In a recent interview for CORD Magazine, Milena Avramović Bjelica and Tamara Bekčić, both directors and co-founders of Chapter 4 Serbia, shared their insights on how PR agencies balance global trends with local relevance, foster professional competences, and open new communication perspectives across Central and Southeast Europe.
Tamara explains, “The role of agencies is increasingly shifting towards that of an adviser and strategic partner. Globalisation and digitalisation allow ideas to reach audiences worldwide, yet people expect a personalised and locally relevant approach. Our strength lies in translating global trends into local reality while maintaining authenticity and emotional resonance.” Milena adds that the most effective cooperation models combine strategic frameworks with local implementation, ensuring brand consistency while maximising campaign relevance.
Education and knowledge-sharing are central to Chapter 4’s approach. Internally, the agency invests in continuous team development through workshops, training, and mentoring, while externally, it participates in conferences and lectures to inspire innovation and professional exchange across the industry.
Recent campaigns showcase this philosophy, particularly in sustainability and ESG projects, where local creativity meets global quality standards. Tamara emphasises that strong networks and connectivity within the region enhance both campaign success and the reputation of Central and Southeast Europe as a hub for innovative communications.
Looking ahead, Milena notes, “The region holds enormous potential – markets are small enough to allow rapid innovation, yet diverse enough to stimulate creativity.” By combining local insights with global perspectives, Chapter 4 continues to open new opportunities for brands and agencies alike.
Read full interview here.