Almost 500 attendees followed the Woman.Comm conference
The third edition of the Woman.Comm conference, the leading communication event in Bosnia and Herzegovina, has concluded. Under the slogan “The Power of Communication,” the two-day conference, held at the Bosnian Cultural Center, gathered a record number of attendees nearly 500 people. They had the opportunity to hear educational lectures, inspiring talks, and panel discussions on important social issues as well as the latest trends in the industry, branding, artificial intelligence, and many other topics. These were presented by leading experts from the world of marketing, media, the creative industry, the business community, as well as artists and public figures from Bosnia and Herzegovina, Croatia, Serbia, Macedonia, Slovenia, and beyond.
“Our goal was to bring together experts who can offer different perspectives on current trends and challenges in the industry and to enable participants to expand their knowledge and skills. Discussions were held on the integration of artificial intelligence into business processes, as well as the role of brands in creating positive social change. Additionally, we sought to address important socially responsible topics, such as gender-based violence, because our aim is for the Woman.Comm Club, as a communication platform, to be a place that encourages socially responsible communication, both personally among our members and with our partners and society in general,” said Irena Miličević Vukoja, director of the Prefix agency and the Woman.Comm Club.
One of the panelists, Croatian artist Ida Prester, highlighted the problem of femicide in the region and the urgency of addressing it. She contributed by writing and performing the song “Shield” with colleagues from the region.
“We wanted to send a message of a cry to women that we are here, that we think of them, and that we will offer them support. But I constantly ask myself, will we really provide them with support? Are we here just declaratively, in one song/video, or are we as a society, with all its institutions, ready to help these women who are in trouble?” said Ida.
Is the communication industry in a ring with AI?
Speakers and panelists shared their experiences on how to responsibly use innovations and tools in the industry, with a special focus on ethical issues and social responsibility, but they also recapped what we’ve learned so far that is important for the future.
“We live in a time of technological changes that will result in major cultural and social shifts, but I have no idea what that will look like. What’s happening now is very interesting because artists used to build creativity on the shoulders of their predecessors, and now AI does that, continuing what we started, and we use artificial intelligence in our daily work. Whether it will completely replace us is not so important, because we will certainly be doing something, if not the same job, then something else. People who worked the land at the beginning of the 19th century were replaced by machines, but they still work. I’m not afraid of technology, and I just hope we’ll use it for something great,” said Davor Bruketa, creative director and co-owner of the full-service agency Bruketa&Žinić&Grey.
Bojan Hadžihalilović, creative director of the Fabrika agency and a professor at the Academy of Fine Arts in the Department of Graphic Design, agreed that human creativity is “stronger” compared to AI. He said: “I advise my students, besides conducting research when creating a campaign, to rely on their instincts, which we as humans possess, and to look within for that first reaction that leads them further in creation, which is something AI cannot do. I encourage the profession and students to use it but also to step into the ring with it and offer authentic solutions.”
There was also discussion about the importance of nation branding, which greatly affects the reputation countries achieve in the world today. In order for Bosnia and Herzegovina to shake off its image as an unsafe country – a perception that, although factually unfounded, is still dominant due to its war-torn past – Professor Dr. Božo Skoko emphasized that many common values among all peoples in the country have been identified, which can serve to brand the country and change perceptions. One of these is the Bosnian concept of “merak,” which could certainly be used to create a positive image.
The third Woman.Comm conference opened discussions on numerous important topics, educated attendees, and introduced trends, and as the curtains fall, preparations for the fourth edition have already begun.
Haris Mujanović, Via Media
