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Thomas Bauer
Episode · #412

KULTURA KOMUNICIRANJA Thomas Bauer

Guest Thomas BauerHosted by Boris ŽivkovićMay 3, 2026
About this episode
What you'll hear in this conversation

Thomas Bauer, co-owner and creative director at Grizli Komunikacije, observed a curious paradox during the pandemic. While many anticipated a dramatic overhaul of business and communication, he saw something else: an acceleration. Rather than generating entirely new trends, the crisis acted as a "tidal wave," pushing forward shifts already underway. His agency, specializing in market communications, navigated these years by adapting quickly, even as some segments faced disruption. This conversation offers a look at how brands and agencies responded to unprecedented pressures. Bauer shares how his firm not only survived but regained pre-pandemic revenue levels by focusing on growth in other areas. You will hear about the surprising resilience of existing trends, the evolving role of digital advertising, and the enduring human need for connection, even in a world that increasingly works from home.

Insights from the conversation
What to take from this episode
01
The pandemic wasn't a dramatic transformation for online sales, Thomas Bauer observes; it was a "tidal wave" pushing an existing trend. Brands already moving towards digital were logistically and philosophically prepared, capitalizing on an acceleration rather than inventing a new path.
02
While television and out-of-home advertising saw budgets fall by about 20% during the crisis, Thomas Bauer insists digital will not "kill" traditional media, much like television never eliminated radio. Instead, it forces a transformation, adapting to new consumer habits like the YouTube generation's demand for absolute content choice.
03
While even experienced investors like Warren Buffett couldn't foresee the crisis, Thomas Bauer notes that marketing budgets fell by a more modest 8-12% during the pandemic, a less severe drop than "everything was much more dramatic" in 2008. The lesson is that quick adaptation after the initial shock was more effective than trying to predict the unpredictable.
04
When Grizli Komunikacije saw its event organization segment significantly reduced, the agency's overall revenue returned to pre-pandemic levels by 2021 by strengthening other areas. A diversified business model means that when one channel is disrupted, you grow in others, rather than waiting for conditions to normalize.
05
"The earthquake actually got us out of the house," Thomas Bauer reflects on his volunteering during a time of forced isolation. Sometimes, an external crisis provides a counter-intuitive escape from personal confinement, offering physical engagement and a renewed sense of purpose.
06
Thomas Bauer describes himself as a "trained introvert" who has learned to be extroverted for his work, suggesting the long-term impact of virtual interaction will be individual. While some adapt well, the fundamental human need for in-person connection persists, proving you don't change human nature overnight, even with a global event.
07
Thomas Bauer rejects the notion that marketing and PR are merely "selling fog," especially for markets still developing. The communication industry is a fundamental necessity for any modern economy, not a luxury, its essential role evident in the most developed markets.
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