Sitemap

Mirko Mandić, CEO, SVA

Entire Society is Behaving Like the Slowly Boiling Frog

SVA is a creative agency for market communications, public relations and the management of reputations that has already amassed 29 years of experience in using its campaigns to shift boundaries and change views of business, brands, markets, strategies etc. SVA is large enough to respond to any challenge, yet small enough to remain flexible

Despite satisfying business results, the CEO of agency SVA doesn’t hide his concern regarding the marketing and media scene in Serbia, and for the communications market as a whole.

What is the situation like in the advertising market in Serbia? Are budgets increasing or are we only seeing the validity of the saying “Small pond, many crocodiles”?

– Experts say that when a frog is thrown into boiling water it jumps out immediately, but in lukewarm water, it basks and doesn’t object until it is cooked. It seems to me, looking at the marketing scene in Serbia, that the same applies to crocodiles. If the “fantastic” rate of economic growth that the Serbian media is buzzing about continues, this year we will reach the gross social product level that we had in 1990. We are the first in Europe to achieve such a result.

That’s no minor (lack of) success, so to say that marketing budgets this year leapt by a few percentage points compared to nothing is fake news. On the other hand, not everything is in the budget. There is a worrying number of advertisers (budgets) that consistently finance campaigns, year after year, after which their market share falls, so they compensate for the difference in profit by lowering the quality of their products and “imperceptibly” lowering criteria. Frogs and crocodiles aren’t only present in agencies – they also dominate with advertisers.

Frogs and crocodiles aren’t only present in agencies – they also dominate with advertisers and sustainable in business terms

We live in times of media tabloidisation and reality programming. Has this led to change in the tastes and expectations of those targetted by marketing messages? Do they pander to the base passions of consumers?

– It seems to me that popular culture in Serbia is autistically vulgar and hermetic, while the mainstream national media is fake news. The most visible and influential are those who know very little, and they act like experts while in reality, they represent opinion-makers. This is the typical spreading of the Dunning-Kruger effect. The impact of this nonsense and aggression on consumers is enormous. It is so enormous that classical culture and European cultural trends successfully play the role of counter-culture.

The answer is yes. They pander to base passions. Pandering works, while in fact, it doesn’t work, because there is no growth, rewards and celebrations, and it would be good for us to reject it. The entire society is behaving like the slowly boiling frog from that previous answer. Serbia is a society in which every fourth young man considers slapping a girl once as not being violent.

You announced a year ago that you would be introducing an innovative content platform. Did you succeed in developing that?

– We’re slower than I’d like us to be, but we’re continuing to invest in research and development. Nevertheless, we’re all contemporaries of the technological revolution and it’s not in our nature to be observers.

More...

JKP Mladenovac

Vision Leads To Results

The operations of public utility company JKP Mladenovac are grounded in financial stability, prudent and transparent use of money, dedication, initiative, inventiveness, and industrious...

Victor Veklitch, Japan Tobacco International

The Best Investors Bring New Value Every Year

Japan Tobacco International has been consistently increasing its contribution to the Serbian economy every single year for the last 14 years. Although industry has...

Oliver Lepori, JBAS Executive Director

Being In The Driving Seat Is Our Duty

The success stories of our members and the interest in cooperation with Japan among local companies are important signs of improved conditions for investing...

Mladen Jevtić, Sales Manager Adriatic, At Hitachi Vantara

Customers Eager For Reliable Solutions

Hitachi Vantara has long represented the gold standard for highperformance data storage, but in 2021 the company is also raising the bar when it...

News

Serbia-Bulgaria Gas Interconnection Important For Whole Region

Deputy Prime Minister and Minister of Mining and Energy Zorana Mihajlovic talked today during her working visit to the...

Europe And COVID-19 Vaccination Passports

European Union leaders moved closer on Thursday to an agreement on certificates showing that citizens have been vaccinated against...

AmCham Elects New Board Members

Annual HERO Award honours health workers, true heroes of today’s world At today’s General Assembly Meeting, members of the American...

Romania’s Nuclearelectrica 2020 Net Profit Up 28%

Nuclearelectrica, the operator of Romania's sole nuclear power plant (NPP) Cernavoda, said on Thursday that its net profit rose...

New Methodology For Serbia’s EU Accession Process

An overview of the current state of affairs in Serbia's accession and recent changes The EU accession process is a...

Serbia-Bulgaria Gas Interconnection Important For Whole Region

Deputy Prime Minister and Minister of Mining and Energy Zorana Mihajlovic talked today during her working visit to the...

Europe And COVID-19 Vaccination Passports

European Union leaders moved closer on Thursday to an agreement on certificates showing that citizens have been vaccinated against...

AmCham Elects New Board Members

Annual HERO Award honours health workers, true heroes of today’s world At today’s General Assembly Meeting, members of the American...

New Methodology For Serbia’s EU Accession Process

An overview of the current state of affairs in Serbia's accession and recent changes The EU accession process is a...

Improving The Business Environment For German Companies In Serbia

Prime Minister Ana Brnabic talked today via video link with representatives of German companies from the Committee of German...