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Srđan Crnogorac, General Manager, Blackwood Communications Serbia

A Combination Of Experience And Fresh Ideas

Although Blackwood communications is considered a new agency on the Serbian market, its team consists of experienced professionals with countless communication projects behind them and successful work with clients, mostly with an international background.

People who work in this branch of industry, communications, have to be curious by nature, to be interested in innovation, especially those who can improve their profession, and this certainly does not apply only to the field of technology – says Mr. Crnogorac.

You are one of the pioneers in the public relations and communications industry with an enviable experience in media relations, crisis communications, integrated marketing… What makes you happy in your work?

For all of us who have been in the business for a long time, happiness can take many forms. But it seems to me that the strongest is always somehow connected with new beginnings. That’s how it is now with us at Blackwood communications.

Despite the fact that we are now considered ‘newcomers’ in the communications market in Serbia, our team consists of experienced professionals, who have a lot of communication projects behind them and successful work with clients.

Since we have found ourselves at the beginning again after so many years of experience, we are really excited, which in my opinion will be helpful to rediscover much-needed inspiration.

What are the greatest challenges for you today? Are they a consequence of the pandemic and technological development?

It’s possible that this will sound like a heresy nowadays, but in my view the challenges of the profession are universal and don’t change much with external circumstances. If communication experts do their job well and build their own or the client’s reputation, then they will not be much affected by the consequences of crises, new social phenomena and so on.

The foundations on which your reputation is built must be stable and based on universal values, and everything you listed can be challenging only if you have not been prepared for them or are not ready to tackle the challenge.

The fascination of modern man with the world of technology is understandable, because it brings novelties that we have not previously encountered

People who work in this branch of industry, communications, have to be curious by nature, to be interested in innovation, especially those who can improve their profession, and this certainly does not apply only to the field of technology. The fascination of modern man with the world of technology is understandable, because it brings novelties that we have not previously encountered. It’s like falling in love, fascination at the beginning can make you ‘take off’, but how it ends depends on you. It seems that the future will always bring some change, something exciting for us, like with the metaverse now.

Have your colleagues forgotten the golden rule of PR and marketing – the essence is in the content? Can a lack of content be compensated by large budgets and aggressive campaigns?

It seems to me on the contrary that my colleagues greatly emphasize its importance, because without the right true content that inspires and fulfills people, large investments in technology and campaigns are pointless. Without good quality content, there is no connection between the audience and the brand, and when that’s the case, people can experience the campaign only as good entertainment, which they will not remember for more than ‘three days’. Technology is there only to help us and make it easier for our message to reach the target audience, and for it to be in the right format and through the right communication channels.

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