Miro Antic, M2C, one of 100 globally most influential people in event industry: It begins with the individual

Serbia has its representative among the 100 globally most influential people in the event industry, according to Eventex, namely, Miro Antic, a co-owner and partner at M2Communications. As he says in his interview with eKapija, this is a great acknowledgment and an incentive to set new, creative goals in event organization.

– The team of the M2Communications agency has created events in the past 11 years that have pushed the envelope and set new standards. Our creativity and work have been recognized globally as well, as shown by numerous international awards in the field of event organizing. I’d like to highlight the award we received at one of the biggest global live communications festivals, BEA World, last November.

Antic started his career during his studies, when he worked at the first private TC company, Bel Pagette. He then reoriented toward marketing and sales and continued his career at Mobtel (now Telenor) and Daimler Chrysler, where he worked at the marketing and sales department of Mercedes Benz. After acquiring experience at those big companies, he started building his entrepreneurial career in two directions, as a partner at the advertising agency of the Austrian company Soravia and by founding the marketing agency M2Communications.

– We set up M2C as a creative experience design agency, and our team is a group of talented and dedicated creative people with a special approach to work and an artistic sensibility (Creative Vanguard Experience Designers). Experience Design is becoming more and more important and will have a wider application in the future, no longer being limited to market communications, the MICE sector or entertainment – our interviewee explains.

He adds that M2C is developing and expanding its activities. They have opened the production house NEO – New Entertainment Office, which covers video production, the development of creative entertainment content and talent management. They are also opening regional offices, and their ambition is to grow into a group of complementary agencies, which will become a leader in experience design and live communications.

– The motto of our agency is “All Progress is Based on the Idea”. We believe that it all begins with the individual and their personal creative spark and that good ideas and being dedicated to realizing them is what makes the world go round and what changes it too – Miro Antic believes.

Today, events are not just places of gathering and are expected to provide much more, so they in fact need to be created. When asked what an event needs to be in order to be noticed, Antic says:

– Each event involves the setting of various and multiple goals, and a new approach and fresh ideas are expected in organizing them, whereas the process of implementation is very complex. Each project that M2C works on is a new story and entails two separate processes: creative activities (discovery, idea generation, conceptualization) and implementation (planning, production, realization). In order for an event to be successful, all the elements which will raise the entire experience to an adequate level need to be covered in terms of strategy, creativity and organization: the environment, the content, the interaction, the spice (wow effect), emotions and added value, whereas attention to detail is very important in each segment. The methodology we implement and perfect is directed at creating a unique and memorable experience, which is talked about long after the event happens.

He also notes that the initiative and the preference toward creative thinking and creation are important for being successful in this business, which also requires a team, consisting of curious, imaginative individuals hungry for challenges and new experiences.

– Serbia is a country of creative people, quality agencies, small budgets and great expectations. Clients and agencies are often in a kind of latent clinch, instead of working on establishing long-term partnerships, as they are essentially on the same side – Antic believes.

When it comes to the future of marketing, he believes that the key is in interacting with the consumer through a creative use of various channels of communication, by combining digital, analog and experience-based solutions, in order to develop efficient campaigns which will produce the desired results.

Aleksandra Kekic

M2Communications d.o.o. Beograd

Yettel d.o.o. Beograd

Eventex

Bel Pagette

DaimlerChrysler

Mercedes Benz

Soravia

NEO New Entertaniment Office

Miro Antić

100 globally most influential people in event industry

BEA World

event industry

experience design agency

Creative Vanguard Experience Designers

market communications

MICE sector

entertainment

video production

talent management