For the past few years, all we hear about is prices and the cost of everything going up. But what’s the price of attention? That’s what we’ll find out on October 23rd, because the cost of attention is the central theme of this year’s SoMo Borac powered by Aleph.
The program delivers concrete stories about how to attract attention, keep it, and turn it into results. We’ve already announced most of the speakers, and today we’re revealing six new names.
“Hegel’s Hair: Choosing which attention is worth the cost” is the title of the talk by Ignazio Morello, CMO of Verne. Hegel noticed a useful rule: lose a few hairs and nothing happens. Keep losing them, and one day you’re bald. Attention works the same way. That’s why Ignazio brings a concrete method: how to choose which kind of attention to build, with an example from his own work at Verne.
“Who let this woman on the internet?” asks, and immediately answers, Tihana Dakić-Barichievich, creator of GoLošinj. Tihana will share how the project grew out of private sketches and the nudging of one persistent friend, what it’s like to film in the middle of the tourist season, and what happens when strangers start recognizing you – while your neighbors start bringing you ideas for the next video.
Ivan Ljubičić, Managing Director of Mediavision and Pickbox, will take the stage with “TV in the Age of Scrolling”. Drawing on data and examples, he’ll explore how viewing habits are changing and what TV advertising offers audiences and advertisers as more content moves to mobile devices and digital platforms.
Taking the SoMo stage is Petar Pavić, co-founder of S.T.A.R. Digital Group, with a talk simply titled “The Medium”. What’s behind it? Here’s just a sample of the keywords: algorithm, attention, clickbait, gatekeeper, organic reach, paywall, trust, viral. How it all comes together into one story, you’ll have to hear live.
Stipe Grubišić, COO of Dnevnik.si, joins us with the talk “The Journalist Is Tony Stark. AI Is the Suit.” The idea is simple: Tony Stark was a genius even without the suit – the suit just gave him superpowers. That’s how Stipe sees AI in journalism: not as a replacement for journalists, but as a tool that helps them work faster, dig deeper, and tell better stories.
Ivan Ivanković, founder of Vibe Coding Academy, will show us “How to Turn Workplace Frustrations into Tools Without Coding”. Ivan can’t code, yet in the past 12 months he’s built more than 25 tools. And every single one was born from something that annoyed him. On the SoMo stage, he’ll walk us through the path from frustration to a working tool: you describe WHAT you want, AI figures out HOW.
And while you wait for October 23rd, warm up with a column by Tatjana Rajković, founder of Kabinet 3C, consumer insights consultant, and HUDI member.
Tatjana writes about the value of media and why relevance to the audience deserves a bigger seat at the table in conversations between publishers, advertisers, and agencies.
The full program is out! That means the complete timeline, all the names, the talks, the awards ceremony, and the SoMo party – all in one place.
And if you’re coming from outside Zagreb, we’ve prepared special hotel discounts for accommodation to make your life easier.
Still don’t have a ticket? You know what to do.
