Generation Alpha is currently in the spotlight, but which generation really has a built-in radar for bluffing?
The answer will be unveiled by Katarina Ferk, who skillfully combines creativity, strategy, and boldness into ideas that deliver real results.
Katarina Ferk is senior copywriter at Futura DDB, and she has participated in numerous campaigns that have been awarded at national and international festivals, such as Balcannes, SOF, SomoBorac, and, of course, SEMPL. Last year, she was named the most promising creative in the region by Rising Star 2024 – an award that confirms her exceptional ability to create innovative, relevant and culturally groundbreaking ideas.
In the lecture "Why are Gen Z the best bluff detectors?", you will learn why the Gen Z can tell within seconds whether a message is authentic or just empty talk, and without a second thought, skip content that does not offer them real value. She will debunk the "8 seconds" myth and reveal how Gen Z actually delves into the message and which details determine whether they trust a brand or not. The problem, then, is not the attention span of young people, but the relevance of the content - and real opportunities lie in the details, where trust is built.
On the parallel stage Media Pulse Hub, you will hear from Ana Ribar and Julija Kancler. Ana Ribar, digital strategist at Futura DDB and Futura FTW, combines years of experience in designing and implementing digital campaigns with analytical precision and creative vision. Her work takes brands to the next level, as she believes that brands are built for the long term through smart data integration and powerful storytelling.
Her colleague, Julija Kancler, is an online media strategist at Futura DDB, where she manages media buying on Meta and Google platforms. She brings real results to campaigns, not just clicks, and extracts stories from data that build smarter strategies and greater impact.
In their lecture "Big numbers, empty stories: how digital metrics can be misleading," Ana and Julija will reveal why the true value of campaigns lies in details that most people overlook. They will show that not everything that glitters is gold, as big numbers can be empty and primary metrics can be misleading.