Elżbieta Twardowska
STRATEGIC DIRECTOR

E-mail:  ela.twardowska@ogilvy.com

I’m a Strategic Director at Ogilvy since 1999.

I can say that from the time I started my adventure with advertising until today, everything has changed: the way we view how advertising works, what a creative brief looks like, communication channels… but it also seems like some things have not changed at all.

INSIGHT. Our small (or big) daily “wows”, are particularly important at a time when brands need to fight not only for visibility, but more importantly for the engagement of their consumers. We want to create a communication approach that brings value to people’s lives, and finding an answer to the question “why should the consumer care about what we do?”, becomes one of most the important challenges that we take on.

IDEA. The idea, which sells and builds a brand over the long-term. It’s not enough for a campaign to be simply “360”, rather, it must have a well-chosen message, and an appropriate point of contact, to break down existing barriers of behavior.

The psychiatrists say that everybody should have a hobby. The hobby I recommend is advertising. (David Ogilvy)