Croatian agency wins international awards for election campaigns

Atomski marketing, a political communication agency, secured a bronze and a silver medal at the 8th Polaris Awards in London for its work on two Croatian election campaigns. The agency's director, Marijan Palić, highlighted the importance of finding alternative channels and leveraging viral reach in modern politics.

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Just criticism, however justified, is not enough for an election victory. You have to offer a solution, but also a leader people trust.

In Split, the agency managed the digital strategy and communication for Tomislav Šuta's mayoral campaign. Despite external indicators and analysts predicting a difficult race, Šuta's support grew from around 15% to over 53%. Palić attributed this success to an affirmative campaign that utilized modern digital formats and targeted specific audience segments with relevant messages, rather than solely criticizing the incumbent.

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Viralness and reach have become key.

Palić noted that while quality work is essential, capitalizing on opponents' mistakes is also crucial. He observed that Ivica Puljak, Šuta's opponent, focused heavily on negative campaigning in the second round, a strategy Palić believes is increasingly ineffective globally and in Croatia.

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Negative campaigns like these have not been successful lately, neither here nor in the world.

Authenticity and effective social media communication, adapted to new formats, are vital for successful political campaigns. Palić stressed the need for compelling video content with strong hooks and subtitles, as well as tailoring communication to individual candidates' styles. Viral content, particularly on platforms like TikTok and WhatsApp, combined with rapid response to evolving narratives, provides a significant advantage in today's fast-paced political landscape.

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Authenticity and quality communication on social networks, adapted to new formats that carry reach.