How brands are built, who sets the rules in influencer marketing, what the data says about media investment and how AI is reshaping practice — these are the questions at the centre of the latest DK2026 panels.
Today, the impact of communication is no longer measured by reach alone, but by the consequences it leaves behind. The way messages are shaped and distributed increasingly affects perception, trust and behaviour, turning communication into a space where decisions are rarely made without broader context. Neutral choices are becoming rarer. Conscious communication is becoming a necessity.
That’s exactly where the new DK panels step in. From 7 to 10 May in Rovinj, experts from across the industry will explore how influence is built, how it is regulated and what kind of responsibility it carries in today’s media and communication environment.
The influence of content creators is growing faster than the rules that govern it. The line between recommendation and advertising is becoming harder to see, while questions of responsibility remain open.
This panel explores how to set clearer rules in a space that’s evolving faster than regulation can keep up. Moderated by Bojana Božanić Ivanović (CEO, Lider Media, Member of IAB Croatia), the discussion brings together Damir Habijan (Minister of Justice, Public Administration and Digital Transformation), Kamilo Antolović (Sveučilište Algebra Bernays, Permanent Court Expert for Advertising, Member of the IAB (Self-)Regulation Hub), Robert Tomljenović (Vice-President of the Media Council, Media Regulatory Authority AEM) and Andrea Čović Vidović (Head of Media and Deputy Head of Representation, European Commission in Croatia) to examine the relationship between regulation, market dynamics and consumer protection.
IAB Croatia Presents Online Media Advertising Expenditure Report
In an industry that often relies on trends and assumptions, investment data offers something more concrete. The IAB Croatia Online Media AdEx Report has long tracked the dynamics of the digital market and translated them into measurable indicators.
This panel presents the latest data on digital media investment, along with key shifts and expectations for what comes next. Moderated by Matej Sever (Research Expert, Member of Online AdEx Hub), with insights from Vjekoslav Srednoselec (COO, dentsu Southeast Europe, Member of HURA & IAB Croatia), Boris Zatezalo (Meta Lead Croatia, Aleph, Member of IAB Croatia) and Ivana Prakiš (Product Director, Admixer Media Croatia, Member of IAB Croatia), the discussion focuses on what these numbers mean for advertisers, agencies and platforms.
Brand is back in focus — but in an environment that no longer tolerates shallow narratives or generic messaging. Effectiveness research increasingly shows that growth comes from recognisability, consistency and real connection with audiences. The challenge is that the way those are built today looks very different from what the industry is used to.
In a context where every move is visible and constantly evaluated, brand stops being just a communication layer and becomes a question of real decisions and long-term consistency. Moderated by Marija Jakeljić (Brand Strategist & Owner, Brown Fox), the panel brings together Maja Šercer (Head of Impulse Ice Cream, Ledo, Member of IAB Croatia), Jelena Slade Šilović (Marketing Director, Beverages Business Unit, Atlantic Grupa, Member of IAB Croatia) and Maja Weber (Marketing and Corporate Communications Director, Croatia osiguranje, Member of IAB Croatia) to explore what building a brand actually means today — and what has truly changed.
What Actually Gets Approved: The “Yes” Formula
Decision-making inside large systems rarely follows a simple logic. Behind every approved project sits a combination of business goals, budgets, internal dynamics and timing — most of it invisible from the outside.
This panel looks at what really determines whether an idea gets approved or stays a proposal. Moderated by Ema Huskić (Marketing Manager, Mastercard Croatia, Member of IAB Croatia), with Kristian Buhin (Director of Revenue Management, Marketing and Sales, Maistra), Bruno Krčelić (Director of Corporate Communications and Marketing, ENNA, Member of IAB Croatia) and Daniel Hrupek (Director Marketing, Coca-Cola Adria, Member of IAB Croatia), it opens up the decision-making process and the factors that shape final outcomes.
The Biggest Advertiser That Doesn’t Act Like One
The public sector communicates with citizens every day on issues with real societal impact — yet the way that communication is shaped often doesn’t match its potential. Reach exists, but effectiveness depends on collaboration models and approach.
This panel explores how public communication can become a stronger, more relevant tool. Moderated by Tomislav Presečki (CEO, Boiler, Member of HURA and IAB Croatia), with 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), it brings practical examples and models for more effective communication.
The Halo Effect: Cracking the Code of CTV for Real Business Results powered by Teads
Television is no longer an isolated channel — it’s part of a connected media ecosystem where attention is distributed across multiple screens. As viewing habits shift, the question becomes how to move beyond reach and impressions toward real business outcomes.
This panel focuses on the role of CTV in the modern media mix and how screens work together. Damjan Planinc (Commercial Director for Slovenia and Croatia at Teads, Member of IAB Croatia) and Ioana Samoilă (Industry Director at Teads, Member of IAB Croatia) will share practical approaches to connecting traditional and digital channels and shifting focus from visibility metrics to measurable results.
Decisions made in communication today rarely stay within the boundaries of a single campaign. Their impact is reflected in how audiences perceive brands — and in the standards the industry sets for itself.
That’s why DK2026 focuses on the questions that define how the industry operates, where it draws the line and what consequences it leaves behind.
