Day One: A stage of ideas, emotions and new growth models
The conference was opened by Nermina Mašala Kelić, Director of UM Sarajevo and former jury president, who revealed the rules of effective communication and used data to demonstrate how small details create big stories. Renata Salecl highlighted the power of emotions and emphasised that even negative emotions can be a source of creative energy and more decisive action.
In a conversation with Ivan Vukušić, photographer Damon Baker stressed the importance of authenticity and experiences that always manifest in creative work, while Tamlyn Wright, in a debate with Uroš Goričan, offered insight into the creation of major global events and revealed the complexity and magic of creative processes in the entertainment industry.
At a roundtable discussion, Ana Sršen, Martin Koprek and Sara Mustapić, in conversation with Edina Pršić Babić, reflected on the role of media, algorithms and artificial intelligence, underscoring the importance of quality content and credible voices in a world full of digital noise. Zenel Batagelj presented a new model of brand growth, Kaja Kovič and Dejan Petelin talked about artificial intelligence as a collaborator, Katarina Ferk highlighted the challenges of addressing Generation Z, while Ines Markošič showed how print media have successfully adapted to contemporary circumstances.
Day Two: Data, experiences and confrontations
The second day of the conference began with Artur Mosiak and Karmen Krumpestar, who highlighted the power of intelligent data usage in shaping bolder and smarter marketing strategies, supporting their claims with a practical example. Massimo Bernardi emphasised the importance of emotional experience and listening to consumers, showing how learnings from the hotel industry can enrich marketing.
Smiljan Mori and moderator Petra Kovič revealed how to build an influence that crosses borders from a small story, and why authenticity, courage and attention to detail are what set strong personal brands apart from all others.
The day was also marked by “duels of ideas”. Alina Žugelj Pikalo and Pia Rajterič confronted the stability of traditional channels with the boldness of new formats, while Dunja Ivana Ballon and Marjan Novak revealed the differences, challenges and opportunities across the advertising markets of two countries.
Sempler Awards Ceremony: Celebrating the region’s best
As part of the conference, a festive Sempler Awards ceremony was held under the patronage of POP TV, honouring the best media strategies in the region. This year, 11 gold awards were presented, along with the Grand Sempler for the best media strategy of the year. The main award went to the project “It’s time to stop!”, created for Bingo Group by the agency Via Media. The day concluded in a creative spirit – with an energetic afterparty sponsored by the portal Sammozavestno.si, featuring music by DJ Marino.
The SEMPL conference has once again confirmed its status as one of the region’s key events for all who co-create the future of media, advertising and communications.
