Nominis podcast – episode 095: The future of marketing agencies
In Nominis episode 095, we talk about AI, education, communication, and the future of marketing agencies with Dunja Ivana Ballon, director of HURA and IAB Croatia, and director of the Dani komunikacija festival.
In the new episode of Nominis podcast which we are producing in partnership with the Association of eCommerce Croatia, Marcel Majsan spoke with Dunja Ivana Ballon, one of the most influential people in the Croatian communication and marketing industry.
The conversation covered the role of HURA and IAB Croatia, the importance of education, the organization of Dani komunikacija, and the way AI is already changing agency work. Dunja explained that agencies today are no longer only partners for promoting finished products. Their work increasingly overlaps with product development, business strategy, innovation, and user experience.
A large part of the episode focused on continuous learning. Through initiatives such as HURA Intelligence Hub, HURA and IAB Croatia are working on education, research, guidelines, data, and examples of good practice for the communication industry.
AI will not replace the need for strong agency thinking. It will make average work easier to spot. Tools can speed up research, production, and administration, but they cannot replace clear goals, understanding of the audience, creative judgment, empathy, or the ability to ask the right question.
The episode also touched on conferences and business events. Dunja believes that a good event cannot be built only around financial goals. It has to give people useful knowledge, new contacts, motivation, and a sense that the organizers cared about the content and experience.
The final message is clear: the future will belong to agencies and professionals who keep learning, experiment with new tools, and stay curious enough to adapt before the market forces them to.
You can check the video recording of Nominis 095 on the official YouTube channel of eCommerce Croatia.
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