As part of the Swiss system, MMB Media Agentur applies high business standards in all markets – without compromise.
Today, what matters most to clients is having a partner who brings clarity, results, and flexibility, says Anamarija Horaček, Managing Director and Member of the Management Board of MMB Media Agentur. As a woman of authority, integrity, and extensive experience, she spoke to Diplomacy&Commerce magazine about business trends in the industry she operates in. She discussed how much AI has already changed our lives and in what ways, how she and her team identify the needs of clients, and the importance of investing in the team and individuals she works with.
- MMB Media Agentur is an independent media agency (based in Croatia), a part of MMB Media Agentur Ltd based in Switzerland, with offices across Europe. What would you highlight from your portfolio and how do you differ from the competition?
MMB Media Agentur brings together an impressive portfolio of clients – from large international brands to regional leaders across various industries. We are particularly proud of projects that required innovative strategies and a clear focus on measurable results. What sets us apart is not just what we do, but how we do it. First and foremost, we combine international expertise with local knowledge – as part of a broader European network, we use proven practices from developed markets but always adapt them to the market context in which we operate. Secondly, as an independent agency, we are not bound by exclusive partnerships or restrictions, meaning we always choose the media channels and strategies that are optimal for each client, without compromise. Data and analytics are key for us – we continually invest in advanced tools to precisely target, measure, and optimize everything we do. This provides our clients with clear insights and the confidence that the decisions they make are data-backed. Lastly, our approach is always personalized. Every client has their own challenges and goals, and for that reason, we build strategies together, long-term, with flexibility and readiness for quick adjustments that the market demands today.
- In your operations, you cover all industries/clients, but you stand out in the automotive industry by the number of clients. What is important to clients today? What has changed the most in agency operations compared to 5 or 10 years ago?
Although we work with clients from various sectors, the automotive industry is an area where we are particularly strong – we are currently working with seven automotive brands. Over the years, we have developed a deep understanding of the dynamics of this market, as well as how today’s consumers behave – they are more informed, more demanding, and make decisions more quickly. Clients are looking for an agency that understands how complex the journey to the customer is, knows how to connect digital and traditional channels into one coherent strategy, and can personalize messages in a way that truly resonates with the target audience. Compared to five or ten years ago, the agency business has changed significantly. Today, everything is data-driven – every step must be measurable and adaptable in real-time. Digital transformation is no longer an option, but a standard – in many cases, digital channels are the primary tool for communication and sales. Additionally, precise targeting and relevant messaging are key. Broad “one-size-fits-all” advertising no longer works – personalization is the key to success. And perhaps what most differentiates today’s market: clients want an agile partner who responds quickly, proposes new solutions, and continuously optimizes campaigns. Expectations have increased – agencies are no longer just executors, but strategic partners who actively contribute to business outcomes.
- A constant topic in the relationship between media, brands, and clients is budgets. Are they smaller or not, and how are advertising funds allocated today? What is crucial now, and which communication channels are dominant? Where do print media stand today?
Budgets are planned more thoughtfully today than before. They are not necessarily smaller, but they are under much greater pressure to deliver concrete results. Clients are willing to invest – but only where there is a clear return on investment. The focus is increasingly shifting from predefined media plans to dynamic budget allocation, driven by data, performance, and precise audience targeting. The dominant communication channels today are digital – primarily social media, programmatic buying, video formats, and performance campaigns that are directly linked to sales or other measurable objectives. Additionally, content marketing, influencers, and native advertising are playing an increasingly important role in building brand trust and relevance. And the print media? It’s still around – but in a new role. It is no longer the primary channel for broad reach, but still holds value in specific contexts. For premium brands and niches where the audience values high-quality content and format, print can be a powerful tool. It’s important to know where and how to use it – selectively, strategically, and with a clear objective.
- As a Swiss company, MMB Media Agentur is part of a large system. From your perspective, what is the key difference in operations between Croatia and the markets where you operate, for example, in the region? How do legislation, consumer habits, and prices differ?
As part of the Swiss system, MMB Media Agentur applies high business standards across all markets – without compromise. However, each market has its own specific characteristics that must be understood and respected. In Croatia and the surrounding region, the legislative framework is often more complex, with more frequent regulatory changes, especially when it comes to advertising and data protection. This requires constant adaptation and active monitoring of the legal environment. Consumer habits also vary. In more developed markets, digital communication largely dominates, while in some countries in the region, traditional channels like television or radio still have very strong reach and influence. That’s why it’s important to approach each market with an understanding of the local context, rather than applying a “one-size-fits-all” model. When it comes to pricing, advertising in the region is generally more affordable compared to Western European markets such as Switzerland, but with proper planning, the return on investment can be highly competitive. Our approach is based on flexibility, local knowledge, and adapting to each environment we work in. We see this as the key to creating relevant and effective campaigns – regardless of the market.
- How much do new technologies and artificial intelligence influence your work and the planning of media strategies and campaigns? Do you think this will significantly change our lives and the way we do business in the future?
Artificial intelligence and new technologies already have a major impact on our work today, especially when it comes to analytics, campaign optimization, and more precise targeting. AI tools help us make faster decisions, predict consumer behaviour, and personalize communication — all with a clear goal: to increase the effectiveness of every strategy. I believe this influence will only grow in the future. Artificial intelligence will change the way we communicate, plan, and measure results. Automation will allow us to focus more on what makes the human factor irreplaceable — creativity, strategic thinking, and building brand value. The key lies in the smart integration of technology — not to replace people, but to work alongside them. AI should be a tool that empowers professionals, not a substitute for their knowledge and experience. In that balance, I see the future of agency business.
- As a successful businesswoman with credibility and a long-standing career, how important do you believe the relationship with employees is — particularly their satisfaction — given the relatively high employee turnover seen today? How have employees’ needs changed, and in what ways (salary levels, working conditions, remote work, etc.)?
For me, the relationship with employees has always been the foundation of business success. I believe that satisfied, motivated, and respected people deliver the best results — not because they have to, but because they want to. And that can’t be built overnight; it’s the outcome of mutual trust, open communication, and genuine care. In today’s fast-changing labour market, employees aren’t just looking for security or a good salary. Flexibility, a sense of belonging, the opportunity to learn, and the freedom to shape their own career path are becoming increasingly important. People want to work in environments that inspire them, where they feel seen and valued — both as professionals and as individuals. Salary matters, of course, but it’s not the only factor. How we communicate, how we involve them in decision-making, how we acknowledge their successes — that’s what makes a difference. Remote work, flexible hours, mental health support, and work-life balance are no longer “nice to have” — they’re the new standard expectations. As a leader, I feel a strong responsibility to stand by my team — not just when things are going well, but especially when they’re tough. At the end of the day, what stays with us after every project isn’t just the outcome, but the sense of togetherness we’ve built along the way. And to me, that’s the greatest value of all.