My journey into the world of advertising started with a bang–it was like love at first sight. Back in the day with our agency, we pulled off one of Hungary’s coolest influencer campaigns, and that set the stage for my ongoing love affair with the industry.

Since then, I’ve been the wordsmith behind the scenes, working on the communication strategies for big shots like Shell, Red Bull, Hyundai, Raiffeisen Bank, PENNY, and WWF–casually rubbing elbows with the heavyweights.

What keeps me going? Well, it’s all about the thrill of finding something new, the feels, the creative sparks, that “Aha!” moment, and making a real impact in every campaign–whether it’s my own gig or someone else’s.

I’m an alum of the London International Awards’ LIAisons Mentoring Program (class of 2022), jury member of the PHNX Awards, Submit International Awards, The Telly Awards, Shorty and Shorty Impact Awards, Creative Circle, US International and MAD STARS. Plus, I’ve got a collection of fancy titles like ADC Global, White Square, MAD STARS, Cresta, Golden Drum, Epica, Caples, and Effie… you get the drift. Just trying to keep it real and fun in the world of advertising!

How many years have you been a judge?

1-3 years

What was your first job in the industry? What did it teach you?

The first was an influencer campaign for Budapest Baths and Spas, where our challenge was to attract Gen Z. As an early Gen Z myself (you could say a zillennial), it was tricky to approach the concept objectively, since I was part of the direct target group. That’s why we introduced the idea of “sparkling” into our strategy—turning it into a trend and a synonym for unwinding after school or work. The campaign went on to become the most influential influencer campaign in Hungary at the time. It taught me that sometimes the most unexpected ideas can be hugely successful, and it showed me the importance of genuine insight and the power of storytelling—both of which reinforced my ambition to become a copywriter. A good copywriter.

What project are you most proud to have worked on?

The latest Terrán project is definitely one such example—we outperformed international, even multinational competitors with our new campaign, elevating the brand to its rightful place. I would also highlight our Elden Fake News campaign for the Budapest Business Journal, which tackled the issue of fake news through the world of gaming. It was cool.

What’s the most challenging part about your job and/or the industry?

The emergence of AI, a shortage of new recruits, and shrinking marketing budgets due to economic pressures. The first two are somewhat connected: AI is gradually taking over tasks once handled by juniors and interns, making it harder than ever for them to break into the industry. On top of that, our profession simply doesn’t enjoy the same prestige it had in its golden age. And the last point… well, that’s something we’re all facing. It’s not easy.

What do you look for to determine excellence in video?

Film is a unique genre, as it can tell stories not only through visuals, but also through sound. Editing, music, dialogue, images, colours, lighting—all of these can play a role in storytelling, dramatization, and dramaturgy. I always look at how the film itself expands and challenges these boundaries, and where it brings something truly special—all while, of course, staying true to the brand and the campaign’s goals.

How do you unwind from work mode?

Well, well… yes, it’s difficult—because our job is to distill an enormous amount of information from an equally enormous amount of information. It’s hard to switch off a brain that’s been running at full speed for hours, and to slow down a body that’s been in a constant state of readiness to spring into action. I won’t go into the not‑so‑PC side of things, but on the positive side, it’s great to move around—I climb walls, for example, which is perfect physical relaxation for someone who spends most of the day sitting. It also gives you immediate positive results, something we rarely get in this profession.

What completely relaxes me are the mountains—hiking, rock climbing. And rivers—rowing, or simply lying on the shore and taking in the view. It’s wonderful; I rarely spend my time in a way that feels so truly meaningful.

What are your current roles and responsibilities and what do you love most about your job?

As a senior copywriter, I spend nearly two-thirds of my time working on brand building, brand strategy, campaign concepts, and crafting award‑winning creative ideas. The rest of the time, I try to be the kind of senior copywriter I would have needed back in my early days—mentoring junior writers, helping them, guiding them, and showing them just how exciting our profession can be. And whenever I can, I dive into endless case studies—sometimes as a judge, sometimes simply as an admirer.

What initiatives or projects are you working on now that excite you?

We always strive to work proactively on projects for our clients, because—ever since Byron Sharp—we know that successful image campaigns are not about creating an entirely new, unique perception, but about making the brand mentally accessible: embedding it in consumers’ minds as a simple, easily remembered solution to common situations. That’s why, alongside classic sales campaigns, we always develop proactive image or PR campaigns based on genuine insight. I won’t reveal too much about these, but in the best-case scenario, professionals will see them at advertising festivals.

Recently, we worked with Terrán, a family business that has grown into a regional leader in roof tile manufacturing over the past 100 years. Our exciting challenge was to make the product feel compelling and even heroic, while highlighting the brand’s future-proofing and deep expertise. We were able to bring in our AI expertise where it added real value, while still relying on classic film production techniques to capture authenticity. This combination allowed us to maintain a forward-looking yet human-centered brand image. It was a unique brief, and I loved every minute of it—not least because of the exceptionally strong relationship we had with the client.