In an interview for Advertiser Serbia, Marijana Agić-Molnar, Regional Director of Direct Media United Solutions, discusses the agency’s remarkable achievements in 2024, the challenges posed by the business environment, and key innovations that enhance client collaboration. She also shares insights into market trends and changes in the industry while outlining expectations for a dynamic and demanding 2025. By leveraging years of experience, AI technologies, and data-driven strategies, Direct Media continues to stay ahead of the competition.

Could you give us a general assessment of your agency’s success in 2024?

– Direct Media United Solutions achieved significant revenue growth in Serbia and the entire region in 2024, exceeding ambitious targets for the year by nearly 10%. We grew alongside our direct clients and agencies in our pool. This year was also marked by new initiatives for us. Together, we worked on positioning ourselves better and differentiating more clearly from the competition. As Direct Media has always done, we strive to stay a step ahead—creating new benefits for our clients.

Thanks to smart data utilization (client data, our own, open data, etc.), we help our clients become much more relevant to their target groups. By leveraging our expertise in working with client data and accessing a unique database of interests, we precisely profile and reach target audiences with tailored messaging. The entire process is automated, and when communication is data-driven, conversion rates improve, and most importantly, the quality of these actions can be measured.

Among all communication agencies, Direct Media uniquely combines three aspects under one roof: years of experience using AI and working with first-party client data, deep expertise and success in creating media strategies, and mastery of ad tech tools, which Direct Media is already renowned for. I’m pleased that clients respond very positively to our innovations, and I look forward to showcasing our joint successes at future conferences.

How do you assess the business environment in 2024? Was it better or worse compared to previous years? What marked your agency’s operations in terms of external conditions—economic, social, and political?

– The business environment in 2024 was challenging and highly dynamic. Changes that used to take years occurred within a single year. The global marketing market is transforming, and all market participants feel the impact. We are witnessing accelerated global centralization, leading to reduced local and regional investment in innovation.

When selecting partner agencies, clients are often guided almost exclusively by price. Colleagues nostalgically recall how pitches used to look in previous years, how much freedom clients gave agencies to influence and propose alternative approaches. Despite the constraints, we continue to strive to provide additional value to our clients. That’s why we focus on innovations that help our clients remain relevant to their target audiences—something achievable only through deep understanding. We want to remind the market that marketing works.

Media consumption habits and the roles of different media are changing rapidly. For instance, influencers as a communication channel are increasingly used, following global trends. I’m glad that in this area, too, we are a leading agency.

The year 2024 brought significant changes to our industry in the region. Global agencies radically restructured, redefined the roles of local companies, withdrew from majority ownership in these markets, and local agencies changed ownership. There was substantial media space price inflation. However, I’m convinced that changes will come even faster—an exciting period lies ahead.

Was 2024 marked by significant challenges affecting the entire communications industry? Do you see any positive developments in the functioning of the market communications industry?

– Observing our communications industry, I must say I wish we were more united around common interests to address shared challenges. Through IAA, we have managed to make some positive strides.

For instance, we are jointly working on addressing the lower appeal of marketing as a profession. We’ve established partnerships with relevant faculties, organized joint presentations to promote the profession, and collectively offered internships.

Additionally, we preserve and nurture the EFFIE Awards and the objectivity of their evaluation and recognition processes.

Which country in the ex-YU region do you consider most suitable for the operations of communications agencies, and why?

– Larger markets attract more significant investments, and this has remained unchanged for years. Serbia and Croatia continue to dominate in attracting regional budgets, and this will remain so. However, this should not deter clients from investing in other markets if their goal is regional success.

I see this clearly through our work with companies across the region—without localization and an understanding of local specifics, companies cannot generate the growth they are capable of.

What are your expectations for 2025 in terms of business conditions?

– I expect an exciting battle ahead. I look forward to demonstrating our passion, commitment, and ability to create additional value for clients. Traditional business models are under significant pressure, and we will all feel this in the coming year.

It will be harder, but haven’t we already grown accustomed to that?