A new agency, jedno cijelo tri, has been launched in Zagreb, founded by creative directors Luka Mavretić and Jerko Mihaljević, and strategist Josip Buzov. The three founders previously worked in creative and digital agencies such as Bruketa&, 404 and Utorak Biro za propagandu, and became professionally connected during their joint work at Imago Ogilvy.
The name jedno cijelo tri may sound unusual, but the founders see it as part of the new agency’s identity: different enough to attract attention, yet clear enough to signal an approach that does not rely on the usual agency patterns.
In their previous work, they participated in campaigns for clients from business and culture, and their projects have been recognized at local and international competitions, including Cannes Lions, Golden Drum, IdejaX, Effie, MIXX, SoMo Borac and SEMPL.
According to the founders, the decision to launch their own agency also came from the feeling that the generation born in the nineties is still not sufficiently represented among agency founders on the local market. They believe that space has opened in the industry for new creative energy, but also for a different way of working.
The core team of the agency consists of Mavretić, Mihaljević and Buzov, while a wider circle of external collaborators from the fields of design, production, digital media and animation will gather around them, depending on the project. Such a model should allow the agency flexibility in working with clients of different profiles and needs.
In addition to advertising, the agency’s founders are also active in art and cultural production. Among them, they are the authors of one feature-length documentary film, one novel, three poetry collections and five theatre plays. They see this artistic background as an important part of their approach to communications.
“If I have to say something about us, it is that all three of us sincerely love doing this job, that we enjoy coming up with ideas, solving briefs, polishing, refining and debating. I don’t know if that is an important prerequisite for success in business, but I am sure it is an important prerequisite for us and those who work with us to be happy in the business. And that seems quite important to me,” said Jerko Mihaljević, creative director and partner at the agency jedno cijelo tri.
For Luka Mavretić, creative director and partner, founding his own agency represents a natural continuation of his previous work.
“In all the agencies I worked in, I worked as if they were mine. Now I am removing the word ‘as if’. I see jedno cijelo tri as my playground, or even better, an entire sports center with all the fields for what I love – a beautiful frame, photography, a concept that tickles the part of the brain for good ideas, a sentence that reaches a person, good music. In addition to creative appetites, it is important to me to satisfy the side of myself that enjoys running a business. That is new,” said Mavretić.
Josip Buzov, strategist and partner, points out that the agency does not want to build its work on predetermined patterns, but on collaboration and practical creative solutions.
“In the industry, there is always a desire to introduce order into the process, but one mold does not fit everything and that is the beauty of this business. That is why we came together, to provide freshness and solutions that are creative and practical. We are not some rebels now, but we are not slaves to habits either,” said Buzov.
