Communication agencies today are increasingly looking not only for “creatives”, but for people who understand how to connect strategy, processes and brand development into a functional communication system. Experience in managing complex projects, understanding business challenges and the ability for a creative idea to play a real role in brand development are becoming just as important as creativity itself.
This direction of development is now further confirmed by I TO NIJE SVE!, which has welcomed Joško Jureškin as Creative Director, a branding and advertising expert with more than 25 years of experience working across regional and international markets.
Jureškin joins the agency after many years of professional experience in Zagreb and Vienna, where he worked in different agency systems – from large international networks to independent brand and creative project development. During his career, he collaborated with agencies Grey Worldwide Zagreb, Publicis Groupe, Bruketa&Žinić Vienna, Futura DDB Hrvatska, BLINK Werbeagentur and Reichl und Partner, while in 2018 he launched his own studio That Dude Josh.
His arrival is part of the agency’s broader development, as in recent years it has focused on integrated communication projects for local and regional brands, with an approach that builds creativity through understanding real business and communication challenges. The agency has also developed this way of working through its own product BrandBOX, intended for brands that need clearer strategy, positioning and communication consistency.
As the new Creative Director, Joško Jureškin will join the agency’s creative leadership alongside Alen Kekić, who leads the agency’s creative and development direction, and Stella Bogovac, the agency’s Creative Director. His work will focus on the development of brand platforms, campaign systems and creative solutions that connect strategy, copywriting, design, production, digital channels and execution from the very beginning.
As the agency points out, the goal is to further strengthen a model of work in which a creative idea does not function in isolation, but is created through the collaboration of strategists, creatives, designers, as well as account and project teams.
“Over the past few years, we have intentionally built a team that knows how to work smartly in this business. That means having people who understand the brief, know how to set up a good process, stick to agreements and turn all of that into a creative solution that makes sense for both the client and the brand. Joško joining us is important because he brings serious experience from Zagreb and Vienna, but also a way of thinking that is close to ours: less superficial acceleration, more good decisions. Today we use advanced tools, automation and AI wherever they can help us, but we still believe the difference is made by people who know what they want to achieve with those tools,” said Alen Kekić, CEO and Creative Director of I TO NIJE SVE!.
Jureškin speaks about his new role in a similar way, emphasizing the importance of the relationship towards work and the work process.
“I have worked for a long time in different agency and market contexts, from Zagreb to Vienna, and over time it has become increasingly important to me who I work with and how we work. What I liked about I TO NIJE SVE! is that the agency has a clear energy, but also a very healthy attitude towards work. They do not run away from process, they do not mystify creativity and they do not sell ideas as decoration. Here, creativity is understood as a way to solve a real problem. That is close to me, which is why this move feels natural,” said Joško Jureškin, Creative Director of I TO NIJE SVE!.
With the arrival of Joško Jureškin, the agency continues strengthening its team and a model of work that sees creativity as part of a broader business and communication process, rather than only the final stage of a campaign.
