5 Minutes with… Aleksandra Wiśniewska
Creative thinking has always been part of Aleksandra (Ola) Wiśniewska, a business development and client service director at MullenLowe Warsaw. Fascinated by art and design from an early age, Ola was even considering going to art school, but eventually chose a management degree at Warsaw University.
In ‘90s Poland, Aleksandra saw her country start realising its potential and becoming the marketing and communications hub we know it as today. As international brands started finding their feet in the region and operating within it through local marketing, Ola felt that energy and the sense of opportunity it brought.
This is what ultimately led her to the world of advertising and “it was a fascinating time to be starting out,” she says. She started out at DMB&B with companies such as Masterfoods, Ferrero and P&G, after which she moved to agency G7, helping with the brand repositioning of Kinder Bueno and 7 Days in the Polish market. To date, she has spent 12 years in MullenLowe!
LBB’s Zoe Antonov spoke to Aleksandra about this and more, below.
LBB> What were the first professional steps you took towards your career and what were the lessons from these first years?
Aleksandra> My professional dream was to work in advertising, and to work in the best agency in Poland at that time. I saw the marketing magazine report for the best advertising agencies in Poland and one of the top was DMB&B (then named D’Arcy), with listed brands.
I decided that I wanted to work with these brands (I liked them all). And it happened. A few months later after getting through the first recruitment process, I became an account executive in one of the best agencies in Poland.
It was a great opportunity for me, and my first professional lessons took place with big brands and big budgets, including companies like Masterfoods, Ferrero, and P&G. All these clients taught me to value creative ideas and commit to what we are doing. At that time we were one team and we were all aware that everything depended on us. The Polish market was booming and all brands were given an opportunity to make their presence known.
The second side comes from agency life, how important it was to get chemistry within. I was lucky to work with the biggest advertising talent in Poland, every day was a creative lesson. It was one of the most flourishing creative times of the Polish market.
LBB> What were some projects that you believe took your career to the next level?
Aleksandra> I believe that every project is a transition for the brand and is also a transition in my career. There are smaller and bigger steps on the way, but all campaigns that change the perception of the brand are steps forward, and professional lessons for me. I have to mention my favourite examples - Kinder Bueno and 7 Days.
LBB> You were involved in the relaunch of both Kinder Bueno and 7 Days in the Polish market - tell me about these endeavours and what were the biggest challenges in them?
Aleksandra> These two brands have a special place in my professional career and my heart. I was working at agency G7 at that time (renamed after Publicis’ acquisition of D’Arcy).
Both brands made a huge change in their positioning and I was proud to be on the teams working for them. The campaigns shifted brands to another level of communication and resulted in a total change of brand image and perception, as well as an incremental sales growth. Additionally, both campaigns became iconic in the Polish market and a perfect example of how to successfully relaunch an FMCG brand in such a competitive landscape. I still hear on the pitch briefing from clients nowadays, we want the Kinder Bueno campaign. It is also the proof of success.
Stills from the first Kinder Bueno ad after the rebrand
LBB> When did you join MullenLowe Poland and what were your initial steps in the company? How did your job role progress until today and what does it look like right now?
Aleksandra> I joined MullenLowe Poland in 2011 in the position of client service director and business development director. My official position stayed the same for these years. I am responsible for leading current clients and I am the first agency contact for new business enquiries. With these years of experience, I am still fully involved in both positions. I really enjoy the balance between working with my clients, as well as meeting new ones, and learning new categories. It gives a fresh perspective to my daily routine and makes my work even more interesting.
LBB> What are the most exciting developments in the industry in Poland right now to be on the lookout for?
Aleksandra> In my opinion the Polish advertising business is facing the same challenges as the rest of the world. We are in a big shift towards AI solutions in e-commerce, content and other digital creations. We are a creative business and the value of people is crucial, however the new perspective can help us focus on the most valuable part of the agency work which builds our entity. I strongly believe that it is an important moment to get as much from this transformation as we can and move forward.
LBB> And what are some changes that you believe need to happen right now in the Polish market, or more broadly in the industry?
Aleksandra> The important issue that needs to be addressed immediately is all legal regulation of AI. The start is here, but there are important aspects that need to be covered such as protection of users against prohibited content or copyrights of content. As an industry, we are responsible for using tools according to the law, but we can't stop the speed of the process, so the regulation needs to happen right now.
LBB> What is the proudest moment of your career and why?
Aleksandra> I am happy to admit that my work gives me a lot of moments to be proud of, but there is always one moment that is extra special for me and MullenLowe both. It comes every year in June.
Every year in June we launch a new campaign for promoting LGBT+ rights in Poland. This commitment with the biggest nationwide newspaper Gazeta Wyborcza gives us the opportunity to promote equality and social understanding for the LGBT+ community. This year our promotion was named ‘Proud Promotion of Poland’, last year ‘Tomorrow in Poland’, and two years ago ‘There is no Poland without LGBT+’.
Every year we show the theme as a completely different campaign with non-standard usage of digital media and in different communication contexts. As a company, we are proud to stand for these rights and do pro bono work that we believe can make a change. Campaigns are very well noticed by public opinion as well as the advertising community which is a source of additional prizes for the agency. It is a challenging but the most rewarding moment of the year.
LBB> What do you love doing in your free time and what are your passions?
Aleksandra> Art is my biggest passion, I enjoy art shows, exhibitions, and biennials (especially the Venice one). Travelling to see new art events or exhibitions is my favourite way to discover the world.
I am also a collector of Polish contemporary art, and am proud to have an eye on new talents.
Some of the emerging artists that I selected a few years ago have become huge stars. I love to watch how they develop their artistic path. It is a great feeling to be a part of this journey.
