Magazin Grando in Portorož on May 14 and 15 once again becomes the central meeting point of the regional and international marketing scene, while the programme of the 35th edition of the Slovenian Advertising Festival (SOF) confirms a clear focus on what defines the industry today, the relationship between technology, creativity and business impact.
This year’s edition brings a combination of global perspectives and concrete examples from practice, with speakers coming from different parts of the industry, from creative directors and strategic leaders to experts in artificial intelligence and brand management.
Focus on AI, creativity and responsibility
The very first day of the festival opens questions that are at the centre of industry discussions. Jessica Claar, Senior Vice President Marketing Communications for Mastercard Central Europe, speaks about boundaries in an era of unlimited possibilities brought by artificial intelligence, raising the key question, not what we can do, but what we should do.
A similar topic from a different angle is opened by Dave Birss, who in his talk The productivity delusion questions the way the industry uses AI, as a tool for accelerating existing processes, instead of as a space for new ideas. The focus shifts from efficiency to creative potential, with a critique of reproducing existing patterns.
The relationship between creativity and reality is also addressed by David Schwen, whose talk reveals the aesthetics of the “everything is fine” culture and calls for stepping outside the safe boundaries of the brief as a prerequisite for more relevant work.
From film and sport to global campaigns
The programme also brings a series of concrete case studies that show how strategy translates into results. Aleš Pavlin and Medeja Kraševec Žnidarec open the question of brand integration through film, while Fabrice Plazolles demonstrates how communication strategy contributed to the transformation of the perception of the Olympic Games in Paris 2024, from distrust to national pride.
Insight into globally effective campaigns is provided by Thomas Kolster, who through the analysis of WARC data identifies ten key principles behind today’s most successful brands, emphasizing that impact is not a trend, but a competitive advantage.
Creativity, culture and the audience as a partner
The second day of the festival further expands the perspective towards the relationship between brands and audiences. Fabio Seidl, former global head of creativity and brand at X and Meta, speaks about the intersection of artificial intelligence, fandom and culture, and about the transformation of communication from a one-way model into co-creation.
The topic of relationships and partnerships is further developed by Jonika Dhima Hoomes, who, through her experience at Google, analyses how sustainable partnership ecosystems are built in complex business environments.
At the same time, Dominic Czaja in his talk opens the question of the position of agencies in times of uncertainty, advocating for a return of confidence and redefining client relationships through equal partnership.
More than content: the festival experience
The programme of the 35th SOF does not position itself only as an overview of trends, but as a space for re-examining the role of the industry, from the way it uses technology to how it builds relevance in a time when attention, trust and creativity are under constant pressure.
