What did you miss on Thursday?

The event kicked off with Nermina Mašala Kelić, director of UM Sarajevo and former jury president, who revealed the rules of effective communication and used precise data insights to show how small details create big stories. She was followed by Renata Salecl, who highlighted the power of emotions and pointed out that even anger, envy, and jealousy can spark bolder creativity and encourage us to achieve our goals more decisively.

In conversation with Ivan Vukušič, photographer Damon Baker emphasized that our experiences are always reflected in our work, as authenticity comes to life in small but important details. Tamlyn Wright's lecture opened the door to the creative process behind the world's biggest events, as she revealed how unforgettable experiences in the entertainment industry are created through sketches and initial ideas.

At the round table, a panel of Croatian experts—Edina Pršić Babić, Ana Sršen, Martin Koprek, and Sara Mustapić—raised a key question of our time: who really shapes public discourse today? In a world where algorithms are overtaking editors, fake content is undermining trust, and AI is changing the role of communicators, they emphasized that the future belongs to quality content, credible media, and courageous voices that can clearly stand out from the digital noise.

Zenel Batagelj presented a new model of brand growth in a research-backed lecture and highlighted key steps in assessing their strength and seizing the right moments for progress. Kaja Kovič and Dejan Petelin then addressed the hot topic of artificial intelligence, emphasizing that we can understand it as a collaborator, but its capabilities do not mean that we humans have become replaceable.

Katarina Ferk then presented what we should and should not do when addressing Generation Z, as they hold up a mirror to us every day and clearly show that authenticity and consistency are essential if we want to earn their attention. In the last lecture of the day, Ines Markošič showed that new media are not replacing old media, but rather giving them a new role, and explained with clear examples how print media have strategically adapted to modern circumstances.