In our latest ‘Life at Grayling’ blog, Senior Creative, Jan Fraczek, shares his insights on working in a creative and strategic role at Grayling Poland. From tackling new challenges and brainstorming innovative campaigns, to navigating the complexities of the CEE markets, Jan reveals how he balances creativity with strategic business goals. Plus, he shares his favourite hidden gems in Warsaw, making it the perfect read for anyone looking for a little inspiration—both at work and in travel. Check out the full blog to learn more

What’s the most exciting part of working in a creative and strategic role at Grayling?

The variety of tasks. Both at Ignite CEE and Grayling Poland, we offer a wide range of services. My first assignment at Grayling was helping the Public Affairs (PA) team with a pitch. I’d never had anything to do with PA before, so it was like jumping in at the deep end. But the collaboration worked out great and we won.

I love that we always aim to ground everything in data. I spend a lot of time during the week reading reports, studies, and articles, so I always have something interesting to talk about, not just at work, but after hours too.

How do you balance creativity with strategic business goals?

It’s a connected system. Creativity in times of the advertising clutter and the decline in attention span is more important than ever, and it often shows up in small details that aren’t obvious at first glance, but directly impact campaign effectiveness. Creativity isn’t just a “nice to have” but a “must,” and often my role is to convince clients just how critical it is for achieving their business goals.

How do you approach brainstorming fresh ideas for campaigns?

The first step is always to clarify the goals. Then, I build a plan around a strategy, and pick the best methods to move forward. I really enjoy working with “creative starters,” and I try to bring a few to every brainstorming session. For larger campaigns, time permitting, we test out different creative techniques with the team to see what resonates best. In my first year at Grayling, we tried over a dozen different ones.

What’s the most surprising insight you’ve learned from working across different CEE markets?

You can never assume that just because something works in one market, it will be relevant in another, even when we are talking about one region and countries with shared history. The markets in CEE are beautifully diverse, and we always have to pay close attention to local insights, data, history, socio-political contexts, and other details. It’s important to always double-check. I won’t hide that exploring these cultural differences is fascinating, and my list of places to visit in Europe is growing fast.

You live in Warsaw – what places and activities would you recommend for a city break?

I’ve lived in Warsaw my whole life, and I could go on about it for hours. If you’re looking for something beyond the usual tourist spots, check out the city’s booming vegan ramen scene (its really taken over the city in recent years), or experience the city’s multicultural side by visiting the bazaars on Bakalarska Street or by the Olympic Stadium. If it’s Polish food you’re after, don’t stop at pierogi! Our cuisine has so much more to offer. Stary Dom is a great spot for classic Polish dishes, and if you’re in the mood for something more refined, Epoka serves up gourmet takes on traditional Polish recipes. But you know what, just email me at jan.fraczek@grayling.com and I’ll hook you up with a “personalised solution!” The only thing I wouldn’t recommend is swimming in the Vistula River!