The upcoming year already presents its challenges, and we are here to offer solutions. As an expert in her field of business, Bojana Stankovic, the director of the Smart Vision agency, had the opportunity to share her thoughts on innovations in the PR world and reflect on successful business practices that ensure the agency’s longevity.
The 15th anniversary of the Smart Vision agency, celebrated in 2022, was marked by a bold step that we are very proud of – the opening of an office in Dubai. This office, responsible for the Middle East, significantly improved both our business and our team, progress evident throughout the entire year of 2023, during which we diligently worked on establishing systems, strengthening the team, and expanding our network of collaborators.
If you’re familiar with our way of working, you’ve probably heard about the traditional surprise excursion. This year, to bring distances, both territorial and cultural, closer, our entire team from Belgrade spent several days in the Middle East, organizing a series of interesting activities in Dubai to further unite the teams. In today’s business environment, successful companies recognize that their most valuable assets are not just services but the people who provide them. Therefore, one of our most important strategies is investing in team spirit, proving to be a valuable investment that yields further progress.
However, investing in interpersonal relationships extends beyond our “four walls.” Good relationships with clients and partners enable our growth, and sometimes even shared enjoyment. The greatest reward comes from the praise and satisfaction from that side. In this regard, the past year brought numerous projects of which we are proud. We would highlight the wonderful collaboration Smart Vision agency established with the Novak Djokovic Foundation. During Dr. Gabor Mate’s tour, who held a series of lectures and workshops across the Balkans, we provided PR support to the foundation, and it’s worth noting that our work was a donation to the foundation itself. The enthusiasm for future business is fueled by the fact that we helped raise awareness about the importance of mental health.
In 2023, we were also open to hearing from global marketing experts. Our agency had the opportunity to attend various conferences, both as part of the audience and on the stage. Most of these agencies discussed artificial intelligence and the question “Will AI take our jobs?”
Seeing innovation as an opportunity rather than a threat is an art in our field of work. We used advanced artificial intelligence algorithms to analyze data and come up with better campaigns. Using AI as a tool, not as a source of ideas, is the key to solving the puzzle of “Will AI take our jobs?”
The past year was also marked by an invitation for our communication director, Bojana Stankovic, to be part of the expert jury for The AWARD, the awards ceremony in the field of PR, alongside selected prominent figures in the regional communication scene. This experience professionally concluded the year 2023 in line with our business.
It’s evident that the industry has never been more dynamic than it is today. This is primarily due to the technological development driven by artificial intelligence, and the speed at which this development is unfolding before our eyes will not slow down even in 2024. The keywords for this year will be trust, authenticity, transparency, and sustainability. Companies will increasingly align their PR strategies with socially responsible, environmental issues, and purpose-driven initiatives. Consequently, communication teams, integrated with colleagues responsible for digital, marketing, and advertising, will collectively emphasize companies’ commitment to sustainability and ESG initiatives through integrated campaigns.
Communication about responsible business practices will be an integral part of a brand’s reputation, and reputation will be more important than ever. Influencer marketing will continue to evolve, but under the umbrella of authenticity, and we will increasingly move towards micro-influencers with a smaller but more engaged audience. AI-based analytics will provide much deeper insights into audience behavior, sentiment analysis, and the impact of each communication step, leading to a more personalized approach to communication. The video format, primarily targeting audiences with short attention spans, will continue to dominate digital communication.
In the spirit of successful memories, ready for new challenges, Smart Vision agency wishes you trust in people, authenticity in style, and transparency in work!
