Nevena Kurtović, MD at Fusion Communications:

Creative Content Forms the Basis of Good Communication

Good and creative ideas that extend beyond the borders of the obvious always find their way, regardless of the limitations of the market. All those who work qualitatively will remain on this scene

In 2017 we can expect a continuation of the battle for every client, while digital channels of communication will continue to develop and improve, gaining dominance over other classical communication channels.


Serbia and the rest of the region has long been on the threshold of using new media technologies, but limited markets and economic reasons limit the full implementation of things that have long been available in developed countries. How does a modern agency handle such an environment?

Fusion Communications comprises experienced and creative people with rich experience, who are characterised by a strategic approach, dedication and innovation, as well as good familiarity with trends and new technologies. It is precisely people that are the greatest treasure of an agency, while teamwork and team spirit are what get it moving. Likewise, as an integral part of the strong regional system of Direct Media, we are always a step ahead, monitoring trends and creating new ideas and solutions that ease clients’ communications with all of their target groups.

Years of strenuous joint work and great experience in various fields, which have united the team at Fusion Communications agency, have become the basis for our assuredness, which we today use to turn great ideas into reality. We are aware of our responsibility towards the community and our work

There is a lot of talk about the differences between a PR text and classical journalistic news. How can you shape a PR text to be like a news item that will be of interest to the media and readers/viewers?
This is a challenge that our agency faces every day. To our great fortune, the companies we work with are very aware that “content” is the most important element of all communications, including in the creation of news that is adapted to today’s reader/viewer. Media consumers are slowly becoming their own editors of good and interesting content, and this is simultaneously a chance for all media outlets to attempt to impose themselves through digital as the leading platform. In every communication you need to find that nice, emotional note that will touch our audience and produce some kind of reaction, and later also action. In that sense, brands, and the companies that stand behind them, must use good content targeting the psychology of consumers and specific target groups in order to fight for a place in the media, and that is not only to increase their press clipping archives. Quantity becomes less important if we have not touched the right target group and caused some kind of reaction.

What trends do you expect in 2017 when it comes to advertising and the media sector, and where do you see Fusion Communications in that area this year?
In 2017 we expect more intense and more demanding pitch processes, as well as a continuation of the battle for every client among agencies. The digital channel of communication will continue to grow and slowly gain dominance over other classical communication channels, and the profession will continue to face the challenge of developing integrated campaigns.
Years of strenuous joint work and great experience in various fields, which have united the team at Fusion Communications agency, have become the basis for our assuredness, which we today use to turn great ideas into reality. We are aware of our responsibility towards the community and our work.
We aren’t just here for short-term campaigns, but rather we are also here for reliable and long-term cooperation, which most commonly, to the satisfaction of all, converts into partnerships.