The Croatian Association of Communications Agencies (HURA) has presented the HURA Intelligence Hub, a new educational platform intended for professionals in communications, marketing, advertising and related disciplines. The platform represents an extension of the existing HOWtoWOW programme and introduces a long-term, structured, year-round approach to education and knowledge exchange.
The HURA Intelligence Hub is conceived as a central knowledge base that, throughout the year, will bring together education programmes for mid-, senior- and C-level professionals, relevant industry research, professional materials, guidelines, data, and the activities of HURA working groups. The initiative responds to the growing market need for more systematic education, strengthened competencies and faster access to current professional insights.
The programme opens with a hands-on TikTok workshop
The first content within the Intelligence Hub is a workshop dedicated to TikTok advertising, led by TikTok experts Alexander Vladimirov and Patrick Rogalski, with experience in performance advertising, e-commerce campaigns and working with regional advertisers.
Unlike standard educational formats focused on the platform, the workshop is designed in a highly hands-on format. Participants will work on real-life examples, including the on-site creation of TikTok videos, from idea and creative development to execution and evaluation, supported by concrete feedback and guidelines that can be applied immediately after the workshop. The focus on creative quality is particularly emphasised, given that more than 50% of TikTok ad performance depends on the quality of the creative.
The workshop is intended for a wide range of roles involved in the ad creation process, including account teams, creatives, as well as performance and strategic positions.
Additional education programmes announced
Within the HURA Intelligence Hub, two additional specialised education programmes have already been announced, after which a new set of programmes and materials will be introduced:
- Build Smarter PR Using Behavioural Insights with Ben Verinder
An education programme that connects behavioural science and AI tools with modern PR practices, with the aim of strengthening strategic communication capabilities and delivering measurable results. - Mastering Time Management with Tish Mousell
A programme focused on effective time management, prioritisation and focus in dynamic work environments, intended for managers, teams and professionals in high-intensity industries.
A long-term approach to industry development
The HURA Intelligence Hub has been established with the goal of strengthening the communications industry in the long term through raising professional standards, exchanging best practices, conducting research and ensuring access to professional materials, rather than functioning solely as a one-off educational programme.
Registrations are available via the email address [email protected], while additional information about the platform and individual workshops can be found on HURA’s official website.
