A jury of 30 members, including representatives from agencies, advertisers, academia, and regional colleagues, reviewed a large number of entries, reflecting the stability of Serbia’s advertising scene. Despite challenging circumstances, the industry continues to create high-quality communication and explore new forms adapted to current realities. A notable achievement is the proactive efforts of agencies to execute CSR campaigns addressing important social issues, thereby mobilizing public support for meaningful causes.
The UEPS Grand Prix for 2024 was awarded to the campaign The Network of the Most Important Influencers by Leo Burnett Belgrade, created for A1 Serbia. This project, which highlights the crucial role of educators, teachers, and professors, is seamlessly integrated into a campaign that delivers heartfelt and unpretentious messages, emphasizing the significance of this profession in society.
With the highest number of points, Leo Burnett Belgrade was named the UEPS Agency of the Year for the third time, while A1 Serbia was recognized as the UEPS Advertiser of the Year, also a multiple-time winner.
The Dragan Sakan Award this year went to the campaign Sava Šumanović for Fallen Trees, jointly submitted by Leo Burnett Belgrade and Head Made Novi Sad, created for the Sava Šumanović Gallery. The award was presented by Žarko and Lazar Sakan, with Anđelko Trpković, CEO of Publicis Group, and Zoran Santovac, CEO of Head Made, accepting on behalf of the winners.
This CSR campaign shed light on one of the key global issues threatening the planet’s survival – uncontrolled deforestation – demonstrating how the value of an idea can surpass budget constraints. From a local city perspective, the campaign elevated a global environmental topic to the level of preserving national and world cultural heritage. The fresh and original concept follows the creative legacy of Dragan Sakan, who championed the idea that “creativity is the strongest currency,” echoing his slogan for PKB: “Nature is already trapped; now the trick is in the straw.”
In honor of Vladimir Čeh’s contributions to the marketing industry, the UEPS Board of Directors established the “Vladimir Čeh” Special Recognition Award last year. This year, the award was given to Maja Raković, owner of Naxi Radio and president of RAB Serbia, for her decades-long dedication to the development and advancement of radio.
During the ceremony, this year’s Serbian Young Lions winners, Teodora Dančević and Lazar Rajković, shared their Cannes experiences and encouraged young colleagues to participate in the 2025 Young Lions Serbia competition.
To commemorate its 64th anniversary, UEPS prepared an exhibition and a short film capturing key moments from its history – from the first exhibition in front of the Trade Union Hall in 1960 to the present day.
The list of winners can be viewed here.
