KULTURA KOMUNICIRANJA Kristina Laco

The pandemic years forced a global reckoning with how businesses communicate, but for Kristina Laco, director and partner at Colić, Laco i partneri, the crisis also served as an unexpected catalyst. She points out that the sudden shift made companies acutely aware of communication's essential role, transforming it from a support function into a recognized strategic imperative. The urgency of remote work and disrupted markets didn't just change channels; it reshaped how agencies and clients collaborated, pushing both to adapt at unprecedented speed. Kristina brings a deep perspective from the heart of Croatia's communication industry, where she has observed these shifts firsthand, both within her agency and through the broader lens of HURA, the national association for market communication agencies. Her insights offer a grounded view on what truly changed, what remained fundamental, and how the industry not only survived but, in many ways, became more vital. This conversation explores how agility became the ultimate currency, how creativity finds new ways to thrive despite distance, and why the core principles of good communication are more important than ever. You will walk away with a clearer understanding of how crisis can sharpen focus on what truly matters in connecting with people, whether they are employees, customers, or the wider public.