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Ivan Kovačević at IZAZOV forum in Belgrade

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The 2nd IZAZOV forum, organized by the Marketing network included more than 200 experts from the fields of marketing and communications, was held in Belgrade. Key topics of this two day event were the challenges in marketing and communication with a special emphasis on the cooperation between agencies and clients.

Ivan Kovačević, director of digital marketing in Agrokor, participated in the closing panel “Strategy or IDEA” held on the final day of the IZAZOV forum. The subject of the panel was the importance of strategic planning and connecting the strategic and the creative side of the marketing communication. Panel participants agreed that the importance of strategic planning is no longer a debatable issue since being creative without strategy is simple improvisation and today there is no room for that.

“Defining a clear brand strategy is a basis for upcoming marketing and other brand activities. It is a long term project that includes both clients and agencies. The next step is to define a tactic, or in other words, the ways to carry out the strategy and this includes creative solutions as well. One cannot be implemented without the other.  A key component is setting expectations and metrics that will allow us to know whether the goals are achieved.”, concluded Kovačević.