Inspired by creativity as the driving force through which humanity can ensure a bright future, this year’s conference brought together leading experts in branding, advertising, and communication to discuss the role of the creative industry in driving social change and shaping the sector’s future. Recognized as a key brand within the industry, the event gathered over 600 professionals from Bosnia and Herzegovina’s advertising sector, including prominent agencies, advertisers, and media representatives.
Among the distinguished speakers was Riccardo Fregoso, Chief Creative Officer at Dentsu Creative Italy, who highlighted the unique opportunity for brands today to promote humanity. Igor Mladinović, founder of the agency Hearth, shared his experiences in creating socially responsible campaigns that benefit not only clients but also society at large, proving that engaged initiatives can successfully merge business values with social responsibility.
Igor Mladinović
Digital strategist Hugo Faustino, renowned for his work on campaigns for giants like Netflix and Nike, spoke about the role of artificial intelligence in the creative process, emphasizing the importance of human creativity. “While AI provides invaluable insights, the key role of intuition and human creativity remains undeniable,” Faustino stated.
Rahul Titus, Global Head of Influence at Ogilvy, discussed the future of influencer marketing and the growing need for authentic, branded content that reflects genuine values. Inspirational marketing strategist Kremena Yordanova, with over 17 years of experience working with global brands and socially responsible companies, concluded the conference.
Haris Mujanović, CEO of the Via Media agency and the conference organizer, emphasized that despite technological advancements and the development of artificial intelligence, great ideas and projects can still only be realized by exceptional individuals.
Haris Mujanović
“Imagination is the heart of our industry, and creativity has always been a catalyst for significant change. Big, great ideas have transformed businesses, changed societies, and, when imbued with a touch of humanity, they have the power to change the world. That’s why I’m not concerned about the future of our industry. Although it’s said we live in an era of major disruptions, profound changes, and great crises – and for the first time in human history, no one knows what the world will look like in five years – while no one knows, we can imagine it, and that’s why we are here today.”
The conference ended on an optimistic note, looking ahead to the future of the creative industry, where brands play a pivotal role in promoting humane values and driving social change.
