They are not like others; they work differently, not selling creativity as a service, but as a way to solve problems. There is no empty design or presentations that ‘look great’ but do not actually solve anything. This is how the agency I TO NIJE SVE! operates, whose top-notch creative solutions stem from understanding the context, brief, and the real problem. With tools like BrandBOX and the discovery phase, which precede larger projects, they lay the groundwork for meaningful, responsible, and long-term work. They most often assist clients when they are in a growth phase, but their brand narrative and communication do not align with their ambitions. Or when they have a great product but poor positioning. At that point, they come in with a clear framework to decipher where the blockage is and how to remove it.
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– Creativity is the best tool for growth. Real, measurable growth. A tool that solves real business problems. It helps us create something from almost nothing that addresses a problem, attracts attention, and leaves a mark. If growth is important to all of us, and it is, then creativity must be our foundation. Or, to put it differently: if growth is important to all of us, and it is, then we need to grow on ideas that move us forward or stagnate on mechanics that we copy. Not every project is a place for a ‘wow factor.’ Sometimes, a creative solution is structuring chaos, crisis communication, or a brief that finally makes sense. Our job is not to be different, but to be useful. Creativity is a mindset. When it’s time to step up, we give our all – says Alen Kekić, CEO and creative director of the agency I TO NIJE SVE!.
Based on Research
He adds that, for example, the campaign ‘We Are All the Same‘ for BIPA Croatia celebrated female strength with strong messages and visuals, but what made it real was the insight based on research and focus groups. At I TO NIJE SVE!, they did not start from an idea; they started from listening.
– For us, that is top-notch creativity: the kind that does not assume – emphasizes Kekić.
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– The agency I TO NIJE SVE! builds relationships with clients as partners by asking questions, not just listening. They do not want clients to like them because they are nice, but because they bring order. We always define mutual expectations clearly and precisely. After each project, we send an evaluation survey because we care about the process, not just the outcome – says Kekić.
I TO NIJE SVE! only agrees to compromise if it does not kill the meaning. They do not agree to it if it means they no longer know what they are doing and why. When they see that decisions are made out of panic or ego, they pull the brake. Politely, but firmly – emphasizes Kekić, adding that the most value is brought by teams where the CEO, CMO, or brand director actively participate in the briefing and decision-making. They do not agree to improvised briefs, unrealistic deadlines, and relationships where the currency is who is louder.
This is How It’s Done
– If a client comes without a goal, Kekić explains, they try to structure it, and if they seek speed without purpose or unrealistic expectations, they do not collaborate. They believe in a joint project. They keep clients who understand this – says Kekić.
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He adds that they refuse clients if they feel they are not looking for a partner but a contractor. Or when they only want confirmation of their own decision.
– Sometimes we recognize that we cannot deliver what is requested because it is not in line with our capacities. Then we say so and recommend an agency that is a better fit. We are not in drama about it; it is better for the job to end up where it makes sense – emphasizes Kekić.
The agency I TO NIJE SVE! uses tools like Typeform for structuring briefs, guiding the client through questions and helping them define what they themselves do not know.
– We do not work on half-information. That leads to half-solutions, and we do not want to sign that. In creative chaos, it is easy to forget what the brief actually was. But when you stick it on the wall from the problem to the tone of voice, it is no longer a PDF buried in a folder. With post-its, we often break down the brief, physically dissecting it into smaller parts, and even fragmented information appears much simpler and clearer. In the end, the brief no longer looks so daunting: we see the relationship of information, priorities, and opportunities much more sharply – explains Kekić.
When it comes to pitches, I TO NIJE SVE! chooses where to pitch because, according to Kekić, it is an expensive sport both in terms of time and energy. They pitch when they know the process is transparent and that potential clients align with their way of thinking. Their favorite clients are those who know what they need and who they are looking for.
