interview with Natasa Perdiou, country manager, Cyprus

At Action Global Communications, our approach to delivering impactful communication solutions is built on three core pillars: a deep understanding of client needs, a keen adaptation to evolving market trends, and an unwavering commitment to innovation. In an exclusive interview with InBusiness News, Natasa Perdiou, country manager, Cyprus delves into how these pillars shape our success and drive our mission forward.

Could you elaborate on the philosophy and operational model behind Action Global Communications? What are your core services, and which have proven most popular, and why?

At Action Global Communications, our philosophy centres on delivering comprehensive and strategic communication solutions that bridge the gap between businesses and their target audiences in a meaningful and impactful manner. Our operational model is founded on three key pillars: an in-depth understanding of client needs, adaptation to current market trends, and a commitment to innovation.

Our core services include strategic communications, public relations management, digital marketing, event planning, public affairs, and Corporate Social Responsibility (CSR) initiatives. Among these, digital marketing and public relations stand out as the most sought-after services. This popularity is driven by the increasing demand from businesses to maintain a robust presence on social media platforms and to effectively manage their reputation in an ever-evolving communication landscape. Our ability to seamlessly integrate traditional and modern communication techniques allows us to offer flexible, tailored solutions that address the multifaceted needs of our clients.

What motivates your team in their daily work, and what differentiates you from the competition?

We are driven by the belief in the power of a great idea—one that can truly make an impact in the marketplace. This belief fuels our daily passion and dedication to our work. A powerful idea can emerge from any insight and should have the potential to resonate across various channels—be it TV, digital platforms, PR, or physical activations. We aim to ensure that all our work embodies a strategic approach, creative flair, flawless execution, and multiple below-the-line extensions, which enable us to make the audience the central figure in any communication campaign. We steer clear of rigid labels such as ATL, digital, or PR, as evidenced by our recognition in numerous industry awards.

What truly sets us apart is the exceptional culture we’ve cultivated within our team. Humour, positivity, and the open exchange of ideas are the cornerstones of our work environment. This collaborative spirit allows us to continuously learn, grow, and be prepared for any challenge that comes our way. We are a close-knit team that loves what we do, and that enthusiasm is reflected in our work.

Can you provide examples from your client portfolio and highlight some of the most pivotal moments and collaborations for your office this year?

I firmly believe that communication agencies experience the most creative growth under pressure, particularly when collaborating with clients who are willing to step out of their comfort zones and go the extra mile with us. Notable milestones this year for Action Global Communications in Cyprus include our partnership with ALTIA for its launch in the Cypriot market, as well as KEAN’s campaigns such as “Look After Your Oranges,” which underscored the importance of self-examination in breast cancer prevention, and “Let’s Get Real”, which shed light on some of the more troubling aspects of social media. Additionally, our public relations efforts for CRYOS International focused on raising awareness about fertility preservation and infertility treatments.

What are the major trends and challenges you foresee in the fields of communication, advertising, and marketing for 2024?

Looking ahead to 2024, communication will increasingly focus on delivering personalized experiences through the use of AI, the proliferation of video content, and collaborations with more authentic content creators. Moreover, communicating sustainability initiatives will become even more critical. The challenges we face include the oversaturation of content, the shrinking attention spans of users, rapidly evolving technologies, changing social media algorithms, and the complexities of managing a multi-channel customer experience. To navigate these challenges successfully, adaptability and innovation will be paramount.

Do you believe a balance has been achieved between advertising channels, from social media to traditional media?

Businesses today recognize that social media offers a higher return on investment due to its targeted advertising capabilities. However, traditional media continues to hold significant market share due to its broad reach and credibility. The balance between social media and traditional media is dynamic and continually evolving. While a stable equilibrium has not yet been fully achieved, it is crucial for businesses to adopt a flexible approach that leverages the strengths of both media types.

Have you accomplished all your goals so far? What are the next steps for Action Global Communications, and what objectives have you set for the future?

While I wouldn’t say we’ve achieved everything we set out to do, our progress has been consistently upward, and we take pride in what we have accomplished. At Action Cyprus, our ongoing goal is to evolve and grow with a forward-looking perspective. As we approach 2025, the need for meaningful communication will be greater than ever. We are committed to continuing our work alongside our clients, delivering holistic communication campaigns designed to foster meaningful connections between brands and consumers. Our aim is for our campaigns to not only capture the consumer’s attention but also to engage with them on an emotional level.

In the future, we plan to further strengthen our market presence, expand our service offerings, and continue to provide communication solutions that generate real value for our clients. Concurrently, we remain focused on enhancing our team’s experience through targeted initiatives that promote continuous, personalized training and development, as well as the promotion of health and well-being.