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Branislava Cagronov, Regional MD UM

Innovation & Partnership

HOW CLIENTS AND AGENCIES ARE COOPERATE TODAY WHEN IT COMES TO THE MEDIA?

At a time when our business has become very dynamic, which – among other things – means regular changes in the way we work with clients and the scheduling of their budgets, we believe that the only correct answer to this is partnership relations. 

UM is a media agency that strives to erase the boundary between the media and creativity, data and content, science and the arts, and to provide clients with solutions through a 360° process. For such an approach it is essential to have very close and open cooperation between agency and client. Our ideas are based on the business goals of our clients, and we strive to create intelligent strategies and communications. We also respect the values of the clients and brands we work with and considering how we can make the world a better place.

YOUR JOB IS INCREDIBLY DYNAMIC, WITH EVERY DAY DIFFERING FROM THE LAST, SO YOU MUST ALSO CHANGE AND LEARN. IS THAT A PROBLEM OR A CHALLENGE?

A challenge. We devote a lot of attention to constantly learning and perfecting our entire team. Learning is an integral part of our work. The ever increasing segmentation of digital services, new digital platforms, new disciplines and new services that we are dedicated to lead us to continuously develop new skills and acquire new knowhow in order to be true advisors to our clients in connecting brands and consumers.

Alongside the acquiring of knowhow and developing of narrow expertise, we all – as individual employees, but also as an agency and the entire system (I&F Grupa) – educate ourselves on a daily basis in the area of sustainable development.

This is also an area through which we improve our cooperation with our clients. For illustrative purposes, the expression of this is the organisation of “Impact Day”, which aims to leave a mark on the community in which we live. We last year helped to improve the environment through individual actions of all employees at UM offices throughout the entire region.

It is today crucial that brands and companies understand cultural trends in order to successfully position themselves through communication and be relevant to the motivations, desires and beliefs of consumers.

This includes respecting their individuality and authenticity, as well as taking on issues that are more important to them personally, in terms of social responsibility, as well as actively influencing positive change.

HOW IS SCIENCE UTILISED IN THE SERVICE OF COMMUNICATION?

What UM implements and does is increasingly based on collaboration within the entire I&F system. In cooperation with the Polaris team, which is specialised in the field of data analytics and research, we implemented the first econometric models in the region, while in cooperation with the Drive agency and the Reprise network we acquire knowledge from the SEO sphere, ecommerce and influencer marketing. We believe that this is the only correct answer to all the changes brought by the overall needs of our clients in the area of marketing and communications. This is particularly the case in an increasingly complex media environment based on new technologies and capabilities.

The transformation and automation of everyday operations are fields in which we are constantly improving. The goal is to advance our services in a way that links data and reporting from all platforms on which we operate with data about the client, thus speeding up decisions and understanding of the process, but also improving the control and monitoring of the implementation and results of a campaign

Last year was a very successful one for us, which was crowned with the Grand Sempler and Golden Sempler awards at the SEMPL festival, which is the only media festival in the region. The award-winning campaign, “Ne odričem se” [I (Dis)own My Child], resounding massively through just one communication channel, the print media, which had a strong impact on all other media, thanks primarily to its strong emotional message. On the other hand, the Rosa brand campaign “Beba bira gde” [Baby chooses where] succeeded in making a resounding impact in just one day by using a strategically selected communication channel and relevant content.

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