Written by: Isidora Mandić and Naira Čamdžić
This year, the 13th edition held at the Mozaik Event Center in Zagreb once again proved that the regional creative scene is neither small nor modest – just sometimes overly self-critical. And if there was any luck involved, it was certainly not random, because gathering so many talented and passionate people under one roof can only happen with a lot of planning and even more love for the job. Media Marketing was the media partner of this year’s conference, and we began publishing press releases, interviews, and columns by this year’s participants about five months ago. For you, they were a source of information and valuable insights; for us, a kind of hourglass counting down until the event itself, when we could finally witness in person everything we had been writing about. And as they say, patience pays off – this was our first “live” SoMo.
But even though we had been following the preparations for months, publishing news and speaking with participants, nothing can replace the moment you step into a space where creativity has its own sound, scent, and energy. Where every person carries their brand as a personal ID card, and networking happens with the same passion others reserve for playing the Champions League final.
Right upon arrival, you could feel that familiar tension – the one between “will everything go as planned?” and “even if it doesn’t, it’ll make a good story.” People from across the region, representing different agencies and brands, came with the same goal: to celebrate what they love most, even if it sometimes drives them crazy.
The day started early, continued with lectures, and ended with Alka Vuica and Peki. Our only question: who said a day lasts 24 hours?! This one didn’t, and that’s empirically proven.
We recently graduated and took our first steps into the professional world, and that comes with a certain amount of fear. Everyone tells you that student days are the best, and work is just an obligation and a synonym for routine. We consider ourselves very lucky that this event came right after graduation because it showed us that work can be so much more – at least when you do what you love.
Listening to speakers from the most renowned regional agencies, we realized that marketing today is no longer just a job. It’s a reflection of society. In the stories about campaigns, mistakes, and victories, you could hear something deeper – an honest call not to forget the human dimension in the digital world.
In the hallways of the Mozaik Center, perhaps the most important scene of the entire event was unfolding: people were connecting, making plans, sharing ideas. And it’s precisely there, between the panels and coffee breaks, where the true value of SoMo Borac lies – in a community that knows no boundaries between competition and collaboration.
For us, as newcomers to the industry, it was inspiring to be part of that world. Everything we learned at university – STP models, the 4Ps, strategies, analyses – now had real faces, real stories, and real people.
The conference was divided into three segments, but one main theme ran through them all: artificial intelligence and authenticity. While the world races toward innovation, SoMo reminded us that creativity cannot exist without the human element. AI can assist, but it can’t replace emotion, nor that moment when an idea just “clicks.”
When the lights dimmed and the awards ceremony began, the excitement became almost tangible. On stage, people took turns whose projects proved that creativity in the region not only exists but is evolving. Each award was confirmation that ideas are still what drive the industry – not tools, not algorithms, but people.
In the audience, there was applause, tears, hugs, and genuine smiles. And it’s exactly that emotion that sets SoMo Borac apart from other festivals – it felt like a celebration of the entire community.
When you experience an event like SoMo live, you realize how much attention, effort, and detail goes into creating a single day. Special praise goes to Ružica Vrdoljak Ličina, the SoMo Mom, who welcomed us with one of the warmest smiles. Thanks to her and the 404 agency team, the whole day ran flawlessly, with the kind of positivity and energy that proved contagious for everyone present.
After SoMo Borac 2025, it’s hard not to feel proud. Not only of the industry we belong to, but also of the fact that in this region, people still create with the same passion they once dreamed with.
We went home tired but happy, with notebooks full of quotes and heads full of new ideas. We realized that creativity isn’t just something you learn – it’s something you live. Fully aware that this is only the beginning of our journey in an industry that can be both ruthless and magical.
So, if you ask us how many SoMo Borac there should be each year, our answer is simple – at least two. Because one clearly isn’t enough to hold all this energy.
