5 Questions for Tomáš Krebs

Tomáš is synonymous at Marketup with strategic calm and business insight. As a Senior Account Director, he leads a team responsible for some of the biggest brands in our portfolio. Let’s find out how he connects the world of marketing with sport and yoga, and what he believes will shape the market in 2026.

What do you think is the most important ingredient for an agency to be not just a supplier for a client, but a true partner for growth?

The holy grail of the client–agency relationship is the moment when the agency becomes a natural part of the client’s “internal” team. However, this is the result of long-term work, not a single successful campaign.

The foundation lies in repeatedly delivering on performance goals. When a client consistently meets targets in a given area, it creates space to expand the collaboration into other parts of the marketing mix. Gradually, the relationship evolves from the role of a supplier to that of a business consultant with real added value.

The advantage of a full-service agency like Marketup lies in the fact that we not only design new services and solutions but are also able to implement them quickly through our internal teams. Strategy without execution has no value, and execution without strategy has no direction.

You manage clients and brands such as AXA Assistance, GrandOptical, KB, ABB, Vileda, and Amber Plasma. How do you build a strategy for such renowned brands that truly delivers results?

Strategy always stems from a deep understanding of the client and their segment. We think about delivering results over a multi-year horizon, not just in the coming weeks or months. Sustainable growth is a long-term objective.

In collaboration with the strategy department, we begin with market and competitive analysis, conduct customer research, define value propositions and messaging, work with alternative creative concepts, and then develop a media plan.

Over time, we optimize individual areas according to market developments. However, the strategic foundation established at the beginning of the cooperation must remain solid. Without a clear framework, it is not possible to achieve consistent results.

It’s February 2026. Where do you see the biggest shift in how clients think about their marketing investments today?

Among mid-sized and corporate clients, planning begins in the autumn of the previous year, and by February, budgets are typically approved for the entire year, with detailed allocations for the first half of the year.

I see a positive shift in two areas. First, the mindset that marketing is merely a cost is gradually being overcome. More and more clients understand it as an investment in growth or at least in maintaining market share.

Second, there is a gradual shift away from an excessive focus on purely performance channels. Immediate revenue is important, but without investment in brand building, long-term stability will not follow. The right balance between brand and performance is essential.

The ongoing AI revolution further strengthens the importance of brand investment. The battle for traffic and brand visibility is moving into environments such as AI Overviews and AI chatbots, and without a strong brand, you will not be visible there. Data, research, and experience from both Czech and international markets significantly help us define trends.

In today’s flood of trends, it’s easy to get lost. How do you help clients filter out unnecessary “hype” and focus on what truly impacts their business?

Trends come and go, but the fundamental principles of business remain. A relevant product or service, the right pricing, distribution, and communication — the classic marketing mix enhanced by an evidence-based approach.

We typically see this with digital platforms such as Google or Meta. They introduce new features every month, but only some of them become a lasting part of the ecosystem.

Critical thinking is therefore essential. However, this does not mean we do not test — quite the opposite. A/B testing, pilot projects, and working with an MVP approach are a natural part of our operations, including testing new approaches using AI. We test in a structured way, with clearly defined metrics, and regularly evaluate the impact of innovations.

We all know you as a highly active sports enthusiast, but your greatest passion now is yoga. Is it your main way to reset your mind after work?

Yoga is a natural continuation of my athletic mindset. Whether I run, cycle, ski, play tennis, badminton, or golf, I always approach it as an “inner game” — a game with myself.

After all, our greatest opponent is usually ourselves. If we overcome our own limits, we move forward both in sport and in business.

In golf, you learn to visualize the trajectory of the ball before the swing, which leads to better results. The philosophy of yoga has an even broader impact. It brings harmony between body, breath, and mind and represents a long-term path toward greater stability.

Moreover, through yoga I strive to visualize my life journey in full physical and mental vitality for decades to come. And this intention is what I wish for everyone else as well.