Digital Twin Campaign | PR Strategies Over a Flat White
Forget boardrooms and 50-page strategy decks. Sometimes, the most successful regional campaigns start with two people, one table at Kafeterija, and a couple of perfect flat whites.
I recently sat down with Radomir Lale Marković. The plan was a friendly catch-up to "dissect" our favorite topics - education, NLP, and life in general. But as it turns out, the PR gods had a different timing in mind.
The "Aha!" Moment
Lale walked in straight from an RTS filming. He’d just revealed on the Jutarnji program TV show that a segment they’d previously aired wasn't actually him - it was his AI Digital Twin.
He was already looking for the right way to launch this through his TAG Media production, explaining his partnership with a US startup and the immense potential of this tech. As he was laying out the "what" and the "how," my PR brain shifted into high gear.
The story was too good to stay local. Right there, over coffee, we realized the timing was perfect. I drafted the narrative, focusing on the fact that an AI twin had officially "infiltrated" national television without anyone noticing.
The Moral of the Story?
The campaign was a massive success, and Lale is thrilled with the traction. But for me, the takeaway is simpler: The best ideas are born when you stop "working" and start talking.
Because Lale is the household name in tech journalism, and the angle was so sharp, the media response was instant. From Blic, Telegraf, and Mondo in Serbia to Forbes Croatia, Bug.hr, and Poslovni Dnevnik, the story didn't just travel - it resonated. Specialized portals like Tech Zone, Web Mind and ICT Business gave it the deep dive it deserved.
The campaign was a massive success, and Lale is thrilled with the traction. But for me, the beauty of this project wasn't just in the clippings or the reach, it was in the timing.
It’s a reminder that in PR, as in life, the best things happen when you’re present, curious, and surrounded by smart people. You might sit down for a "regular" coffee to talk about NLP and education, but when you have decades of experience and a trusted friend across the table, a great strategy doesn't feel like "work." It feels like a natural conversation that the rest of the region just happened to join.
At Publicity Bureau, we don't just "manage" communications. We listen for those lightning-bolt moments that happen between two sips of a flat white.