10 years of the advertising industry in Central and Eastern Europe - Agency leaders Part 1

This year is the 10th anniversary of the media market reports published by we_can, first in our publication the CANnual Report, now on our we_know platform. To celebrate this occasion, we have asked our partner agency leaders to share their experiences on the changes in the advertising and media markets of the CEE region since 2014. In this second part of our article series, agency owners, CEOs, agency leaders share their insights on the most significant developments of the past decade.

we_can agencies have adapted by integrating traditional and digital media into cohesive strategies that enhance consumer engagement across platforms. This rapid technological advancement has driven the need for agility in media planning and buying and digital-first strategies have redefined agency structures, with specialized digital roles becoming more prevalent. All of this involves leveraging AI tools both in creative work and for campaign result predictions and real-time advertising optimization, emphasizes Jan Rauschert, Founder of CAN.agency, we_can’s Czech founding agency.

Data-driven marketing, propelled by platforms like Facebook and TikTok, has become a center element, while increasing reliance on automation and data analytics has improved efficiency and personalized campaigns. However, challenges like labor shortages and budget fragmentation have remained, along with a shift toward project-based work over long-term retainer agreements.

Across the advertising industry in Central and Eastern Europe, agencies are adapting their strategies for the future by prioritizing flexibility, talent development and the integration of new technologies. Žarko Sakan, CEO of New Moment New Ideas summarizes: “The world is moving, and we need to embrace change, adapt to new realities, reinvent ourselves and be forever new. We are aware that there are always new crises or opportunities around the corner and that is why we live ready for what is coming next: our NEW Moment.”

Teamwork makes the dream work

Over the past decade, agencies across the region have significantly transformed their internal workflows and processes, driven by evolving client demands, technological advancements, and external disruptions. In we_can agencies, internal workflows have become more integrated and agile, focusing on cohesive, cross-platform campaigns that combine traditional and digital media. Agency leaders such as Dražen Bračić, Managing Director of Croatian Ascanius Media emphasize improved collaboration between teams, with a clear focus on real-time performance optimization and actionable reporting, ensuring they meet client expectations for fast, data-driven decisions. The most prevalent goal among agencies is investing in people and fostering a culture of adaptability through collaboration and teamwork.

Our partner agencies strive to cultivate an environment that encourages continuous learning and skill development. Agencies tend to place special importance on technical and soft skills, acknowledging that these are crucial for navigating an ever-evolving media landscape. Specific examples are Hungarian social media agency Be Social‘s adoption of technology-driven processes, incorporating project management tools and data analytics for better efficiency and real-time campaign optimization. Ukrainian media agency Initiative faced unique challenges, including war and COVID-19 disruptions, which drove the adoption of decentralized, agile teams capable of remote work. They also expanded into international projects to ensure business continuity.

Creative agencies, such as Pink Moon in Croatia embraced accelerated processes and the use of AI, enabling them to develop ideas faster and adapt to partial client information. The blending of traditional process stages and the shift towards hyperproduction reflects a more flexible, speed-oriented approach, with a focus on delivering satisfactory solutions rather than perfection.

Technological developments

Technological development is another focal point, though perspectives vary amongst agencies. AI, AR, and VR technologies are expected to create more personalized and immersive consumer experiences as Zoltán Simon, CEO of Hungarian agency Café Communications explained, a trend echoed throughout the region. Agencies are highlighting the importance of cross-platform integration to maintain cohesive messaging across TV, digital, social, and other media outlets. This approach is essential to meet evolving consumer expectations and leverage data analytics for targeted and effective content. Szarvas László, CEO of we_can network added: "The single biggest challenge to face is the accelerating technological development which is extremely difficult to project. Fast and smart adaptation to dramatic changes like the emergence of Artificial Intelligence will be key to success and survival."

Sustainability is another keyword, driven by regulatory requirements and increasing consumer awareness, so agencies are adopting more transparent and eco-friendly practices. Speaking of regulatory requirements, the adaptation to stricter data privacy standards is a must, which requires refined strategies along with strong data management capabilities.

Efficiency and adaptability are focal points, prompting agencies to invest in tools that enhance productivity and campaign performance. Beside the right tools, another key element is nurturing talent capable of utilizing these technologies. Hybrid roles and cross-functional teams are becoming standard, all ensuring strategic and creative cohesion within the agency.

Broadening horizons

Even though we_can is a Central Eastern European agency network, we and individually our partner agencies look for opportunities that are not limited to this region. New Moment, the Serbian partner agency of we_can is a leader in most markets they cover, this means they are looking for new markets to expand. Žarko Sakan says:” We would like to focus more on exporting our creativity to the global market, especially to more developed markets of the Western world. We are adapting our services portfolio to better fit the needs of the global markets. We are including more digital services, CRM, content production at scale. We believe there is a place for high creativity with a Balkan twist.”

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