Marina Čulić Fischer: “25 Years of Dialog Were Marked by Constant Innovation and Progress”

Mamager: From a one-woman show in 1995 to a successful agency celebrating its 25th anniversary. How would you describe Dialog’s evolution, and was there a specific turning point over the years?

Marina: My journey in public relations began in 1993 at Ogilvy in Prague. I was doing my postgraduate studies in communication at Charles University, and I got the job mostly because I spoke fluent English. Those were intense days—12-hour workdays and constant learning. I’m still grateful to my first mentor, Vanda Wolfová, who taught me the fundamentals of the industry.

Two years later, I returned to Croatia and joined BBDO. Initially, I worked in advertising because there wasn’t much demand for PR yet. Our first PR project was pro bono—for American Express and a charity golf tournament. It took about three years for the market to catch up, at which point we established a PR department that later evolved into Dialog in 2000. At the time, BBDO was the majority owner, and I’m grateful they recognized the moment to invest in a specialized PR agency and partnered with me.

Ten years later, I took over full ownership and signed an exclusive agreement with the global network Ketchum, which we still represent in Croatia today. Another milestone was launching DIABLOG in 2016—the first Croatian conference dedicated to bloggers and content creators. During the pandemic, we co-founded The Green Hub, a platform for sustainable business, and in 2022, we launched Central Point Adria, a regional communications hub, with partners in Serbia.

All of these were pivotal growth moments. If I had to sum up our 25 years, I’d say it’s been driven by two things: passion and curiosity.

Mamager: You started your PR career when the industry in Croatia was still developing. Was it harder back then or now, in a much more fast-paced and developed environment?

Marina: It might sound like a cliché, but it’s never been “hard” for me because I love what I do. The challenges were—and still are—different, but also similar in some ways.

Then and now, continuous education is key—for yourself and for the market. You have to find creative ways to reach audiences, stay on top of the media landscape, social trends, consumer behavior, competition, technology… Sure, things move faster today, but we also have tools now that help us track and manage that pace. It’s exciting to work in such a dynamic industry.

Mamager: You founded and lead DIABLOG, Croatia’s first conference focused on influencer marketing. What current trends are dominating the space—and which ones are overrated?

Marina: We’re seeing a strong shift toward long-term collaborations and micro-influencers. They tend to have more authentic influence within their communities than large-scale influencers. There’s also growing interest in influencers who are socially conscious and vocal about their values.

In terms of platforms, TikTok continues to grow, especially with new content formats where video dominates. Automation is another big trend—faster analytics, reporting tools, etc. At Dialog, we ran nearly 50 influencer campaigns across two markets last year and worked with over 200 creators. That scale would’ve been unthinkable just a couple of years ago. Speed is increasing, but strategy—choosing the right influencer for the brand—remains crucial.

Mamager: Some say audiences are experiencing “influencer fatigue,” and the “de-influencing” trend is on the rise. What’s the future of influencer marketing in brand PR strategies?

Marina: Influencer marketing will still command a significant portion of marketing budgets, though for the first time, we’re seeing signs that growth might slow this year. Brands are increasingly demanding measurable ROI and a strategic approach—they’re investing where there’s a clear link to sales, engagement, or customer retention.

Mamager: What do you wish young professionals understood better before starting a PR career?

Marina: That PR is serious work requiring consistency, strategic thinking, creativity, and curiosity. It’s about great ideas—but also about building relationships and understanding that overnight success is a myth.

Mamager: A 25-year-old agency clearly has strong vision and culture. How did you build Dialog’s company culture—and what’s more important for long-term success: strategy or adaptability?

Marina: You can’t survive long-term without both. You need a vision for where you’re going, but also the flexibility to adapt to market trends, tools, communication channels, client expectations, and workforce culture.

At Dialog, we’ve built a culture based on values I learned early on: professionalism, transparency, integrity, and work above all. I don’t care when people log in or come to the office—but the work has to be done, on time and to a high standard. We don’t cut corners. It always shows, and it never ends well.

We have well-defined internal procedures and processes for each client. New hires are expected to master these quickly because they reduce errors and save time. I value discipline and dedication, but also great team energy, open communication, and a culture of collaboration. We constantly challenge each other to improve. That’s how we grow. And we have fun doing it—we celebrate birthdays, milestones, holidays, wins, awards… We even have weekly team lunches. I wouldn’t trade that environment for anything.

Mamager: What’s one PR myth you’d love to debunk?

Marina: That PR is just media relations. It never was. Today, it’s more about strategic consulting, reputation management, internal communications, content production, creative campaigns, and of course—influencer marketing.

Mamager: If you were launching an agency today from scratch, what would you do differently?

Marina: I’d do more in-depth market research, define our positioning more precisely, and surround myself with a strong team that can handle today’s fast-moving business environment.

Mamager: What’s the most unexpected business decision that paid off?

Marina: I’ve always planned and thought things through carefully, so I wouldn’t say anything truly unexpected ever happened.

Mamager: If you weren’t in PR, what would you be doing?

Marina: Writing and translating.

Mamager: After 25 years in the business, what still surprises you?

Marina: The lack of preparedness in some situations, a lack of transparency in negotiations, and unethical behavior. Preparation, transparency, and ethics should be the foundation of our profession.

Mamager: If you could change one thing about the industry, what would it be?

Marina: I’d like to see clients compensate agencies for their effort in pitches. I don’t think they realize how much time, energy, and resources go into preparing strategies and concepts for potential clients. If they did, I believe they’d be more inclined to reward that effort fairly.