IZAZOV 2019 forum komunikacionih lidera
DIRECT MEDIA United Solutions’ Deputy Managing Director Jasna Dugalić gave an interview ahead of the fifth regional communication leaders forum CHALLENGE 2019
What does transparent and responsible business means in your agency? And what makes it important for the market to grow?
Responsible business to us means that our company’s performance and growth are always proportional to our employees’, shareholders’, partners’, and associates’ satisfaction and growth, while we continue to foster ethical behavior towards the competition and other market players, as our allies in the profession’s evolution. As a long-standing leader, we have the responsibility to initiate and take part in creating change for the better, whether in advancing the profession through specific projects and initiatives or in advancing regulatory policy. In addition to supporting professional conferences and being part of them, every year we run the Direct Media Academy to transfer the acquired experience and knowledge and work with universities on educating future talents in the marketing industry. Furthermore, our portfolio’s most awarded campaigns are those that promote social causes. Formally, our responsibility and role in the development of the market are also bigger, considering that DIRECT MEDIA United Solutions officers hold leading positions in IAA Serbian Chapter and IAB Serbia, trade associations we work hard with to build up the profession. As members of business associations and initiatives such as Digital Serbia, we make effort to contribute to achieving shared goals in a broader social environment using our expertise and business reputation.
What do you think will be the key challenges for the industry in 2019?
The speed of adapting to the digital age will continue to vary, and we see this as the biggest challenge for agencies that have not launched their transformation journies. The challenge also applies to the market, as it will not be able to move forward in a balanced way. The distance of our markets from the epicenter of global developments is only a short-term advantage. Although it takes time for the technological changes in the global marketing and media industries to reach us, this transformation largely pertains to changes in competences and automation in processes, which involve lengthy implementation periods. Last year we already launched the Data Science Department, introducing changes in our work processes, and by joining United Group we officially entered a new era of our business. Hopefully, our own ongoing transformation will show other agencies how to transform their business.