Communication was long seen as a function that comes after decisions are made, but it is increasingly becoming the place where decisions are actually formed. The way messages are shaped, the context in which they appear, and the channels through which they are distributed no longer influence only visibility, but directly impact trust, perception, and audience behaviour. That is why communication is less and less confined within the boundaries of a campaign, and more and more extends into the space of reputation, responsibility, and long-term business implications.
In such an environment, where rules change faster than they can stabilise, the industry is increasingly seeking answers in practice rather than theory. It is from this need that the new panels at Dani komunikacija should be read. Through them, we see a cross-section of the key tensions currently shaping the industry: between growth and regulation, data and interpretation, brand and performance, idea and execution.
Regulating Influence: Do We Need New Rules for the Creator Economy? powered by European Commission in Croatia
The creator economy has been growing faster than the frameworks attempting to regulate it for some time now, but that gap is becoming too visible to ignore. The boundary between recommendation and advertising is increasingly blurred, while questions of responsibility, particularly towards younger and more vulnerable audiences, remain open.
These relationships between market, regulation, and consumer protection are discussed by Bojana Božanić Ivanović (Lider Media, IAB Croatia), who moderates the panel, together with Damir Habijan (Ministarstvo pravosuđa, uprave i digitalne transformacije), Andrea Čović Vidović (Predstavništvo Europske komisije u Hrvatskoj), Kamilo Antolović (Sveučilište Algebra Bernays, IAB Croatia) and Robert Tomljenović (Vijeće za medije, Agencija za medije).
IAB Croatia Presents Online Media Advertising Expenditure Report
In an industry that often relies on perception and “market feel”, investment data represents one of the few stable reference points.
How these numbers should actually be interpreted and what they mean for the market is analysed by Matej Sever (IAB Croatia), who moderates the panel, together with Vjekoslav Srednoselec (dentsu Jugoistočna Europa), Boris Zatezalo (Aleph, Meta Lead Croatia) and Ivan Prakiš (Admixer Hrvatska), opening the question of how data is translated into concrete business decisions.
Brand Is Baaaaack! Now What?
The return of brand into focus is no longer a theory, but an operational reality. However, what is changing is the way brands are built today.
This shift, between long-term growth and everyday business decisions, is discussed by Marija Jakeljić (Brown Fox), who leads the panel, together with Maja Šercer (Ledo), Jelena Slade Šilović (Atlantic Grupa) and Maja Weber (Croatia osiguranje), through concrete experiences from practice.
What Actually Gets Approved: The “Yes” Formula
One of the key questions in the industry is not how to arrive at an idea, but how to execute it.
What that process looks like within large systems is revealed by Ema Huskić (Mastercard Hrvatska), who moderates the panel, together with Kristian Buhin (Maistra), Bruno Krčelić (ENNA) and Daniel Hrupek (Coca-Cola Adria), offering a behind-the-scenes view of the decisions that determine what ultimately sees the light of day.
The Biggest Advertiser That Doesn’t Act Like One
The public sector holds enormous communication potential, but often does not use it in a way that reflects its actual influence.
How to turn that potential into real communication impact is discussed by Tomislav Presečki (Boiler), who moderates the panel, together with mr. sc. Renata Margaretić Urlić (Ministarstvo kulture i medija), Sara Prenc (Studio Tumpić/Prenc), Andreja Vranješ (Morgan Grey) and Franka Gojanović Križnjak, through examples and models that show where value is currently lost and where it can be strengthened.
The Halo Effect: Cracking the Code of CTV for Real Business Results powered by Teads
Television is no longer an isolated channel, but part of a complex media ecosystem in which audiences distribute their attention across multiple screens.
How to extract real business results from such an environment is demonstrated by Damjan Planinc (Teads) and Ioana Samoilă (Teads), focusing on the role of CTV and the integration of traditional and digital channels into a unified system that delivers measurable effects.
What connects all panels is the shift from theory to practice. Instead of abstract trends, the focus is on concrete questions: how decisions are made, how rules are set, and what consequences communication truly has today. Because in an industry where every message leaves a trace, the question is no longer just how to communicate, but what kind of impact we are actually creating.
