The fifth edition of the Snaga komunikacije conference, organised by Woman.Comm Club, will be held on 14 and 15 October at the Armed Forces Hall of Bosnia and Herzegovina in Sarajevo. This year’s programme, titled SHIFT HAPPENS 2026, will bring together global, regional and Bosnian and Herzegovinian representatives of the communications, marketing, media and creative industries.
Across two programme days, the conference will examine the changes already affecting the way the industry operates, from the position of women and the language used to speak about them to new audience expectations, relationships between agencies and clients, and the impact of artificial intelligence on the creative economy and education.
The first day, WOMAN SHIFT: The Power of Voice, will be dedicated to women’s voices in business, public and digital spaces. The programme will address women’s representation, the formation of stereotypes, the ways in which language about women is shaped, and the consequences of public and digital violence.
The announced speakers include Dragana Đermanović, Marijana Rajić, Zoran Tomić, Ejub Kučuk, Nataša Šarčević, Nikola Žinić and Vesna Vlašić. The organisers will announce the remainder of the programme and additional names in the coming weeks.
The second conference day, COMMUNICATION SHIFT: The Power of Change, shifts the focus to changes within the communications industry. Discussions will cover the state of the market in 2026, changes in how audience attention is distributed, what clients expect from agencies, and the ways in which artificial intelligence is changing creative work and education.
The programme will also address the issue of paid pitches, a topic that directly concerns the valuation of the time, knowledge and resources agencies invest in competitive processes. The aim of the discussion is to create space for better relationships between agencies, clients and creatives, clearer budget setting and the protection of the value of creative work.
The final part of the conference will be dedicated to the role of communication in connecting people and communities through topics related to sport, Bosnia and Herzegovina, and major events.
“The fifth conference comes at a time when we no longer have the luxury of simply observing change. It is happening faster than ever and directly affecting our industry, our business and the way we communicate. I want this to be a conference after which we will not simply say ‘it was inspiring’, but one that will make us go out and change something,” said Irena Miličević Vukoja, founder of Woman.Comm Club and the Snaga komunikacije conference.
Registration and ticket information are available on the official conference website.
