The thirteenth edition of the Branding Conference, the most important platform for marketing and communications in Bosnia and Herzegovina, will bring together globally renowned experts to explore how brands today balance authenticity, innovation, and spectacle. All of this will take place under the umbrella theme Brand New Circus, which vividly captures the contemporary context in which the creative industry operates.
We spoke with Kanita Alić, the conference’s project manager, who is once again playing a leading role behind the curtain of the biggest branding event in BiH.
Brand New Circus! What does this title actually mean in the context of modern branding and the advertising industry?
Kanita Alić: Brand New Circus is a metaphor for the reality in which the branding industry operates today. A circus ž symbolizing spectacle, illusion, entertainment, but also the unseen effort behind the scenes – perfectly reflects the world of advertising, where the line between the real and the simulated disappears on a daily basis. In an era of algorithms, deepfakes, and artificial intelligence, brands are constantly balancing between authenticity and performance, truth and perception. The circus, therefore, is our new landscape – full of contrasts.
Who are the speakers at the 13th Branding Conference, and what does each of them bring as their unique ‘act’ to this creative spectacle?
Kanita Alić: This year, we have the honor of hosting some of the most influential names in the global creative industry. Among them is Ali Rez, one of the most awarded creative directors of our time, known for his work on brand responsibility in a divided world.
Joining him will be Maurizio Tozzini, Executive Creative Director at Dentsu Creative Italy, who brings extensive experience working with top global brands such as Spotify, Coca-Cola, McDonald’s, Fiat, Volkswagen, and American Express.
Also on stage is Ravid Kuperberg, one of the most sought-after strategic thinking experts in the world of branding and advertising. As co-founder of the consultancy Mindscapes, he has worked with leading global agencies and brands, helping them develop original concepts and win prestigious awards at festivals such as Cannes Lions.
The Branding Conference has long served as a bridge between the region and the world. By attending BK13, local professionals gain direct insight into global trends, ways of thinking, and innovative approaches that are shaping the industry. More importantly, it creates space for networking, experience exchange, and setting new standards.
What makes this year’s edition of the Branding Conference stand out from previous ones?
Kanita Alić: BK13 is our most ambitious edition yet – not only because of the names we’re bringing in, but also in the way we’ve designed the overall experience. Every year we focus on relevant topics and aim to bring in top experts from those fields. At the same time, we pay great attention to creating an entirely new experience for our attendees in terms of atmosphere, scenography, and a concept that is aesthetically striking and aligned with the theme and energy of each conference.
In short, we’re preparing a rich and engaging program that will ensure attendees leave the “Mirza Delibašić” hall equipped with tools and solutions to help their brands remain – or become – recognizable within the local landscape.
