Gordan Turković
Episode · #207
KUKA Gordan Turković
Guest Gordan TurkovićHosted by Boris ŽivkovićMay 3, 2026
Gordan Turković
About this episode
What you'll hear in this conversation
The communication industry is in constant flux, with new channels emerging daily and established practices shifting. Gordan Turković, co-founder and partner at CTA Komunikacije, has navigated these changes by championing an integrated approach to PR and marketing, a philosophy he believes is essential for effective campaigns today. He joins us to discuss how his agency adapted through the pandemic, the evolving landscape of digital communication, and the core values that shape their work in a competitive market. You'll finish this conversation with a clearer view of how to build resilience and relevance in an era where communication channels multiply overnight.
Insights from the conversation
What to take from this episode
01
Many still see PR and marketing as distinct fields, but Gordan Turković's agency, CTA Komunikacije, started with the premise that "communication must be integrated." The most effective strategies don't divide disciplines; they blend them, using all tools from both for better results.
02
When the first wave of COVID hit, clients "immediately limited their marketing budgets," but as understanding grew, the industry resumed activity. Initial shock often leads to knee-jerk cuts, but sustained communication is too vital to pause for long.
03
During the pandemic, "many meetings that were supposed to be emails finally became emails," as Gordan Turković observed. A crisis can accelerate the adoption of more efficient digital practices, even in industries accustomed to in-person interactions.
04
Despite the initial uncertainty, CTA Komunikacije "did not give up on communicating with potential clients," leading to an "above-average number of contracts" signed later. Consistent outreach during a downturn often yields disproportionate gains when the market recovers.
05
For large campaigns, "exclusively relying on just one tool can be disastrous," Gordan Turković says. The optimal approach is always a "quality media mix," combining traditional and digital channels to reach diverse audiences effectively.
06
The saying "content is king, but marketing is queen and runs the household" resonates with Gordan Turković. While quality content can go viral, it requires an integrated marketing and PR strategy to achieve its full potential and generate unpaid media exposure.
07
Croatian agencies are not just local players; CTA Komunikacije, for instance, won the IPRA Golden World Awards for Excellence, a top global PR award. Local market expertise can translate into international recognition, even against much larger firms.
08
CTA Komunikacije was founded not just on business opportunity, but on a shared vision between Gordan Turković and Petar Tanta for "how our industry should look" and "what values" an agency should uphold. A strong philosophical alignment can be the most durable foundation for a partnership.
09
CTA Komunikacije positions itself as a "full-service agency that offers a 360-degree service," covering branding, marketing, PR, visual identity, and media buying. Offering a comprehensive "one-stop shop" simplifies the client's journey and ensures a cohesive strategy.
10
As a smaller agency, CTA Komunikacije operates with the conviction that "if we want to achieve the best results... we have to go all in 100% and do things that maybe someone else doesn't dare to do." Constraints can foster a bolder, more unconventional approach that stands out in a crowded market.