Nevena Kurtović, Managing Director, Fussion Communications

A Good Idea & Freedom Bring Results

It is important for communications to find that fine line between the old and the new world. We can’t ignore communication trends, but we mustn’t accept blindly and uncritically everything that is being served to us

Any idea can be realized, but agencies and their clients should know whom they are talking to, the trends in the industry and in communication channels, and on that basis, they can create and realize epic ideas, says Nevena Kurtović, Managing Director of Fusion Communications.

Over the past few years, things in the field of communication have been changing from day to day. Can anyone imagine how your industry will look like in five years?

– Communications are changing in each segment. Only one thing is permanent and that’s the need for communications, and I believe that will not change either tomorrow or in five years. The message we want to send to the public may remain the same, but the forms of communication are constantly changing.

The digital era in which we live has made the communication flow faster and easier. You used to go on a trip and you really missed the people who stayed home, and now you can see them, be with them although in another city … etc., social networks and digital have allowed us something we could only dream of before.

On the other hand, they have a negative side that needs to be dealt with. I think it is important for communications to find that fine line between the old and the new world. We can’t ignore communication trends, but we mustn’t accept blindly and uncritically everything that is being served to us. The most successful communication is, among other things, when both sides understand each other and when we honestly believe in what we communicate, and I would most certainly like that to never change.

The most successful communication is, among other things, when both sides understand each other and when we honestly believe in what we communicate, and I would most certainly like that to never change

What are the greatest challenges you face today? Can any idea be realized?

– The idea is not the problem, there are always ideas. The only question is whether they bare revolutionary enough to shake the general and consumer public, and whether the client has enough freedom (both in ideas and budget) to realize such epic ideas, and together with his agency to stand behind them! Often, we are required to adapt existing global campaigns for global brands that are present in our country, which often turns out to be inappropriate, because this market, our mentality and what people expect of brands are different from anywhere else.

So, every idea can be realized, but agencies and their clients need to know whom they are talking to, the trends in the industry and in communication channels, and on that basis, they can create and realize epic ideas together.

Can creativity and an innovative approach make up for limited resources when it comes to large-scale campaigns and making integrated communication strategies?

– Creativity, with the right channel selection, and the right time to send the message can make up for a smaller budget. For this budget-restricted approach, it’s especially important to know where your target group is and what is the best time to place a message to deliver an expected effect. In these cases, we should be not only creative but also well informed.

Creativity is certainly not enough, but it is a major condition for the success of the campaign, even without much money.