Asociace.BIZ: Interview with Vladan Hejnic

Vladan Hejnic, founder of the largest affiliate network in Central and Eastern Europe, VIVnetworks, and several other successful technology companies, was interviewed by Michaela Luňáčková for asociace.biz, a platform featuring conversations with legends of Czech web development and e-commerce. In the interview, you will learn about Vladan’s beginnings, his entrepreneurial role models, and marketing tips for e-shop operators.

About VIVnetworks and Targito:

• VIVnetworks is one of the most significant affiliate networks in Central and Eastern Europe. It helps e-shops and other companies implement and manage affiliate programs. It is part of Publicis Groupe, which also owns CJ Commission Junction.

• Targito is an advanced email marketing and automation platform enabling personalized and automated customer communication. Both companies were founded by Vladan Hejnic together with Robert Studený.

“Hi Vladan, could you briefly introduce yourself and the projects you lead?”

Today I serve as CEO of VIVnetworks. My role is no longer daily operational management but cooperation within Publicis Groupe, which acquired us in 2022. I focus more on managing our holding company Prague Digital Holding a.s., which I own together with Robert Studený.

The holding includes several other companies such as Activity Prague s.r.o., Dreamy Europe s.r.o., Contentiamo s.r.o., the Nativia group, and Testuj.to s.r.o. We support these companies where needed, mainly in sales management, organizational setup, and marketing. Robert and I want to pass on our experience rather than watch others repeat the same mistakes we once made.

“How did the idea for VIVnetworks originate, and what led you to found Targito?”

In 2006, together with Patrick Knight and Vineet Kothari, I founded a company in the UK. We developed and operated a marketing platform with special advertising formats for video players on sites like The Sun, Daily Mirror, and Autoexpress. When we lacked advertisers for our format, we used the CPA model. Advertisers paid only when a sale occurred. It was highly successful because the format was interactive and users responded well. The company, Inskin Media, was sold to Dutch company Azerion in 2021.

After returning to the Czech Republic in 2009, I considered what was still underdeveloped locally. Affiliate marketing was the clear choice. After a brief cooperation with TradeDoubler, we became the exclusive partner of CJ for the CEE region.

Later, during a conversation at Oktoberfest, I was advised to offer automated personalized email marketing to our typical clients. We partnered with Silverpop and implemented nearly 100 clients in the region within three years. After IBM acquired Silverpop and innovation slowed, we developed our own platform, Targito.

“What challenges did you face early on, and what do you face now?”

Primarily cultural differences in business communication. In the UK, people speak directly. In the Czech Republic, many avoid saying things openly. Poles negotiate until they find a Polish solution. Hungarians are conservative. Croatians are culturally closest to us. I simplify, of course. I have great friends in all these countries. Other challenges are manageable. People are not.

Otherwise, we did not face major problems. Occasionally we enter markets ahead of their time. That is normal for innovation driven companies.

Today, smaller competitors sometimes undercut us on price. However, their solutions are usually simpler and more limited. At VIVnetworks and Targito, we focus on growing clients’ revenue and EBITDA. That requires advanced, flexible technology.

“You manage both companies. How do you divide your attention?”

Both companies have established management teams.

At Targito, partners Jan Baštýř and Michal Řehák lead operations. It is a younger generation. They are responsible for results and company culture.

VIVnetworks also has strong management. The key for me was recognizing when I began slowing the company down. Every founder has a phase where their role changes. Now I support where needed. Robert and I are active in other companies at different development stages.

“When did you last do something for the first time?”

In autumn 2024. Together with Pavel Řehák from Direct, I financially support Kamdu. I helped professionalize the organization, introduce governance structures, roles, and processes. We found a capable executive director, and the organization is growing successfully.

“Your biggest problem is your golf swing. What is your handicap?”

That is accurate. The hardest part is investing effort without visible improvement. But I am persistent. I do not officially track my handicap since I do not play tournaments. Golf is my passion. In winter, when I cannot ride a motorcycle, we move partly to Spain. Winter is for golf. Summer is for motorcycles.

And yes, my cottage in La Cala de Mijas is available to friends. I do not rent it out. I lend it.

“What are the biggest benefits of affiliate marketing and automation for e-shops?”

Affiliate marketing is the fairest cooperation model between e-shops and publishers. The store pays a predefined commission only for actual sales. It reduces dependence on Google and Meta. It offers the lowest cost per order. In 2024, we facilitated sales exceeding 9 billion CZK.

Affiliate should be part of every marketing mix. Untapped potential lies in misunderstanding partner types and decision stages.

Marketing automation increases customer experience and revenue. Email marketing can account for 30 percent or more of total revenue.

The biggest limitation is marketers’ creativity. Technology enables targeting, but without creative differentiation, it is like cooking without spices.

“How do you see the future of e-commerce?”

It begins and ends with macroeconomics. Market size matters. If we operated in a ten times larger market with the same effort, results would multiply.

We see consolidation. E-commerce margins are thin. Without expansion or strong differentiation, success is difficult.

Both affiliate and automation have strong futures because they are built on stable principles, not trends. We grow about 20 percent annually even at revenues of 500 million CZK. Continuous adaptation is essential.

“iPhone or Android?”

I value simplicity and reliability. I switched to Mac when I became tired of system errors and driver issues.

“Who influenced your business approach?”

Several people. Tony Robbins, Jack Welch, and long term Richard Branson for his family oriented philosophy.

“How do you recharge?”

I practice a mini retirement concept. Fridays are dedicated to education, sports, and inspiration. I often work weekends. I manage energy intentionally.

“Your guilty pleasure?”

I enjoy food and wine. I have had to become more health conscious recently. I love Asian cuisine and quality red wine.

“What trends should companies not overlook?”

Affiliate partners are highly professional today. Technology allows support at every stage of the customer journey while paying only one commission per sale.
In automation, system integration and unified customer data are essential. The customer is at the center.

“Advice for hesitant e-shops?”

Without affiliate, long term economic pressure increases due to rising advertising costs. You need your own partner network.

Automated personalized email marketing is the cheapest order source. Without segmentation, prediction, and proper timing, you remain stuck at five percent revenue share and pay the difference to Google or Meta.

Thank you for the interview.

Interview by Michaela Luňáčková, Managing Partner agentury Cognito.
Original source: asociace.biz