At a time when the communications industry is increasingly confronting its own boundaries – between effectiveness and ethics, visibility and responsibility – the question is no longer just how we communicate, but who sets the rules of the game. These are precisely the conversations opened by this year’s panels at Dani komunikacija, taking place from May 7 to 10 in Rovinj, bringing the industry together around topics that go beyond individual campaigns and into the very structure of how the industry operates.
The focus is not on trends as such, but on the mechanisms that produce them: pitching processes, ESG communication, the relationship with children as an audience, how we communicate science, and whether culture can be a space for real attention in a time of fragmented perception.
Pitch is not just a process – it is a mirror of the industry
Pitching has long been an operational standard, but today it is also becoming a question of sustainability in the relationship between agencies and clients. Increasing demands, shorter deadlines, and unclear rules raise the question: does this system create long-term value, or does it exhaust industry resources?
The panel The Way We Pitch Shapes the Kind of Industry We Build goes a step beyond critiquing the current state and attempts to redefine pitching as a space for quality collaboration, not one-sided evaluation. Through the presentation of updated HURA Pitching Guidelines, the discussion shifts toward concrete standards – transparency, clarity of expectations, and fair relationships that shape the market in the long run. The panel features Marina Bolanča (Abeceda komunikacije, member of HURA and IAB Croatia), Luka Duboković (BBDO, member of HURA and IAB Croatia) and Dragana Josipović.
ESG between responsibility and silence
As ESG becomes a business standard, communication around these activities enters a paradox. More and more companies are working on sustainability, but fewer are talking about it – not due to a lack of activity, but because of fear of reputational risk.
The panel ESG Paradox: Greenhushing as the New Greenwashing? explores where responsible communication ends and excessive caution begins. In the context of increasingly sensitive audiences and regulatory frameworks, the balance between transparency and credibility becomes crucial – and increasingly difficult to maintain. The panel is moderated by Ivana Galić (NovaTV), with participation from Marija Franić (Kaufland Hrvatska), Vlatka Kamenić Jagodić (KONČAR Group) and Vinko Filipić (Greencajt, RED agencija, member of HURA and IAB Croatia).
Children as an audience: boundaries the industry must set itself
Advertising aimed at children is one of the areas where the industry cannot afford neutrality. The digital space blurs the lines between content and advertising, and children are increasingly exposed to messages they cannot critically interpret.
The panel Sugar, Spice & Everything Kids See: The Reality of Food Marketing Around Children by UNICEF does not focus only on regulation, but also on the responsibility of the industry to actively shape the environment in which children grow up. The focus shifts from “what is allowed” to “what is right.” The discussion is led by Lidija Gamulin (UNICEF), with participation from dr. sc. Maja Lang Morović (Hrvatski zavod za javno zdravstvo), Tatjana Katkić Stanić, Maja Baumschabel (HURA, IAB Croatia) and Una Zima (Spotstudio, Croatia film).
Science without context does not travel far
In an era of information overload, facts alone are no longer enough. Communicating scientific facts requires an understanding of the audience, formats, and the way people process information.
The panel Science Sells Facts, but Who’s Buying? by Ruđer Bošković Institute raises a key question: how to convey complex topics without oversimplification, but also without losing audience attention. The challenge is no longer just accuracy, but interpretation and context. The panel is moderated by Petra Buljević Zdjelarević (Institut Ruđer Bošković), with participation from dr. sc. Zvonimir Galić (Filozofski fakultet, Sveučilište u Zagrebu), dr. sc. Marko Košiček (Institut Ruđer Bošković), dr. sc. Antonella Barišić Kulaš (Fakultet elektrotehnike i računarstva Sveučilišta u Zagrebu) and Angela Buljan Šiber (Izone.agency, member of the Organising Committee of Dani komunikacija, and member of HURA and IAB Croatia).
Culture as a rare space of real attention
While most communication tries to “capture” attention in seconds, culture works differently – as a space where audiences consciously choose to stay.
The panel Get Undistracted by Culture by Croatian Music Institute explores whether culture can become a relevant communication channel for brands without losing its authenticity. In a context of increasing competition for attention, such spaces may become the most valuable – because they offer what digital often cannot: depth, focus, and trust. The panel is moderated by Boris Trupčević (Hrvatski glazbeni zavod), with participation from Tatjana Rajković (Kabinet 3C, Praktikum), Karlo Stojčević (Tvoj Domagoj) and Gorana Barišić Bačelić (Tvrđava kulture Šibenik).
The industry as a system of decisions, not just ideas
What connects all panels is not a single topic, but the way the industry makes decisions. From pitching to ESG, from the relationship with children to the communication of science and culture – each of these topics ultimately speaks to the same question: how do we define responsibility and long-term value in communication?
This is why Dani komunikacija do not offer only answers, but also a framework for thinking about where the industry is heading – and under which rules.
