More than 220 submitted projects at this year’s IdejaX competition do not only speak to growth, but also to a shift in focus within the domestic communications industry. Creativity remains at the core, but is increasingly defined through criteria of execution, business relevance, and social impact.
Compared to last year, the number of entries has increased by 10%, making this the most successful edition of IdejaX to date. However, more important than the volume itself is the structure of that interest – how projects are distributed and what that reveals about market priorities.
The largest share of entries comes from the Best in Channel (45%) group. This points to a growing focus on execution quality within individual communication channels, where precision, craft, and media understanding are increasingly emerging as key competencies.
On the other hand, Best on Market (30%) accounts for a significant portion of entries, dominated by categories such as financial services, insurance and fintech, followed by food and corporate communications. This structure highlights where the biggest battles for audience attention and trust are currently taking place, but also how important it is to clearly articulate value – not only for clients, but also for agencies through self-promotional projects.
Within the Best in Channel segment, the most represented categories include Best TV Spot & Film, followed by print, small-batch packaging, and outdoor formats. While digital dominance is often emphasized, these results confirm that traditional formats are not losing relevance, but rather evolving through contemporary creative approaches and a new level of executional quality.
At the same time, categories within Best Branding & Rebranding are evenly represented, while Best of Positive Change sends a strong signal about the industry’s direction: as much as 83.3% of entries relate to society-focused projects. This ratio clearly shows that the creative industry is increasingly taking on a role in addressing important social issues, not as an add-on, but as an integral part of communication strategies.
Overall, entries were submitted across all 31 categories, confirming the breadth and diversity of projects being developed today – from brand campaigns and design to communication solutions that address concrete business and social challenges.
In that context, this record-breaking edition of IdejaX cannot be viewed merely as a statistical success. Above all, it reveals a maturing market – one that increasingly recognizes that creativity is not an end in itself, but a tool for creating measurable impact.
The competition now enters the judging phase, with the expert jury already having begun the first round. Winners will be announced on May 8 at Dani komunikacija, where it will once again be confirmed which ideas not only respond to the time in which they are created, but actively shape it.
