Written by Naira Čamdžić and Isidora Mandić
We had a great time at SoMo Borac 2025, but you’ve probably already read about that in our previous article. As it usually happens at unforgettable conferences, between fun, conversations, and inspiring panels, a few lessons accumulate. And since we believe knowledge is only valuable when shared, here are seven lessons that stuck with us.
Lesson 1 – The idea is the currency, and the internet connection is New York
The first block was opened by Davor Bruketa from Bruketa&Žinić&Grey. Instead of big words, he brought a simple but precious message: an authentic idea is worth more than the address on your business card. He says that after some time in the industry, he realized that he didn’t need to move to New York, all he needed was an idea and an internet connection. In a world where people often believe that the size of the market determines the size of success, Davor reminded us that boundaries exist only if we create them ourselves.
Lesson 2 – Authenticity is research
The attention of the audience was taken by the team behind the eighth global adaptation of the series SKAM, whose goal was not just to make a new series, but to create a world that truly reflects the lives of our teens and stands side by side with those on streaming platforms. In marketing, we love to throw around the term “authenticity,” but they showed us it’s not just a trend – it’s a necessity. Behind that beloved authenticity lies a lot of research, observation, and attention to detail. What language they speak, what expressions they use, which apps they open, which friendships they nurture, even what their rooms look like. It all comes from a long research process. So, when you write your next campaign, maybe reach out to the people behind “SRAM” – they know what they’re doing.
Lesson 3 – Performance marketing is not an ad, it’s a system
Iva Obrovac, marketing coach at Rokkin Marketing, shared valuable lessons that every agency should pin above their desk. The companies with the biggest budgets are not always the most successful, while mid-sized teams, who don’t have the biggest budgets, are usually the ones who think strategically and proactively. If you don’t invest in martech infrastructure, you can’t do proper performance marketing. She also emphasized that stagnation is the enemy of progress in marketing. She recommended a ratio worth remembering and following: 70% of the budget goes to proven channels, 30% to experimentation. The key takeaway from her talk? Performance marketing today is a tool that connects strategy, data, and intuition.
Lesson 4 – Pitching, or how to burn out with a smile
The director of McCann Zagreb, Ivica Skočić, encouraged us and the entire audience to think about pitches and consider the bigger picture. Those famous tools without which the industry wouldn’t be the same, but which sometimes cost more than we realize, might not always be worth the effort. When we asked about the differences between regional and global pitches, Ivica told Media Marketing honestly: “I don’t have all the exact data, but here in this region, we always think it’s much better abroad. From my experience, I would say it is a bit more organized abroad, but the guidelines we have in Croatia follow global guidelines. So it’s not that it’s more organized elsewhere because we didn’t set things up here, but maybe we just don’t always stick to them, we’re not educated enough. Maybe we could respect each other a bit more, understand and work on building partnership relations.”
Lesson 5 – Noise is the new censorship
Today, when podcasts are taking up more and more media space, it was particularly interesting to listen to Filip Raunić, host of Telegram’s podcast Prvi glas. During his talk, he stated that “Noise is the new censorship,” which in our opinion perfectly reflects the spirit of the digital age. In a world full of content, it’s a true skill to genuinely inform. An authentic voice is more valuable than ever because it doesn’t demand attention – it earns it. In addition to teaching us something new about the industry, tools, and best practices, conferences like SoMo Borac are also an opportunity to discover content that might interest us. So, if you get stuck in traffic on your way to work, turn on a podcast. Maybe you’ll hear something useful, or at the very least, you’ll sound smart in front of your colleagues :)
Lesson 6 – The best solutions often come from unexpected perspectives
When talking about the regional design scene, it’s hard not to mention Studio Sonda and Sean Poropat. You know that feeling when, as a child, you wanted to be everything – an actor, singer, doctor, architect? And then somewhere in high school, you realize that life demands a choice. Even though you find your path, there’s still that tiny voice inside whispering: “But what if…? Wouldn’t it be great to live multiple lives?” At SoMo Borac, Sean Poropat presented the program “Designed by People,” an initiative that includes people outside the creative industry in the design and problem-solving process. The idea is simple but powerful: design can come from the perspective of ordinary people. As Sean emphasized, “We no longer work for people, but with people.”
Lesson 7 – The algorithm brings attention, but quality brings clients
It’s always valuable to listen to lessons from the “more experienced” in the industry you want to succeed in, but from time to time, it’s especially worth reminding ourselves that nothing happens overnight and that we should also listen to people closer to us in age who already have impressive achievements. One such person was Pave Elez, one of the most well-known digital content creators in our region. He shared five lessons he learned in recent years, along with some advice useful to anyone in the industry – starting with the fact that quality must come before the algorithm. The algorithm may be the one that brings attention, but quality is what brings clients. He also emphasized that we must play the long-term game; virality is fleeting, while consistency and effort bring reputation.
All in all, for the two of us, SoMo was a complete discovery. It was a meeting of ideas, experiences, and people who believe in the power of communication. A chance to see everything we know in theory applied in practice – and to learn even more. Because, as it turns out, marketing is not just a job. It’s truly a way of life.
