Smart Vision is a full-service agency powered by a team of outstanding public relations experts, exceptional event organisers, designers and digital professionals. Their collective expertise enables the agency to proudly uphold its full-service reputation. Optimistic, creative, and dedicated to exploring new frontiers, says Bojana Stanković
As the communications director of Smart Vision—a full-service agency connecting Belgrade, Zagreb and Dubai— Stanković is also the ambassador of the Woman.Comm Club in Serbia and a recipient of multiple prestigious awards. She emphasises that success is always a result of teamwork, courage and lifelong learning. Speaking in this interview, she shares insights into industry trends, AI, the role of women in communications and the future of the profession.
Smart Vision celebrates 18 years of success this year. How would you describe this journey?
— Smart Vision is marking its 18th anniversary— a coming-of-age milestone in every sense! Over nearly two decades, we have grown to become one of Serbia’s most recognised full-service agencies, forging strong, long-term relationships with our clients.

We have become their allies and partners throughout the process. Each project has been an opportunity to learn, grow and elevate the industry. Our team is the heart of the agency—passionate professionals who inspire and deliver results. We are proud of everything we’ve achieved and excited for what lies ahead.
Last year, you won three prestigious awards for your collaboration with NDF.
— Winning the Golden IPRA Award, also known as the PR Oscar, highlights the power of strategic communication, particularly when PR activities align with broader social issues. Our project with NDF was both exciting and challenging, allowing us to create a campaign that captured significant attention and had a major impact. Based on in-depth research and empathy, it aimed not only to inform, but also to inspire and drive change in the way organisations communicate with their communities. After this international recognition, we also received the regional bronze “the!” Award from the Croatian Public Relations Association, as well as the national “Campaigns with a Purpose 2024” award in the social category. These prestigious accolades motivate us to push boundaries and be even more creative, and to take bolder steps in our future projects.
Belgrade hosted last year’s PR Oscars. How significant was that event?
— The prestigious IPRA Golden World Awards (GWA), presented by the International Public Relations Association, were held in Belgrade in October 2024. As the only Serbian recipient of an award for our NDF project, we were honoured with the responsibility of organising this prestigious event, which made us especially proud. The event brought together leading communication and PR professionals from around the world to recognise campaigns that stood out for their innovation, professionalism and community impact. More than 80 prestigious IPRA Golden Awards were presented to agencies from Japan, Singapore, Turkey, Romania, Nigeria, Croatia and many other countries. It was a truly significant event for our entire industry.
Awards are a great honor, but also a responsibility. They remind me of the importance of continuous learning and adaptation in our fast-changing industry
Given this remarkable gathering of global experts, we took the opportunity to steer discussions towards critical topics by organising the PR Summit titled “Trust is a PRiority”, which focused on AI’s impact on PR, with a special emphasis on ethical standards.
What were the event’s key takeaways? How do new trends and AI influence PR professionals?
— AI is no longer a novelty—it is already an integral part of our daily professional lives. It was emphasised at the summit that AI is profoundly shaping the PR industry and will only continue to do so. The challenge lies in striking the right balance between automation and human expertise.
While AI significantly enhances efficiency and analytics, we must remember that PR is about building relationships, storytelling and fostering trust—things that machines cannot replicate.
I personally view AI as a tool that enhances our work, but not as a replacement for the creativity and emotional intelligence that define the PR industry. We are entering an exciting era, and those who embrace AI as a strategic partner will be the ones leading the industry forward.
Last year was marked by prestigious awards for you, including the Woman.Comm of the Year 2024, Special Star and Agency Star, which you personally received. What do these accolades mean to you?
— These awards are not only a great honour for my work, but also a significant responsibility. They remind me of the importance of continuous learning and adaptation in this era of rapid changes in our industry.
At the same time, they provide motivation to keep pushing forward, to be a better leader, mentor and collaborator, and to reinforce the importance of teamwork and unity.
The Woman.Comm of the Year – Agency Star award is not just the result of one person—myself—but of my entire team. It strengthens our agency and confirms that we are on the right track. Our strength lies in unity, and that is what drives us forward.

On the other hand, the Woman.Comm of the Year – Special Star is a truly unique recognition that celebrates efforts to improve both communication and the position of women in our profession.
I am grateful for the trust placed in me and look forward to representing our Woman.Comm community at the Women’s Forum in Paris this year, where we will exchange ideas and inspire one another.
What motivated you to become one of the founders of the IPRA ABA Chapter, and what was the goal of this initiative?
— There was a clear need for a platform that would enable collaboration, knowledge sharing and professional development for PR professionals around the region.
The establishment of the IPRA Alpe Balkan Adria Chapter was a natural step towards achieving this goal. Our aim is to set new standards, create development opportunities and establish a unified voice for our industry to which we all contribute.
I believe that regional integration in the creative industries is essential for development, long-term sustainability, and success
We additionally seek to improve professional standards and practices in public relations, raise awareness of the importance of ethics and professionalism in communication, and enhance the reputation of our profession in society.
Through the IPRA ABA Chapter, we aim to inspire and motivate our members to strive for excellence and innovation in their work.
Do you believe that regional integration in the creative industries is key to development, long-term sustainability and success?
— Absolutely! I firmly believe that regional integration is crucial for the development, long-term sustainability and success of the creative industries.
Regional collaboration creates opportunities for joint projects, initiatives and events that can positively impact the entire industry. By working together, we can better understand the specific needs and challenges of different markets, allowing us to develop innovative approaches and solutions.
Moreover, connecting with creative professionals and agencies across the region helps build a stronger, more resilient industry, capable of responding effectively to future challenges. Exchanges of resources, talent and knowledge contribute to the growth and advancement of the sector, opening up new opportunities for professional development and progress.
By fostering these connections, we create greater possibilities and opportunities, while laying the foundations for long-term success and sustainable industry growth. This also enhances our competitiveness on the global market.
My outstanding experiences in regional collaborations and joint projects with colleagues across the region serve as proof of this.