IAB Croatia Presents Online Media Advertising Expenditure Report

2026

Few communicators speak to more people, more often, than those in the public sector. Healthcare, education, safety, infrastructure, major social initiatives — public institutions address citizens every single day. In theory, that reach should make public communication one of the most powerful forces in the market. But in practice, procurement models often keep creativity on a very short leash.



Encouraging signs are already visible across the region. Public institutions and state-owned companies are starting to work more closely with the communication industry, producing campaigns that feel clearer, more effective and easier to measure. The progress is real, but the potential remains much bigger. This session will gather HURA Impact Taskforce members Tomislav Presečki (CEO, Boiler, Member of HURA and IAB Croatia) with mr.sc. Renata Margaretić Urlić (Spokesperson, Ministry of Culture and Media), Sara Prenc (Managing Director, Studio Tumpić/Prenc, Member of HURA and IAB Croatia), Andreja Vranješ (CEO, Morgan Grey, Member of HURA and IAB Croatia) and Franka Gojanović Križnjak (Marketing Expert in the Public Sector) to take a look at the good examples already happening and the procurement approaches that make them possible. When public communication works well, the impact travels far beyond one campaign — it reaches citizens, institutions and the entire creative industry.