Srdjan Saper

About Founder

In 1997, Srdjan Saper founded advertising agency McCann Beograd, now part of the I&F Grupa, the leading communication system that successfully operates in Southeast Europe. (Serbia, Croatia, North Macedonia, Montenegro, Bosnia & Herzegovina, Albania, Bulgaria and Slovenia).

Art career

Before entering the world of advertising, Srdjan Saper was very successful in music, film and directing TV commercials. He is also well-known as the founder and member of the band VIS Idoli, one of the bands that initiated the New Wave on culture scene on the former Yugoslavia in the 1980s, as well as a lead actor in one of the cult movies “Davitelj protiv davitelja” (Strangler vs. Strangler). He is also the author of the original idea for the TV series BESA.


Srđan Šaper is known for his long-standing support provided to a number of humanitarian organizations, culture institutions and manifestation, such as Bitef Festival. He is the initiator of numerous projects in the field of culture and communication. He is the author of the pioneer project for improving the image of Serbia in the world – ”La Serbie version original”, which was presented in November 2000 in Paris with the aim of presenting the spirit of Serbia after the democratic changes in 2000. Also, Srdjan Saper is the owner of the Gallery Novembar, a art gallery dedicated to art production and promotion of international young and emerging artists with a particular focus on Serbian and regional art scene.

Srdjan Saper 1
Srđan Šaper

Business career

With more than three decades of experience, Srdjan has contributed to numerous campaigns for local and regional brands throughout his career in advertising. Prior to setting up the McCann agency, he worked as Creative Director, TV Commercials Producer and Director for SM Delo, Ogilvy & Mather, Saatchi & Saatchi and Idols & Friends. Today, he’s the chairman of I&F Grupa, one of the leading marketing communications system in Southern and Northern Europe.


Srdjan Saper held a graduate teaching position at the Faculty of Dramatic Arts in Belgrade. He is often invited as a lecturer and key-note speaker at various international conferences on marketing and communication.

Activity in business community

During his career, Srdjan served on boards of various public and business institutions. Among others, Srdjan Saper is a member of the Serbian Managers Association (SAM), the International Advertising Association (IAA), the American Chamber of Commerce (AmCham) and the Serbian-British Business Club.


In 2011 he received a Lifetime Achievement Award for a creative contribution to the development of market communications, awarded by the Association for Market Communications (UEPS). In 2003 the same association presented him with a Special recognition for improvement and development of the marketing profession, and he is also a winner of the “Grand Slam” Award for contributions to Serbian and regional advertising at The Night of the AdEaters.

I&F Grupa is the first communication system from this region to win two Cannes lions at the world’s most important advertising festival. In 2009, “Golden Lion” was awarded to McCann Skopje, and two years later “Bronze Lion” was won by McCann Beograd.

During 2015, I&F Grupa was awarded the recognition of the Serbian Association of Managers (SAM) for the Regional Project.
At the first Effie Awards ceremony held in Serbia, the world’s most prestigious award which recognizes and rewards effectiveness in marketing, the highest number of awards was won by McCann Beograd and UM Beograd, making this group of agencies the most effective in Serbia. Media agency UM Beograd, which operates within I&F Grupa, won the Golden Prize for the “Fanta & Yasserstain” campaign in the “Best Social Networking Campaign” category at the 18th “SEMPL” Media Trends Festival in 2016. At Effie Serbia 2018, McCann Beograd won two bronze awards.

At the Integrated Communication Festival Cactus, McCann Beograd was named the Agency of the year in 2015, 2016, 2017 and 2019, and at the prestigious advertising Golden Drum festival, McCann Beograd won 5 awards in 2019, which significantly contributed to McCann Worldgroup becoming Network of the Year at the festival.

Srđan Šaper