10 years of the advertising industry in Central and Eastern Europe - Agency leaders Part 2

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.

Persisting trends

Defining trends in both media and creative fields have been visible for some years now and according to our partner agency leaders, they will continue to define the industry for the upcoming years as well. Jan Rauschert, Founder of Czech CAN.agency sees it as changes in the advertising industry are generally tied to rapid technological advancements and an exponential increase in the volume of available data on one side and the demand for faster and more efficient solutions from clients on the other.

The growth of short-form video content on platforms like TikTok and Instagram is an example, as well as fragmented communication and channel-adapted narratives with content tailored to specific platforms. Andrew Andruschenko, CEO of IPG Media Brands Ukraine states that AI will enable tailored, even personalized creative executions for niche audiences and effective cross-channel attribution models will become essential for mapping out consumer journeys and maximizing channel value. Tamás Joanelli, CEO of Hungarian digital agency Be Social adds that programmatic advertising is expected to see substantial growth, with automated, data-driven placements taking precedence. Influencer marketing is still getting stronger, and Hrvoje Skurla, Owner and Creative Director of Pink Moon highlights the importance of generational content creation, with agencies increasingly involving Gen Z creators for Gen Z audiences.

Challenging Gen Z

Across the region, agencies are recognizing Generation Z as both a challenge and an opportunity, largely driven by their digital-first media consumption and demand for authenticity. The focus is on crafting transparent and socially conscious content, using platforms like TikTok and Instagram, which resonate with Gen Z's values around sustainability and social issues. Tamás Joanelli stresses the importance of educating teams on emerging trends and maintaining a connection to local and global behaviors. Bojan Popović, Managing Director of Direct Media Slovenia, in addition to adapting marketing strategies, highlights the internal generational shift, adjusting work culture to reflect Gen Z’s expectations, such as more flexible work hours, remote options, and less traditional organizational structures. Hrvoje Skurla, however, views the conversation around Gen Z as overstated. He believes that the fundamentals of good creative work—clear briefs and solid strategic frameworks—remain unchanged across generations.

Changing client expectations

Over the past decade, client expectations have shifted towards more integrated, efficient, and transparent media strategies, with a stronger emphasis on ROI and measurable results. Across the region, agencies have adapted by evolving their services and relationships to meet these demands.

Agency leaders such as Tihana Tais, Managing Director of Direct Media Bosnia and Herzegovina, highlight a consultative, collaborative relationship with clients, involving them closely in the creative process and aligning strategies with broader business goals. Andrew Andruschenko specifically notes that clients now seek strategic partners who can provide long-term insights, especially in markets with tighter budgets.

In contrast, Didi Encheva, Client Service Director at Argent Group in Bulgaria says they focus on simplifying the complex media landscape for clients, prioritizing transparency, clarity, and speed. Pink Moon offers a slightly different perspective, observing that client demands for speed and lower costs often lead to compromises in quality, both in the final product and the agency's workforce. standards.

Biggest milestones

Reflecting on the past decade, several agencies highlight key achievements that showcase their adaptability and growth in an evolving market.

László Szarvas explained: Withstanding the repeated crisis periods is by itself a significant achievement. Not only the global challenges but the specific Hungarian political, regulatory, legislative and economic environment have been rather negatively influenced our business. Despite all these difficulties and shocks we managed to adjust, keep the core of our client portfolio as well as agency staff."

Jan Rauschert from Czech CAN.agency says a crucial decision was to establish their own media agency, whose competencies include media audits, creating media strategies, and planning and executing campaigns. Close cooperation between teams throughout the entire process—from strategy development through creative work to execution and post-analysis of media campaigns—proves essential.

Žarko Sakan, CEO of Serbian New Moment New Ideas shares his proudest moment, it was winning the Titanium Lion in Cannes, followed by another 9 Cannes lions in the upcoming years.  “With this, we managed to put Balkan creativity in the global market place and it also served as a stamp of creative excellence for our agency allowing us to win clients outside our region.”

Direct Media Bosnia and Herzegovina stands out with its pioneering innovations, including the introduction of TGI in Bosnia & Herzegovina and its significant role in the establishment of a new TV viewership measurement methodology in 2024. The agency also led digital media measurement with the launch of banner monitoring, offering valuable insights into digital advertising. Their investment in MediaLIGHTHOUSE has positioned them as a leader in data-driven media planning, enabling real-time optimization and precise results.

In Hungary, Café Communications’ milestone was the creation of the Café Group, expanding its service offerings and geographical reach across Central and Eastern Europe. This growth allowed the agency to better serve clients with a wider range of solutions and a broader regional impact.

Croatian agency Pink Moon reflects a more modest but resilient achievement: maintaining their position in the competitive market by blending traditional agency strengths with modern adaptations. Despite being a smaller agency, they’ve successfully worked on large campaigns, carving out a unique space between the large, established agencies and newer, smaller players.

To read the beginning of the article, click here