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Vedran Vereš
Episode · #139

KULTURA KOMUNICIRANJA Vedran Vereš

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

Vedran Vereš leads Universal McCann, a key player in Croatia’s media agency landscape, known for client relationships spanning decades with brands like Coca-Cola and Zagreb Brewery. He offers a view from the front lines of an industry grappling with rapid change. While global trends point to digital media dominance, Vereš explains why Croatia's market still operates differently, with traditional television maintaining its hold. He also addresses what separates local agencies from their Western counterparts, arguing that the true difference lies not in talent, but in the scale of investment in data and research. Readers will come away with a clearer understanding of how local market specificities shape global advertising trends, and what it takes for agencies to build lasting client trust in a constantly shifting media environment.

Insights from the conversation
What to take from this episode
01
Universal McCann's client relationships with Zagreb Brewery for over twenty-five years and Coca-Cola for nearly thirty years demonstrate that enduring partnerships are built on consistent value, even in an industry constantly reshaping itself. Long-term client trust is earned by adapting with the market, not just to it.
02
Vedran Vereš spent a decade at Digital Media Services, then two years leading research at Nova TV, before returning to the agency side. This detour into a media house's research department provided a crucial 'other side of the table' perspective, showing that stepping away from your core expertise can sharpen your insight upon return.
03
While digital advertising is growing in Croatia, television still captures nearly fifty percent of media investment, unlike developed Western markets where digital often equals or surpasses TV. This difference highlights that local market dynamics, like high TV viewership and lower fragmentation, dictate media spend, not just global trends.
04
The average Croatian watches almost four hours of television daily, with most viewership concentrated on major national broadcasters. This sustained, high engagement with traditional media means that mass reach is still effectively achieved through established channels, a factor often overlooked when comparing to more fragmented Western markets.
05
Digital platforms like Google and Facebook allow even very small advertisers to target niche audiences based on interests with minimal resources. This democratization of reach means that precise communication is no longer exclusive to large budgets, a capability traditional mass media cannot offer.
06
When comparing Croatian agencies to Western counterparts, Vedran Vereš asserts that the difference isn't in talent or intelligence, but in the scale of available investment for deep research. Quality of insight is often directly proportional to the data resources at hand, not solely the people interpreting it.
07
Croatian professionals who move to Western markets often find significant success, performing well in more structured environments with greater access to data. This suggests that the foundational skills developed in resource-constrained settings are highly adaptable and thrive when given the tools to excel.
08
The Croatian Association of Advertising Agencies (HURA) has become increasingly active in market regulation and education in recent years. Industry-led self-regulation is a critical mechanism for maturing a market, ensuring practices align with broader standards, and fostering a shared understanding among participants.
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