5 Questions for Jan Los

Since October, Honza has strengthened Marketup as Chief Commercial Officer. He brings with him extensive experience from L’Oréal, where he spent nine years in managerial roles, including the last three as CMO for the Czech Republic, Slovakia, and Hungary. In this interview, he shares why he decided to swap the corporate world for an agency, which trends he believes will shape marketing in the coming years, and what advice he would give to young marketers at the start of their careers.

From L’Oréal to Marketup – what made you decide to move from the corporate world to an agency environment?

Honestly? Now is the best time for change. Marketing is being completely rewritten — AI is coming, new media formats are emerging, generational behavior is shifting, and the way brands are built and grow is transforming. I felt I wanted to be part of it from the other side — closer to the action, to clients, to decisions that happen today, not six months from now. An agency has the advantage of being able to react fast, experiment, and grow alongside brands. Marketup offered me exactly that – the freedom to create, but also the responsibility to deliver. Plus, great people and cutting-edge technology.

At L’Oréal, you worked with data, AI, and retail media. Which of these trends do you think will shape marketing the most in the coming years?

Retail media. What’s happening around retail platforms, data, and direct purchase measurability is a huge shift. Brands are learning to plan media directly where conversion happens, and that naturally attracts investment. AI, of course, is embedded in everything, but retail media is changing the entire business model. Whoever manages to connect data from e-shops, CRM systems, and social networks into one unified customer view — wins.

Marketup positions itself as an agency focused on business growth. How do you see the role of an agency evolving from a “campaign supplier” to a partner that understands business holistically?

Fundamentally. Clients today aren’t just looking for performance suppliers, but for sparring partners who understand their margins, logistics, and customer experience. An agency must think like a business — not just like a medium. That’s why Marketup connects data, creativity, and technology into one ecosystem. The goal isn’t just to “run a campaign,” but to help companies grow — sustainably, measurably, and long-term.

You often say that the key is to “earn the customer’s attention.” What does that mean in practice, and how can it be measured?

Attention is the most valuable currency today. It means a brand must be relevant, authentic, and useful — not just loud. In practice, we measure it through a combination of engagement, retention, and brand affinity, but also through the quality of interaction, not just quantity. On social media, it’s easy to see — content that truly resonates works not only algorithmically but also emotionally. Getting attention is hard; keeping it requires creating meaningful value for the customer.

If you could give one piece of advice to young marketers who aspire to have as broad a skill set as you — what would it be? 🙂

Stay curious. Be interested in everything around you — people, brands, music, culture, the world. Marketing isn’t just about advertising, it’s about understanding why people love some things and ignore others. Don’t be afraid to make mistakes, try things that “aren’t in the plan” yet. And above all — be visible. Share what you do, build your personal brand. Being able to attract attention even without a big budget is the best credential you can have today.