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Aleksandar Đorđević, SEE regional chief strategy officer at UM

Technology Cannot Replace Humans

In today’s era of digital connectivity and rapid content sharing, the latest technological leap will have far-reaching implications for both our industry and our lives. My colleagues and I are ready for what the future of communications holds ~ Aleksandar Đorđević

From day one, UM has set industry standards with its creative ideas, strategic approach and dedication to clients’ interests, particularly in the digital space, as we discovered in this interview for CorD Magazine.

At UM, you nurture partnerships as personal connections, which has proven to be a successful approach. Why is that?

— Caring for our clients means solving the real challenges confronting them. This is why we invest continuously in knowledge and people – not only in terms of keeping pace with technological advances, but also in applying new creative approaches.

The evolution of technology creates new opportunities, and we embrace that evolution by transforming our tools and strategic processes, which helps us navigate the complexity of the environment and its impact on brands. Thanks to modern tools, our contribution to client results is becoming increasingly trackable and measurable.

We believe that the key to lasting partnerships lies in understanding the priorities and needs of our clients. We take a unique and comprehensive approach to every project, treating each client individually to create a collaboration model that best supports their business growth.

From the very establishing of a partnership, we structure our teams, processes and communication lines to align with the way our clients’ teams are organised.

For clients who are presenting their brands and products across regional, European and global markets, we offer full support through our agency network and local teams. We also assist in situations where clients lack the capacity to handle complex communication challenges and the fast-paced nature of modern media.

Do you think digital tools are redefining communications and that changes are happening too fast? Are those who say we should “expect the unexpected” exaggerating?

— Digital technologies will undoubtedly continue to reshape the advertising, marketing and communications industries. The idea of “expecting the unexpected” is a way to acknowledge how unpredictable the pace of development has become.

We take a unique and comprehensive approach to every project, treating each client individually to create a collaboration model that best supports their business growth

Previous technological phases were relatively easy to predict, because the innovations driving them followed a linear progression. However, the emergence of generative artificial intelligence—which can learn and apply itself in countless ways—has made it clear that we are on the brink of an era filled with extraordinary possibilities, but also significant challenges.

Digital technologies support us, but they can never replace human creativity. That’s why they won’t be able to fully replace humans – at least not in the near future.

You emphasise ethical standards, the social impact of advertising, transparency and responsible messaging—how do you ensure this in practice?

— Ethics in advertising are crucial for any organisation that seeks to be respected on the market. We were also actively involved in establishing the national self-regulatory body for ethical standards in advertising, which we continue to support with the aim of it becoming an active and influential authority.

In digital media, aside from ensuring legality and ethical responsibility, one of the biggest challenges is media environment safety. If boundaries and contexts aren’t clearly defined in advance, there is a risk that a brand’s communication could appear in an unsafe media environment.

Brand safety is one of the most critical aspects of ethical advertising in today’s digital age.

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