Key Insights‍

What works for everyone, works for no one. This is my work mantra. This is the idea that I never let go of.
Dimension is not quality. I don't want a 25-year-old guy to be impacted by content about incontinence for middle-aged people. It's a waste of money, resources and, in the end, a poor service for the brands and the audience.

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At the end of the day, we are talking to people, but we have to talk to the right people, those who are interested, those who identify with it, those who will care. Those who want to talk to us.

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Understanding the dynamics of society and its complexity will increase our goals in making a good branded content in any kind of format. Right now, video is king, but there is so much we can do to deliver a good message.

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We have to find intelligent ways to create and curate relevant branded content for our audience.
If we have what they need, they will find us, they will consume our content, and if we are lucky enough, they will follow us.
I really believe that each person is unique, so we have to create unique branded content.

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Signature Work Achievements

As one of the pioneers of native advertising in Croatia, I have launched or reorganized content and native advertising departments in four of the largest Croatian media—24sata, Telegram, Adria Media Zagreb, and Večernji list. I have won around ten awards for the most effective and creative native campaigns for various clients and industries (clients include Kaufland, HT, and PAN beer) in Croatia, as well as at the Native Advertising Institute competition.

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I built my career as a journalist and editor-in-chief of numerous magazines, publications, and special supplements before shifting my focus in 2014 to native advertising and the creation of branded content, campaigns, and projects within media organizations, where I lead creative advertising departments. I am particularly proud that, in every media house I have worked in, I have successfully transformed the approach to content creation for clients by insisting on boundary-pushing creativity and fully integrating all available media platforms to maximize reach.

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Over the past two years, I have reorganized Večernji list’s native advertising department and was promoted to Director of Sales for all media solutions. In addition to developing concepts for creative campaigns for numerous clients and advertisers of Večernji list, I am especially proud of native projects such as Women Changing Croatia and Brain Talk—a project focused on youth mental health—because these initiatives aim to create a positive impact on Croatian society and provide concrete solutions.
Beyond my work in major Croatian media houses, I have also developed solutions, concepts, and strategies for clients across various industries at Real, Croatia’s largest media agency.

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Career Lessons

Creating branded content may seem like an impossible mission to many. However, crafting engaging, authentic, and effective branded content by using the core tools of journalism, combined with a touch of creativity—and even a bit of madness—is an incredibly fun and exciting job. Especially because tomorrow always brings a new brief and a new challenge to create something even better!

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Being a woman in this process, leaving your mark, and creating a campaign that gets people talking gives each of us the opportunity to showcase versatility, creativity, dedication, precision, and multitasking skills. And we all know—women excel at that!