CEOs and management representatives from agencies that are part of HURA recently gathered in Rovinj to discuss the challenges and future of the industry. In addition to their annual membership assembly, they had another important reason for coming together: HURA is celebrating 25 years of successful operations. We spoke with Jelena Fiškuš (Studio Sonda), who recently marked her first year as CEO of HURA, about the organization’s history, achievements, and what lies ahead for Croatia’s communication industry.
MM: HURA is celebrating a quarter-century of activity. What would you say has been the biggest shift in the market and for HURA itself over the past 25 years? How has the industry and agency business evolved in this time?
Jelena Fiškuš: The most significant shifts have come from technological advancements, digitalization, and market globalization. We now live in an era of data, quick reactions, and constant changes in communication channels. Over time, the industry has had to adapt to digital transformation, transitioning from traditional advertising to multi-channel campaigns, artificial intelligence, and personalized marketing.
Today’s agency operations are far more agile and focused on measurable results. In a content-saturated world, creativity is no longer just a tool; it’s the key to authenticity, connecting with people, and driving meaningful change. We tell stories that inspire, raise awareness, and give back to the community. Creative projects have become socially engaged, bringing critical issues to the forefront, from sustainability to inclusivity.
From a small community, HURA has grown into a true umbrella organization that brings together some of the best agencies and sets standards of excellence in the industry. We are proud of our role in education, connecting people, and promoting the profession.
Dunja Ivana Ballon and Jelena Fiškuš at the ceremonial celebration of HURA’s 25th anniversary.
MM: In your view, what are the biggest challenges the communications industry is currently facing, and how are you addressing them as individuals, agencies, and through HURA?
Jelena Fiškuš: The main challenges are content saturation, increasing pressure for immediate results, and changing consumer habits. Additionally, attracting and retaining talent—particularly young professionals seeking flexibility and more challenging projects—has become more difficult. AI tools pose another challenge, as they are redefining the role of creativity, but we see them as a range of new opportunities.
Continuous education, collaboration with academia, and advocating for the importance of our profession are vital components of this puzzle. Through HURA, we provide a platform for joint initiatives, sharing experiences, and creating projects that raise industry standards.
MM: Last year, communication agencies within HURA experienced 12% revenue growth. What changed in the market to make this growth possible, and what do you predict for the communications industry in 2025?
Jelena Fiškuš: The revenue growth resulted from the return of advertising investments after challenging pandemic years, digital expansion, and an increasing need for strategic communication in a complex business environment. Creative and digital agencies have demonstrated their ability to adapt and deliver high-quality, measurable solutions.
In 2025, I expect continued growth, with a stronger focus on personalization, AI tools, and sustainable projects.
MM: Digital, AI, social media… Where do you see the biggest growth opportunities in the coming years? Which channels and formats have the most room for improvement today?
Jelena Fiškuš: The greatest opportunities lie in further developing AI for personalized user experiences, interactive content, and leveraging data for decision-making. Video content, especially short formats, is dominating social media and has room for further growth. Additionally, podcasts and audio content are becoming increasingly popular among targeted audiences.
Digital platforms offer innovative engagement opportunities, and I believe technological advances will enable further development of interactive and immersive formats. Creative formats that engage and connect people—interactive content, immersive experiences like AR and VR campaigns, and audiovisual formats that convey emotion—have immense potential.
Dunja Ivana Ballon and Jelena Fiškuš at the ceremonial celebration of HURA’s 25th anniversary.
MM: Creative talent is in high demand, while AI tools that mimic creativity are becoming increasingly sophisticated. What takes precedence?
Jelena Fiškuš: AI tools can accelerate processes, enable analysis, and create certain content, but creativity comes from the human spirit—from emotions, understanding context, and the ability to tell authentic stories. AI is an excellent tool that makes creatives more efficient, but it cannot replace originality and ideas that inspire.
Ultimately, the synergy between humans and technology prevails—AI as a support system and creativity as the core of successful campaigns. The key is knowing how to use AI as a tool while drawing ideas from one’s creative authenticity. AI speeds up processes, but human passion and vision give them meaning.
MM: For the next successful 25 years of HURA and its member agencies, how can we retain young talent in the industry and keep them motivated? What principles guide your work?
Jelena Fiškuš: Young people want purpose, flexibility, and opportunities for growth. It is crucial to provide continuous education, creative projects, and a healthy work environment that fosters innovation and idea exchange. As an association, we promote the importance of the profession and bring it closer to aspiring young talents through education and collaborations with international and local experts.
Personally, I believe in the principles of inspiration, trust, and freedom—creating an environment where people feel valued, have opportunities for growth, and can create without fear of failure. Creativity is our greatest strength and a way to leave the world better than we found it—that’s what I want to instill in future generations.
MM: This past year has been particularly significant for you, as it marked your first year as CEO. Among all the projects HURA undertakes and everything you’ve worked on, what stood out the most for you?
Jelena Fiškuš: HURA has grown to 63 member agencies, and the current Board’s work will also be marked by the revision and systematization of all previously established procedures and regulations. This has become necessary given the changes in processes and the increase in membership since they were originally created, often without any need for some of them at the time.
As someone who works in creativity, terms like procedures and regulations can initially cause a mental “tilt,” but understanding their purpose—opening HURA to its members—is exciting. What we are and what we will become is something to look forward to.
During this process, direct feedback from members meant the most to me. I enjoyed it; I am always fascinated by the mutual respect among colleagues, the eagerness for socializing and exchanging experiences, and the initiative to work together on market regulation, despite often being competitors and racing against time.
Additionally, my first year as CEO was marked by the 10th anniversary of the Days of Communication, a festival whose program and energy I always find inspiring, and HURA’s 25th anniversary, which we celebrated in style. These significant milestones will remain memorable, particularly as we enriched DK with excellent new content such as the Midnight Stage, new formats, and compelling topics and results.
At the 25th-anniversary celebration, we were joined by most of the previous CEOs, and it was an honor to applaud those who have invested so much time and effort to help HURA’s story grow and thrive. After these wonderful retrospectives, we now turn to the future—full speed ahead with many surprises and great things to come!
Some of the CEOs of HURA over the years gathered at the ceremonial celebration of HURA’s 25th anniversary.
