In an era of constant social, economic, and political crises, reputation has become the key asset of every serious organization and the driving force behind long-term success. This presents a significant challenge for the entire communication industry. We discussed these challenges, as well as the necessary new approaches in the industry, with Nina Išek Međugorac, Executive Director of Val Group, which consists of four agencies: Alpheus (public affairs), Produkt (experiential marketing), Jedinica (brand management and digital communication), and Val Group (communication management).
Media Marketing: If the morning shows how the day will unfold, how has 2025 started for Val Group? How has Val Group adapted to a world that no longer plays by the old rules?
Nina Išek Međugorac: Entering 2025 marks the completion of Val Group’s strategic transformation – we have become the largest strategic communications consultancy in Croatia. With our new office in Sarajevo, we are significantly strengthening our regional influence. However, our transformation is not just about growth; it reflects a deep understanding of the current global context and the crucial role that strategic communications play in shaping the future.
We live in an era of continuous crises – pandemics, wars, inflation, economic and social boycotts, mental health crises, and distrust in institutions and corporations. All these factors are changing the rules of the game. Reputation is no longer just a matter of image – it now determines survival. In the attention economy, where changes happen faster than ever, reputation becomes the key asset of every serious organization. Our success will be measured by our ability to protect, build, enhance, and capitalize on this crucial strategic resource.
That is our greatest challenge: in a world where trust is hard to earn but easily lost, our job is to ensure that reputation is not just a shield but also a driver of long-term success.
WE ENABLE OUR CLIENTS TO GROW IN TIMES OF CONSTANT CHALLENGES
Media Marketing: What does Val Group’s transformation bring to the field of communications, and what does it guarantee to its clients?
Nina Išek Međugorac: We have evolved from a traditional PR agency into a consulting firm offering a 360° approach to strategic communication. With over 20 years of experience in both agency and corporate sectors, our multidisciplinary teams – consisting of experts in crisis communication, digital transformation, brand strategies, lobbying, and creative campaigns – enable our clients to thrive in times of constant challenges.
Business decision-making has become significantly more complex, requiring communication professionals to have a deeper understanding of the environments in which we operate, as well as a broader range of specialized knowledge. This is why the role of communication advisors today is primarily strategic, and our expertise has never been broader.
There is no one in the region today who can offer this level of integration and expertise in one place – and that is precisely where we see our greatest opportunity. In a world where reputation determines success and crises arise without warning, it is no longer sufficient to view communication through a single lens – whether creative, political, social, or sales-oriented. Reputation management requires a holistic, strategic approach that integrates all these perspectives into one powerful idea.
This is what Val Group brings: a unique ability to connect all business units into a single corporate/brand narrative that is resilient to all challenges. In this way, we ensure that communication is not just a tool but a driver of our clients’ long-term success.
Media Marketing: It is not a conventional path for a PR agency to establish a creative agency. What is behind Val Group’s decision to expand into creative services, and what does Jedinica bring to the table?
Nina Išek Međugorac: It is indeed an unconventional step, but for us, it makes perfect sense. PR professionals are masters at understanding context and audience, knowing how to craft a story that hits the core and makes a message relevant and persuasive for all key stakeholders.
At a time when technology and trends are evolving faster than ever and consumers are bombarded with thousands of messages daily, creativity that ignores the real world and business challenges simply does not work anymore. That is why we founded Jedinica, our new creative agency, with a clear mission – to simplify the complexity of the times we live in.
In today’s oversaturated market, simplicity is the key to successful communication. Brands that cannot clearly express themselves disappear, while those who maintain a simple, recognizable voice have greater market value. Helping brands be heard, understood, and loved – that is our mission.
To take this to the next level, Dražen Novak has joined the Jedinica team as Creative Director, led by Marko Janković. Dražen’s experience from leading agencies such as Saatchi & Saatchi, Imago, and Bruketa&Žinić has further strengthened Val Group by integrating strategy, creativity, and market relevance. His signature style brings creative execution with a distinct clarity of message.
In a world that is becoming increasingly complex, less is more. Brands must not be generators of communication noise – they need simple, clear, meaningful, and long-term narratives aligned with their strategy. And that is precisely what Jedinica does best.
Media Marketing: Why is Bosnia and Herzegovina the next strategic step for Val Group?
Nina Išek Međugorac: Bosnia and Herzegovina is a market full of opportunities, but also unique challenges – a fragmented media landscape, complex political and economic dynamics – all of which create a constant need for strategically driven communication.
For the past two years, we have been actively working in Bosnia and Herzegovina, collaborating with established clients from both the private and public sectors. Opening an office in Sarajevo was a logical step – further strengthening our presence and providing even stronger support to a market that demands thoughtful and long-term solutions.
However, our goal is not just to provide a service – we want to actively contribute to strengthening the communication industry through professionalization and knowledge development. The Sarajevo office is already operating in synergy with our team in Zagreb, and our priority for 2025 is to lay the groundwork for expanding the local team.
We see this as an opportunity not only for Val Group’s growth but also for great synergies of knowledge and experience between both markets.
TRUST IN KEY SOCIAL INSTITUTIONS AND BUSINESS ACTORS IS DECLINING
Media Marketing: You are now conducting your fifth annual study of Nulti Kvadrant, through which you analyze the attitudes, beliefs, fears, and expectations of the Croatian Citizens. What are the latest trends, and how should companies adapt their strategies for the future?
Nina Išek Međugorac: We launched the Zero Quadrant research because we believe that without a deep understanding of the social context, there can be no quality strategic decisions. Today, in an era where crisis has become a constant, this context is more important than ever. The latest results of our research, published at the end of last year, reveal a worrying trend – trust in key social institutions and business entities continues to decline. Out of the 20 sectors we analyze, none have recorded an increase in trust. Only 14.3% of citizens trust government institutions, the same percentage applies to insurance companies, while only 20% trust banks. Citizens are demanding greater transparency and social responsibility, especially from large corporations. Even more alarming is the fact that only one in ten citizens believes that companies act in the interest of society.
Additionally, rising prices are putting pressure on citizens at every turn – they increasingly feel that their earnings are insufficient to cover even basic living costs, while at the same time, they see the private sector and the state budget profiting from this situation. This is not just an economic issue but also a political and social problem. These findings clearly show that traditional approaches are no longer sufficient. Both the public sector and private companies must take more concrete steps toward greater accountability and transparency toward all their stakeholders and users.
Media Marketing: With over twenty years in agency and corporate careers, where do you find your inspiration, and what drives you most in this field?
Nina Išek Međugorac: I believe our biggest task is to change the social narrative – shifting from a world obsessed with profit and competition to one where people, the environment, and the community are at the forefront. I have always found inspiration in this change of perspective. Communication is not just a decorative element that is often perceived superficially; it is the essence of every organizational system.
In today’s world, where the public is increasingly critical and vocal, communication must be based on authenticity, responsibility, and sustainability. As communicators, we have both the opportunity and the responsibility to shape these foundations. Our industry needs to learn to listen more, research more, and challenge the status quo.
Throughout my career, I have often encountered responses such as “this is not possible” or “this has never been done before.” However, my philosophy in life is that if something has not been seen before, it does not mean it is not good or unachievable. Every major change begins with an idea that may initially seem impossible – but it is precisely that impossible that motivates me to constantly seek new solutions and give voice to the changes we need in society.
INSTEAD OF INNOVATION, WE OFTEN SEE REPETITION OF THE SAME PATTERNS
Media Marketing: What is your critical view of the communications market, and what can we expect in the future?
Nina Išek Međugorac: The communications market today suffers from excessive conformity. There is a lack of courage to push boundaries. Instead of innovation, we often see the repetition of the same patterns – short-term initiatives, adaptations rather than the creation of something new. Solutions are shaped according to the expectations of the masses, rather than setting new rules of the game that move us forward as an industry.
Sometimes, it seems to me that the biggest mantra in the industry is The desire to be liked by everyone, and when everyone likes you, it means you have limited your own creativity and have not fulfilled your full potential.
Media Marketing: How else can the communications industry, aside from participating in organizations’ strategic decision-making, contribute to the business sector and society?
Nina Išek Međugorac: In today’s society, faced with challenges too great for individuals to tackle alone, collaboration is key. The communications industry possesses the necessary skills ž it can teach people how to listen again, motivate them to collaborate, and encourage dialogue that leads to concrete social change. At Val Group, we understand this very well, which is why we have organized two major communication forums focused on strategically important topics for our society – health and tourism.
For example, last year, through the HealthComm Forum, we reached a consensus on key goals we want to achieve in healthcare – goals that must be part of a broader social agreement, beyond the scope of a single political mandate. Health is becoming a strategic national resource on which our long-term success depends.
This year, we also plan to organize a third thematic forum, the Geothermal Investment Forum, bringing together experts, government officials, and representatives of international organizations. The goal is to explore the potential of geothermal energy in Croatia while fostering collaboration that will enable greater social and business progress. This kind of engagement from the communications industry can provide answers to current challenges, but also help anticipate and shape the future.
Media Marketing: How do technological changes, particularly the rapid advancement of AI tools, impact communication professionals?
Nina Išek Međugorac: Artificial intelligence is bringing significant changes to our industry, but we do not see it as a threat. Instead, we view it as a tool that enhances our work in certain areas. This means that AI cannot replace years or decades of expertise and knowledge required for strategic or creative thinking, but it can be an excellent “co-pilot” that helps us manage our time more efficiently.
This implies that we will spend less time, for instance, on data analysis, allowing us more space for “smarter” tasks and the creation of strategically thought-out communication solutions.
