The members of the Croatian Association of Communication Agencies (HURA), which account for nearly 80 percent of the total advertising budgets in Croatia, generated revenues amounting to €342.5 million in 2023. According to HURA’s analysis, based on data from the Digital Chamber and FINA (info.BIZ), this represents a 12 percent growth compared to the previous year, confirming the steady development and key role of this industry in the Croatian economy.
HURA brings together 62 agencies specializing in communication consulting, advertising, public relations, media buying, digital communication, and other activities.
Foreign Revenues and Global Relevance
In addition to the domestic market, a significant portion of the revenue comes from abroad—€68.4 million was invoiced on international markets, accounting for almost 20 percent of the sector’s total revenue. This export performance demonstrates that Croatian agencies are competitive at the European and global levels, as evidenced by winning prestigious awards like Cannes Lions and participating in juries of the most significant global professional competitions, where Croatian agencies have been the sole representatives from this part of Europe for years.
“Our work not only supports brand development but also contributes to economic growth. The communication industry creates opportunities, fosters innovation, and ensures the relevance of domestic companies in the international market,” emphasized Dunja Ivana Ballon, HURA’s Executive Director.
The Communication Sector as an Employer
According to FINA data, HURA members employed a total of 1,277 people in 2023, indicating sector stability compared to previous years and highlighting the importance of the communication industry as a reliable employer and a partner in creating new business opportunities and strengthening the economy.
“The communication industry demands multidisciplinary skills and fosters creativity. Even in these challenging circumstances of limited access to potential employees with the required skills and knowledge, we continue to attract talent. Agencies provide the fastest professional growth opportunities, and our commitment to employee development is crucial for strengthening the overall industry in the future,” said Kristina Laco, a member of HURA’s management board and director of the Communication Office Colić, Laco & Partners.
Positive Growth and Investment Trends
HURA members plan further investments to improve the industry and adapt to future challenges. Internal data indicates a significant focus on improving internal processes, developing new services, and employee education, which will further enhance competitiveness and positive economic impact.
Forecasts for 2025 are also optimistic—most member agencies expect revenue growth, and 68.8 percent predict even greater business success.
An Industry with Future Potential
Through their results and initiatives, HURA members prove that the communication industry is not just a business support but also a key driver of market modernization. HURA’s activities, such as the Communication Days festival, the development of IAB Croatia, and partnerships with local and global stakeholders, set new industry standards and create conditions for further success.
“Our members are dedicated not only to their own success but also to advancing the profession, ensuring positive effects for the entire market and the economy,” concluded Ballon.
