Photo Credit: Komunikacijski Laboratorij


Kongres Magazine talked to Renata Krajačić, whose projects won them the award for the best event agency, about her opinion on events and groundbreaking projects.

Q1: What do you think about the Conventa Best Event Award competition. Where do you see it going in the future?

Conventa Best Event Award competition is a great initiative that puts focus and gives recognition to one of the most complex, but also the most creative of industries – the event industry. This was especially important in 2020.

In the future, I see it growing in relevance and in support for event creators, not only through awarding but also through education. There are many directions for growth.

Q2: Why do you think your project convinced the international jury?

Komunikacijski laboratorij registered four projects this year, and we won the Best Event Agency Award. I like to believe that, besides this, all were successful projects, we won this award because we showed that even in challenging times, we managed to organise excellent events for our clients. We made it happen when nothing was happening.

Q3: Do you think that event awards are important in the eyes of existing and potential new clients. Do they (still) have weight?

Yes, I believe so. Awards are still useful references, especially when pitching to potential clients that are not familiar with the event industry in general.


“What the corona period showed us clearly is the misconception that online or hybrid events take fewer working hours and cost less.”

Q4: What are the qualities and values that you want to transfer to your events?

Reliability is first to postulate to organise a successful event – we are reliable towards our clients, our suppliers, and your team. Detailed research and good preparation are the keys to the great execution of a creative idea. Paying attention to details is something that transfers a good event into an excellent event.

Also, meaningfulness is something that I would like to point out as very important – we don’t make events for the sake of events – we make them to make an impact, to fulfil the purpose, as a part of a bigger campaign or as a part of integrated communication.

Q5: What are some of the most common mistakes that companies and organisers make when organising events?

Lack of preparation is one of the common mistakes – for an event to look fun and carefree, every element needs to be checked, rehearsed, and re-checked. There is nothing you can leave to luck, and hope it will come out well. That is something that companies and even agencies tend to forget.

Q6: Which competencies of event organisers need to be strengthened the most after the corona crisis?

Adaptability is the key. And to be adaptable, the key is constant learning, research, search for new creative solutions and new technologies. What the corona period showed us so clearly and very quick is the misconception that online or hybrid events take fewer working hours and cost less.

Q7: You have created many amazing events in your career. Is there an event that you have particularly fond memories of and is always stuck in your mind?

I couldn’t single out just one event, but for sure, there are a few of those that I remember with joy. I will not name them here, but I’ll diplomatically say that every event, even the one that leaves you with the bad taste in your mouth, brings new learnings, and that is always useful.

Photo Credit: Marko Delbello Ocepek

Q8: What has been the most difficult event you have organised in your career?

Again, I will not single out specific events, but the most difficult are those where you deal with an indecisive or distrustful client. Luckily, this happens quite rarely.

Q9: We are constantly talking about future trends that will shape the meetings industry. But what past trend shaped your company and events the most in the last 20 years?

I can’t speak for the last 20 years, but I can speak for the past 15 years😊. I think that technological developments had the biggest impact on shaping the event industry, and this impact is constant. That is what makes it so exciting and allows you to be ever again more creative.

“The most exciting part of my work – definitely events.”

Photo Credit: Marko Delbello Ocepek

Q10: What was your main source of motivation for choosing a career in the meetings industry? Does the profession still excite you in the same way?

I’m one of those people that didn’t choose this career, but career chose me, at least when it comes to events. 😊 Event management is just one part, but sometimes a large part, of my work. Komunikacijski laboratorij provides services in PR, digital marketing, and event management. The most exciting part – definitely events.

Q11: What are you reading, watching, listening to at the moment?

At the moment, I’m reading »Hey Ho Let’s Go: Story about Ramones« by Everett True and re-reading »Capital in the 21st Century« by Thomas Piketty. Just recently, Melody Gardot came to my attention, so I’m listening to her these days, but I can always enjoy J. R. August. I Don’t watch much TV…

Q12: What is your advice for those who want to enter the CBEA competition in the future?

First, make a great event. Second, think about entering the competition at the planning stage of the event, so you can easily collect all the needed information you will need for the application and presentation of the event during the competition.

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