On October 10-11, 2024, Vanda Kučera, Director of Corporate Affairs and Communications at McCann Beograd, participated in the Annual Media Forum 2024 in Podgorica, Montenegro. During a panel focused on Driving Media Growth, Kučera discussed new trends in advertising, emphasizing how the digital landscape is redefining what constitutes “media” today. As digital spaces evolve, from retail ads to emerging platforms, she highlighted how the advertising market is adapting and why these shifts are critical for media organizations aiming to sustain themselves commercially, beyond project-based support.

Speaking to an audience of media professionals, Kučera addressed the challenges and opportunities for media companies as they navigate these changes. She underscored the importance of understanding advertising’s new directions to capitalize on revenue streams in a dynamic digital ecosystem.

On October 11, Kučera returned with her main lecture, Ads with a Conscience, to discuss ethical standards in advertising. She covered key topics such as responsible messaging, transparency in communications, and the social impact of advertising, stressing the importance of maintaining high ethical standards, particularly in the fast-paced digital environment.

With over 40 years of experience, Kučera’s expertise at McCann Beograd and I&F Grupa has made her a leading advocate for both innovation and ethics in advertising. Her initiatives include the founding of Serbia’s first National Association for Ethical Standards in Advertising (NAESA), where she serves as President of the Board of Directors, and her efforts have helped shape self-regulatory advertising codes that prioritize corporate social responsibility.

Following her recent role at the IPRA Summit in Belgrade, where she discussed PR and media challenges, Kučera’s contributions at the Podgorica Media Forum offered media professionals valuable insights into both the future of advertising and the ethical principles that should guide it. Her insights at Ads with a Conscience remind industry leaders that while media trends shape the future, ethics remain essential to maintaining public trust.