- Head of Strategic Planning, McCann Budapest, Hungary
- Executive Jury
Russian-born Marina spent her school years in the U.S. but moved to Hungary in 1994 in search of her Hungarian roots. She began her career in advertising at McCann Budapest on the account management side but quickly discovered her love of everything strategy. In 1997 she was tasked by the management to establish a planning discipline at the agency, becoming one of the first planning departments on the Hungarian advertising market. She managed to create a planning culture within the agency that has survived through the worst industry times and continues to flourish to this day, attracting both senior talents as well as newcomers looking for mentorship. Marina went on to become a freelance regional planner, working for major multinational agencies such as Grey, Publicis, Y&R, BBDO and others across the CEE region, working on a wide variety of projects from telecom to branding commodities to local Hungarian icon brands. Eventually she returned to McCann Budapest to her current position as Head of Strategic Planning, local champion of McCann’s Truth Central global thought leadership discipline, and regional planner on several healthcare and FMCG clients. Marina has led countless workshops and presentations, encouraging clients to take braver steps, discovering new brand stories, helping brands become more meaningful, and digging deeper into cultural truths. She was a guest speaker at Eurobest Advertising Festival in 2016, giving a provocative talk entitled the Vagina Dialogue about her strategic work for launching Walmark’s Beliema female intimate health brand across 8 CEE markets, which earned a PR Bronze at Eurobest and was short-listed in Cannes in 2017.