Another SoMo Borac is behind us!
On Friday, Zagreb’s Tvornica kulture brought together the regional digital, marketing and media community for the 14th edition of the conference.
This year’s SoMo explored The Cost of Attention, a theme that sparked plenty of conversations about the digital world we live and work in.
The stage brought together different perspectives from marketing, technology, media and the creative industries. From algorithms shaping our everyday lives and artificial intelligence to content creation, bold creative ideas and the challenge of reaching audiences whose attention everyone is competing for, there was plenty to think about.
Between great talks and conversations that carried on long after the sessions ended, the conference once again showed the value of bringing together people who see the digital industry from different angles.
The evening was all about one of the most anticipated parts of SoMo: the awards ceremony. We celebrated the region’s best projects across SoMo Advertising and SoMo Media, with this year’s edition also introducing two new categories, SoMo AI and SoMo Content Engagement, as well as the first-ever SoMo Grand Prix for the best entry in the Advertising stream.
As always, SoMo Party was the cherry on top, because SoMo has never been just about what happens on stage. It’s also about all the smiles, encounters, the conversations, spontaneous catch-ups and all those moments between the official sessions.
Want to relive this year’s SoMo, revisit your favourite moments or simply check how you turned out in the photos? Great. All the photos from SoMo Borac 2026 are waiting for you in our gallery!
Find your crew, your favourite moments and keep the SoMo feeling going a little longer.
See you at the next SoMo Borac!
