Mirko Mandić, Managing Director And Co-Founder Of SVA

How To Catch And Keep Consumer Attention

The biggest challenge is how to apply the golden rule – be in context, be relevant and be loved – in this time of the atomised attention of consumers. The Serbian market is very late in implementing new approaches, such as social listening and brand intelligence

Marketing agencies face numerous challenges on the market. Some of them are local, where constantly reducing budgets dictate the trend of constantly reducing costs at the expense of compromising business models and creative solutions. Others are global, as is the case with the ever more fragmented attention of consumers, who it is hard to catch and keep for a particular product or service. The third is systemic in nature and also local – most domestic agencies are focused on major advertisers, while SMEs do not fit into this offer format.

Each of these three challenges requires agencies to constantly improve their techniques and adapt to the latest dictates of the market – in which the Serbian market is generally lagging.

At the end of the day, everything boils down to the golden rule of the profession – be in context, be relevant and be loved. How that works in practice has been demonstrated successfully by SVA for over 25 years – all information, if you know how to package it, can be made irresistible, says Mirko Mandić, managing director at SVA.

Does Serbia have adequate infrastructure that would enable agencies to implement global trends and standards and thus effectively service the needs of advertisers?

– The challenge for which we are seeking a response is the atomisation of the attention of consumers. Social listening and brand intelligence are becoming increasingly indispensable approaches for maintaining the sprinter’s pace at which consumers receive, reject and handle old and new needs and messages. The Serbian market is lagging far behind in this respect, although there are some interesting attempts.

The challenge is SMEs. The infrastructures of agencies in Serbia were developed for “large” advertisers. This year we will try to respond to this systemic frustration and business challenges with an innovative content platform.

The biggest challenge is how to apply the golden rule – be in context, be relevant and be loved – in this time of the atomised attention of consumers. The Serbian market is very late in implementing new approaches, such as social listening and brand intelligence

Marketing agencies face numerous challenges on the market. Some of them are local, where constantly reducing budgets dictate the trend of constantly reducing costs at the expense of compromising business models and creative solutions. Others are global, as is the case with the ever more fragmented attention of consumers, who it is hard to catch and keep for a particular product or service. The third is systemic in nature and also local – most domestic agencies are focused on major advertisers, while SMEs do not fit into this offer format.

Each of these three challenges requires agencies to constantly improve their techniques and adapt to the latest dictates of the market – in which the Serbian market is generally lagging.

At the end of the day, everything boils down to the golden rule of the profession – be in context, be relevant and be loved. How that works in practice has been demonstrated successfully by SVA for over 25 years – all information, if you know how to package it, can be made irresistible, says Mirko Mandić, managing director at SVA.

Does Serbia have adequate infrastructure that would enable agencies to implement global trends and standards and thus effectively service the needs of advertisers?

– The challenge for which we are seeking a response is the atomisation of the attention of consumers. Social listening and brand intelligence are becoming increasingly indispensable approaches for maintaining the sprinter’s pace at which consumers receive, reject and handle old and new needs and messages. The Serbian market is lagging far behind in this respect, although there are some interesting attempts.

The challenge is SMEs. The infrastructures of agencies in Serbia were developed for “large” advertisers. This year we will try to respond to this systemic frustration and business challenges with an innovative content platform.

What do you consider as being the “golden rules” of market communication?

– Be in context, be relevant and be loved.

What are the current issues of the profession and the future challenges that will have to be faced by local agencies in the fields of marketing communications and public relations?

– The trend of buying as many agency services as possible for the lowest possible amount of money is a trend that we follow superbly in Serbia. The danger exists that we will commit collective business suicide and contract creative impotence if we continue rushing in that direction.

The infrastructures of agency in Serbia were developed for “large” advertisers and ignore small and mediumsized enterprises. We will this year try to respond to this business challenge with an innovative content platform

How do your activities differ from those of your competitors and what makes you stand out on the market?

– There is a simple way of creating information so that it becomes irresistible under certain circumstances, no matter if that seems almost impossible at first. All you have to do is to package it irresistibly. We have been confirming for 25 years that we are excellent in doing that. Last year, for the #biramzivot (#Ichooselife) campaign for the Ministry of Transport and ABS, we showed once again how that is done in public interest campaigns, and the campaign “Sa Sikom nema sikiracije” (With Sika there’s no bother), with Boda Ninković in the profit sector.