15. September 2025.
President of the Advertising jury: ‘SoMo Borac gives a clear compass for what excellence in digital marketing means’
Does fortune really favor the bold? We’ll find out at this year’s SoMo Borac, which, without exaggeration, promises to be a true spectacle. Why the bold? Because if you already have a great project, all you need is a little extra courage to submit it and showcase it to the entire region.
Alongside top-notch speakers (and an after-party where cocktails will be just as important as networking), the highlight of the event will, of course, be the awards ceremony.
This year, awards will be handed out in two streams – Media and Advertising, and we’re bringing you two exciting updates. First: a brand-new category, SoMo Video Impact. Second: Digital Product of the Year is going global – now you can submit digital products designed for any market, whether within the region or beyond.
We learned more from this year’s president of the Advertising jury, Vanja Vaniček, who is also Director of Marketing, Customer Experience, and Corporate Communications at E.ON Croatia.
“SoMo Borac plays an important role in the development of digital communications across the region. For more than a decade it has brought the digital community together, showing that knowledge and creativity here are diverse and globally competitive. It’s not just a competition, but also a place for exchanging experiences and ongoing professional education – a space where the best industry practices are highlighted through a transparent process,” says Vaniček, adding that such a platform helps raise the bar for quality.
Clearly excited to join the SoMo Borac team, she points out that this is a fantastic opportunity to peek behind the curtain of the region’s most successful digital projects – their innovative approaches, trends, and technologies shaping the market.
“Through the work of the jury, valuable connections are made with experts from different fields, and dialogue allows us to view the industry from multiple perspectives. I would emphasize that, in the judging process, it’s essential to be guided by professional integrity, transparency, and constructive discussion – so that the work that truly pushes the boundaries of creativity, strategic thinking, and execution is recognized and rewarded,” she explains.
In other words, she believes that healthy competition and the expertise of the jury help strengthen standards and encourage innovation.
“In a field that changes from month to month – with new formats, technologies, and channels – SoMo Borac provides a clear compass for what excellence in digital marketing means today,” she says.
Looking ahead, she expects SoMo Borac to take on an even greater role as a regional reference point.
“I believe the focus will increasingly be on the innovative application of technology, AI, sustainability, and the social responsibility of digital projects, as well as the quality of how entries are presented – so that even excellent projects get the recognition they deserve. In this way, SoMo Borac will continue to be a catalyst for the growth of the digital industry in the region,” Vaniček says.
Of course, we couldn’t resist asking something more practical – what actually separates great campaigns from just good ones?
“In digital marketing there are an extraordinary number of elements that need to be thoughtfully set up and aligned for a campaign to be truly successful and effective. If even one link is missing, or if a key factor is overlooked, the overall picture – and the result – changes. Every new campaign brings a new combination of these factors, and it’s precisely that dynamism and diversity that represent the beauty of this work,” she explains.
In short, what elevates a good campaign to an outstanding one is how all those elements come together into a coherent whole – while exceeding expectations.
“In a digital environment, that means having a deep understanding of consumers and context – a clearly defined insight as the epicenter of a strong strategy, a relevant and bold idea that translates logically into channels and formats, and a consistent, dedicated execution that leverages technology and measures real impact,” she says, adding that this will be her main guiding principle during the evaluation process.
And which category will be the most popular? Vaniček doesn’t want to predict, but she hopes the growth in quality and the number of entries will be visible across all categories.
“That would be the best proof that digital communications in the region are maturing and developing across all segments, not just in a few of the most attractive areas,” she concludes.
Finally, her message to competitors: don’t be afraid to show courage, innovation, and results – because it’s precisely those projects that push the industry forward.
“My advice to applicants is to present their work clearly, comprehensively, and with context – because a good story helps the jury understand all the work and strategic thinking behind it,” she says.
Friendly reminder: the deadline for submissions is September 24 – don’t miss out! See you on October 24th in Mozaik Event Centar in Zagreb!
