The past year was important to us also because of the launch of our umbrella brand of vitamins, One Two Three.
1. What marketing activities did you emphasize in 2024?
In the year 2024, we focused on integrated marketing campaigns that encompassed a mix of multiple channels. Considering the growing importance of digital marketing, our goal was to increase our presence on digital platforms, particularly through activities on social media. This included sharing authentic stories and consumer experiences, as well as collaborating with influencers, which contributed to greater engagement and closer connections with our audience.

The past year was significant for us because of the launch of our umbrella vitamin brand, One Two Three. With phenomenal support from brand ambassadors Ivana Španović and Boriša Simanić, consumers received an entirely new brand from Hemofarm, which achieved excellent results in a short period of time.

2. What type of marketing activities are you going to prioritize in 2025?
Looking ahead to 2025, we are planning to increase our investment in digital marketing. Research shows that the average internet user spends about 6.5 hours online daily, and digital habits will continue to evolve especially in areas such as shopping, financial services, and public administration. Accordingly, our task as a brand is to leverage digital channels to maximize personalised consumer engagement, as we believe that every person should be approached as an individual with unique needs. In addition, data-driven campaigns now offer so many opportunities, and we are eager to explore these further to connect consumers even more closely with our brands. Alongside this, digital content, especially video format, is becoming increasingly important. The inspiration we gain from consumers on a daily basis can only strengthen our communication further.

3. How do you see the role of artificial intelligence in the operation of your marketing department? Do you use artificial intelligence in your work to any extent?
Artificial intelligence is truly an exciting tool that can transform the way we work. Personally, I am fascinated by how these tools, through data processing, facilitate a better understanding of consumer habits and needs. The use of AI for creating various content, visuals, and texts is also on the rise, so we will definitely continue to explore different possibilities of AI in the future, as I believe it will further strengthen our decision-making and creativity.

4. How important are ESG standards for your company's operations, and to what extent do you focus on their implementation in your company's marketing division?
I am of the opinion that operating in accordance with ESG standards is of utmost importance, as I believe that a company’s true success is measured not only by financial results but also by its impact on society and the environment. In marketing, we strive to convey our ESG values through campaigns that raise awareness about sustainability and the importance of community. I truly enjoy creating communications that inspire people to engage in our initiatives and become part of the change we want to see. Our campaign for the One Two Three brand also carried the responsible message that the rhythm of a healthy life is important for each of us. Each of us is the owner of our own health, and we must be responsible in this regard. Additionally, we were delighted that Ivana Španović was present at the ESG festival organised by Hemofarm in October 2024, and she gave a lecture to students and interacted with them. In 2025, we are also going to continue with numerous activities that will prioritise responsibility towards our environment.

5. What qualities should a marketing director have nowadays?
A marketing director today needs to be an innovator and a leader at heart. For me, the team is extremely important, as a successful team can achieve incredible results. In addition, analytical thinking and openness to new insights are essential traits in today’s fast-paced marketing world. I believe the key to success is the ability to inspire people to collectively build a vision for the future.

6. What are your expectations regarding trends in marketing, advertising, and media in 2025?
I expect the trend of personalization to continue in 2025, as the world of digital marketing is rapidly changing and consumers are becoming more demanding. I think video content will continue to grow, with a focus on creative and emotional stories that connect people. Moreover, I believe sustainability will become a key part of the marketing strategy for many companies. I am personally inspired by the idea of how we can use our voices and resources to contribute to positive changes in society.