Media Marketing introduces the LBS-TEAM Communication and Marketing agency. Through an interview with Željko Subašić, the director of the LBS Team, we explore how the agency operates across a multitude of markets daily – from Ljubljana to Astana.
The LBS Team was founded in 2009 as an agency specializing in public relations, advertising, and digital communication. Its members are experts with years or even decades of experience in public relations, digital communication, and social media analytics across sectors like telecommunications, ICT, retail, chemical and pharmaceutical industries, public sector, international TV channels, film production and distribution, renowned tourism and hospitality businesses, publishing houses, NGOs, political parties, and EU or other internationally funded projects. Their clients come from the USA, Europe, and Eurasia. The LBS Team also provides training in crisis communication, public speaking, and the use of social media for marketing campaigns and corporate communications. Additionally, it coordinates numerous activities and projects in corporate social responsibility (CSR) and philanthropy.
With experienced professionals, international partners, and subcontractors, the LBS Team has executed large media and digital campaigns for global companies across different countries simultaneously. Its members have extensive experience in the ICT sector, with a client list that includes international giants like Sony, Sony Mobile, Microsoft, and Tele2 (a Swedish telecom company), as well as Microsoft Development Centers in Serbia, Prague, and Estonia.
MM: You operate in diverse markets and collaborate with clients from various industries. How do you maintain efficiency and high-quality work in such a dynamic environment?
Željko Subašić: Broad regional presence is both a challenge and a significant advantage. The key to success lies in the trust we build within our teams and with our clients. When you trust the people you work with, you establish a foundation for open and two-way communication. Our offices are in Serbia, Croatia, and Slovenia, while colleagues cover markets in Albania, Bosnia and Herzegovina, Bulgaria, Estonia, Georgia, Latvia, Lithuania, Kazakhstan, Montenegro, North Macedonia, and Ukraine, ensuring comprehensive regional coverage.
Every day begins with monitoring current events across all markets, including analyzing local media trends, cultural specifics, and economic situations. Internal communication operates through a hybrid work model that combines the benefits of physical meetings and digital tools. This approach ensures flexibility, efficiency, and constant connectivity for our teams.
The hybrid work model has become a cornerstone of our teamwork success, providing flexibility that enhances employee satisfaction and productivity. It also allows our team to adapt quickly to different time zones and local client needs. Brainstorming sessions and creative processes, whether in person or via digital tools, connect ideas and expertise from around the world, fostering not only efficiency but also better collaboration and innovative solutions tailored to client needs.
MM: One of your largest clients is Microsoft. What challenges do you face working with such a prominent global brand?
Željko Subašić: Microsoft is an extraordinary partner with whom we’ve worked for over 15 years. The challenges of collaborating with a company that sets technological standards are significant, but they also bring the greatest excitement to our work. One major challenge is aligning global messaging with local specifics. Our task is to adapt their messages to make them relevant for each individual market we operate in, considering the specifics, cultural contexts, and diverse media collaboration practices.
We cover a wide range of activities, from PR to social media communication, which demands high precision, creativity, and constant trend monitoring. For instance, introducing Microsoft Copilot features across various markets required an innovative and tailored approach to demonstrate its benefits, localized use, and application in daily work.
MM: How have new technologies, such as artificial intelligence, changed the way your agency operates?
Željko Subašić: Artificial intelligence has significantly transformed our work processes, primarily by enhancing them. Tools like Microsoft Copilot, a product of our biggest client and partner, have enabled us to delegate repetitive tasks, such as data analysis, report creation, or complex Excel document management, to AI.
This allows our colleagues to focus more on creative and strategic activities that agency work demands. Copilot acts as a genuine assistant, integrating data from various sources, analyzing it, and suggesting solutions. This not only saves time but also creates space for greater creativity and innovative ideas in campaigns. I’m thrilled that, thanks to our clients, we are at the source of information, and many AI tool features and benefits were tested by us even before they were officially announced in the media.
MM: Working across numerous markets must be dynamic and exciting. Do you encounter daily challenges?
Željko Subašić: Absolutely, every day is different, and our work is highly dynamic and exciting. What sets us apart, I believe, are our brainstorming sessions, which bring together colleagues from different countries – our teams “from Ljubljana to Astana.” This diversity shines during these sessions, as everyone contributes their perspectives and creativity, resulting in innovative ideas. Additionally, team members learn new things, broaden their horizons, and advance on a global scale.
Often, a local project for a client evolves into a regional campaign thanks to this approach, showcasing how trust and open communication can lead to extraordinary results. The diversity of our team also enhances our understanding of each market’s specifics, which is vital in our line of work. For example, communication with media in Serbia differs significantly from that in Slovenia, Lithuania, or Kazakhstan, and our team successfully balances these differences while delivering consistent results for clients.
MM: What is your vision and future plan for the agency?
Željko Subašić: Our vision is to position ourselves as leaders in utilizing innovative technologies in the PR industry while preserving the key human values that define us. We plan to expand into new markets, focusing on regions with high growth potential, such as Central Asia and Eastern Europe.
Additionally, we aim to continue developing our internal capacities through ongoing employee education and improvement of the tools we use. We place special emphasis on creating sustainable strategies for our clients, integrating technology and creativity in a unique way. We believe the future of PR will depend on the ability to balance personalized approaches with mass technological solutions, and the LBS Team is ready to lead this transformation.
