When Aleph and SoMo Borac began their partnership five years ago, the industry was still trying to assess which effects of the pandemic-driven acceleration of digitalisation would prove permanent, while the metaverse and NFTs were being presented as the next major phase of marketing. Today, almost every discussion about its future returns to artificial intelligence.
It was precisely between these technological waves that the partnership developed, marking its first five years in 2026. The anniversary comes with the 14th edition of SoMo Borac powered by Aleph, as well as several changes through which the competition is responding to what has happened in the digital industry in the meantime.
For the first time, a category dedicated to projects created with the help of artificial intelligence is being introduced. Through it, the organisers aim to recognise work that does not use AI merely as a new tool, but demonstrates how technology is changing the creative and communications process.
The SoMo Advertising competition segment will also receive the SoMo Grand Prix, a special recognition for the best submitted work, while the SoMo Content Engagement award is being introduced within the SoMo Media segment. It will be presented to organic content that successfully attracts audiences, encourages their engagement and retains their attention.
“Five years in the digital industry is an exceptionally long and intense period. During that time, we witnessed major technological changes, but we also learned how important it is to distinguish passing trends from innovations that bring real value to people and businesses. For a while, the metaverse and NFTs looked like the future of marketing, while today artificial intelligence has the greatest impact. What has not changed is the fact that the best projects always begin with a good idea, a clear purpose and a genuine user need,” said Ružica Vrdoljak Ličina, Executive Director of the SoMo Borac awards.
According to the organisers, this change is most clearly visible in the entries themselves. A few years ago, projects that were among the first to successfully use a new platform or digital format stood out. Today, the most successful works are those that simultaneously connect content, social media, user experience, performance marketing and business objectives.
The digital component is no longer viewed as an addition to a campaign. The best projects are expected to use technology to solve a specific problem, create a relevant user experience and deliver measurable results. Alongside artificial intelligence, the new phase of the market is being shaped by personalisation, the growth of retail media channels, the development of the creator economy and the dominance of video content.
Over the five years of the partnership, Aleph has brought the competition experience from the global market and leading technology platforms, while the SoMo Growth, SoMo Global and Special Mention by Aleph categories have placed additional focus on work that connects a creative idea with business impact, performance marketing and innovation in digital advertising.
At the same time, the partnership has created an opportunity for the regional digital community to meet more directly the people working for some of the world’s largest platforms. Previous editions have featured representatives of Meta, Snapchat, Microsoft, TikTok and Pinterest, while Reddit is joining that list this year.
“The industry is changing faster today than ever before, which is why the ability to learn and adapt is becoming one of the most important competencies. Through our partnership with SoMo Borac, we have brought global trends, technologies and the experiences of the world’s largest platforms closer to the regional community, while at the same time gaining deeper insight into the best projects and the specific characteristics of the Croatian and regional markets in the digital context. It is precisely the combination of global perspective and knowledge, and local creativity that represents the greatest value of this partnership, while the ideas and campaigns that have emerged from the competition can compete anywhere in the world,” said Ivanka Mabić Gagić, Executive Director of the Croatian branch of Aleph.
The fifth anniversary is therefore being marked not only by looking back on the partnership, but also by expanding the scope within which the meaning of a successful digital project today will be assessed. New technology can be an important part of it, but, as the organisers point out, it is no longer sufficient on its own.
