Manjgura’s Sales Mindset project included in the Marketing Communication textbook

The award-winning project by the Manjgura agency for its client Sales Mindset has been featured in the textbook Marketing Communication, presented on Tuesday, October 1, at the Museum of Contemporary Art in Zagreb. Authored by prof. dr. Ana Tkalac Verčič, prof. dr. sc. Ružica Brečić, and dr. sc. Anja Špoljarić, the textbook is published by the Faculty of Economics and Business, University of Zagreb, in collaboration with the Croatian Association of Communication Agencies (HURA). It is designed as a core resource for the development and promotion of knowledge in the field of marketing communications, including 15 case studies and interviews.

Manjgura’s project, the conference “Sales Mindset: The Wolf Strikes Again”, is featured in the chapter Personal Selling. The textbook provides a detailed overview of how the agency, in cooperation with the educational platform Sales Mindset, created the most successful sales and marketing event of 2023.

It was perhaps the most controversial and polarizing conference, as the Sales Mindset team brought the real Wolf of Wall Street, Jordan Belfort, to Zagreb and Croatia. His life story, famously portrayed by Leonardo DiCaprio in the Oscar-winning Hollywood adaptation, sparked great public interest. The arrival of such a renowned yet controversial speaker served primarily as a tool to position Sales Mindset as a leading educational platform in the field of sales.

The campaign’s starting point was personal selling – the very approach that the real Wolf once mastered, and for which he later served his sentence. The ultimate goal was to highlight the evolution of sales and the advancement of sales skills. At the same time, around twenty other conferences were taking place in Croatia, which made it crucial to stand out through carefully crafted and strategically planned communication.

“Within just six months, the outcomes of our campaign included a 140 percent growth in Sales Mindset Club membership, almost five times the initial target, along with a fully booked Mozaik Center, a sold-out VIP section, 326 online tickets sold, and a 461 percent increase in social media reach. We also achieved 107 media publications, 34 percent of which came from outside Croatia, which was especially important for regional visibility. On top of that, the campaign led to the launch of a franchise in Slovenia, the engagement of major sponsors, and, completely unexpectedly, an appearance as a trivia question on the popular quiz show The Chase”, explained Marja Čolak, senior advisor at Manjgura.

The most recent achievements include the establishment of the Sales Mindset Academy and new region’s largest gathering of sales professionals – the Sales4Future conference, organized by Sales Mindset and scheduled for November 20, 2025, once again at Zagreb’s Mozaik Center.

In addition to Manjgura’s owner and CEO, Krešimir Macan, the agency’s communications team included Anamarija Hrvoić Đurić, director of Strategic Communications, who also presented the project in the textbook, as well as former junior consultant, Dora Novak. It is worth recalling that Manjgura had already won two professional awards for this project, led by entrepreneurs and educators Vedran Sorić, Ognjen Bagatin, and Saša Tenodi – the Golden Grand PRix of the Croatian Public Relations Association and the regional bronze the! award.

“This book was created out of a real need. We consistently observed, in our daily work with students and professionals, a lack of a modern, comprehensive, and locally adapted textbook on marketing communication. We believe this textbook will serve as a solid foundation for future generations of experts, as well as a bridge between academic knowledge and practice. What is especially important to us is that the book highlights the best local examples, because we are convinced that Croatian communication practice has a great deal to offer, not only in education but also in shaping its own professional identity,” said prof. dr. sc. Ana Tkalac Verčič, one of the book’s authors.

Other agencies also presented their case studies, showcasing projects that represent the pinnacle of creativity, expertise, and impact within Croatia’s marketing communications industry: Boranka / Imago Ogilvy, Film Dnevnik Pauline P. / Izone, Vrijeme je za tvoje vrijeme / Studio Tumpić/Prenc, Valamar / SeekandHit, Untouched by light / Bruketa&Žinić&Grey, LAQO / 404/Shape, Dogvertising / EssenceMediacom, Dobar okus daleko se čuje / Komunikacijski ured Colić, Laco i partneri, Coolinarika Taste machine / Human Interaction Company, Wolt market launch / dentsu Croatia, Dani komunikacija / HURA, Ostajemo di smo / BBDO Zagreb, UHO / Degordian i Art Directed by Nature / Studio Sonda.

 

Tags: HURA, HUOJ Grand PRix, Jordan Belfort, Sales Mindset, Marketing Communication, Sales4Future, Marja Čolak, the! award, Manjgura

Also read following…

• 
  Manjgura and Sales Mindset won the golden Grand PRix
• 
  Sales Mindset of the real Wolf of Wall Street: Money does not corrupt a man
• 
  Manjgura won two regional the! awards for crisis communication and event communication