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Nevena Kurtović, Managing Director, Fusion Communications

Listen, Hear, Formulate & Adjust, Then Speak

At Fusion Communication they don’t fear new technologies, rather they truly believe that – provided they are adopted and utilised in the right way – new technologies can represent key tools for expanding not just individual knowledge, but the entire industry

The communications market is accelerating constantly, with services multiplying and intertwining, and with the constant emergence of new trends, requirements, demands and client expectations… We discussed how all of that is viewed from the perspective of one of Serbia’s most successful agencies with its MD, Nevena Kurtović.

The word fusion, which forms part of your agency’s name, indicates the perfect combination of expertise, energy and storytelling at multiple levels, but does it also serve to indicate everything clients can expect from you? Can the service portfolio be expanded endlessly?

— With the constant expansion and growth of technology, AI, and the ever-changing directions and channels of communication, I can truly state that our agency has to represent a fusion of understanding. We have to be able to understand the audience, the channels, our clients – and to be able to recognise the subtleties of the messages we need to communicate.

For people, brands, and companies – communication is key. Precisely formulated and targeted communication is even more important

Only then – through partnerships with our clients, the media and all other relevant stakeholders – can we continue to grow not just our portfolio, but also ourselves, as professionals, as a team, and as individuals.

Has the speeding up of the communications market, as well as the multiplying and intertwining of services, led to change in the way we communicate?

— This is a somewhat tricky question, because the need for communication will never cease to be one of the key factors in our lives. For people, brands and companies – communication is key. Communication that is precisely formulated and targeted is even more important. Has the way we communicate changed? Yes, it has, but primarily due to the number of channels and tools that we now have at our disposal. We have to determine where our audience is, what they need and want to hear, and adapt our messages and communication accordingly. You can’t just put your messages out there with no feedback. It is, and has always been, a two-way conversation and, just like in any conversation, you need to listen – that’s the most important part of any conversation. Listen, hear, formulate and adjust, then speak.

The communications market has for years been seeing the emergence of new professions and a growing need for specific skills. Does that also require that those of you who’ve been in the business for a long time constantly adapt, learn and improve your skills? It that how the profession advances?

— Absolutely. By expanding our knowledge and keeping abreast of all new aspects and innovations, we are able to keep up to date, innovate and develop our market and the industry itself. Staying in a single lane, without broadening our knowledge or adopting new forms, channels and ideas, doesn’t allow us to grow. We all have to stay ahead of the game, keep pace with new technologies and utilise them in their best form. There is often discussion about the fear of new technologies. However, at Fusion we truly believe that new technologies, provided they are adopted and used in the right way, can represent a key tool in expanding not just our knowledge, but the entire industry.

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