The 12th edition of the Branding Conference, held under the slogan “Brand New Humanity” at the “Mirza Delibašić” hall, once again drew significant public interest. Inspired by creativity as the driving force humanity can harness to ensure a brighter future, this year’s conference brought together leading experts in branding, advertising, and communications to discuss the role of the creative industry in societal change and the future of this sector. Recognized as an essential brand within the industry, the event gathered over 600 professionals from Bosnia and Herzegovina’s advertising scene, including the most prominent agencies, advertisers, and media representatives.
Among the notable speakers was Riccardo Fregoso, Chief Creative Officer of Dentsu Creative Italy, who emphasized the unique opportunity brands have today to promote humanity. Igor Mladinović, founder of the agency Hearth, shared his experience creating socially responsible campaigns that benefit clients and society, proving how engaged initiatives can successfully combine business values with social responsibility.
Digital strategist Hugo Faustino, known for his work on campaigns for giants like Netflix and Nike, spoke about the role of artificial intelligence in the creative process, highlighting the importance of human creativity. “Although AI provides us with invaluable insights, the critical role of intuition and human creativity remains undeniable,” said Faustino.
Rahul Titus, Global Head of Influence at Ogilvy, discussed the future of influencer marketing and the increasing demand from users for authentic branded content that reflects genuine values. The inspiring Kremena Yordanova, a marketing strategist with over 17 years of experience working with global brands and socially responsible companies, closed the conference.
Haris Mujanović, CEO of Via Media and conference organizer, emphasized that despite all technological advancements and the rise of artificial intelligence, only exceptional individuals can still bring big ideas and projects to life. “Imagination is the heart of our industry, and creativity has always catalyzed great change. Big and good ideas have transformed businesses and changed societies. When they carry a sense of humanity, they have the power to change the world, so I am certainly not worried about the future of our industry. Although people say we are living in an era of major disruptions, immense change, and great crisis, and that for the first time in human history, no one knows what the world will look like in five years, perhaps no one knows, but we can imagine it, and that’s why we are here today.”
The conference ended with an optimistic outlook for the future of the creative industry, where brands play a crucial role in promoting human values and societal change.