By: Asja Dupanović
Tanja Živanović is a copywriter of Belgrade’s agency Publicis Belgrade but also a strategic thinker, designer, conceptualist… all in one person. The agency says she is equally resourceful when it comes to banking services, communication with the Gen Z, fuel, vitamins but also cements, insulation materials and roofing. If there’s a person that could be called the “sixth player” in the field, then, according to the Publicis team in Serbia, it’s Tanja, with her witty, positive, creative and proactive thinking. She studied journalism with the desire to convey authentic human stories, but she switched to advertising …
MM: What did you want to become when you grow up?
Tanja Živanović:
I like to think I’m still not grown up. As for the desire for achievements, they are born anew over and over again. I used to want to become an astronaut, then a journalist, a writer, organizer of music festivals … As for the universe, my name is currently on Mars thanks to the InSight mission, I graduated in journalism, I work as a copywriter, occasionally I participate in organizing different events, so it seems to me that I’m doing well so far.
MM: Why didn’t you stick to journalism? What drew you to the advertising industry?
Tanja Živanović: Because I believe that advertising in Serbia today is more transparent and more objective than journalism.
MM: With your written words, you sprinkle gold dust on the brands of your clients. What fulfils you the most in this mission?
Tanja Živanović: In order for words to convey the essence of a message – which is one of the tasks of a copywriter – it is necessary to study a particular theme, brand, target group thoroughly. As a copywriter, so far I have become familiar with a wide variety of industries including construction, banking, nutrition, pharmaceuticals, tobacco … And who knows which ones I’m going to get to meet next!
The opportunity to explore new professions, products and services through your job, do communication that follows it all and the influence it has on our daily lives – that’s what truly fascinates me.
MM: And what is the greatest everyday challenge of your job?
Tanja Živanović: Unrealistic deadlines and endless debriefings have long been a part of the game. What has become a challenge to me – and something that I admire in my more experienced colleagues – is coming up with simple ideas. Because genius lies in simplicity.
MM: What kind of projects do you enjoy the most?
Tanja Živanović: Throughout the past few years I have been involved in coining strategies for numerous brands, designing small and big events, creating email campaigns, scripts for video ads… I love all those projects that have taught me new skills and inspired me to develop professionally.
This year I was particularly pleased to work on a creation of a whole new brand with my colleagues. Building a character of a brand from the ground up, so that its name and role respond to the real needs, habits and values of the defined target group, was a challenge in itself. However, to follow the idea as it grows, then seeing people react with approval to what you have created, is a recognition in itself.
MM: You used to tour every possible music festival. Where does music stand today in your life?
Tanja Živanović: It is there for all occasions – when I need to focus on a brief, when we need to shake up the atmosphere in the agency, and of course when you are enjoying yourself. One of the most important secondary things in my life – immersing in music and visiting local and world festivals – has taught me many things that I use today in my professional life, especially when it comes to event management and advertising of brands at events.
MM: What is it that the young people bring to the communications industry? What are your advantages in comparison to senior colleagues? Do you have more courage, more craziness and more freedom to express yourself?
Tanja Živanović: We bring a new dose of enthusiasm, desire for perfecting ourselves and willingness to change. I wouldn’t measure courage and craziness with my older colleagues. I believe we can’t do without each other, because the best results are achieved when we work together. As far as freedom is concerned, it belongs to those who are prepared to use it.
MM: What are your passions outside agency life?
Tanja Živanović: I try to explore as much as I can – new places, cultures, activities. I increasingly enjoy spending time in nature, which has become all but luxury for us city folk. Lately I fell in love with hiking, which gives me an opportunity to ‘restart’ in every sense. Soon, I’m heading back to Mount Šar, where I’m greeted by a completely different world.
