Renáta is a BBS lecturer.

Renáta Varga graduated in 1994 from the Faculty of humanities at Janus Pannonius University, Pécs (Hungary) where she studied, among others, communications theories, sociology and psychology which all proved to be a very useful basis for working in the advertising industry.

After graduating she continued her studies at the Budapest Business School and specialized on international communications.

She is a certified coach and is currently studying supervision and supervision based coaching at the Institute of Psychology of Karoli University, Budapest.

She is a member of the Association of Supervisors and Supervisor Coaches of Hungary.

She is a speaker at conferences (e.g. EFFIE conference, Progressive Trade Conference, etc) and a regular member of the local EFFIE juries.

Ms Varga has been working with brands and communication for 14 years out of which 8 years as a senior strategy planner for brands like McDonald’s, Volkswagen, Allianz, BricoStore, Friskies/Nestlé Purina, Knorr/Unilever, Persil/Henkel,  Rauch, Johnson&Johnson and local jewels like Pöttyös/Friesland, Pannonia, Karaván/Bongrain Group or Pharmavit/Plusssz.

While developing brand and communications strategies her interests turned to the effect of organisational culture on the market success of brands.

She believes that one of the greatest danger for a brand’s success is the organisation itself. In many cases the real barriers of a brand’s development are the human factors, the organisational realities or in the worst case dissonance between the declared and practised values of the brand.

Therefore a great opportunity for brands of today is when the organisational culture, the internal brand experience and the external brand experience are working in harmony.