At a time when content distribution is increasingly shaped by algorithms, the communications industry is entering a phase where the key question is no longer how brands communicate – but whether they have any control over what audiences actually see.
This is precisely the framework set by this year’s 14th Branding Conference, taking place on June 5 in Sarajevo under the slogan “Brand New Control”, with a focus on redefining the relationship between brands, platforms, and users.
Among the first confirmed speakers are Jelena Fiškuš and Sean Poropat, creative directors and founders of Studio Sonda – one of Europe’s most awarded independent creative studios. Their work consistently ranks at the top of the European creative scene, with accolades including Cannes Lions, Eurobest, Effie Europe, and Red Dot Best of the Best.
Through their own platform Designed By People, Fiškuš and Poropat are developing an approach that views design and communication beyond standard market frameworks, exploring how the relationship between people and brands is evolving – and where trust within that relationship is lost or rebuilt.
Their talk in Sarajevo will focus on strategies that do not follow algorithmic logic, but challenge it – with the aim of returning control to brands in an environment where attention has become the most valuable resource.
Organizers remind that early bird tickets are available until May 11, while this year’s edition is already positioning itself as one of the more direct confrontations of the industry with the realities of the digital environment.
