It’s been nearly three months since Miša Lukić moved from Belgrade to Dubai, where he and his friends and partners have launched a company aiming to make a difference on the global stage.
When he called me to share where he now lives and works, my first thought was: why? In Belgrade, he had everything – a great agency, amazing colleagues and partners, and plenty of work to keep him busy. After leaving Publicis Groupe and selling his shares, he was financially secure for several lifetimes. He lived and worked in a city he loved and where he was highly respected. There were countless reasons for Miša to enjoy the fruits of his labor in Belgrade.
But no. He packed up and moved to Dubai, where he established a company set to change the world from the heart of global business. Lazar Džamić calls this “the itch of standing still.” That’s Miša for you – never content to stay in one place.
He’s only ever called me twice, both times from Athens Airport. The first was to tell me he was leaving Publicis, asking me not to announce it until he informed his colleagues in Belgrade. The second was to say he was moving to Dubai to establish a company with which he plans to “conquer” the world.
“Life sometimes connects threads we’ve forgotten exist. My good friend Luai, with whom I worked at the same agency in the mid-90s, sent me an email when he heard I was returning to Dubai. It was a copy of an email I had written when leaving Kuwait, where I expressed my belief that I would one day return to the Middle East. I had completely forgotten about it, but it’s proof that our thoughts sometimes build bridges to futures we can’t even imagine.
I vividly remember that dynamic and inspiring period of my life in Dubai. I led one of the Leo Burnett agencies during a time of exceptional energy and growth. Back then, Dubai wasn’t what it is today, but it already had that distinctive energy of a city on the rise—a place where dreams could realistically become reality,” says Miša.
DEEP GRATITUDE AND EXCITEMENT FOR RETURNING TO DUBAI
Media Marketing: What was your dream?
Miša Lukić: My long-time friends know that I often choose places to live and work where my dreams have the greatest chance of becoming reality. Looking back, it might seem unusual, but 25 years ago, I returned from Dubai to Serbia to fulfill a dream. That dream was to have my own agency—to create a company where employees would come every day with joy and excitement, knowing they were part of something meaningful and inspiring.
I wanted clients to see us as a source of creativity and a reliable partner in achieving their business success. I also dreamed of the agency having a broader purpose—to help those in need, support humanitarian initiatives, and leave a legacy beyond business itself. I achieved that dream. I lived it for many years and even exceeded some of my biggest aspirations.
Today, as I reflect on my return to Dubai, I feel deep gratitude and excitement. Gratitude for the chance to come back with richer experience, a clearer vision, and renewed energy to create something authentic and significant. Excitement, because Dubai is not just a place to return to; it’s a symbol of new opportunities and challenges. Or, as I like to say, this is my Dubai 2.0.
What excites me most is returning now as the founder of my own company, launched with close friends and partners. I came to Dubai with a clear goal: to launch a global startup that can make a difference on the world stage. Dubai is a place where ambitions are not only realized but constantly elevated. Here, everything is possible, and that energy inspires us to aim for something big – something that will leave a mark.
Media Marketing: Why now? Was the decision a result of long contemplation, or did specific conditions align for a new beginning? Or were you simply ready for new challenges?
Miša Lukić: From this perspective, the idea of leaving Serbia probably started forming within me years ago, but I wasn’t ready to accept it rationally. Founding a business design company was my long-time dream. It’s why I left Publicis Groupe, which holds only fond memories for me, to embark on a pioneering venture—to create a global business design company from Serbia.
Through New Startegy, we completed over 60 projects in recent years in Serbia, the region, and Western Europe. However, my vision of Belgrade as a global hub, with company offices worldwide, didn’t materialize. Honestly, it was overly optimistic to believe that something as novel and comprehensive as business design and innovation—our core product—could develop on a global level from Serbia.
I invested considerable effort, energy, and money. While praise and successful projects were encouraging, they weren’t enough to turn the global vision into reality. Facing the fact that it was time for the next step wasn’t easy, but it helped me realize that if I wanted to achieve what I envisioned, I had to do it where the chances of success are significantly higher.
When I and my partners began developing new startups with global ambitions, it became clear that I couldn’t repeat the mistake I made with New Startegy. Global ambitions can’t thrive without the support of a global environment.
The decision wasn’t impulsive – it matured within me over years – but for many around me, it seemed sudden, as I hadn’t shared it with anyone. I told my wife Dragana about it only during our vacation in Greece this year and revealed it to my closest team and partners in September. Although it might have seemed abrupt from the outside, the decision had been slowly taking shape for years.
DUBAI IS A HUB WHERE PEOPLE AND COMPANIES ARE HUNGRY FOR BOUNDARY-PUSHING SOLUTIONS
Media Marketing: What can Dubai offer you that you haven’t had before?
Miša Lukić: Dubai is a place where dreams are not only realized but surpassed. It is a city where clients are not only open to new ideas but actively seek them because they want to be part of what’s next. In such an environment, New Strategy and our startup, Brand Sapiens, have the perfect conditions to thrive and take off.
Dubai is a hub where innovation is valued, where people and companies are hungry for solutions that push boundaries. Here, our Brand Sapiens, which humanizes brands using generative artificial intelligence, can become a global leader in the new era of communications. It is a place where our work isn’t limited to a local level – every idea is immediately tested and applied on a global stage.
Beyond market opportunities, Dubai offers an invaluable ecosystem – a community of people from all over the world who think progressively, act swiftly, and value the importance of collaboration. It’s a city where clients boldly embrace innovation, investors recognize value before it becomes evident, and regulatory frameworks allow for efficient adaptation and implementation of changes. Investments in new technologies are not just supported here – they are a top priority.
And, of course, what makes Dubai unique is the city’s energy – its relentless ambition to be the best. Not just in its region but globally. That spirit inspires me to continually aim higher, to elevate the projects I will lead from Dubai to entirely new levels. In Dubai, I have access not only to top-tier resources and a massive market but also to a global collective of visionaries this city attracts. This combination allows the projects I’ll lead from Dubai not just to survive but to grow exponentially and make a lasting impact on the global stage.
WE ARE LAUNCHING OUR HIGHLY ANTICIPATED STARTUP, ‘VETIFIER,’ EARLY THIS YEAR
Media Marketing: How do you specifically plan to work? What’s new that we can expect?
Miša Lukić: I plan to focus my energy in the first year on two key projects – Brand Sapiens and expanding the New Strategy network – while supporting our startup Vetifier, which we are launching in the U.S. this year.
Brand Sapiens is my priority and vision to which I am fully committed because I believe that brands should not only communicate but also think and show empathy for the needs of their users, the broader community, and the world around them. This is why I believe Brand Sapiens has the potential to transform the essence of brands, turning them into authentic and empathetic protagonists with genuine connections to their users – whether they are consumers, employees, partners, or investors.
My goal is for brands to become conscious and responsible actors – personalities that not only understand the needs of their users but also actively contribute to positive change, inspire individuals, improve society, and support the preservation of the planet. That’s why I see Brand Sapiens not just as a startup but as a revolutionary concept combining advanced artificial intelligence with a deep understanding of brands and their roles in people’s lives.
This is not just about technology, although Brand Sapiens is based on the most advanced generative artificial intelligence. It’s a complete redefinition of the brand’s role in people’s lives. Imagine a brand that not only answers questions but proactively understands the needs, thoughts, and feelings of its users. A brand that not only speaks but listens attentively, responds empathetically, and leaves a strong impression of authenticity and genuine care. The goal is to build relationships not based solely on transactions but on trust, long-term connections, and experiences that make the brand relevant, relatable, and truly meaningful to people.
In addition to developing Brand Sapiens, I plan to expand New Strategy’s portfolio of clients and services. I will focus on helping companies transition to modern business models, launching startups, and creating solutions that deliver tangible value on a global level.
Early this year, we are launching our highly anticipated startup, Vetifier – a project my partners and I have invested years of knowledge, energy, and resources into. This is a pivotal moment for us, as we open the doors to key markets like the U.S., where we see enormous potential for growth and global impact. The project already has a dedicated and skilled team working on it, so my involvement will mainly be on a consultative level. However, from Dubai, I will provide all the necessary support to ensure this startup successfully takes off and reaches its full potential.
BRAND SAPIENS FOR DUBAI CITY – A PLATFORM THAT FURTHER HIGHLIGHTS DUBAI AS A LEADER IN INNOVATION AND FUTURE VISION
Media Marketing: Are you planning to connect with a major global company, creating a new global empire? What exactly do you think you can offer to the world in a city that essentially exists for that purpose?
Miša Lukić: The main reason for my departure from the Balkans wasn’t a lack of investors or creative people – they exist. The key challenge was finding clients and brands ready to embrace non-traditional solutions. Our market, with some exceptions, is still conservative when it comes to innovations. I believe that here, in the UAE, we will find many clients and brands not only willing to accept innovative solutions but eager to participate in their creation.
My biggest dream this year is to create Brand Sapiens for Dubai City. My vision is to develop a brand that not only symbolizes the city but personifies its spirit of innovation, ambition, and connection with people. Brand Sapiens for Dubai City would be more than a recognizable project – it would become a platform that further emphasizes Dubai as a leader in innovation and future vision.
This project wouldn’t just present Dubai as a global leader but would position it as the city of the future, understanding the needs of everyone who makes it vibrant – citizens, companies, investors, and tourists.
I believe Brand Sapiens for Dubai can become a global model for how cities and countries communicate and connect with their surroundings. I will give my all to make this vision a reality because if there is a place where such an endeavor is possible, it is Dubai.
LOCAL EXPERTISE AND GLOBAL REACH
Media Marketing: What can clients of New Strategy Belgrade expect now? New ideas, connections with global partners, or something else?
Miša Lukić: My move to Dubai does not mean we’ve closed the doors in Belgrade. On the contrary, we’ve opened windows to the world. This is an opportunity for our ideas, projects, and visions from Belgrade to gain global context and value.
The first thing our clients in Belgrade and the region can expect is access to the latest insights and perspectives. Being in Dubai, the global epicenter of innovation and ideas, allows me to view our clients’ challenges from an entirely new dimension. The solutions we will offer won’t just be tailored to the local market but will incorporate the best practices and insights from the global scene.
Secondly, our clients will gain access to global partnerships. Dubai is a place where ideas connect with the right people and resources. Our team in Belgrade now has the opportunity to link its projects with key players from various industries worldwide, opening doors to collaborations previously out of reach.
Thirdly, as you know, innovations often require a change in perspective and the courage to take paths that others might not have tried. My work in Dubai will inspire us to be even bolder in creating ideas that bring real change and true value.
Finally, New Strategy Belgrade remains the heart of our operations. This is not a story of distancing but of expanding horizons. Our clients now have the chance to work with a team operating from both Belgrade and Dubai, combining the best of both worlds – local expertise and global reach.
My vision is clear: I want our clients not only to follow trends but to create them. Now, with Dubai as a new platform, I believe we will achieve that.
NAVAJO INDIANS DANCE UNTIL…
Media Marketing: How long do you plan to stay in Dubai? Permanently, or just until you feel satisfied?
Miša Lukić: I’ll answer this question with an instructive story.
There is a legend about the Navajo tribe, known for its connection with nature and spiritual rituals. It is said they possessed a rare power – they could always summon rain with their dance.
One year, a relentless drought struck. The sun mercilessly scorched the land day after day, month after month, without a single cloud in the sky. Rivers dried up, the earth cracked under the heat, and grass, once lush and green, turned into dry, lifeless straw. People desperately looked to the sky, praying for rain, but it didn’t come.
As the days passed and hunger and thirst began to take their toll, whispers spread among the tribes about the legendary Navajo tribe, hidden deep in forested valleys and mountains. Chiefs gathered and said, “If the Navajo tribe truly exists and if their power truly works, we must find them. Their secret can save our people.”
And so, they embarked on a long journey. Chiefs from various tribes traveled for weeks, crossing arid plains, dense forests, and steep mountains. When they finally arrived, they were met with a valley that seemed like a miracle – the land was green, streams flowed clear, and the people walked peacefully, as if entirely untouched by the drought ravaging the rest of the world.
They were greeted by the Navajo chief, a leader whose face bore the marks of time, with eyes that shone with wisdom and serenity. The chiefs bowed deeply and said, “We have heard of you. It is said that only your tribe can summon rain with your dance. We have tried, but our dances do not bring rain. Tell us, what is your secret?”
The wise chief observed them carefully, then said, “Show me how you dance.”
One by one, the chiefs stepped forward to show their dance. The chief from the east danced lightly, like a breeze caressing the grass; the chief from the north danced powerfully and energetically, like the wind rushing through the mountains; the chief from the south danced intricately and for a long time, with a rhythm full of dedication.
When they finished, the Navajo chief calmly asked how long they danced. The chief from the east said they danced for about twenty minutes to show respect; the chief from the north added that they danced for hours as a sign of perseverance; and the chief from the south proudly emphasized that they danced for days to demonstrate their dedication to their goal.
The wise chief listened carefully, smiled gently, and said:
“I understand. You all dance with great effort. But we Navajo dance differently.”
The chiefs looked at him, puzzled. “How differently? What is the secret?” they asked.
The chief looked into the distance, towards the sky, and spoke words that remained forever etched in their hearts:
“There is no secret. We dance until the rain falls.”
And so I will keep dancing in Dubai until the rain falls – until my vision is fully realized. I believe that is the only true way to turn any dream into reality – with perseverance, dedication, and faith in one’s goal.
