Under the brilliant slogan, which has never been more accurate in the times we live in – “Truth is a challenge,” the jubilee, tenth regional Communication Leaders Forum IZAZOV 2024 was held, organized by the Marketing Network. As in previous years, representatives of marketing agencies, companies, e-commerce platforms, communication experts, influencers… gathered in one place, enjoying the exchange of the latest information, constructive discussions, and panels on “burning” topics that unite us and occupy us daily.
Uroš Petrović, a renowned writer and co-author of the “NTC learning system” program, awakened and stirred our minds with his riddles, preparing us in the best possible way for the program of the first day of the Forum. Solving riddles and providing answers, amusing and unusual, Petrović explained to us that revolutionary ideas arise in the same way and that every individual in the audience could become an innovator, the author of a creative slogan, or a revolutionary discovery. *If anyone has meanwhile found out what revolutionary solution for quad has solved the problems of fans of this adventurous sport – please share 😊
That ESG and sustainability are not mere trends and fads, but rather one of the key elements of the strategy of every serious and responsible company, and the reality we live in, we learned at the excellent panel “ESG and Sustainability: A New Chapter in Business Development” (powered by Mastercard). From representatives of companies Hemofarm, Nestle, Bambi, A1, Delta Holding, and PepsiCo, we heard great examples of their practices and gained inspiring ideas on how to encourage our clients in this direction and motivate them to align their business with European and global ESG practices and regulations.
With the support of the Serbian Association of Managers, the panel “Inflation as a Catalyst for Change” also provided some interesting insights into how inflation can push the market and profit and reorganize business to overcome challenges as quickly as possible. As always in times of crisis, new ideas and innovations are the solution to difficulties because we, as a species, are privileged with thinking minds that always shine brightest when it’s toughest. And find a solution. We heard from the employers’ side how they responded to workers’ dissatisfaction with the fact that money has been worth less for several years in a row, while prices continuously and always go up. And we also got ideas on what, besides real estate (and a piggy bank), is the best investment, but first, it would be good to lay the foundations of financial literacy and venture into cryptocurrencies, the stock market, shares…
Change or die!
From the perspective of the most successful e-commerce platforms in the country, within the panel “E-commerce: From Click to Conversion,” we learned about the cookieless future, the advantages of CRM, why we still don’t trust internet payments, so we mostly pay cash on delivery, and how consumer habits have changed. The conclusion was clear and unambiguous, just like in all other areas of work (but also life): Those who do not change, do not adapt, and do not keep pace with the times, will disappear!
One of the most interesting panels was dedicated to artificial intelligence and the question of whether AI is a dream or a nightmare? Experts and connoisseurs of most AI secrets, just like most of the audience, agreed that we already extensively use and enjoy the benefits of artificial intelligence in many areas, and that it can be a wonderful dream if used responsibly, from reliable sources, and for a good cause. ChatGPT is, as we assumed, the most common tool we use to speed up some tasks in everyday communication work, and it has become an integral part of our business environment.
Actions, Brands, and the Future of Marketing
Lidl Serbia brought together representatives of companies Henkel, Neoplanta, and Gomex, who, in a brilliant exchange of opinions and experiences, discussed whether promotional offers in markets and large retail chains “kill” brands and take away their value and customer loyalty, or are they a great way to retain customers in a time when people in our country have less and less money, as research shows. The truth, as always, is somewhere in the middle, so strengthening the brand with occasional promotions is the best way to retain customers. Because our country is still specific in that we are emotionally attached to brands and products that generations have grown up with.
“The future of CMOs” (powered by Ovation BBDO) was another great panel where we realized from the perspective of marketing directors of companies like Forma Ideale, Carlsberg, and SBB how responsible this position is, very often the first target of criticism and changes at the top of companies, but also the one that may be characterized by a “multiparticle” approach more than any other. Every CMO, as Milan Perić (Carlsberg Serbia) brilliantly concluded, must be an excellent financial expert, a wise leader who recognizes and encourages the creativity and innovative ideas of his team members, zealous in the fight for every dinar in the budget (and skillful to defend and argue for every spent dinar).
Brainstorming at workshops
On the second day of the Forum, several large companies organized excellent workshops, and our colleagues from the PR and digital teams participated in brainstorming at Shoppster and Hemofarm workshops. It was a great opportunity to “measure our strengths” with colleagues in creative ideas and overcoming challenges, but also for all of us to draw communication and digital conclusions about the best practices, solutions, and strategies that yield results.
The TikTok Era
Panels dedicated to TikTok and deinfluencers were a great stimulus for companies that consider their business too serious for a social network that is the trademark of Generation Z, to at least reconsider their opinion. According to the top executives of large and successful companies, no one has regretted or made a mistake in addressing their users and clients via TikTok because it is not only entertainment that is the hallmark of this platform but also EDUCATION.
The growing trend of deinfluencing also does not have to be detrimental to brands because the criticism they offer can “push” companies in the direction of more responsible business and align with today’s value system. Here, too, the ability to adapt is the prevailing thought because communication skills are what can tailor every message to the most diverse target groups, so that the most valuable commodity in today’s world – information – reaches the right place. Famous influencers Andrija Jović and Lazar Filipović emphasized that in the ocean of content that scrolls rapidly across our planet, and seemingly the disinterest of young generations, honesty and authenticity have never, not even today, gone out of style.
We believe that we can assess that one of the sentences we all remembered, and which marked the IZAZOV 2024 is the one we heard at the panel “Employer Branding: The ‘battle’ for talent,” organized by Mars, which reads: Employer branding is what your employees say about their job after two glasses of wine.
And perhaps that is the best way to round off our review of this year’s Communication Leaders Forum, because this sentence refers not only to employer branding but to all aspects of our work and the entire communication industry. A satisfied person is always at the center and focus of everything we do, and what people say is always the best or perhaps the worst advertisement. And after two glasses of wine, we concluded that IZAZOV 2024 was – fantastic!
See you next year!
Photo credit: Milan Miljković
