 200 international and domestic clients, covering all areas of communication, including crisis management, corporate communications, corporate social responsibility, strategic planning, social media and integrated campaigns.

In which communication segment are changes most likely to occur? — I would have to say that change occurs in all communication segments and I suppose the logical answer is that digital is where we see the fastest change. The constant changes have most influenced the way that we communicate, and we see even generations that have spent most of their lives in the analog time, adopting behavioral changes. In that sense, upcoming generations are the ones setting the trends for the older generations. That in itself is a shift that is huge.

I, however, think that regardless of the fact that the technological side of communications is growing so fast and strong, we as people need to work on the psychological side – we still need to learn and “upgrade” ourselves so that we can keep up with our surroundings.

What is the secret in successful communication? These days with the sea of information which the common person is exposed to. — That is indeed a complex question. Yes, we have so much information coming in from all sides and it is indeed sometimes very hard to differentiate your message amongst all the messages and content. I would not say there is any exceptional secret or formula. I think the key is in the two way communication we can have with our target audiences. As in everyday life, if we do not hear the other side, communication leads nowhere.

N E V E NA KU RTOV I Ć Fusion Communications

T WO WAY

I think the key is in the two way communication we can have with our target audiences

What is your agency focused on? How do you fight for clients? — We are focused on creating long term partnerships with our clients with whom we work together to create the best possible solution for all of their communication needs. Working with dedication, constant involvement, continuous learning and two-way communication, the time has proved that this is the recipe that is in line with our clients’ needs. How do you imagine the communication of the other half of the 21st century? — I see every day as a new starting point from which changes in the way we think, communicate and act occur. The development of the technical part of communication is reaching incredible levels and along with the psychological aspect, it is no doubt that the future of our industry and communications will be something interesting to be a part of.

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FORMULA OF COMMUNICATION

KEY TO THE FUTURE The topic of "what’s coming next" is a perennial standard in our profession

ountless times I’ve written about the future of our profession, and the trends ahead of us. With a nearly threedecades-long career in media and communications, I have witnessed numerous changes, revolutions and evolutions. The topic of "what’s coming next" is a perennial standard in our profession. Throughout all those years we’ve successfully switched from typewriter to computer, from off to online communication, we have digitized, we have become bloggers, vloggers, we integrated communications… All in all, it is very exciting to be part of this story. It could be that we, the so-called seniors, were not even aware of what was happening to us in the very beginning of these shifts and transformations, but were still intuitively conquering new technologies and finding ways to convey messages faster and more clearly. I always wondered, and I still do, if we missed something during that constant chase after trends. Have we become alienated from each other, but also from the basic idea of communication [to remind you – that is the "thing" when we convey clear and true information]? Where do we find time for creativity if we’re responding to 150 emails every day, constantly posting to social media, proofing press releases and arranging interviews? Or is that even our job? Should we set up a much more segmented division of assignments? The expressions that the future

M A R I NA G R I H OV I Ć Founder and Director of ‘Headline’ PR Agency and ‘Dkit’ Digital Communications Agency

begins now or that the future has already come are often associated with AI and the challenges it presents. Please don't think I'm jumping from topic to topic [or promoting a client, an IT giant] – I just want to open a discussion on how artificial intelligence can help us. There has been much talk and books written – from adventures to serious sociological research – about this. Some people are scared and others eager to embrace it. But we, the ordinary folk, and in terms of technology, I belong to this group [I am neither expert nor ignorant], need to enter this story prepared and ready. Let’s be of use to the people filling databases with all sorts of data and creating so-called brains that think a little faster than ours

do. I propose that we propose. Let’s be a part of the development and say that we need to communicate better; let’s address the problem of the onslaught of fake news and the role of technology in spreading them; let’s be integral to humanizing what many call artificial. I do not doubt that time-saving technologies are our allies in easing the burden of day-to-day time-consumers and freeing us to address the important ethical principles and save our profession. We need to pass on knowledge to the younger generations, and, above all, the fact that it is critical that they promote the truth and not the "filtered" news; that it is our job to highlight the important over popular. Education holds the key to the future.

ABOUT HEADLINE AND DKIT

C H A L L E NG E S

The expressions that the future begins now or that the future has already come are often associated with AI and the challenges it presents

PR and Media Consulting Agency ‘Headline’ was founded eleven years ago, in January 2008. It is the co-owner and partner of Dkit Digital Agency, specializing in digital communications, promotion and advertising on digital media, founded in 2012. Headline and Dkit consist of experienced teams of experts with professional skills in media and public relations, consulting, event management, public affairs, brand advisory, marketing, digital strategies and solutions. By combining knowledge about media, and experience in working with domestic and international clients, while knowing the rules of online and offline communication and changes in people's habits in terms of modern technology, we are precise in determining who we are addressing, in how to create and customize content, and what kind of messages to send out. Our diverse teams of communication experts, strategists and creators combine a data-driven approach with knowledge gained from years in the communication industry to deliver outstanding results to our clients. We are dedicated to every client, journalist, blogger, web/mobile user. We build friendly relationships and do not see clients as ‘big’ or ‘small’. And the most important thing - our agencies exist because of Sandra, Tanja, Jelena, Jovana Senior and Jovana Junior, Jelisaveta, Nenad, Bojana and all our colleagues and friends.

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FORMULA OF COMMUNICATION

SUSTAINABLE CREATIVITY AS FIRE STARTER FOR CREATING CHANGE As an agency, we have the responsibility and the possibility to initiate dialogue and be the link that brings our clients and other organizations together for a meaningful purpose, because brands are here to change the world

he BalCannes festival gives awards for marketing creativity and courage, as well as for the regional agency of the year. McCann Beograd was recognized as the best with three campaigns. Jelena Jazić, Managing Director, said for D&C that she is proud of her team, which has received strong encouragement to put its ideas into action even more persistently. Each of these three campaigns addressed social issues – topics that initiate public dialogue. The “Stay Clean” campaign, done in collaboration with the Exit Festival, targeted young people's awareness by showing how narcotics reach consumers in a shocking and provocative way. The shocking effect, in this case, was necessary: "In order to make this campaign stand out, we wanted to shock the public and approach this issue in a different way. Anything that is even slightly reminiscent of "teaching a lesson" and parenting methods, unfortunately, has no effect on the younger population." For an agency with long standing credibility, such moves can be risky due to the sensitivity that accompanies a social problem. "We are a part of I&F Grupa as well as McCann worldwide, and we think a lot about everything we do because it affects our credibility. It was clear to us that it was important to be shocking in order to raise awareness of the problem.

J E L E NA JA Z I Ć Managing Director, McCann Beograd

DIFFERENT

We used one traditional medium in a different way, by showing breastfeeding live in the studio, which has never been seen before in our media

The decision indeed was bold, and the entire company stood behind us to help us carry out this campaign to the end." Breaking the "pattern" refers to another campaign as well, called "I Disown my child", which targets parents of children belonging to the LGBT+ community. The idea was born from the traditional Serbian saying, "I will disown you through the newspaper", and it was followed by the bold countermove – in printed media, classified ads featured parents who publicly declared that they would never disown their children because of their orientation. "I was particularly pleased that we received very few negative remarks. Unfortunately, lack of acceptance will always exist, but I get the impression that the awareness in Serbia related to this issue is slowly changing." The slogan elicited positive reactions and was accepted as the slogan of this year's Pride Parade: "Accepting the slogan has given the campaign a broader significance and we are proud of that – especially of the fact that our partners from the "Da se zna!" organization and the organizers of Pride Parade understood the depth and significance of the message." The third campaign, "Baby Chooses Where", was created and carried out for the Rosa brand. This time, the agency tackled the current topic of breastfeeding in

public, and once again made some bold moves: "We used one traditional medium in a different way, by showing breastfeeding live in the studio, which has never been seen before in our media. The research has shown that a large number of women have no problem with breastfeeding in public, but they are ashamed of the reactions of others and therefore avoid doing so. The goal of our campaign was to present breastfeeding as a natural occurrence because "Baby Chooses Where". With these campaigns, agency shows that brands can begin important changes in society. This is, as she remarks, something consumers expect from brands. Therefore, awareness of social issues, as well as sustainable development, became the backbone of a new era of marketing development: "Based on data from the McCann research " Truth About Global Brands", as many as 81% of consumers believe that global brands have the power to make the world a better place to live in, and 77% think brands will create positive changes faster than governments– that is, authorities. It is important for us to raise awareness among our clients about this, to help them "find their place". Based on a thoughtful and grounded strategy, we design and create ideas that aim to influence changes in the society, give meaningful roles to brands, and be profitable."

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FORMULA OF COMMUNICATION

CUSTOMER IS A BRAND

A manufacturer is someone who has to adapt to the new deity, the customer-brand, and to meet their needs, both natural and artificially created

asmina Stojanov is a successful businesswoman, owner and director of the Nova Communications marketing agency. She talks about the recipe for success, crisis PR and new trends in advertising.

How much power do marketing agencies have in Serbia? — It depends whether the owner of the agency is someone who is also involved in politics and who wants his company to serve their political interest. There has been a lot of talk about the relationship between agencies and media influence. If being able to put pressure on the editorial policy of the media is power, then - yes! Some agencies have great power. I prefer to see agencies as a factor in the power to provide better quality marketing services for their clients. Since I have no political ambitions, the agency I run has the power to provide the strongest possible marketing impact for my clients relative to their marketing budget. How do you, as a communications expert, define the ethics and aesthetics of this new age? — I am not sure that the age we live in is new in relation to the ethics and aesthetics of business. Yes, the competition is fiercer and often unfair, but it does not significantly change either ethics or aesthetics; it only hones in market relations

a little bit more. The Internet provides a momentum that changes business more dramatically than we are often in a situation to understand. The Internet, first and foremost, changes its users, i.e. each one of us. It changes habits, lifestyles, relationships among people and consumer habits, which, in turn, has to change the client's attitude towards the market and customers. The most important change we are not aware of at all is that brand is no longer a brand anymore. Now, a customer is a brand, and a manufacturer is someone who has to adapt to this new deity, the customer-brand, to meet his needs, both natural and artificially created.

What is your opinion on creating and solving crises as a part of creating communication? — The only really good and effective way to solve a crisis is to prevent it. If you do that, all that is left to do is ironing out, patching up and removing stains with more or less success. The paradox of this lies in the fact that the best PR experts, namely those who can anticipate and prevent a crisis, are at the same time the ones who are paid the lowest for their job. Why? Well, because the client is not even aware of what they have just avoided, and they do not have gratitude that would translate into financial compensation for the PR expert who

JA S M I NA STO JA N OV Owner and director of the Nova Communications marketing agency

FORMULA

In terms of PR, clients often do not see what they are paying for, so it suits them to pay little for something that has no effect but looks nice

saved the client from the crisis. This is the Gordian Knot that shows the philosophical meaning of our work and is a topic worth discussing, as far as I am concerned, i.e. as a businesswoman who has a very developed nerve for anticipating danger.

What are the biggest challenges that the PR profession faces today and how do you see it developing in the future? — Amateurism is the biggest challenge of our profession. Amateurism is accessible and cheap. In terms of PR, clients often do not see what they are paying for, so it suits them to pay little for something that has no effect but looks nice. And that is until a crisis strikes... When it comes to advertising, the biggest challenge is the industrial approach, which forces you to cut down on advertising blocks that interfere with watching your favourite series because they are indescribably boring. This is the fault of the agencies, but clients are even more to blame because creatively they keep our hands tied behind our backs, so to speak, since they do the same here as they do in Poland or Moldova. The biggest challenge lies in the question will the classic media survive if we consider that advertising on them, which is boring and predictable, expedites their end? It is also an interesting topic for a future debate.

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FORMULA OF COMMUNICATION

FROM LOCAL TO GLOBAL AND FROM GLOBAL TO LOCAL Do communications have borders? +O Serbia operates under V+O Group, which is present in 6 markets of South-East Europe (Greece, Bulgaria, Rumania, Albania, Cyprus and Serbia). V + O Communication celebrated its 10th anniversary in Serbia last year.

Are all the ideas that come from abroad good? — There is a general opinion in Serbia, and I think in the Balkans as well, that every idea, concept or campaign that comes from „abroad“ is good and everything „produced“ in Serbia is taken for granted. I believe that isolation of our markets that has happened in the past, had an impact on those beliefs. However, this perception is slowly changing with the success of individuals or agencies which are ready to think and act out of the box. My opinion is that communications do not have borders and that good idea is a good idea wherever it comes from. V+O Serbia operates under V+O Group, which is present 6 markets of South-East Europe (Greece, Bulgaria, Rumania, Albania, Cyprus and Serbia). Being part of the group allows you to exchange ideas, know-how and case studies in both directions. I am happy to say that our colleagues and our clients are willing to hear and to learn from V+O Serbia experience. Projects and campaigns that we have implemented in Serbia for multinational clients, such as

Coca-Cola, have been presented as good case studies worldwide. On the other hand, we have opened the door for European collaboration with other multinationals, such as Yazaki, based on the good job we have done in Serbia. For sure, multinational companies are the ones who provide a huge opportunity for all of us who want to create something unexceptional, to raise communication to a higher level and to benchmark ideas with the best world’s PR minds.

NATA L I JA RAC KOV I Ć General Manager, V+O Communication Serbia

What makes good communications? — All good PR campaigns are based on adequate research and analysis, strategic planning, careful and dedicated implementation and measuring results. Integrity and creativity are the crucial secret ingredients which make difference. Copy-paste campaigns were never an option for us. What is V+O communication manner? — First of all, I would say that the V+O manner of communication is based on mutual trust and understanding of clients’ needs. That helped us to build collaboration with some of our clients for more than one decade. Continuing to learn about clients, industry, trends, the way target groups behave and consume information is an essential base on which good communication strategy has to be built.

OPI N ION

Communications do not have borders and good idea is a good idea wherever it comes from

We are focused on the holistic approach and combining different tools to support our clients. Having that in mind, we are using different tools and approaches which are not typically PR. We are combining elements from marketing, events, guerrilla PR, digital, NGO approach to spread key messages to clients’ target groups. And finally, V+O is developing communication strategies that count. The success of our work is not measured only with the KPIs such us press clipping announcements and number of organized events, even though we have organized more than 1,000 different events. We are measuring our success through the impact we make on society and client business as well. We are proud of the fact that we have saved 100 lives through a campaign that raised awareness about cervical and breast cancer. More than 2,500 young people went through the Coca-Cola youth empowered workshops we have organized all over Serbia and 25% of them found their first jobs within two months. For one UNDP campaign, we have managed to motivate and assemble 135 municipalities in Serbia around one idea. In the end, I would like to conclude with the claim that good ideas do not have borders and wherever they come from they are always making a good impact on society and the clients’ business.

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FORMULA OF COMMUNICATION

PRODUCTS WITH AN ATTITUDE

In business, regardless of the company size, its success and visibility, marketing communications are a must. Simply put, a well-targeted and dosed strategy should anticipate, satisfy and identify consumer demands n order to sell something today, you have to stand out in a sea of competition. Nowadays, this means having a brand with an attitude that not only encourages the buyer to purchase. Directors of marketing companies are thus tasked with bringing customers not only the product but also the values that they propagate. The following pages will tell you how this works. Companies in Serbia certainly do not lag behind global trends and understand the importance that new marketing technologies bring to the market and the importance of personalized and targeted advertising. Marketing executives are aware

that long-term marketing investments should by no means be considered a cost but a key investment that will result in better sales, higher profits and increased market share.

MARKET GROWTH

Advertising revenue in Central and Eastern Europe (CEE) will grow by 8.7% by 2020 to reach $ 20 billion. This is a slightly lower growth rate compared to 9.8% from last year, but again slightly higher than originally expected growth for this year, according to research by the global agency network Universal Media (UM). As for the advertising market in Serbia, it will grow 3.5% this year,

MARKET

As for the advertising market in Serbia, it will grow 3.5% this year, similar to the previous year when the growth stood at 2.9%

similar to the previous year when the growth stood at 2.9%. This is in line with previous expectations, so total investment will reach 141m EUR (166m USD). The advertising market is expected to continue to grow in the coming years, so in 2020, the Serbian advertising business will grow by 3.6% and will reach the value of EUR 146 million. The CEE market is still dominated by TV advertising. Thus, revenue from the sale of advertising space on TV stations will increase by 5% and will reach 8 billion USD this year (almost 40% of the total budget of advertisers). By comparison, the global average is 30% in 2019 when it comes to this type of advertising. In addition to Serbia, Slovenia and Croatia, which will record moderate growth, Bulgaria will record the highest growth in the markets where UM agencies, which are part of I&F Group, operate. A steady or slight increase in TV advertising is the biggest contributor to the growth, as well as a noticeable year-on-year increase in digital advertising relative to all other advertising formats.

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FORMULA OF COMMUNICATION

EMOTIONS ARE ALWAYS THE KEY

My transition from the world of marketing agencies to a company came as a bit of a shock

livera Nikodijević, Brands and Consumer Excellence Director of SRB & MNE at Apatin Brewery (Apatinska Pivara), talks about her experience, working for marketing agencies, switching over to the brewing industry and communication peculiarities in this industry.

The difference between working in a marketing agency or in the marketing department of a company can be quite big. What do you think is the difference? — The difference is reflected in the size of the picture that the agency and the company see. The picture is dramatically larger and more complex in the case of a company. Marketing agencies essentially deal with only one aspect, which is advertising. I had different experiences when I worked in a marketing agency. International clients were much more willing to share important information with the agency and expected the agency to come up with solutions that covered all the important demands of consumers and the market. Usually, the result matched that. My transition from the world of marketing agencies to a company came as a bit of a shock. From someone who was convinced of their functional ability when it came to consulting, I became a bit confused and apologetic. In the beginning, everything looked baffling to me. However, with a lot of work, continuous learning and passionate

O L I V E RA N I KO D I J E V I Ć Apatin Brewery, Brands and Consumer Excellence Director SRB & MNE

S UCC E S S

The key to marketing success is to understand consumers and respond properly to their needs, whatever they may be

persistence, I was able to cope with all the challenges and become who I am and where I am today. For all the above reasons, in working with agencies, we strive to present a sufficiently big and clear picture of where we as a company and our brands are, who are our customers, what are they like and what we want. This greatly facilitates teamwork and produces great results.

Owing to constant innovations and exceptional campaigns you have successfully respond to market needs. How did you manage to do that? — It is a great responsibility to work for Apatin Brewery. Over 260 years of tradition creates special challenges on how to remain worthy of that tradition and meet the expectations of all those people who worked in our brewery in the past centuries and who are currently working in it, but also how to fulfil all the requirements of the modern market and our consumers. What drives us is the extreme pride of being part of a story that lasts so long and a great love for our brands. We constantly engage all our resources to reconcile the enduring tradition and requirements of the modern age, with the ultimate goal of having our brands respond to the different demands of beer consumers in Serbia and the region. The beer industry gives us many opportunities. There is no faster, more energetic, more engaged, more creative

and more emotional industry than brewing. Consumers, with all their expectations, hopes, desires, fears, frustrations, love, resistances and everything that make up their life are at the heart of everything. The key to marketing success is to understand consumers and respond properly to their needs, whatever they may be. This is what makes our beer business endlessly beautiful and endlessly challenging.

Beer brands usually have a very loyal consumer base, often in strong correlation with sports. What can other advertisers learn from beer brands? — Beer consumers are emotionally attached to the brand. To them, beer is never just a product or just refreshment. A glass of beer testifies to the greatest joys, is a symbol of relaxation after a busy day, the meeting point of old acquaintances and a bond that turns strangers into friends. As 80% of beer consumers are male, who view sport as one of the most important things in life, whether they are practising it or just following it, beer is an integral part of all those moments. Our brand Jelen is such a brand. That's the reason why we tie it to sports because that’s where our consumers are. For this relationship not only to be financial, a lot of emotion also needs to be added to it, especially since our beer drinkers are experiencing sports very emotionally. Emotions are always the key.

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FORMULA OF COMMUNICATION

COMMUNICATION, TRUST AND RESPECT

This is an exciting time for marketing because there are so many opportunities to combine channels

e have talked to Milena Obradović, Lesaffre’s Marketing Manager, about various sides of advertising and communication in the baking industry.

It is certainly a challenge to work for a company that has been operating for over 165 years and is a global leader in the production of baker's yeast. What is your guiding idea and where do you find your inspiration? — At a time when more than half of our country is online every day and bombarded with marketing content all day long, it is very challenging to engage in communications, especially when you are leaning on tradition, as is the case with our baking industry. This is an exciting time for marketing because there are so many opportunities to combine channels and increase our ROI. Of course, we use traditional media - print, radio and TV but we have also directed a significant part of our capacity towards organizing or participating in seminars, conferences, trade fairs and similar events. We are, of course, active at points of sale, and we are especially committed to different CRM projects that are customized to the baking industry. Communication, trust and respect are the postulates of our B2B communication. Digital marketing remains one

of the most important components of our communication strategies. We think it's better to meet our customers where they spend most of their time; that is online. Both of our Facebook pages - Lesaffre Serbia and Pekarijada - have more than 10,000 followers, which is a remarkable result for the niche in which we operate. Of course, the content is different on these two pages and is tailored to the audience's expectations. At Lesaffre Serbia’s page, we represent the company, the values we nurture, as well as the portfolio of products and solutions we offer locally and globally, while on the Pekarijada page, we address bakers and masters of this craft. This page serves for the bakers to get together and share knowledge and experience.

With the support of the Union of Bakers of Serbia, Lesaffre Serbia traditionally held the Pekarijada national competition this year too for the best professional and young bakers. Did the event meet all the expectations? What impressions did you get of the competitors? — We can now proudly say that Pekarijada has grown into a traditional competition of the best Serbian bakers. Serbia has a long tradition of baking and we are extremely pleased that a large number of talented bakers have applied for the first two competi-

M I L E NA O B RA D OV I Ć Lesaffre Marketing Manager / Marketing Manager Serbia Oriental & Central Europe Zone

I M P O R TA N T

Digital marketing remains one of the most important components of our communication strategies

tions, and that the interest for the competition continues to grow in this cycle of applications too. This year, before the Belgrade finals, we had a pre-selection in Niš and Čačak to give bakers from other parts of Serbia the opportunity to showcase their skills. Our bakers have shown a great deal of knowledge, but they are also highly competitive. I don't think we will have any problems with the number of applications in the coming years. On the contrary. We have launched and are developing this competition to raise awareness that baking is not a craft but an art that requires years of experience, skill, dedication and of course, love.

The general impression is that crafts are not so popular with the new generations and that they have no future, but the proper way of communicating you have chosen shows the opposite. Is that the secret? What is your message to young people? — Our message to young bakers is to learn from the older colleagues, but also to be open to innovation and to combine their knowledge with the recipes of the old masters, all with the aim of adapting to the needs of the modern consumer. As I said before, baking is not a craft, but a special skill that requires years of practice, commitment and refinement.

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FORMULA OF COMMUNICATION

THE LANGUAGE THAT CONNECTS US

For a communication to be successful, we must learn to communicate transparently and to be aware that we are not alone in it; that there are always different goals, desires or requirements that strive to be fulfilled

ommunication is the language that brings us together. It is the first thing we learn from the moment we come into the world. And it's the most important thing we learn and improve throughout our lives. Through communication, we express ourselves in all the relationships that surround us. It is the magic key by which we open all the doors in this world. For a communication to be successful, we must learn to communicate transparently and to be aware that we are not alone in it; that there are always different goals, desires or requirements that strive to be fulfilled. The postulate we set before we establish communication contact is also extremely important in this regard. If we start from the position that we are focused solely on our goal and the absolute realization of the same, we will surely achieve exactly that. We will feel the satisfaction that comes from a fulfilled desire, but we will not come up with the best solution. And that's the catch! This is precisely the new segment of the journey to the desired destination

N E V E NA M A RT I N OV I Ä&#x2020; PR & Communication Manager CPM

CONC E P T S

Good communication is one in which people understand each other and a successful one in which both parties satisfy their interests. We must understand these two concepts separately

that "communication" reveals to us. Only one angle of observation and reasoning never leads to the best solution. This is why so many sciences, philosophies and arts are trying to crack the art of communication and provide us with insights into how we can achieve our own goals, but also show that we are not alone in striving to do that and that we are not intransigent, indifferent and alienated from others and the world. Most often, the best solutions, ideas and last but not least, feelings, appear when we learn and master to communicate, first with ourselves and then with everyone else. When we are aware of this process, then it is easier for us to invest ourselves in hearing and appreciating the other side. And that's when the magic happens. First, we know what we want, then we respect our interlocutor, and thirdly, we leave room for communication to happen and have its evolutionary path. At what point communication will stop along the way depends on other factors, the reconciliation of the various capacities that the communication parties possess, the interests and ultimately the willingness of the parties to step out of their comfort zones. This is a process that we learn and improve throughout our lives, both in our professional and private life. What I can conclude and draw from my

experience is that the more an individual works on themselves in every context, the easier it is for them to open themselves to transparent and honest communication, to invest the maximum self without restraint, and to be at peace with the result that communication brings to them, whilst being ready to accept the success of it, but also the moment when they acknowledge all of their imperfections and the imperfections of the process. Good communication is one in which people understand each other and a successful one in which both parties satisfy their interests. We must understand these two concepts separately. Not every good communication will lead us to the goal, but the goal is solely achieved through good communication. By communicating with each other, we are constantly learning, discovering, understanding, getting to know ourselves and our environment. So re-examine yourself, try to understand the power and strength of good communication, how it helps us to achieve our goals and contributes to making us feel good. The process of communication is not simple; it requires investment, it takes time and it requires us to be in it, but the fruits that it bears come back to us manyfold and make the glass of our lives always half full.

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FORMULA OF COMMUNICATION

THE FIRST WOMEN’S CYBER FORUM IN BELGRADE

Launching Careers in Cyber Space he first Women’s Cyber Forum: Launching Careers in Cyber Space Conference in Belgrade was held on Thursday, September 19th, at the Belgrade City Hall. The aim of the conference was to raise awareness about the role of women in information technology, encourage women and young people to work in technology as the most promising segment today, but also to provide information on the latest trends and current challenges in the field of information security. The conference host, Diana Gligorijević, Vice President of the Women’s Cyber Forum Association and Marketing Director of TeleGroup, pointed out, that the

Tatjana Matić, State Secretary, Ministry of Trade, Tourism & Telecommunications, Republic of Serbia, Andreja Mladenović, Assistant Mayor, City of Belgrade and Diana Grigorijević, Vice President, Women’s Cyber Forum

Alona Fisher - Kamm, Ambassador of Israel to Serbia and Dejan Tonić, EBRD

AWA R E N E S S

A conference dedicated to raising public awareness about the role of women in information technology

time we are living in is the time of innovations. “This educational and technology conference aims to enhance and support the human capital that represents the greatest value of the future. As a company that has always invested in education of not only our employees, but also our users in almost all market verticals in our region, it is especially important for us to use digital tools that are a powerful driving force which upgrades classic education to new online models that will provide education to both women and young people regardless of the location and time, thereby qualifying them for new jobs of the future.” The conference was attended by representatives of the City of

Gabrijela Grujić, Ministry of Education, Science and Technological Development and Bojan Lalić, Faculty of Technical Science

Belgrade, the Ministry of Education, Science and Technology Development, the Serbian Chamber of Commerce, the Faculties of Technical Sciences, the Innovation Fund, Initiative Digital Serbia, Telekom Srbija, the National Security and Classified Information Protection Council and many others. The conference was contributed by the non-governmental organization Energypact Foundation, ITU - International Telecommunications Union, OSCE - Organization for Security and Cooperation in Europe, Faculty of Security Studies, as well as technology partners TeleGroup, Telekom Srbija, as well as leaders in the field of information security Cisco, Check Point and Trend Micro.

Alexandre Dimitrijević, President, Energypact Foundation, Diana Grigorijević, Vice President, Women’s Cyber Forum and Vladimir Cvetković, Dean, Faculty of Security Studies, University of Belgrade

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LOVE IS THE BEST INGREDIENT The biggest professional benefit is to work for a company which is not only profit-oriented but which uses its business to promote sustainable development and well-being of the entire community and all those involved in our chain, from farmers and their land to customers who trust our product

orporate Communications and Corporate Social Responsibility Manager at Mlekoprodukt, Bojana Momčilov talks about her experience, work and the company's plans.

Mlekoprodukt has been operating successfully for over 70 years, whilst recording constant progress and growth. What is the secret to the company's success? — Our main goal has always been to achieve the best product quality. When you are dedicated to that, you have secured consumer trust and everything else is an upgrade. We love our work, believe in what we do and function as one big family in all segments. We strive to transmit these principles to consumers, which is why „Love is the best ingredient“ is Mlekoprodukt's slogan. Our brand Biser would not have been a market leader all these years if it were not for the uncompromising quality and complete faith in the quality of our products. A successful business also implies social responsibility. What is Mlekoprodukt's approach to this issue? — Corporate Social Responsibility is one of the priority issues in both the Savencia Group and Mlekoprodukt. As part of our CSR strategy called 'Oxygen', accountability to nature through conscientious resource management is at the centre of all of our operational process, followed by responsibility towards our consumers through transparency with regard to in-

gredients, as well as to producers through sustainable agriculture, but also towards employees through promoting their well-being and development in the company.

What concrete steps will Mlekoprodukt make in the future to better implement CSR? — In mid-October, the Savencia Group held a seminar in Paris about the implementation of the CSR strategy. The conclusions of the conference will be passed on to our business, especially concerning educating young people about healthy nutrition and cooperating with farmers on sustainable development. Employees are our most important resource, which is why we conduct surveys that measure their satisfaction to improve the workplace environment and conditions. However, social responsibility should not be restricted only to the company framework. That is why we strive for our work environment to feel that we are an integral part of it in the best possible way, which contributes to the quality of life of the entire community. Because of the ties we have with the French culture, we support many cultural events that promote cooperation between the two countries. For example, in cooperation with the French Institute, we organize free screenings of French films throughout Serbia. Investing in the education of children is one of our priorities. In collaboration with one

B O JA NA M O M Č I L OV Corporate Communications and Corporate Social Responsibility Manager at Mlekoprodukt

R E S OU RC E

Employees are our most important resource, which is why we conduct surveys that measure their satisfaction to improve the workplace environment and conditions

of the greatest cheesemakers in France, Roland Barthélemy, for the past two years, we have been holding lectures for students about the history of cheese making, the various flavours and the secrets of making different kinds of cheese, thus teaching them the principles of balanced nutrition.

Mlekoprodukt's way of doing business and its product quality has earned the company several accolades, both domestic and international. Do you see that kind of company success as your success to a certain extent? Which of the awards would you like to single out? — I don't think I'm the only one who considers their job a privilege. It is the biggest recognition for the company as a whole and us personally. The biggest professional benefit is to work for a company which is not only profit-oriented but which uses its business to promote sustainable development and well-being of the entire community and all those involved in our chain, from farmers and their land to customers who trust our product. In terms of medals and awards, there are hundreds of them accumulated over the years. Back in the 1980s, we were given the title of the best dairy in the former Yugoslavia, and today we are the only domestic dairy that is a member of the internationally recognized Cheesemaking Association, which is a testament to our quality.

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FORMULA OF COMMUNICATION

THE TRUE INSPIRATION COMES FROM THE HAPPY CLIENTS Maybe the biggest challenge is to find the right mix of direct, indirect and digital communication

e talk about TMS's advertising strategy and the challenges it brings with Kruna Gavović, Marketing and Academy Manager at TMS CEE, CEO at The Lean Six Sigma Company CEE.

It must be a challenge running the marketing of a company TMS, which is both a regional brand and a Cooperation partner of TÜV SÜD. Finding the right way of communication with the clients from a spectrum of different branches demands the versatility, adaptability and creativity. How do you achieve that and where is the inspiration to be found? — It is more of a challenge than I ever could imagine – marketing of the portfolio of several hundred services under the strictest standards of communication and corporate compliance of a huge international company. In our line of business, there is no such thing as the flat and uniform market communication. Maybe the biggest challenge is to find the right mix of direct, indirect and digital communication.

K RU NA GAVOV I Ć Marketing and Academy Manager at TMS CEE, CEO at The Lean Six Sigma Company CEE

R E S U LT

My approach is to put myself into the client shoes and to optimize the service, so the result surpasses the expectations

My approach is to put myself into the client shoes and to optimize the service, so the result surpasses the expectations. The true inspiration comes from the happy clients.

tion we keep at the highest level so the clients not just get the standard or certificate needed, but the valuable insight into their own processes from our experts.

Among those several hundred services, what services would you find most creative and hardest to communicate? — Those are for sure Family Friendly Enterprise – the certification of the balance between the professional and private life of the employees, and the trainings of The Lean Six Sigma Company CEE, which is also my other duty. On the example of the Family Friendly Enterprise it was extremely hard to explain this new and not so known service to our first clients, but now companies run to be first within the branch with this prestigious certificate. Also, The Lean Six Sigma Company from Rotterdam developed itself into the leading global provider of those trainings and we locally have the high-quality trainers, loved and praised by the clients. Our basic services of testing, inspection and certifica-

From your company material, we learned that the history of TMS connects the roots of industrial revolution, the German tradition of security, Eastern European transition to a modern economy and requirements of today’s economy of change. Is TMS becoming the synonym for “safe”? — TMS understands the needs of a modern company. “Safe” is just the basic need. At the very beginning of our business, we emphasized that not just the quality, safety and environmental protection are needed, but also the right company culture which is marketing oriented. During those years, company has grown more than ten times and became a huge holding with many lines of products and services. Our slogan is “TMS – Client Success” and we help with all our resources that our clients became more and more thriving.

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QUALITY AS IMPERATIVE

We are not looking for clients for our products, we are looking for products for our clients

n a relatively short amount of time, UNIQA has managed to stand out as a leader in innovation and digitization of numerous services. Inspired by user needs, we were among the first to launch a webshop, introduce a free Viber number, as well as numerous other innovations. The latest in the series is a video assessment of the damage that makes us unique not only in this country but in the whole region, ”says Sonja Marić, Marketing Director at UNIQA Osiguranje (UNIQA Insurance).

”I

How long have you been working on advertising campaigns and strategies? — I happened to be in insurance by accident and have stayed there for 22 years. Love for your chosen profession and daily business commitments, constant training, dedication to the job and company you work for is the best recipe for a long and successful career. During my 13 years as an employee of UNIQA Osiguranje, our campaigns and projects have received numerous awards and accolades. However, the greatest recognition of them all is our clients who, thanks to the good reputation of the UNIQA brand, have been placing their trust in us over the years. If asked by an average consumer, "Why should I trust you?" what would you reply?

S O N JA M A R I Ć Marketing Director at UNIQA Osiguranje

I M PE R AT I V E

Open, transparent and understandable communication with clients, based on mutual trust is imperative for all of us at UNIQA Osiguranje

— More than 500,000 clients who have trusted us so far would give you the best answer to this question. Since arriving in the Serbian market, UNIQA has been nurturing its 200-year-long tradition, while steadily growing and developing with its customers. Our customers don’t see us only as an insurer, but above all, reliable support and their advisers. Our company’s customer relationship philosophy is briefly summed up in the sentence – “We are not looking for clients for our products, we are looking for products for our clients“. Therefore, open, transparent and understandable communication with clients, based on mutual trust, is imperative for all of us at UNIQA Osiguranje. UNIQA is also recognized as a modern company that keeps up with the latest trends and sets standards in customer service. The fact that we are among the most efficient insurers in the market in paying out damages validates our reliability and attitude that we always keep our word.

How different is advertising in the insurance industry? — Insurance is different from everything else because you are selling a product that is not tangible. Through an insurance policy, you make a promise to your client that you will be with them when they need you. Such a product requires you to be more creative than other industries, but also to communicate to your clients all the benefits of insurance; optimistically and positively, with a sense

of confidence and security. This is why UNIQA, through its authentic, modern, flexible brand strategy and umbrella slogan “Think with Your Heart for Your Happiness“, inspires people to fearlessly embark on new experiences, to be heroes of their lives, to think with more optimism and responsibility, but also to focus on all those things they can accomplish knowing that UNIQA has their backs. In this way, we transform uncertainty into trust, fear into motivation and risk into opportunity.

What are the most important current trends in your industry? — It is imperative for UNIQA Osiguranje that, while being concerned with the impeccable quality of its services, it continues to keep up with trends, digitize and align its business with customer needs. User priorities have changed dramatically, with time and comfort coming out on the top. It is this dynamic and the demand for quick, clear and easily accessible information that create the need for new sales channels, as well as products that are easy to buy online. In a relatively short amount of time, UNIQA has managed to stand out as a leader in innovation and digitization of numerous services. Inspired by user needs, we were among the first to launch a webshop, introduce a free Viber number, as well as numerous other innovations. The latest in the series is a video assessment of the damage that makes us unique not only in this country but in the whole region.

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FORMULA OF COMMUNICATION

CASCO INSURANCE - THE SAFEST FORM OF PROTECTION FOR YOUR VEHICLE Did you know that several cars are stolen every day in Belgrade? Don't leave things to chance, but rather think on time and protect your vehicle today

MS Osiguranje provides affordable service that will protect your car in the best and easiest way. AMS Osiguranje will assume the risks regarding your vehicle in the event of a theft, traffic accident, flood, parts of buildings or tree fall, fire, theft and other unforeseen events, providing your insurance terms and conditions stipulate so. Whether you opt for full, supplemental or partial Casco insurance, compensation for any material damage to your vehicle will be paid out as soon as possible. This type of insurance is especially useful because the damages are paid to you, whether it was your

fault or someone else's fault. As part of our care for our clients, you can now pay the insurance premium in 12 monthly instalments, while also being entitled to an additional discount for payment in full which is easier on your family budget. Also, we would like to remind drivers that with every purchased Casco insurance policy from AMS Osiguranje, you will receive a free AMSS Super membership and payment card, which provides the card holder with free services and savings on the roads of Serbia and Europe for one year. If you do not want to bear the cost of any damage to your car,

CARE

As part of our care for our clients, you can now pay the insurance premium in 12 monthly instalments

come to AMS Osiguranje. We put our clients first which is why we have the best prices and conditions for you in the market. Also, owing to our extensive experience we can boast of a quick and efficient payment of damages. Come to our offices at 16, Ruzveltova Street in Belgrade or to one of over 250 of our branch offices across Serbia and consult with our friendly and knowledgeable staff to choose the most appropriate combination of coverage that suits your needs and financial capabilities. For more information, call 0800-009-009 or visit www. ams.co.rs.

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Nova Communications