Marko Ivan Pekica
Episode · #431
BREND FORUM Marko Pekica
Guest Marko Ivan PekicaHosted by Božo SkokoMay 3, 2026
Marko Ivan Pekica
About this episode
What you'll hear in this conversation
Marko Ivan Pekica didn't enter the marketing world with a grand strategy. His path into the industry, in 1968, began with a simple, humbling realization: he needed to contribute to the family table. That raw, human motivation led him to an ad in a newspaper, and into the burgeoning world of Yugoslav advertising. For over five decades, Pekica not only witnessed but actively shaped the region's approach to market communication, pulling it away from Eastern propaganda and towards Western ingenuity. This conversation offers a rare look back at the origins of modern brand-building in a unique economic and political context, and makes you consider what truly drives a lasting career in persuasion.
Insights from the conversation
What to take from this episode
01
Marko Ivan Pekica's path into advertising began after a freelance journalism career with "miserably small" honorariums left him feeling he hadn't contributed enough for a family meal. He applied to Ozeha, then the largest agency, not out of passion but out of a deep, personal need to earn his keep. The most enduring careers often begin with a fundamental human drive, not a specific industry ambition.
02
In the early days of Yugoslav marketing, Marko Ivan Pekica recalls the focus wasn't on "brand" as a logo or sign, but on "the product, its quality, its packaging." The goal was to "bring the product to the consumer who loves it, lives for our product," building awareness of its distinct value. Before you articulate a unique brand story, ensure the product itself is already the story.
03
Ozeha, the agency Pekica joined, worked for clients across all of Yugoslavia, with branches from Belgrade to Sarajevo, yet the creative heart remained in Zagreb, drawing inspiration from Western trends. Even in a politically distinct system, market communication that truly resonated found its audience, proving that creative ingenuity can transcend ideological divides.
04
Watching today's TV commercials, Marko Ivan Pekica often wonders, "Is it possible that I worked in this profession for fifty years?" He feels his generation "lived for truth and for stories that... delivered true values," while modern ads "strive for spectacle or some kind of craziness." When the craft of persuasion shifts from delivering genuine value to chasing fleeting spectacle, the very purpose of advertising changes.
05
Mihovil Skobe, a colleague at Ozeha who returned from the USA, held a "huge advantage" because "he knew English" and brought "discipline and organization" to projects, inspiring Pekica. In an emerging creative industry, the ability to connect with international knowledge and apply structured thinking can be a more powerful differentiator than raw local talent.
06
Krešimir Đeba, a respected figure from the rival Vjesnik agency, offered Marko Ivan Pekica a direct warning: "Marko, I congratulate you. The only thing I would ask is that you beware of sycophants. They are ugly, pushy." Even among competitors, genuine counsel can emerge, reminding that navigating internal dynamics and protecting against insincere praise is a constant challenge in any creative field.