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Tomislav Kračić
Episode · #304

KULTURA KOMUNICIRANJA Tomislav Krajačić

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

Every scroll, every click, every new tab opens onto another advertisement. In a world saturated with commercial messages, the question isn't whether consumers see your brand, but whether they *feel* it. The industry is grappling with a fundamental shift: the old 'push' model no longer works, yet many still operate as if it does. Tomislav Krajačić, who leads the marketing agency Kofeina, sees this tension daily. He argues that Croatian advertisers, in particular, are falling behind their regional peers, held back by a fear of failure and a reluctance to trust. He believes that while advertising is not art, it must become more purposeful and emotionally resonant to break through the noise. This conversation cuts through the noise to reveal why 'making ads' is no longer enough, what truly moves consumers, and how agencies and clients must rethink their entire relationship to create impact in a saturated digital landscape.

Insights from the conversation
What to take from this episode
01
The pandemic's acceleration of e-commerce didn't fundamentally change marketing's purpose; it simply moved the audience. Marketing will always exist where human attention is, meaning brands must follow where people are looking, not where they used to look.
02
For decades, advertising ideas were designed for television, then adapted for other channels. Today, social media's demand for constant, short-form content means the idea itself must be born for speed and volume, not just adapted from a single, longer format.
03
The biggest hurdle in client-agency relationships isn't external market shifts, but a long-standing 'lack of courage' from advertisers and agencies forgetting their core purpose. Advertising isn't art; it's about solving a business problem, even if it requires boldness to stand out.
04
While Croatian campaigns often play it safe, aiming to 'satisfy the form' and avoid failure, agencies in Serbia are 'much braver,' seeking the essence of a story. Playing not to lose means you rarely win the audience.
05
Clients often measure success by numbers, but consumers today are 'overdosed' with information and don't have to engage with anything. They respond to emotion, not features, meaning the most effective campaigns sell a feeling, not a product.
06
Consumers are 'overdosed' with information and actively resist anything that feels like a 'push.' True brand loyalty emerges when a brand's values are genuinely communicated, turning consumers into voluntary ambassadors rather than forced recipients.
07
Ads can still be entertainment if they offer 'added value' or 'emotion,' not just product placement. The future of advertising isn't about numbers on a generic family scene; it's about creating an experience people choose to watch because it makes them feel or learn something.
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