HURA Agencies Grew by 12 Percent Last Year

Members of the Croatian Association of Market Communication Agencies (HURA), which account for almost 80 percent of total advertising budgets in Croatia, achieved revenues of 342.5 million euros in 2023. According to HURA’s analysis, based on data from the Digital Chamber and FINA (info.BIZ), this represents a growth of 12 percent compared to the previous year, confirming the stable development and key role of this industry in the Croatian economy.

HURA brings together 62 agencies specialized in communication consulting, advertising, public relations, media buying, digital communications, and other activities.

Foreign Revenues and Global Relevance

In addition to the domestic market, a significant contribution to revenues comes from abroad – agencies invoiced 68.4 million euros in international markets, accounting for almost 20% of the sector’s total revenue. Exports confirm that Croatian agencies are competitive at the European and global levels, as evidenced by winning prestigious awards such as Cannes Lions and membership in the juries of the most important global professional competitions, where domestic agencies have been the only representatives from this part of Europe for years.

– Our work is not only a support for brand development but also contributes to economic growth. The communication industry creates opportunities, fosters innovation, and ensures the relevance of domestic companies in the international market – emphasized Dunja Ivana Ballon, Executive Director of HURA.

The Communication Sector as an Employer

According to FINA data, HURA members employed a total of 1,277 people in 2023, which, compared to figures from previous years, indicates the stability of the sector and the importance of the communication industry as a reliable employer and partner in creating new business opportunities and strengthening the economy.

– The communication industry requires multidisciplinarity but also encourages creativity, which is why, even in these circumstances of truly difficult access to potential employees with the skills and knowledge we seek, it continues to attract talent. In agencies, people grow professionally the fastest, and our commitment to employee development is key to strengthening the overall industry in the future – stated Kristina Laco, HURA Board Member and Director of the Communication Office Colić, Laco and Partners.

Positive Growth and Investment Trends

HURA members plan further investments to further enhance the industry and adapt to future challenges. According to internal data, a significant focus will be on improving internal processes, developing new services, and employee education, which will further strengthen competitiveness and positively impact the economy.

Forecasts for 2025 are also optimistic – the majority of respondents from HURA member agencies expect revenue growth, and 68.8% predict even greater business success.

An Industry with Future Potential

Through their results and initiatives, HURA members demonstrate that the communication industry is not only a support for business but also a key driver of market modernization. HURA’s activities, such as the Communication Days festival, the development of IAB Croatia, and collaboration with local and global partners, set new standards in the industry and create prerequisites for further success.

– Our members are dedicated not only to their own success but also to the advancement of the profession, which ensures positive effects for the entire market and economy – concluded Ballon.