POOLSIDE Stage | Saturday | 4PM — 4:30PM
Let’s be real — no one wakes up thinking, “Wow, can’t wait to see some ads today.” But somehow, brands are setting trends, dictating culture, and turning memes into marketing gold. How? By ditching the salesy approach and becoming part of the product itself or the conversation of the community.
Is marketing always last invited to the party, or should we have something to say when a product is being developed? Is sales still the key or is something else? Are brands shaping culture, or just really good at stealing it? Who’s really in control of such an approach — creators, the audience, or an all-knowing algorithm? How do you become a part of the narrative? How important is it to lead the narrative? What happens with brand budgets vs. sales budgets? And, what does it take to go viral without looking like you’re trying too hard?
If you’ve ever rolled your eyes at cringe-worthy brand attempts to be “relatable” but still secretly admire the ones who get it right — this discussion, led by Sašo Dimitrievski (Partner and Member of Executive Board, Pristop Group, SLO), who is joined by Anja Sedak Burčak (Head of Digital Marketing – Marketing and Communications, Wiener osiguranje, Member of IAB Croatia, CRO), Lazar Sakan (CEO, New Moment New Ideas Company, SRB) and Elma Pašić (Founder, UVIDI – ured za konsultacije i savjetovanje, BIH), is definitely for you.
