Nevena Kurtović, Managing Director, Fusion Communication

Digital Is Part Of Our Lives

Although it has achieved many years of successful cooperation with most clients, which grow into partnerships, the Fusion Communication Agency strives to always provide more and more

We want to use everything that science and technology allow today and to share that knowledge with our clients and the whole community. That is our mission, says Nevena Kurtović.

The digital sector demands constant improvements and learning. Will this be one of the trends in the communications field during the year ahead?

– I think we can actually say that the digital sector is not a trend that we have to get on board with, rather it is part of our lives and that train departed many years ago. It’s fast pace and change to the industry is what we have to follow and adapt to handle.

The pandemic, while being one of the biggest challenges we’ve had to face, had many lessons to teach us both privatley and professionally. The changes we need to make, the flexibility and adaptation not just of current or planned campaigns, but of many startegies and communication plans, has challenged us and put things in a different perspective. Yes, it is a trend for sure. However, we need to focus more on the how we communicate, not just where. When you have a why, the how becomes easier.

How did your Direct NEURO research emerge?

– What is crucial is that the most important thing for decision making is to have good insights based on the most relevant data, not rationalisations. The Direct Neuro project covers both marketing and HR and allows us to really have a comprehensive view of the business, so that proposed solutions lead to better decisions and improvements. It also gives us unlimited opportunities to test, analyse, check experiences, phenomena etc.

We have so many channels and lines of communication that it is impossible to keep up. It all depends on how reliable the source is

We have “high end” technology and the highest quality equipment for eye tracking (laboratory and field), EEG, GSR (galvanic skin response), face and voice analysis, while we’ve gathered together an experienced team of neuroscientists who are backed by numerous world research projects.

How has our country “received” Tik-Tok, which is a major newcomer in the marketing industry that differs significantly from Facebook and Instagram?

– Even though there are still no official statistics regarding Tik-Tok, it is more than obvious that it is the social media network that has exploded the most lately. What we do know is that its engaged users are in the young age group (6-18), meaning that they make the ‘Toks’ and comment. There has been a rise in older users post-quarantine. However, they seem to be more passive, in the sense that they are not content creators.

Campaign wise, there is a small number of domestic brands that actually have accounts and create content on Tik-Tok, but we’ve mostly seen influencer campaigns for now. The most popular domestic ‘Tokers’ are more or less high school age, so we can see that the trend is still among the younger population.

Have “murmurings”, half-truths, misinformation and lies about the Coronavirus and vaccines overpowered the truth?

– Any and all misinformation, false news and similar are a danger to the truth. In this day and age we have so many channels and lines of communication that it is impossible to keep up. It all depends on what you read/listen to, where you get your information, how reliable the source is. It has become highly individualised, so answering this in general would be very hard. We would have to first establish the truth and then see whether other information casts a shade on that.

Tamara Daltroff, EACA Director General

New Normal – With Good Old Complexities

With unprecedented turmoil, the year behind us re-shaped the world and brought some old questions and complexities to the extremes, as well as some...

Maja Stojanović, Executive Director, Olaf & McAteer

The Mighty 8 Communication Trends For 2021

1. Brand accountability Brands are expected to speak up and show transparency as the number of consumers that “woke up“ is still growing. Transparency is...

Larisa Grizilo, Senior Human Resources And Corporate Communications Director At Vip Mobile

No Progress Without Agility

Vip mobile is a company that's shown enough courage to be the first in many things, to leave its comfort zone and shift the...

Miloš Lončar, Client Solutions Lead For SEE, Dell Technologies

Digitisation Is Never Ending

Dell Technologies provides industry customers with the broadest and most innovative technology and services portfolio, spanning from edge to core to cloud. Also, as...

Serbia To Open Embassy In Bahrain And Consulates In Zimbabwe And North Macedonia

The Government of Serbia will open an embassy of Serbia in the Kingdom of Bahrain, as well as a...

Protests Against Covid Rules And Lockdowns Erupt Across Europe

Protests against fresh Covid-19 restrictions have rocked Europe over the weekend, with demonstrations breaking out in places such as...

German Boysen Officially Starts Production In Subotica

German exhaust systems manufacturer Boysen opens a factory in the City of Subotica. Around €65 million investment and 500...

Minister Of Foreign Affairs Met With The EU Ambassadors Accredited In Serbia

Selakovic underlined that membership in the EU is an absolute priority of our foreign policy and strategic commitment...

Fauci: COVID-19 Hospitalizations Rising Among Vaccinated

COVID-19 hospitalizations are rising among people who are fully vaccinated, according to Dr. Anthony Fauci, the director of the National Institute for Allergy and...