As we continue our “United Nations of IAA” campaign into the new year, we’re thrilled to spotlight the incredible leaders who embody IAA’s mission of unity, collaboration, and diversity across 56 countries.
Today, we introduce Agnieszka Sora, President of IAA Polska and Regional Director of gfkconsult at NielsenIQ. From driving data-driven strategies in Northern and Central Europe to fostering collaboration and innovation in the marketing and communication industry, Agnieszka’s story highlights the power of connection and shared purpose.
Read on to learn about her inspiring journey, favorite IAA values, and how IAA Poland is shaping the future of our global community.
IAA: What do you do?
Sora: As the Regional Director of gfkconsult, NielsenIQ, the leading global consumer intelligence company, I have been developing and introducing to the Northern and Central European markets integrated consultative solutions with the aim of answering key strategic questions of our regional and global clients and helping them grow. I truly believe, in the VUCA times and consumer driven world, data and consumer insight, supported by AI and disruptive technologies, are the inevitable fuel to deliver the value and to win.
IAA: Why did you join the IAA?
Sora: When I think about the organization, I mean the people. People who have passion, who see and act over boundaries, who want to change and make the difference. And people convinced me to join IAA Poland. IAA by gathering all key players of the marketing and communication industry is a great platform for knowledge exchange, for being a discussion forum; for supporting the projects which have an impact on the industry and act as the Compass globally and locally.
IAA: Which IAA value is closest to your heart and why?
Sora: Personally, the core values for me are “the collaboration” and “the internationality “of the IAA. Only by collaborating can we grow the knowledge, thus the business and the good image of the marketing and communication industry. I believe this is our joint aim, which guides everyone. And working all my life in international organizations, I see great advantages of being in the global network of IAA. I am also proud that as a President of IAA Poland I opened our chapter internationally, organizing the first European Board Meeting in Warsaw in 2023.
IAA: What is your favorite example of IAA serving the marketing communications community?
Sora: Locally in Poland our aim is to offer IAA as a platform of knowledge exchange, discussion forum, exclusive meetings with industry gurus, the place where key industry trends and topics are elaborated. Our formats like IAA Power Hour, IAA Power Podcast or recently launched IAA Power Meetup are widely used by our members. But apart from the business topics, we also offer less formal gatherings, like, e.g. CMO Golf Academy, where all members can learn or improve their golf skills and socialize with others. Globally, I believe that The World Congress is our differentiator, which acts as the Global Compass for the marketing and communications industry, uniting together industry leaders from all over the world.