Jasna Dugalić, Deputy Managing Director Direct Media United Solutions, gave an interview for CorD magazine.
Direct Media marked the beginning of 2019 by changing its visual identity and announcing a new evolutionary stage for the regional marketing industry. What will the new era of DIRECT MEDIA United Solutions and regional marketing look like?
When Direct Media joined United Media and United Group last year, we entered a new era that we expect to bring growth for everyone: our partners, from the ranks of both companies and the media, and the entire marketing market in general. In our new development stage, as the name DIRECT MEDIA United Solutions suggests, we replaced the word “strategy” with the word “solution,” because in the digital era, which connects people, platforms, and processes more and faster than ever before, we want to provide prompt and smart response to clients’ requirements and create solutions not only for communication challenges but also for business ones. In this, we have the support of the United Group itself, which as a technology giant is constantly in the process of innovating its services and keeping up with new trends. The method of strategy development has always changed in line with changing media landscape, social, economic, and technological contexts, and our agency will change it again after launching the Data Science department, whose insights will surely fashion even better solutions for our partners.
Since 2008, when the advertising market reached its peak, the budgets have been getting increasingly smaller. What’s the situation now? Have we recovered from the crisis that hit the world ten years ago?
Despite the current challenges in the global economy, the year behind us was once again marked by positive trends in advertising. The predictions of several relevant research companies say that the global advertising investment in 2018 will grow between 4% and 6% compared with the previous year, although some estimates say that last year’s growth will be the highest in the past eight years. Market recovery is happening in the region, too, and we can already say that a slight increase in investment in the media through advertising messages marked 2018. We will know how positive these trends were after we see the reports from research companies in our markets.
You can read full interview here.