In bed with the storytellers: Uroš Goričan



…to listen to bedtime stories, of course.

Just like bedtime stories that we used to listen to as children, every event creates and shares its own story. A well-told story is an event where the narrator and the listener meet, where the participant and the speaker form a personal bond. Before you come to the hottest conference of the summer, we wanted you to meet our storytellers, to make the storytelling experience even stronger and more engaging.


Q: How are we going to organize events in the future?

One segment of events in the future will, in my opinion, become much more a multi-reality experience, a combination of real-life events with virtual and augmented reality layers. And some will probably be organized predominantly in virtual spaces, simultaneously at different locations. So the organizations of such events will have to adapt to technical and experiential aspects of those platforms.

Q: Is there something you would like to change in the world of events?

Not change as such but just understanding and following the future developments in the field of technology and marketing can be very exciting for events’ industry.    

Q: What do you love about your job the most?

It is very simple – the reason I started working in this industry and why I still like being here is the opportunity one has to leave an impact on people with creative ideas and tools.

Q: In your opinion, what is live marketing’s best advantage?

Live marketing still offers the thrill of experience that can create a unique emotional connection with the brand. And that will remain even when it starts to switch on different reality platforms.


Q: What are you bringing to Conventa Crossover?

I hope to bring interesting ideas to the conversation as someone who is working every day with brands’ DNA and how to spread the core idea of a brand into stories, events, ads,… on different media outlets. I also like to explore what can we learn from storytelling craft in the movie industry and what the opportunities are on platforms such as virtual and augmented reality.

Q: What do you expect from Crossover in Ljubljana?

I want to meet passionate people with challenging ideas.

Q: Why should an attendee not miss your session?

Because they can get some new insights and inspiration for their future project that comes from a different perspective. This is what I will try to bring to the table. 

Q: Hashtag suggestion for the 2019 edition?

#crossaders  #becorssader


Uroš Goričan has over 15 years of experience in marketing, branding and content production. Having previously worked as a copywriter and creative director for Pristop, Publicis Group, Saatchi&Saatchi and LUNA/TBWA he is now currently executive creative director at ArnoldVuga+ He is also a screenwriter and producer for TV, web and mobile content and has experience in the media industry where he was working as a programming director for mobile and web portals for Telekom Slovenia. He is also the author of the thesis “Brands as Storytellers – how can storytelling help brands create content” at the Berlin School of Creative Leadership and is currently researching and developing different content formats for brands.

Join Conventa Crossover Today!

Subscribe to get all the news, offers and related content.