Diplomacy & Commerce
We spoke with Ms Jasna Dugalić, Deputy Managing Director of DIRECT MEDIA United Solutions, about how the company has organized its business activities during the state of emergency, but also about the first reactions in brand communication. “It is crucial that brands now send a clear message to their customers and that the message rests on empathy, understanding and support that the brand can and should provide,” says Ms Dugalić.
How did you organize your business acitivities?
DIRECT MEDIA United Solutions has been working remotely for five weeks now. We switched to working from home very swiftly and smoothly thanks to the proactive reaction of our proprietors BC Partners, United Media and United Group who put safety and health of all employees in the system in the first place. We continue to have dynamic communication with our partners as before, and, with some of them, we are communicating on a maybe even larger scale because at this point, the support of an experienced agency is crucial for ensuring undisrupted activities of companies. Not only are we committed to our partners every day, but as always, we share all their crises and challenges, committing one hundred per cent of our resources and expertise to solve them. Our employees are still engaged and motivated. We strive to sustain internal communication and at all times, support our colleagues through all the challenges they face in adapting to the new way of working in these uncertain times. Our employees have responded well to initiatives we launched, such as internal educational webinars or psychological support and emotional intelligence workshops.
How did the current situation impact your clients’ business? What are the first reactions in communication regarding brands and media consumption?
While many things seem to have stopped, it is noticeable that brand communication is still continuing, tailored to the current moment. I am primarily referring to those brands that have been building sincere communication with their customers, which have responded quickly and successfully adapted their communication strategies. It is crucial that brands now send a clear message to their customers and that the message rests on the empathy, understanding and support that the brand can and should provide. It is noticeable that an increasing number companies are going down that path, and we are here to encourage them, come up with an idea, provide creative realization, find the right channels and convey the message to their target group.
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