About the Founder

Srdjan Saper is founder and chairman of I&F Grupa, one of the leading marketing communications networks, with operations in twelve countries in southern and northern Europe.

Art career

Srdjan Saper is also known as a founder and a member of the VIS Idoli band that initiated the New Wave on the music scene of the former Yugoslavia, as well as the 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.

Business career

Prior to setting up the McCann agency, he worked as Creative Director, TV Commercials Producer and Director for the SM Delo, Borba, Idols & Friends, Ogilvy & Mather, and Saatchi & Saatchi agencies. In 1997, Srdjan signed a contract with McCann Worldgroup and opened marketing agencies in Belgrade and Skopje. In following years, Srdjan established agencies in other countries in the Balkan region, and today system operate successfully in twelve countries of southern and northern Europe. All the agencies, members of I&F Grupa, are part of the world’s largest communications networks, the McCann Worldgroup, and provide international experience and local expertise by offering a full range of marketing services.

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.

Activity in business community

Srdjan Saper holds a graduate teaching position at the University of Arts in Belgrade and he is often invited as a lecturer and keynote speaker at various international conferences on marketing and communication.
In recent years, he served on the boards of various public and business institutions and humanitarian non-profit organizations.


At the most prestigious advertising festival, Cannes Lions, agencies operating within I&F Grupa received a Gold Lion (McCann Skopje in 2009) and a Bronze Lion (McCann Beograd in 2011).

At the Festival of Integrated Communications Kaktus, McCann Beograd was named Agency of the Year in 2015, 2016 and 2017. Agency UM Beograd won the Golden Prize for the “Fanta & Yasserstain” campaign in the “Best Social Networking Campaign” campaign at the 18th “SEMPL” Media Trends Festival.

At the first Effie Awards ceremony held in Serbia, the world’s most prestigious award that 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. McCann Zagreb won the most prestigious award – the X award for the agency of the year 2017 at the most important national advertising festival in Croatia, the Communication Days.

In 2018, within Effie Serbia, McCann Beograd won two bronze medals, while at Effie Croatia UM Zagreb won the Grand Prix, 2 gold and one silver with the client Zagrebačka pivovara.