DK LLLounge | Friday | 4:30PM — 5PM
Public procurement should be a launchpad for creativity. Yet, as everyone in the creative and advertising industry knows very well, the system rewards the cheapest bid over the best idea time and time again. Imagine pitching a campaign that could genuinely change public perception, inspire action and deliver long-term impact — only to lose out to a lower price tag without even an ounce of strategic depth. This is the reality agencies face, trapped in a bureaucratic framework that undervalues expertise and prioritizes cost-cutting over effectiveness. So, how do we break free? How do we shift the conversation from “what’s the lowest we can pay?” to “what’s the greatest value we can create?”
This conversation brings together some of the members of HURA’s Impact Task Force — leaders who are not just talking about change but actively working toward it. With the moderator Dunja Bua (CEO & Owner, Pragma komunikacije, Member of HURA & IAB Croatia) and her panellists Ana Fresl (President of the Board, Projekt jednako razvoj), Andreja Vranješ (COO, Morgan Grey, Member of HURA & IAB Croatia) and Tanja Ninić (Founder, Project.11), we will dig deep into the biggest roadblocks in public procurement, from outdated evaluation models to a lack of transparency and explore how we can introduce smarter, fairer systems that encourage innovation instead of stifling it. Because great public campaigns don’t happen by accident — they happen when expertise is recognized, creativity is given space to thrive and the rules finally make sense for those shaping the future of communication.
