5 Questions with Publicis Groupe CEE Lioness: Veronika Borbas
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?
Veronika> The somewhat little-known fact is that my career path wasn’t a conscious decision at all. How it all began? I was part of a successful start up (in alternative medicine) that shut down unexpectedly and abruptly, leaving me feeling lost for months. I hung out at the gym, living on the money I asked from my father.
One day, my father told me it was time to work and if there is no other job, then I should go work for him. My father had a great sense of humour and was quite a funny guy to be around usually, but he was uncharacteristically serious that day.
At that time, something told me that it was better to keep work and family separate. I declined, but decided to pull my socks up on the job hunt.
The following week, I took a job at Leo Burnett Budapest as the personal assistant of the then CEO. Just over a year later, I left the agency to join a production company. It was not long before I got a call from Leo Burnett asking me to return. They were growing exponentially then and needed someone to launch the Human Resources function - they thought I have a flair of working with people and could help them. This was where it all started and from then on, I fell in love with the creative industry, the Leo Burnett culture and above all, working with people. Why? I find my strength in establishing relationship, connecting with people, and creating environment that enable and empower them to grow professionally and personally - all with a healthy dose of positive rebel spirit. 😊 It is an adventure I have been on and adore ever since.
From that point on, I was tasked with increasingly larger responsibilities, across different geographies and structures. Now, as the chief talent officer of Publicis Groupe Central & Eastern Europe, I feel incredibly fortunate, working with a regional team that is not only closely knitted but also capable of laughing together.
2. What has been your most memorable experience in your career so far?
Veronika> This was a serendipitous experience when I was asked to replace the agency’s group account director on Samsung for a few days to support the development of the 'SeeColors' campaign. The campaign was designed to help people with colour vision deficiencies see colours via the use of a mobile app and TV calibration technology to adjust colour settings to suit their individual needs. The few days passed but the client insisted that I stay on the project, and I ended up working until its completion. This campaign went on to win two Cannes Lions in 2017. It is the dream of many to win at Cannes Lions Festival but for someone in Human Resources, it felt like an impossible dream. What it taught me is the importance of having irrational dreams, to rise above the often-self-imposed limitations informed by social norms.
3. Similarly, what was the most challenging moment and how did you overcome it?
Veronika> Receiving a call after one year as Publicis One CEE CTO that I need to move on to the international role which, at that time, covered 40+ markets in small and medium sized markets. If anything, that was my career equivalent of a base-jumping experience. To be honest, despite my best efforts, I made several mistakes long the way - I think it almost broke me. A friend / mentor of mine from VivaKi said this to me when I confided my misery to him, “These are the moments you learn, darling.” It sounds cliché but this ignited something in me not to give up and to see this as my growth journey.
4. What are your most important tips on achieving success?
Veronika> I strongly believe that the most important thing is in understanding what our unique contribution to our company, team, family, and life is. And that is why designing jobs, experiences, and opportunities, are the most important responsibilities we have today, rather than force fitting people into titles or be influenced by legacy or politics. If we can do that, we will have a beautifully diverse and complementary community that will achieve success naturally.
In today’s goal-oriented society, everyone is too focused on the outcome, the goal, without considering what should happen before. To share an example that I heard recently about flowers: when planting flowers, we are all too focused on the flower which is the outcome. A flower blossoms on the condition that elements like good soil, adequate water and sunlight are met. When you pay attention to these elements, then the flower will be a natural consequence. Creating a congenial environment and set of conditions that enables our talent to be their natural best self is therefore the key to success.
5. What are your tips for younger female talent embarking on the journey you’re already on?
Veronika> Firstly, think beyond female. Gender is only relevant biologically. I would instead focus on femininity, which has nothing to do with gender. Masculinity and femininity are needed in both men and women. The peaceful co-existence of both in men and women will mean women no longer have to fight for prerogatives. Our identity needs to elevate above our physicality. Ideally, gender, race, sexuality, or other attributes should not be a demarcation and raising this consciousness will go a long way to solve our DEI challenges today from the core. I strongly encourage all young people to find their individual true definition and be themselves. By realizing their values, passions, talents, individualism and keeping their imagination fully alive, they will thrive.
