Agencies gathered under the Croatian Association of Communications Agencies (HURA), which manage the majority of the country’s total advertising budgets, achieved total revenues of 397.7 million euros in 2024. According to data from the Digital Chamber and FINA (info.BIZ) databases, analyzed by HURA, this represents an increase of almost 15 percent compared to the previous year. These results indicate the stable development of the industry and its important role in the national economy.
HURA brings together a total of 62 agencies operating in the fields of communication consulting, advertising, public relations, media buying, digital communications, and other related services.
Alongside stable revenues in the domestic market, HURA members also generated significant income abroad, 75.7 million euros were billed on international markets, representing a 10.4 percent increase compared to 2023. This figure confirms Croatia’s competitiveness on the European and global levels, further proven by awards such as the Cannes Lions and the participation of representatives from Croatian agencies in international juries, where they have for years been among the first, and often the only, representatives from the region.
“Inspiring data primarily testifies to the stability of our industry, but more importantly, it reflects the incredible amount of talent, passion, and creative stubbornness behind every number. It proves that investing in ideas truly pays off – not only for us but for our clients and the entire economy. What often begins as someone’s bold idea, a sketch, or a sentence spoken in a meeting, transforms into real value which, supported by continuous joint work, promotions, and education within HURA, increasingly reaches global markets,” said Jelena Fiškuš, President of the HURA Management Board and Creative Director and Co-founder of Studio Sonda.
According to FINA data, HURA member agencies employed a total of 1,381 people during 2024, representing a 4.1 percent increase compared to 2023. This figure reflects the stability of the labor market within the sector and highlights the importance of the communications industry as a reliable employer contributing to the strengthening of the domestic economy.
“A 15 percent increase in total revenue in a year when Croatia had one of the highest inflation rates in the eurozone, alongside a strong rise in business expenses and wage costs growing at a rate higher than revenue growth, demonstrates the exceptional resilience of our industry. Even in such an environment, we haven’t lost what ensures our long-term survival – professionalism, creativity, and the ability to create value under pressure. Last year, once again, we proved that even between a rock and a hard place, as an industry we do a good job. We export creativity and knowledge, we employ people, we are competitive employers, and we keep moving forward even when the wind blows against us. Together, we all have reason to be proud of that,” said Kristina Laco, member of the HURA Management Board and Director of Komunikacijski ured Colić, Laco i partneri.
HURA member agencies continue to plan investments in industry development, focusing on optimizing internal processes, developing innovative services, and employee education. The goal is to further increase competitiveness and continue contributing to Croatia’s economy.
“Year after year, the results of our member agencies show growth and continuous improvement. That is not a coincidence, but the result of ongoing effort, learning, and our shared ambition to raise standards – aiming to make this market even better and higher in quality for everyone,” emphasized Dunja Ivana Ballon, Executive Director of HURA.
The results and continuous initiatives of HURA members demonstrate that the communications industry has an important transformational role in market development. The activities of member agencies and the profession’s initiatives in the market, such as the Days of Communication festival, the development of IAB Croatia, and cooperation with domestic and international partners, raise industry standards and provide a foundation for further progress.
