We understand media.
We understand business.
We know how to connect the two.

I understand communication from both perspectives — from the perspective of someone who spent decades creating and editing media content and from the perspective of someone who now advises companies on how to use communication to achieve a concrete goal.

I have 30 years of experience in journalism and media and 20 years of experience in strategic communications. I built my professional experience through journalism, editorial and management work, including at Nacional and Business.hr, including the position of editor-in-chief of a business daily.

This experience gives Ardento a perspective that is difficult to replace. We understand how management teams think, but also how journalists and editors think. We know what makes communication relevant, how to turn a business topic into a story and when it is better not to communicate.

For the past 20 years, I have built on my media instincts through work in strategic communications, reputation management, public relations, positioning and communications consulting.

That is why Ardento does not start from predefined PR packages, but from a concrete business or communication challenge. Sometimes visibility needs to be built. Sometimes reputation needs to be protected. Sometimes a brand's position needs to change. And sometimes a simple and convincing story needs to be found within a complex topic.

What matters to me in our work is directness: the client should receive an honest assessment, not confirmation of what they want to hear. If an idea is good, it should be developed. If it is not, that should be said. If there is a reputational risk, it should be recognised before it becomes a crisis.