M2Communications is the leading event and live communications agency in the region. Now, having achieved global recognition, it is bringing unique experiences to its clients and the general public, transforming top-notch ideas into a seamless organization.
BMW, Microsoft, Coca-Cola, Rolls Royce, FCA Group, Porto Montenegro, Lustica Bay are just a few of the clients who have entrusted them with the organization of their most important events. In 2019, M2Communications agency continued to set new standards in the field of experience design and has been deservedly rewarded for its projects at international festivals. Its notable success and undeniable quality has prompted us to interview Mr. Miro Antic, the co-founder and Chief Experience Officer of M2Communications marketing agency.
First of all, congratulations on your achievements this year! The unwavering adherence of M2Communications to creativity and professionalism has produced results, as expected. Can you look back at your most significant projects?
This region is slowly beginning to accept world practices and standards when it comes to the event industry which is a good thing. In line with the new trends, we carried out a number of very interesting projects over the past year. Most prominently, there were two major conferences held for the Government of the Republic of Serbia. The WB6 DS – Western Balkans Digital Summit was held in April, bringing together around 4,000 participants and over 200 speakers from 80 countries. The event was held at the Palace of Serbia, a monumental building to which we attributed a whole new context. While taking care of the building itself, we transformed the space into a digital environment tailored to the requirements of a modern conference. The interesting thing was that one of the spaces within the Palace of Serbia was placed fully at our disposal to put our ideas into effect. This allowed us to create a new digital experience through the implementation of the first immersive room in the region. The WB6 DS has made a significant contribution to deepening economic relations and strengthening the cooperation of the six economies of the region in the field of information technology and creative industries.
The Fourth China – CEEC Ministerial Conference on Innovation, was an even larger production endeavor. It was held in October, bringing together the most relevant representatives of all stakeholders in the innovation ecosystem from P.R. China and seventeen CEE countries.
At the beginning of the year, we were awarded the Coca-Cola HBC Kick-Off & Annual Party 2019 as a pitch project. We introduced the main idea based on the philosophy from storytelling to storyliving, through the 24/7 Coca-Cola City concept and organized the event that has won several awards at local and regional festivals so far.
A particularly interesting event took place in Porto Montenegro this summer. We have redefined the concept of exhibition space with the underwater exhibition of abstract sculptures by Montenegrin artist Luka Radojevic. We provided our visitors with an entirely different experience, combining artistic experience and thrilling adrenaline adventure in an ambient of complete silence and tranquility.
Acknowledgments are the crown of your work. BEA World Festival, Eventiada in Moscow, Special Events in San Diego, as well as the recognition you personally received from Eventex being listed among the 100 most influential people in the world in the event industry. Do you feel obligated by these rewards to continue to push the boundaries?
In a way rewards reflect what we value and what we stand for. M2C is made up of people, a team that works hard and strives to push the boundaries, but on the other hand, one of the key values of this agency is “FUN”. It is very important for us to enjoy what we do and have fun at the same time. Eventex’s recognition and other international awards add to our global recognition. We maintain continuous success, by winning for the second year in a row the award at the world’s largest live communications festival, the BEA World. Creativity, sustainability and a broader social context are key features of the project we presented at the BEA World Festival in Milan this year.
I assume that in addition to exciting on-going events, including the relocating of the company’s headquarters, you have big plans for the next year?
Moving to Kalemegdan Business Center is a new chapter in the life of the company. The space combines industrial and contemporary design, and has a special significance since it is located in the building of the former Beko factory, a part of the cultural heritage. In designing the interior we paid attention to the influence of natural light, and combined natural materials, colors, details and also introduced the smart system. We wanted to create a work environment that follows the latest world trends and is a place of inspiration, meetings and fun, both for our team and for our partners and clients.
We are currently operating through two affiliated agencies M2C and NEO. Our vision is to grow into a group of complementary companies in the field of marketing, live communications and event production and become a leading experience design company in these parts, which is also able to compete on a global level.
Can we say that experience design will play a key role in the future of marketing?
We believe that experience design will play an important role, not only in the future of marketing, but in many other industries and society as a whole. One of our strategic goals is directed towards the development center and the Experience Design Academy whose foundations we are laying at this moment. The Academy aims to generate a new knowledge base in this field and provide direct insight into the world practices and experiences to all stakeholders on the market. The Academy would focus specifically on the talents who see themselves in marketing, event production and other complementary industries. The art of turning good ideas and interesting stories into unforgettable experiences is becoming the profession of the future.
