30 Years of experience

The celebrated Italian composer Giuseppe Tartini would first dream his sonatas, and then write them down in the morning. He believed in his dreams and he lived them.

Thirty years ago, Dragan Sakan had a dream about New Moment as the most creative regional agency; an agency that would function as a single entity, where employees would see its values as their own, and where the idea would be the strongest currency.

He founded his company with his friends in 1985.

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This legendary company is – to a great extent – the reason for the appearance and development of the modern advertising business in this region.

The organisation and the names changed (Studio Marketing, Saatchi and Saatchi, S Team Bates Saatchi and Saatchi, New Moment), but the focus was always on creativity and setting the highest world standards in business in this region.

On July 2, 1990, a company was registered under the name Studio Marketing, whose founders – in addition to Dragan Sakan – included Ivan Sanković, Jernej Repovš and Dragan Ilić. After a short time, the company had more than 150 employees and became the biggest and most highly awarded agency in the Balkans (Agency of the Year in Central Eastern Europe at Golden Drum, Agency of the Decade at Golden Drum, and then came awards at EPICA, New York, and the Moscow Festival).

The agency’s motto is: Nothing is created unless it was first dreamt. The work was done in Culture De L’Impossible (Culture of the Impossible). This is what Dragan Sakan had to say about this period: “We had minor difficulties in realising our dreams and our agency. We spent the first fifteen years living in a one-party system (a communist one-party system). In such a system, the market and advertising weren’t overly popular. And when – in 1989 – the system finally began to change, Yugoslavia was starting to face conflicts among its republics. In 1991, the country fell apart in war. In 1992, sanctions were imposed. In 1993, the country was placed under embargo. In 1995, war broke out in the Saatchi and Saatchi system.
Under this kind of pressure, the company began to expand regionally; agencies began opening in Bulgaria, Macedonia, Slovenia, Croatia, and Bosnia. The agency Time became the first regional agency in this part of the world.

With its business and creative results, the company became a hothouse of talent, as evidenced by the great number of people who began their careers at Saatchi and who today are the most influential people in the advertising business in Serbia.

Three decades later, Saki’s dream has come true. In the past two years, the regional New Moment company has won all the biggest international awards including: the Cannes Titanium Lion 2013, the Epica Gold 2012, the Epica Bronze and Epica Silver 2013, the Eurobest Gold and Eurobest Bronze, the Golden Drum Agency of the Year 2013, and a dozen of national and international accolades.
The dream that 200 employees in the New Moment region believed in has become reality.

The company has run more than a thousand campaigns, and some of the unforgettable ones are:

More than
500 Brands

  • Allied Domecq
  • Bat
  • Bmw
  • British Airways
  • City Bank
  • Electrolux
  • Gallina Blanca
  • Hewlett Packard
  • Hoffmann la Roche
  • International Red
  • Cross
  • Manner
  • Masterfood
  • Mazda
  • Monroe
  • Coca-Cola
  • Compaq
  • Danone
  • Dhl
  • Dupont
  • Nike
  • Orbit
  • Peugeot
  • Proctor & Gamble
  • Sony
  • Toyota
  • Unicef
  • Volvo
  • Walt Disney
  • Worlsbank