{"id":3726,"date":"2026-10-13T15:05:54","date_gmt":"2026-10-13T13:05:54","guid":{"rendered":"https:\/\/somoborac.com\/?p=3726"},"modified":"2026-10-13T15:05:54","modified_gmt":"2026-10-13T13:05:54","slug":"revealing-the-conference-theme-and-new-speakers","status":"publish","type":"post","link":"https:\/\/somoborac.com\/en\/revealing-the-conference-theme-and-new-speakers\/","title":{"rendered":"Revealing the conference theme and new speakers"},"content":{"rendered":"

For the past few years, all we hear about is prices and the cost of everything going up. But what\u2019s the price of attention? That\u2019s what we\u2019ll find out on October 23rd, because the cost of attention is the central theme of this year\u2019s SoMo Borac powered by Aleph.<\/span><\/p>\n

The program delivers concrete stories about how to attract attention, keep it, and turn it into results. We\u2019ve already announced most of the speakers, and today we\u2019re revealing six new names.<\/span><\/p>\n

\u201cHegel\u2019s Hair: Choosing which attention is worth the cost\u201d is the title of the talk by <\/span>Ignazio Morello<\/b>, CMO of Verne. Hegel noticed a useful rule: lose a few hairs and nothing happens. Keep losing them, and one day you\u2019re bald. Attention works the same way. That\u2019s why Ignazio brings a concrete method: how to choose which kind of attention to build, with an example from his own work at Verne.<\/span><\/p>\n

\u201cWho let this woman on the internet?\u201d asks, and immediately answers, <\/span>Tihana Daki\u0107-Barichievich<\/b>, creator of GoLo\u0161inj. Tihana will share how the project grew out of private sketches and the nudging of one persistent friend, what it\u2019s like to film in the middle of the tourist season, and what happens when strangers start recognizing you \u2013 while your neighbors start bringing you ideas for the next video.\u00a0<\/span><\/p>\n

Ivan Ljubi\u010di\u0107<\/b>, Managing Director of Mediavision and Pickbox, will take the stage with \u201cTV in the Age of Scrolling\u201d. Drawing on data and examples, he\u2019ll explore how viewing habits are changing and what TV advertising offers audiences and advertisers as more content moves to mobile devices and digital platforms.<\/span><\/p>\n

Taking the SoMo stage is <\/span>Petar Pavi\u0107<\/b>, co-founder of S.T.A.R. Digital Group, with a talk simply titled \u201cThe Medium\u201d. What\u2019s behind it? Here\u2019s just a sample of the keywords: algorithm, attention, clickbait, gatekeeper, organic reach, paywall, trust, viral. How it all comes together into one story, you\u2019ll have to hear live.<\/span><\/p>\n

Stipe Grubi\u0161i\u0107<\/b>, COO of Dnevnik.si, joins us with the talk \u201cThe Journalist Is Tony Stark. AI Is the Suit.\u201d The idea is simple: Tony Stark was a genius even without the suit \u2013 the suit just gave him superpowers. That\u2019s 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.<\/span><\/p>\n

Ivan Ivankovi\u0107<\/b>, founder of Vibe Coding Academy, will show us \u201cHow to Turn Workplace Frustrations into Tools Without Coding\u201d. Ivan can\u2019t code, yet in the past 12 months he\u2019s built more than 25 tools. And every single one was born from something that annoyed him. On the SoMo stage, he\u2019ll walk us through the path from frustration to a working tool: you describe WHAT you want, AI figures out HOW.<\/span><\/p>\n

MORE ABOUT THE SPEAKERS<\/b><\/a><\/span><\/p>\n

 <\/p>\n

And while you wait for October 23rd, warm up with a column by <\/span>Tatjana Rajkovi\u0107<\/b>, founder of Kabinet 3C, consumer insights consultant, and HUDI member.<\/span><\/p>\n

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.<\/span><\/p>\n

READ THE COLUMN<\/b><\/a><\/span><\/p>\n

 <\/p>\n

The full program is out! That means the complete timeline, all the names, the talks, the awards ceremony, and the SoMo party \u2013 all in one place.<\/span><\/p>\n

CHECK OUT THE PROGRAM<\/b><\/a><\/span><\/p>\n

And if you\u2019re coming from outside Zagreb, we\u2019ve prepared special hotel discounts for accommodation to make your life easier.<\/span><\/p>\n

S<\/b>EE ACCOMMODATION DISCOUNTS<\/b><\/a><\/span><\/p>\n

Still don\u2019t have a ticket? You know what to do.<\/span><\/p>\n

GET YOUR TICKET<\/b><\/a><\/span><\/p>\n



<\/p>\n","protected":false},"excerpt":{"rendered":"

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