Saatchi & Saatchi Israel has won the contract to develop the new Kosovo “national brand”. Last month David Kosmin, vice-president of the public relations agency, was in Pristina to tell the media.
Like any PR professional, Mr Kosmin declines to dwell on the negative; so when asked by the FT about the less-appealing aspects of Kosovo, he replied: “Everyone knows the main negative images; [I’d rather] look forward ... and focus on people.”
