Jelena Ivanović
Executive Director

Biography

Jelena Ivanović currently serves as the Executive Director of the International Advertising Association (Serbian Chapter), a position she assumed 14 years ago. After just a few years, the Serbian chapter became one of the five most developed within the global IAA network. Before entering the world of marketing, Jelena gained experience in journalism, where she worked in the editorial team of the professional magazine “TABOO,” dedicated to market communications, starting in 2007. By mid-2009, she had become Deputy Editor-in-Chief, and in January 2010, she was appointed Editor-in-Chief, which enabled her to develop a deep understanding of communication processes and industry standards.

At IAA Serbia, together with her colleagues, she launched numerous initiatives aimed at improving advertising standards, educating professionals, and strengthening international connections. The Serbian Code of Standards in Marketing Communications was created, and Jelena was the first person from Serbia to participate in training programs organized by the European Advertising Standards Alliance (EASA). She was also the first director of the newly established national self-regulatory organization for advertising (NAESO). She led the development of key industry guidelines such as the “Guide to Creative Pitches” and the “Guide to Media Pitches,” modeled after professional associations in developed countries. In line with the Association’s mission, and together with members of the Organizing Committee, the youth education program AcademIAA was launched in 2016. Since 2017, Jelena has also been the Director of the prestigious global Effie Awards festival, for which IAA Serbia holds the license in Serbia.

At the 45th World Congress in Malaysia in March 2024, she received the IAA Compass Award in the “IAA Executive Director Award” category for her contribution to the global and local goals of the IAA. Additionally, in March of this year, she participated as a juror for Effie campaigns in the United States. This marked a precedent, as no one from Serbia had previously held this role.

She graduated from the Faculty of Political Sciences at the University of Belgrade, majoring in International Relations. After completing her studies, she worked as a sociology teacher before dedicating her career to journalism and marketing.