5 Questions with Publicis Groupe CEE Lioness: Barbara Grabiwoda

As part of Publicis Groupe Central & Eastern Europe (CEE)’s 'Embrace Gender Equity' initiative that was launched during this year’s International Women’s Day on March 8th, the company created a special series 'Publicis Groupe CEE Lioness' designed to showcase and spotlight its many female talent and leaders across the CEE region, celebrating their experiences and important roles they play within the company. Get to know the Publicis Groupe CEE Lionesses through their stories in this series.

1. Can you share your story with us, how have you gotten to where you are today in your profession?

Barbara> My story began at Iberian and Luso-Brazilian studies, that I chose because of my love for foreign languages and, simply, curiosity about cultures and their diversity. I wanted to highlight this piece of academic experience because I believe that curiosity and eagerness to learn is exactly what kept me growing and brought me to my position in Publicis today. I’ve finished studies in strategic management, focusing on getting knowledge from best leaders in the game. I started my career in the agency world, client service team, but then quickly moved to the client side for a decade. I enjoyed the diversity of multiple corporate environments, working for airline industry, banking, FMCG and CPG. In the meantime, I finished PhD in strategic management and economy, trying to decipher consumer behaviours of gen z. I think the theme of my story is that I stayed curious – ‘catching’ multiple opportunities and happy to learn every single day. What helped me grow in Publicis is the fact that Publicis encourages this type of everyday curiosity and growth. I’m energised by people, clients, teams, projects – because even the smallest discoveries can unlock some new adventure.

2. What has been your most memorable experience in your career so far?

Barbara> Launching the Publicis Egalité chapter in Poland. It is an initiative that is more than needed in the country. I felt grateful for the unconditional support of the executive team and for the incredible engagement of so many team members who showed their support to the LGBTQ+ cause.

3. Similarly, what was the most challenging moment and how did you overcome it?

Barbara> Building and scaling a team while setting up a new client – simultaneously.  From a small unit, we had to quickly move to a powerful team of strategic experts. When we won a major pitch, the challenge was to do multiple things at the same time – basically set up a team, integrate it, and deliver totally new products to the client. But this experience boils down to a very simple statement – you’re only as good as your team. Which is also why this insane multitasking challenge was a success, because we picked the best people who, while totally diverse, share the same mindset and values. This way we could overcome the hurdles of the new client set-up and we found joy in doing it together.

4. What are your most important tips on achieving success?

Barbara> Stay curious, talk to people, remember you are part of the team – every day. Even simple tasks bring value if you put your mind to it. I believe in incremental success, because this is how you stay grounded and focused on doing better work every day.

5. What are your tips for younger female talent embarking on the journey you’re already on?

Barbara> Stay connected to people and projects – Publicis is an amazing place to learn but it’s your responsibility to take advantage of the opportunities. Hence, be confident and don’t hesitate to reach out for knowledge and information. And don’t be afraid to try, even to make mistakes – as long as you learn from them, you’re good.