Maja Michieli is a creative strategist working at the intersection of performance and imagination, where data doesn’t limit ideas, but fuels them. With over 20 years of experience across international and local markets, she has built her career on turning complexity into clarity and insights into action. Her journey began in research powerhouses like GfK, and today she leads strategy at Publicis Groupe Slovenia, guiding teams through brand and business challenges. That foundation still shapes how she sees marketing: not as storytelling for its own sake, but as a discipline that has to prove it works.
Over time, she became drawn to the space between what people say and what they actually do. That curiosity led her to pioneer the use of biometric data in communication planning in Slovenia, bringing consumer neuroscience into everyday strategic thinking, not as a layer of sophistication, but as a way to remove guesswork. Because for her, the real challenge is not making campaigns visible, it’s making them matter.
An IPA Advanced Certificate in Effectiveness holder, Maja is committed to work that delivers results without losing soul. She shares her thinking as a lecturer at universities and festivals, and occasionally works as a copywriter always balancing instinct with evidence. Her perspective is grounded in a simple, often uncomfortable belief: creativity is not the goal, effectiveness is. And marketing should be accountable not just for what it says, but for what it does.
