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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

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    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

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    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Interview

Mario Lovrić, Managing Director UM Zagreb: Key to agency-client relationships is mutual trust

We talked with the head of Croatia's most efficient media agency about the keys to effectiveness, client-agency relations, state of the market and prospects for the future!

03/06/2019
in Featured, Interview
5 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Adnan Arnautlija

UM Zagreb is Croatia’s most effective media agency according to Effie and WARC benchmarks. No small feat, and the illustration of this is the fact that UM Zagreb is the only media agency that has succeeded in making its way into the company of creative, digital and PR agencies which traditionally and sovereignly rule these lists in Croatia.

Where lies the key to this success? How difficult is it to achieve it on the Croatian market and how will they defend their leadership position? And how much leverage do awards have in building relationships with clients? We decided to ask these questions to the Managing Director of UM Zagreb, Mario Lovrić.

Last time we talked to Mario was back in 2015, so we used this opportunity to find out more about the state of the media market in general and the directions for the future.

MM: According to Effie Index and WARC, UM Zagreb is the most effective agency in Croatia. What is the key to achieving award-winning effectiveness?

Mario Lovrić: Our experience shows that for efficiency in this business it is crucial to build a quality communication strategy based on high-quality data analysis, and to keep consistency over the long term while performing advertising activities. Of course, if we talk about a longer period of time, advertising solutions and advertising approaches must be periodically refreshed according to current trends, but always taking into account that there is a recognizable thread that connects them based on the strategy mentioned above. Overnight success achieved by accident and through some impromptu approach is almost always very short lived.

MM: What kind of a role do long-term relations with clients play when building effective communication?

Mario Lovrić: Long-term relations with clients are important, of course, but the true key for agency-client relations is the mutual trust. Agency will always produce its best work for a client that trusts her, and gives her the space to answer their business challenges from a position of expert authority in the field in which it operates.

Also, the agency needs to ‘feel the pulse’ of the client, understand the business interests of their company, but also the professional ambitions of every client personally. Time is certainly a helping factor in building such a trust-based relationship. We at the UM Zagreb are proud to say that we’ve been collaborating with some clients, such as Coca-Cola and Zagrebačka brewery, for more than 25 years now.

MM: You are the only media agency in top 7, otherwise populated by creative, digital and PR agencies. Why are there so few media agencies in the top, and what makes you different than others?

Mario Lovrić: I would dare to say that our business model, which is very result-oriented and focused on meeting the commitments we’ve undertaken, attracts those clients who have ambitious goals, and are looking for a partner that matches their business culture in order to reach those goals.

We love to compete, not just for festival awards, but in everyday work. I’m sure our clients feel and appreciate that, because it brings them results. Setting ambitious goals is in our DNA, which ultimately, together with quality strategies and dedication to implementing them, yields results.

MM: How is the state of media market in Croatia, and where would you place Croatia in relation to the world?

Mario Lovrić: We have to be realistic and admit that we still lag behind the more developed and larger markets in terms of opportunities in the media market, but there is reason for optimism, stemming from the increasing speed of transference of the latest trends to our market. I see the greatest room for improvement in the content being offered in the media, which are still not sufficiently “targeted” and we are often forced to address our messages to a too large population. Thus, our messages reach those who are not relevant, which causes the feeling of oversaturation with advertising.

MM: Is there something lacking in Croatia’s media market?

Mario Lovrić: In my opinion, the media market here is missing more options and advertising formats. At present, in some segments we have some technical constraints or we simply don’t have the option of wider choice. But as part of a global network of agencies, we have this great advantage because we have at our disposal emerging technologies from the strongest markets. I am optimistic because there are more and more new formats and new ideas on the media market, and I am convinced that progress will be increasingly more intense and that we will need less and less time to transfer the best trends from more developed markets to ours.

Also, I think that, in the sense of mentality, there is a general lack of a bit more courage to challenge the status quo and take risks. Just because we are a relatively small market, I think we need to be more open to new ideas, approaches and take risks, especially in advertising that can certainly be a generator of good business stories.

MM: What is the direction in which media market of Croatia will develop in the future? What are the trends that will shape it?

Mario Lovrić: Technology is changing the media environment at ever faster pace. Adaptation to all available new technologies will be crucial, as technology redefines interaction of the audiences with the media. In this context, it is important for an agency to recognize the opportunities offered by technology and to use it to achieve the business goals of its clients through communication. Traditional media such as OOH, TV, radio, are increasingly opening up to digitization, and therefore the static media environment that we once knew is becoming a thing of history.

It will be all the more important to know how to look at the broader picture and to identify how to build a brand image in this environment which has ever more stimuli for our brains. The world is spinning faster and faster, and as people say, we can’t see forest from the trees. In order to stand out in this forest, it is key to send the message with relevant content, in relevant format, and do so at appropriate time and in appropriate environment. Everything else, our brain will perceive as ‘spam’. Our job is to ensure that as few as possible of our clients’ messages end up in spam.

MM: How does UM Zagreb plan to justify its role of market leader this year?

Mario Lovrić: We plan to defend our position, not by “standing” in place, lulled and complacent with what we achieved. We are making considerable investments in tech, research, data, and we place great emphasis on education of our staff to the latest trends in the market. We work a lot on our corporate culture and organizational atmosphere, trying to create ideal conditions for our employees, so they could give their maximum for the clients. We are certain that our great effort in these segments will bring results.

Tags: CroatiaEffieMediaUM ZagrebWarc
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