INTERVIEW: Leaders of the leading communications agencies in Serbia Jasna Dugalić, Deputy Managing Director, DIRECT MEDIA United Solutions
AUTHOR: Nenad Danilović, founder and editor of Advertiser Serbia, CEO LM Publishing (publisher Advertiser Serbia)
December 2019, Belgrade
How has 2019 been for your agency? What are some of the significant projects and activities your agency has carried out in the year coming to an end?
The year behind us has been dynamic, challenging and successful in terms of several criteria. First of all, our partners have been satisfied with the quality of our cooperation. As a result, we have signed a number of agreements to continue the cooperation. We were brave to join Kreativa a few years ago, and this, among other things, has brought us several new clients in 2019 with whom we are embarking on 2020. We have connected with the startup community and have made positive changes to the past way of thinking and agency culture. We have become a Family Friendly organization, the first agency with this certification in the region.
How do you rate this business year in the market communications industry? What are some of the most significant business challenges you have encountered in this business year? (Internal note: Here we mean general market conditions as well as the economic and socio-political climate)
It is good that it starts to smell like innovation, or at least there is slightly greater awareness that it is necessary. Technological future has become a common topic, and some efforts are being made to make it attainable. However, the real challenge is the lack of knowledge everywhere, including the communications industry. Through Direct Media Academy, which in 2019 was held for the tenth time and was the most visited so far, we strive to contribute to the profession. Looking at a broader picture, the good news is that sectors are beginning to cooperate and more and more companies are getting involved in initiatives that can make a difference in the medium or long term. In that sense, I congratulate the Digital Serbia initiative on the results achieved in education by initiating the establishment of modern master’s degree programmes at faculties in Serbia. As members of the initiative, we will participate in this project as well.
What are your suggestions and recommendations for improving the conditions in which market communication agencies operate? Could you, please, list the three most important factors for improving the position of communications agencies in our business environment?
I always suggest that agencies should adapt to the young and the changes they bring along, and start investing in relationships with their employees – if they don’t already do it. The right people in agencies are the solution to any market challenge. The war for talent is just starting to flare up, and young generations are bringing in new paradigms of expectations from their employer. We need to know how and to what extent to be flexible in the coming times and with the coming generations.
What are your expectations for 2020 in terms of business conditions in the market communications industry? Do you have any significant plans for the coming year that you can present to the public?
The market has been stable for a long time and has shown a tendency to grow and develop. I do not expect any major changes in the next year in this regard. As leaders, we cannot afford and do not even want to reduce our drive and speed. I can say that in 2020 we will be able to offer our partners in the region some of the global advertising trends that we have worked on in the past.
What do you wish for your customers and all future advertisers in 2020?
Health and less stress to everyone, new successful campaigns for the existing clients, and for the future ones to experience working with the DIRECT MEDIA United Solutions team as soon as possible!