5 Questions for Bára Zelená

The first edition of this year’s series introduces Bára Zelená, Account Manager of our creative team. Bára is exactly the kind of person who keeps perfectly calibrated stopwatches in her head and holds the team together with her famously “invisible” whip. Thanks to her, our creative department runs like a well-coordinated organism. Let’s get to know the woman whose energy and temperament bring clear structure and direction to creative chaos.

In the creative team, you’re essentially both a director and a navigator at the same time. What does your role involve to make sure the creative department runs smoothly and delivers the best results?

I’m kind of the “mom” of our creative team, which is amazing. But as is often the case with creatives – and I used to be one myself – it can be challenging for them to set priorities, keep an eye on deadlines, and switch between clients.

That’s why I try to filter out unnecessary information and plan the week together so they can focus on what really matters. We agree on the main tasks in advance and handle the rest on an ad-hoc basis.

You’ve worked on many interesting projects. Which creative campaign from recent times do you remember with the greatest joy or pride?

I have to say that the number of tenders I’ve handled with the guys over the past two years at Marketup is probably higher than anywhere else I’ve worked. It’s constant pressure, but also a huge learning experience and a strong source of motivation.

The biggest “punk” moment for me was the Eiskaffee shoot. I had just joined the agency when Dan told me: “Here’s the approved script, we need to shoot – get us a horse.” 😄 In the end, we had two horses, and what started as a fairly low-budget project turned into a campaign that truly worked. It was a great start and proof that even with a limited budget, a strong idea can win.

You work at the epicenter of ideas. Why do you think a strong creative idea is still the key factor behind a successful campaign?

I truly believe that advertising is always made by people for people. Technologies and media change, but emotions stay the same. A strong creative idea gives a campaign its voice, sets a brand apart from the competition, and creates a story the audience can relate to.

You can have the most perfect visuals and media mix, but without a great idea, it’s just packaging. Real success comes when people talk about a campaign over coffee, on social media, or at home on the couch – that’s when an idea has truly won.

Do you think AI could eventually fully replace the human factor in advertising, or is there something no algorithm can replace?

AI is a great tool and already saves us a lot of time. It’s especially helpful when developing and visualizing ideas for clients, and in final production it’s a valuable partner too – even if it sometimes feels like fighting windmills.

That said, I don’t think AI will completely replace the human factor anytime soon. Empathy, a sense of humor, and the ability to understand a brand’s real needs remain human qualities. I believe more in people and algorithms working side by side rather than against each other.

When the work noise fades, how do you like to reset your mind and recharge your energy?

For me, the best reset is movement – it used to be running, now it’s more about walking or working out. I need to switch off for a while, be outside, and have some time just for myself.

Trips with my family, traveling, and simple, unplanned moments without schedules, spreadsheets, or deadlines help me recharge as well.