The Economy of Francesco

young people, a pact, the future

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young people, a pact, the future

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September 22-24 2022, - Assisi

September 22-24 2022, Assisi

"The Economy of Francesco"

young people, a pact, the future

Breaking news:

published today the letter with which Pope Francis summons young economists and entrepreneurs to Assisi to propose a pact for a new economy. Economy of Communion participates in the organizing committee of the event together with the Diocese and the Municipality of Assisi and the Seraphic Institute.


“How advertising may spread the common good”

EoF: Stories - Jaro Zacko is the co-founder of Triad Advertising, a Slovak advertising agency committed to helping people live more responsibly

by Maria Gaglione

published in Avvenire on 27/12/2019

"I am the co-founder of Triad Advertising, a Slovak advertising agency with one office in Bratislava (Slovakia) and another in the Czech Republic, in Prague. I also manage some other marketing and telecommunication companies. I am a proud father and husband". This is Jaro Zacko in just a few words. He confides: "I will come with an open mind and heart to Assisi, a city I remember as a place of great evocative and stimulating power. I hope to get a chance to get to know new points of view on entrepreneurship and to share experiences and knowledge. I believe that this event could be one of those experiences that change your life".

In 2019, Triad Advertising was recognised as the agency of the year in Slovakia and the best innovation agency in the Czech Republic, along with a number of other awards. "We work for many big clients around the world. Our job is to promote the common good and sustainability - and fortunately our clients share this vision! Since 2005 we have tried to lead our company by combining the interests of society with those of employees, customers, the community and the environment. Our main activity is advertising and,” Jaro says “I know very well that it is considered a ‘wrong’ kind of activity which supports unbridled consumerism, enslaves people and manipulates their choices".

Since it is often condemned as a waste of time, talent and money, or as an essentially parasitic and intrusive activity, we tend to forget that advertising plays an important role in the process that allows an economic system which wants to respond to the common good to emerge and contribute to human development. Since nowadays communication tools exert an enormous influence in every field, advertising and using the media is a pervasive and powerful force in the world, influencing the mentality and behaviour of people as citizens, customers, consumers, savers and so on. In this kind of a system, advertising, if it promotes truthfulness, honest competition, human dignity and social and environmental responsibility, can serve the integral development of man. Advertisers can convey constructive and useful messages that educate and stimulate people to the common good and to sustainability. Jaro is of this opinion and he emphasises: "I believe that advertising, both commercial and institutional, is a tool to help people live more responsibly. That's why we work with those clients who want their activities, businesses and services to have a positive impact - whether social, ecological or economic - on the world. We have already carried out several campaigns to support racial equality, to reduce consumption and promote financial education in families".

Today, Jaro’s is a successful company, but for the first 10 years it did not make any profit. "We worked and invested a lot into building strong foundations. Together with the advertising agency we have started a number of software development companies and in addition to commercial projects, we create advertising and communication for non-profit organizations: fundraising campaigns and projects to support the homeless and the poor". One last consideration that Jaro dedicates to work, to a dimension that is very close to his heart: "We do our best to make our stakeholders happy. It is important for us that every employee/collaborator of ours feels fulfilled in the workplace and has the opportunity for personal and professional growth.”



Language: ENGLISH

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