Jasna Dugalić, Deputy Managing Director at DIRECT MEDIA United Solutions
DIRECT MEDIA United Solutions becomes the first agency with Family Friendly certificate
DIRECT MEDIA United Solutions recently became the first agency in the region to hold the Family Friendly certificate, which helps to balance employees’ work and personal lives. Is greater focus on employees the answer to the challenges of the new communication age?
Successful business in the digital economy age is impossible without an appropriate understanding of new generations. Our system today employs around 60% millennials with specific workplace needs, and work-life balance is very important to them. Their primary concerns are flexibility, recognizing and supporting their career development, as well as contributing to the system and society. On the other hand, it is precisely in these employees who intuitively sense the coming changes that the company sees drivers of further growth, to the benefit and advantage of our partners. Family Friendly Enterprise is a process rooted in the principle of corporate social responsibility, with a focus on balancing work and personal life. The certificate also represents a long-term procedure, a set of select measures that also maintain the company’s competitive advantage with positive impact on society. We are proud of this certificate not only because we are now the only agency with this certification, but also because this virtually formalizes everything that made our system’s working environment recognized as good, further enhancing it ahead of the new technology age. We launched in 2001 as a small agency with several employees, and now we have grown their number to more than 200, providing services in eight regional markets. This success was achieved thanks to our employees, their expertise, ongoing competency development, as well as a favorable working environment. That is why focusing on our employees remains our strategic goal in the digital age.
You were also among the region’s first agencies to launch a Data Science department. Is our market ready for data-driven communication?
Although it takes time for the technology shifts taking place in the global marketing and media industries to take root in our country, the transformation is indeed happening throughout the region and equally applies to using technology and changing competences and automating processes. We launched the Data Science department already last year, introducing changes to our workflows with a view to helping our partners solve business issues. Our Data Science department is able to analyze large sets of data and develop different methods — from data visualization and advanced data science analyses to machine learning. And this is exactly where united solutions move front and center — both communication and business solutions for our partners are based on in-depth insights. We hope that our pioneering step forward — which encompasses the agency’s transformation of sorts — will serve as an example to other agencies for transforming their businesses, and then we’ll be able to work together in an effort to educate not only the markets in Serbia but in the entire region, as well.