5 Questions with Publicis Groupe Lioness: Helga Sasdi

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.

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

Helga> I grew up in a housing estate area, not in Budapest's wealthiest neighbourhood. But somehow, it turned out that I'm a natural-born cosmopolite. I was 14 when we travelled through Europe with my brother. The trip's starting point was that I wanted to see Jim Morisson's grave in Paris. Since then, traveling, wanting to see the world, and opening up to different cultures have been a part of my life.

The next big adventure was my month-long visit to New York when I was in university. The city's size, diversity, and liberal, cosmopolitan vibe completely captivated me; this atmosphere made a significant impact on my personal and professional worldview. And that was the time when I first encountered the digital industry (actually, I created my first email address on this trip).

Right after that, when the Internet first 'arrived' in Hungary, I plunged headlong into the digital world as an employee. However, the goal I always had in mind was that I wanted to work abroad for a few years, especially in New York. And I succeeded: first, I went to London and went on to work in the Big Apple for a few years. After which, I moved back home to Budapest to take on the role as the managing director of Saatchi & Saatchi before I got promoted to CEO of Publicis Groupe Hungary. At the end of 2021, I took on an additional role as co-head of Publicis Le Pont, which unites the Hungarian, Polish, and Czech centers of excellence.  

Over the years, I dedicated a lot of attention to diversity and inclusion within and outside of the company. As a result of that, we (at Publicis Groupe Hungary) have the most colorful and vivid community in the industry in Budapest, and I was recently asked to be the Chair of Board of the largest DEI organization in Hungary, WeAreOpen.

Q> What has been your most memorable experience in your career so far?

Helga> Fortunately, there are several of them. The first was when I got my first job in New York in 2011. It was a fantastic experience: everything I had only dreamed of, became reality, and it played exactly the role in my life that I expected. I took everything I could out of New York. The other significant experience is related to Budapest. As a constantly expanding team, we first united six agency brands in Publicis Groupe Hungary. And in spite of covid, we grew our team, adding 100+ new people in 2021, and moved into one of the most amazing office spaces in the world - yes, even in New York. :)

Q> Similarly, what was the most challenging moment and how did you overcome it?

It will be when we were moving to our new office. We started planning our new office well before the epidemic, and then Covid hit. There was a lot of uncertainty, and the project had a hefty price tag. But my intuition was that it would be worth the investment even though working conditions have changed a lot due to the pandemic. I thought we needed a physical place that brings our talent together. After three years, I can confidently say this was the right move - our office plays a significant role in employer branding and has brought collaboration to the next level.

Q> What are your most important tips on achieving success?

Helga> Firstly, you should always be curious. Finding inspiration in others requires curiosity, openness, and acceptance. Secondly, ask questions if you need help understanding something. You should never be shy; think and come up with any new thoughts freely. And third, own who you are: I always tell everyone who I am, where I came from, what I want to achieve, and what my goals are.

Q>What are your tips for younger female talent embarking on the journey you're already on?

Helga> Be open to everything and everyone: we can constantly learn from each other. I experience this myself daily – with more than 320 of us, coming from over 30 countries around the world, working together in the Budapest office.

And dare to step out of your comfort zone, fail, and learn and improve because there is a never-ending story and opportunity ahead of us.

Always stand up for yourself and have confidence in yourself and trust that recognition for a job well done and a good attitude should not be a gender issue, but a common denominator for everyone.