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Tino Vrbanović, Ante Starčević
Episode · #100

PAMETNA HRVATSKA Tino Vrbanović, Ante Starčević

Guest Tino Vrbanović, Ante StarčevićHosted by Boris ŽivkovićMay 3, 2026
About this episode
What you'll hear in this conversation

In an era where every brand fights for attention on digital screens, two friends in Croatia built a business on an idea many might dismiss as a relic: the human sandwich board. Tino Vrbanović and Ante Starčević, one a creative designer, the other an agronomist by training, saw not an archaic concept, but an untapped market for direct physical presence. They re-engineered a century-old form with modern touches like GPS tracking and ultra-light materials, turning a simple idea into a potent tool for direct engagement. Their story is a lesson in finding commercial life in unexpected places. It explores why, even in a hyper-connected world, the most effective advertising might still be the kind that walks right up to you, and how to innovate when others assume an idea has run its course.

Insights from the conversation
What to take from this episode
01
The initial idea for walking advertisements began as a side project for Tino Vrbanović and Ante Starčević, something they kept 'on the side with the creative work.' The businesses that scale often begin as secondary thoughts, only becoming the main focus after external validation from a trusted mentor signals real potential.
02
Despite the 'sandwich board man' concept existing for over a century, Tino Vrbanović and Ante Starčević realized 'no one had standardized that kind of service in this market.' The opportunity isn't always in inventing a new concept, but in standardizing an existing, fragmented one. Structure and consistency can be the most powerful innovations.
03
Their core innovation for the walking billboard was reducing its weight to around four kilograms, making it 'lighter than a school bag' for the promoter. Incremental physical improvements to an old product can open up entirely new operational possibilities, making it accessible to a wider workforce and extending its effective usage time.
04
In an age of online everything, their physical medium succeeds because it 'goes where others can't,' reaching narrow streets, squares, and rivas. When digital channels become saturated, the most effective counter-strategy isn't always more digital, but a return to physical presence in spaces where competitors cannot follow.
05
They added GPS tracking so clients could 'review exactly where their walking advertisements are located.' Integrating basic technology into a physical service isn't just about efficiency; it builds client trust through transparency, turning a simple tracking feature into a core part of the value proposition.
06
Tino, an agronomist, and Ante, a creative designer, both came to marketing from non-traditional backgrounds, learning 'further steps' from a mentor. Formal industry background is secondary to a willingness to learn and adapt; the most innovative ideas often come from those who approach a field without its established orthodoxies.
07
Promoters initially feel 'a little ashamed' carrying the advertisements, but after a couple of shifts, they 'get over it and see it as normal.' When introducing a concept that relies on public visibility, anticipate initial discomfort from your team. Building a supportive culture can quickly normalize the activity and improve performance.
08
They explicitly chose to 'narrow the spectrum to just one product, one service' to 'make a boom,' rather than offering broad guerrilla marketing services. Focus on a single, well-executed offering can generate more market impact than a diverse but diluted service portfolio. Sometimes, the path to expansion starts with radical contraction.
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