By: Ekrem Dupanović
Although better known to the public for her musical performances, Mirela Laković’s appearances on the marketing scene, which are equally characterized by commitment, zeal and energy, definitely deserve attention. After graduating in 2006, her first professional engagement was at Fabrika, one of the leading agencies in the Bosnian and Herzegovinian market, where she currently holds the position of Account Manager. Working with almost all departments, Mirela has thorough knowledge of how each area of the agency operates, but also how to run them at full capacity and coordinate them on complex projects.
Communicative and eloquent, Mirela clearly defines and presents the goals and objectives of a project, and her positive energy has a motivating effect on the people around her. Engagement and chatting with her is bi-directional, making her accessible and open to communication. In unpredictable situations where general rules and solutions often do not apply, she demonstrates the ability of creative thinking, resourcefulness and rapid decision-making. Some such situations include short, almost unrealistic deadlines for the completion of projects, but Mirela plans her time well, which, combined with her dedication to her work, always results in meeting the deadlines of the tasks at hand.
MEDIA MARKETING: Are you in the communication industry because you like the job or because you simply have to do something?
MIRELA LAKOVIĆ: I don’t think I could permanently do a job that I don’t like. I have been in the communications industry for almost 10 years now and I am almost certain that this will be my career for life. Jobs related to communication are always open, living forms, in which you can never be bored and in which we constantly stumble upon new challenges. The times and the rules are rapidly changing and we are forced to constantly learn and discover new methods and ways in which we can continue to sail and continue to prosper.
MEDIA MARKETING: What do young leaders need to learn and adopt, unquestionably, from their older colleagues?
MIRELA LAKOVIĆ: Following new trends, monitoring the competition and constantly listening to the feedback and needs of consumers. Never waver. I think that in any business, including this one, the most important thing is to be flexible and open to new forms. The most important thing that I’ve ever learned from my older colleagues is the positive attitude, the patience they have even in the most difficult business (but also life) situations, as well as the fact that there is always a solution. I have learned that in teamwork and cooperation lies the key to success. Self-sacrifice, which stems from love for one’s job, is also one of the most important areas that leaders should develop and promote among their employees / colleagues.
MEDIA MARKETING: And what should be definitely discarded from that legacy?
MIRELA LAKOVIĆ: I think it’s important to try to prepare for crisis situations, to try to consider them in advance, to detect a potential problem on time and try to protect yourself from potential consequences before they occur. It seems to me that most companies don’t pay enough attention to contingency plans. Avoiding dealing with potential problems is human nature, but in business it can bring enormous negative consequences if you don’t face the problem on time and don’t react to its first signs.
MEDIA MARKETING: Knowledge or experience, which is more important and what is the best way to intertwine these two unavoidable aspects of work and creativity?
MIRELA LAKOVIĆ: I would say that experience is of crucial importance for development in all areas, because knowledge is gained through experience, while experience can’t really be gained through theoretical knowledge. Of course the ideal scenario would be to learn and at the same time practically apply what you’ve learned. If, however, you are looking for a handyman and you have a choice between a person who has read books about tightening nuts and a person who has already tightened hundreds of them, I believe you will rather choose the latter. The question now is how will the young, who have no work experience, find a job?! The experience doesn’t have to be decisive, we all started somewhere without practical experience, but it’s important to be prepared to gain experience through practical work. I believe that young people with no experience shouldn’t (not to say mustn’t) refuse to volunteer and do any jobs that might be useful for them in the future. Because the more we know, the more experience we have. Even in things that aren’t necessary for the job we do, it makes us more complete, broader, more open and more prepared for the future.
MEDIA MARKETING: What would you advise for your peers? To join you in this industry or to try to find a better job?
MIRELA LAKOVIĆ: No job is better or worse than another. It’s important that we find ourselves in the work we do; that it fulfils us and makes us learn and progress. For me, dealing with communications work is first and foremost fun and challenging, and I think that by working in an advertising agency you can acquire great experience in business, because we are constantly in contact with a variety of industries and the needs of our clients and their target groups. Sometimes we can use common methods and approaches, but it’s often necessary to come up with new ways and to push the limits. It’s the same as when we want someone to fall in love with us. Sometimes to charm that person is as simple as a single smile, but sometimes we need to make an effort to even be noticed by that person. One thing is for certain, if you are adventurous and like changes, if you love to work, learn and have fun at the same time, if you love to explore the world and your own capabilities, then this is the job for you.
MEDIA MARKETING: How do you see the future of advertising and PR?
MIRELA LAKOVIĆ: Through PR we build a brand. Through advertising we keep it alive through constantly reminding people of it. Both are therefore communication tools necessary in this industry. However, it seems that in a time of overabundance of advertisements, PR is gaining importance because it uses a less intrusive, closer and more targeted approach to communicate a product / service. If we think about it from our own standpoint, we would admit that we are also more susceptible and trusting of the comments and recommendations of our friends and relatives when it comes to buying a particular product, rather than deciding on our purchases based on advertisements seen on television. We read blogs and PR stories and invariably check the customer comments below the advertised product. We remember the socially responsible activities of a brand and always place more trust in the voice of a satisfied or dissatisfied consumer than in the voice of an ad. But, to be honest, we also remember creatively designed ads that stir emotions within us! On the other hand, the transparency of social networks has turned communication into a double edged sword. We are able to communicate directly to each individual of our target group and to adapt communication (as well as the product / service) to their needs, but it takes only a single negative reaction from any of those individuals to shake the confidence of other consumers and to bring the status of the brand into a crisis. Communication is no longer one-sided and general, but transparent, detailed and very sensitive. How much has been invested in the campaign no longer matters as much as how creative and innovative its design is, or which communication channels have been selected. I believe that PR is gaining in importance and that creativity in the manner of communication provides the only possibility to gain the attention of consumers. In this business we must always think ahead; look for different, new solutions, try new things and be willing to risk.
MEDIA MARKETING: You have an important professional advantage. You are brilliantly active and record great successes in your other passion – music. How much does this help you in your primary field of work?
MIRELA LAKOVIĆ: Through engagement in music I’ve gained a lot of experience on the stage, so public performances are only a pleasure for me, not a stressful situation. I think that’s important for someone who deals with communication affairs – that they don’t have stage fright and that they are comfortable when working with the audience. I’ve also built good relationships with the media, which is extremely useful for the work I do.
MEDIA MARKETING: The pinnacle of your music career so far was the appearance with your brother at Eurovision, which was well received not only in the region but also beyond. What will you most remember and what have you learned from that experience?
MIRELA LAKOVIĆ: That period was very tiring and stressful for us, so we didn’t get to fully enjoy the popularity and the attention we had, or to take advantage of all the opportunities that were offered to us. I remember the last beats of the song in the final appearance when, in addition to the thunderous applause of the audience, I heard only my thought: “It’s finally over!” However, we’ve learned a lot about show business. We’ve learned that you should take advantage of all the opportunities that life gives you, because they easily pass us by while we are preoccupied with the past or the future.
MEDIA MARKETING: So, a manager and a musician. Each of those passions demands one’s whole being and time. How do you manage time? How do you organize your day? How many hours a day, or days a week do you spend in order to achieve everything that you would like to do?
MIRELA LAKOVIĆ: It’s amazing what you can do in just one day, if you plan your time well. Last year I enrolled in the Business Academy and was worried about having the time to study and learn with all my other obligations. I convinced myself that it was possible without such a great effort, and that it only takes good time planning. Sometimes it’s even planned in minutes. From waking up early and going to the gym, to long hours at the agency, I still get to do some recording or an interview, visit friends and finish the day in front of the computer, preparing for exams. And at the end of the day I’m not so much exhausted and tired as I am proud and pleased that I was able to do everything I wanted.