{"id":8844,"date":"2026-08-03T14:49:01","date_gmt":"2026-08-03T12:49:01","guid":{"rendered":"https:\/\/2025.somoborac.com\/?p=8844"},"modified":"2026-08-03T14:49:50","modified_gmt":"2026-08-03T12:49:50","slug":"mirela-hegedis-horvat-budget-rarely-wins-what-wins-is-a-project-that-actually-solved-something","status":"publish","type":"post","link":"https:\/\/2025.somoborac.com\/en\/mirela-hegedis-horvat-budget-rarely-wins-what-wins-is-a-project-that-actually-solved-something\/","title":{"rendered":"Mirela Hegedi\u0161 Horvat: Budget rarely wins. What wins is a project that actually solved something."},"content":{"rendered":"

We sat down for a chat with this year’s SoMo Media jury president Mirela Hegedi\u0161 Horvat – someone who knows first-hand how the regional digital scene has evolved year after year. And, more importantly for anyone planning to enter their work: she knows what separates a good project from a winning one.<\/span><\/p>\n

Read the interview and find out how the jury president thinks.<\/span><\/p>\n

 <\/p>\n

SoMo Media jury president: Artificial intelligence has democratized content production, but it hasn’t increased user trust or attention<\/i><\/b><\/p>\n

SoMo Borac is the region’s most relevant competition, one that has been recognizing and awarding the best digital projects for years. Ahead of its 14th edition – which the organizers are announcing as the strongest yet – we spoke with Mirela Hegedi\u0161 Horvat, this year’s SoMo Media jury president.<\/span><\/p>\n

With four jury appearances behind her, Mirela has a unique insight into how the regional digital and media scene has changed from year to year. We talked with her about how artificial intelligence is transforming content production, why audience trust is becoming the most valuable currency in media, the most common mistakes that keep good projects from winning awards, and what sets a winning entry apart from a merely good one.<\/span><\/p>\n

    \n
  1. This is your fourth time on the SoMo Borac jury. When you compare entries from a few years ago with the most recent ones, what has changed the most on the regional media scene? How have formats and the way media communicate with their audiences transformed?<\/i><\/b><\/li>\n<\/ol>\n

    This is my fourth time on the SoMo jury, but my first in the role of SoMo Media stream president, which is a great honor. Today, SoMo Borac is not just a competition of the best digital projects – it’s something of a barometer of the regional digital industry’s development.<\/span><\/p>\n

    What has visibly changed is the speed and ease of production. Until recently, interactive or video formats required significant resources and time, whereas today a similar effect can be achieved in just a few days, with the help of AI tools for content processing, personalization, and distribution. The paradox is that artificial intelligence has democratized content production, but it hasn’t increased user trust or attention.Trust, credibility, and relevance are exactly what have become the most valuable currency in media. That’s why I believe quality media will play an even more important role in the AI era.<\/span><\/p>\n

      \n
    1. Native content is built on authenticity and relevance to the audience. In your opinion, how will the increasingly widespread use of artificial intelligence affect the quality of native campaigns? Can AI improve storytelling, or is there a risk of content becoming generic?<\/i><\/b><\/li>\n<\/ol>\n

      AI has quickly become a standard tool for research, personalization, and content optimization. Specifically, it now helps with quickly analyzing topics that interest the audience, testing multiple versions of headlines or visuals, or adapting the tone of a message to different audience segments – those are real improvements to the process.<\/span><\/p>\n

      Still, AI won’t be a competitive advantage in and of itself. Native content only works if there is trust between the media outlet, the brand, and the audience. AI can help make content more relevant and effective, but it can’t replace authentic insight, editorial responsibility, or a creative idea. If we use it merely for mass content production, we risk exactly what is most valuable today – user trust.<\/span><\/p>\n

        \n
      1. Does it ever happen that too much technology, digital, or interactivity ‘eats up’ the story itself? Can simple but superbly written and visually clean storytelling compete on equal footing with complex projects?<\/i><\/b><\/li>\n<\/ol>\n

        Absolutely. In the era of AI and increasingly accessible technology, it’s easy to think that the project with the most functionality or the most spectacular execution will win. But my experience says otherwise – the best projects always start with a good story. Technology should amplify the story, not be the story itself. If the user remembers the animation or the tool, but not the message and the emotion, something wasn’t done right. Good storytelling is still the greatest competitive advantage today. AI can speed it up, technology can enrich it, but neither can replace it. That’s why a simple but superbly told project can still compete on equal terms with even the most complex technological solutions.<\/span><\/p>\n

          \n
        1. From your experience on the jury so far, what are the most common mistakes that leave otherwise good projects without an award?<\/i><\/b><\/li>\n<\/ol>\n

          Most often, the problem isn’t the quality of the project, but an insufficiently clear explanation of its value. I’ve seen projects with an excellent idea and execution whose documentation stayed at the level of “we did X,” instead of showing why X was the right answer to the problem in the first place and what real impact it achieved. This applies to us too – when I submit projects with my own team, I know how easy it is to forget that we, as the authors, see the whole story, while those evaluating it see it only through what we write. Today, when there is more content than ever, innovation alone is not enough. More and more, we value projects that create real value for users and build trust over the long term.<\/span><\/p>\n

            \n
          1. SoMo Borac is known for seeking projects that “push boundaries.” For you, what makes the key difference between a good project and a winning project that deserves a SoMo Borac?<\/i><\/b><\/li>\n<\/ol>\n

            A winning project doesn’t follow trends – it understands them and sets new standards. It combines creativity, quality execution, measurable results, and the responsible use of technology. I particularly appreciate projects that don’t use AI because it’s trendy, but because it helps them create a better experience for users. Projects like these show where the digital industry is heading, and that’s why the SoMo award matters.<\/span><\/p>\n

              \n
            1. The new category in the Media stream is SoMo Content Engagement, which awards organic content that successfully attracts and retains an audience. Given that holding users’ attention is harder than ever, what do you think will be the deciding factor in this category?<\/i><\/b><\/li>\n<\/ol>\n

              At a time when there is more content than ever, attention is becoming the most valuable resource. But even more valuable is the relationship with the audience built over time. The winner won’t be the content with the biggest reach, but the one that has built loyalty. Real engagement means users keep coming back to the content, share it, and consider it worth their time.<\/span><\/p>\n

                \n
              1. What kinds of projects would you like to see among this year’s entries?<\/i><\/b><\/li>\n<\/ol>\n

                I’ll be glad to see projects that show courage and clarity of purpose – that clearly know why they exist and who they serve, not just what they want to try out. I’m particularly interested in work that combines innovation, quality content, and measurable impact – work that isn’t afraid to break away from established formats if the story calls for it. Projects like these can inspire the entire industry.<\/span><\/p>\n

                  \n
                1. And finally, what would you say to those who are still hesitating about entering?<\/i><\/b><\/li>\n<\/ol>\n

                  Enter, even if you think your project “isn’t big enough” or doesn’t stand a chance against bigger players. From my experience on the jury, I know that budget size rarely decides – far more often, the winner is a project that actually solved something, even on a smaller scale, rather than one that is simply bigger. What the jury is looking for isn’t spectacle, but proof that someone understood a problem and answered it in a smart way.<\/span><\/p>\n

                  What we’re looking for is clarity: do you know why you made something and what it changed for users. That shows – with technology or without it.<\/span><\/p>\n

                  For me personally, the best part of SoMo Borac every time is meeting the people behind these projects and hearing their stories, which is why it always makes me sad when someone gives up on entering before they’ve even tried.<\/span><\/p>\n



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                  We sat down for a chat with this year’s SoMo Media jury president Mirela Hegedi\u0161 Horvat – someone who knows first-hand how the regional digital scene has evolved year after year. And, more importantly for anyone planning to enter their work: she knows what separates a good project from a winning one. Read the interview […]<\/p>\n","protected":false},"author":14,"featured_media":8858,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[46],"tags":[],"class_list":["post-8844","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"\nMirela Hegedi\u0161 Horvat: Budget rarely wins. 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