This time again, the end of the calendar and business year is a reason to have a talk with the leading names in advertising, media and PR agencies about their achieved goals in the year we’re leaving behind, plans for the next one, as well as the factor of the environment in which those plans are supposed to be realised. This time our guest was Iva Kaligarić, CEO of Señor agency. The interview was led by Nenad Danilović, main editor of this edition of Advertiser Serbia.

How did 2022 go for your agency? What are the significant projects and activities that your agency has implemented during this year that is coming to an end?

2022 was dynamic and shifty. We worked on new big projects, proven communication platforms, promoted gender equality, raised funds for those in need, raised awareness of the importance of mental hygiene, studied a lot and learned even more. We focused the year primarily on contributing to society, not on Señor's balance sheet. We believe that one good turn deserves another, just as that our contribution will be recognized and be able to help develop of a more tolerant, inclusive and fair society. I will point out a couple projects that I’m most proud of, although, above all, I am most proud of all the señoritas and señores who created them.
The beginning of the year was marked by the facelift of the global brand FOREO, and for a moment (several production months long) we had the feeling that Zagreb had become the center of the world. We gave the beauty&tech leader a new face, set up a communication system that was presented in La Fayette in Paris, and then in more than 80 countries around the world. And speaking of shopping centers, we have confirmed that shopping does not have to be linked only with obligation and haste, by rebranding the Centar Kaptol. It has become the first premium & lifestyle center where the city goes for a break, where the feeling of the brand is integrated into every pore — from its architecture to horticulture.
One thing that never goes out of fashion is honesty, and we proved it with a bold campaign for the dated Croatian fashion brand Varteks, using the preconceptions consumers have about the brand as a conversation starter about its new era.
A new era that is crucial for our business is the post-covid era — we searched for meaningful work, the key to employee motivation today, in the field of social responsibility, culture, mental health and launched various initiatives in collaboration with clients and partners, the last of which you can take a look at here. We learned our lessons from both good and bad examples of practice, and we always strived to share our know-how with the academic community. We strengthened our team with young lions, while the experienced ones found themselves as parts of the jury on local and global advertising festivals. And the vote of the jury recognised our work this year as well! After winning the title of the most creative agency in Croatia (IdejaX 2021), this year we also proved our effectiveness — in addition to a number of Effies won, we also received the Effie Grand Prix for the socially responsible project No place for inequality at the workplace. More than the award itself, we are happy that our projects affect positive changes in society.

How do you evaluate the past business year for the market communications industry?

The year was marked by constant changes. The geopolitical, health and energy crisis encouraged us to be faster, more efficient and more empathetic. This is the greatest value that this uncertain time has brought us — we set out to create more emotionally intelligent brands and communication. On the other hand, the positive expectations from the beginning of 2022 subsided as the year passed. The increase in business costs affects daily nervousness, pressure on budgets and careful planning for the coming year. Consumers are losing purchasing power and trust in the media, as well as trust that the brands’ narratives are true and relevant to their everyday life.
There is a growing fear of crises, inflation, and a decline in the quality of life, and the latest research in Croatia reveals how all of the above affects a rapid change in attitudes and behavior and decreasing brand loyalty*.
Our task in the future will be to work even better, to create useful and reliable products and services, empathetic brands, and to communicate honestly and relevantly.
*Source: Val Grupa and Ipsos Puls, online survey "Zero Quadrant 2022", n=603, 27-30 October 2022.

What are your expectations for the year 2023 regarding the business conditions of companies from the market communications industry?

I expect a more efficient symbiosis of classic, digital and PR agency services. I want our profession to keep working on raising its bar and improving its image in the eyes of new generations. I hope that we will spend more time creating, and not dissecting every cent, considering that, unfortunately, the costs of doing business are also increasing for our industry.

Do you have any significant plans for the coming year that you can present to the public?

In the next year, some of our larger ongoing projects will see the light of day - stay tuned!

Our plans also include activities with a long-term impact that make us happy, and relate to culture, architecture and work on projects outside the domain of classic market communication.

Make a wish for yourself, as a general manager, for 2023.

I want a chocolate cake for Señor’s 10th birthday. And a piña colada!

This interview was originally published on Advertiser Serbia.