A creative mind who shape her local industry while keeping her eyes and heart open to the world—a storyteller by nature, an observer by choice, and a professional driven by both talent and purpose. Co-founder of the independent agency OAK Prague, Tereza Svěráková has been instrumental in reshaping modern Czech advertising. With 14 Cannes Lions and countless other international awards under her belt, she’s worked on campaigns that didn’t just sell products—they shaped Czech society. Recognized by Ad Age as one of the 10 Global Creative Leaders Reinventing the Industry, Tereza’s impact is felt far beyond the creative departments she’s led.

1. WHAT WOULD MAKE YOUR SOUL SING? WHAT MAKES YOU HAPPY?

As time goes by, it takes smaller and smaller things to make my soul sing. But what has made me truly happy lately was a debate with my 19-year-old daughter, Sofia, seeing how much there is to learn from her generation.

2. A CHILDHOOD STORY THAT ANNOUNCED THE CREATIVE PERSON YOU ARE TODAY

I was born into a family of filmmakers, so art has always been an essential part of my life. I was always terrible at math and science classes. Instead, I used to write short stories or knit endlessly long scarfs.

3. BEST CONTEXT EVER FOR INSPIRATION WAS

Inspiration should always come from keeping our eyes wide open, staying sensitive to the world around us, and reflecting it through our work. To me these were situations like Refugee crisis in 2006 or war in Ukraine. Not a pleasant context, but an important one.

4.  THE PROJECT YOU LOVED MOST

Usually, it’s the most recent one. In my agency OAK we just finalized book and series of video podcasts opening 10 important topics of today that will impacts future of our society. We did it for our client, Erste Bank. It’s the kind of work that goes far beyond advertising. And that’s amazing.

5. THE PROJECT OTHERS LOVED MOST

Probably the ones that won major international awards such as Cannes Lions, D&AD, LIA, Clio, and the New York Festival. These were our campaigns for UNHCR, Forbes magazine, Newsweek magazine…

6.  THE BEST THING ABOUT LOCAL CREATIVITY IS

That it gives people from other cultures the chance to learn about ours. This is what I’ve always loved the most when judging international award shows.

7. BEST STATEMENT OF LOCAL HUMOR

We are pretty good at making fun of ourselves. Czech humour is very self-ironic.

8. ADVICE FOR INTERNATIONAL HEADHUNTERS, RELATED TO LOCAL CREATIVES

Go beyond the surface—studying a candidate’s CV and portfolio is just one piece of the puzzle. What I always care about is the personality, values, principles, interests outside the work, curiosity. All these things are sometimes the most important ones and can’t be found in CV.

9.  BEST PLACE IN THE CAPITAL

The one where I am now—my home, with a view of the Old Town and the Vltava River.

10.  BEST PLACE IN YOUR COUNTRY

Old Prague—an amazing, mystical Jewish quarter that we know from Kafka’s books.

11. MOST DISTURBING CLICHÉ ABOUT YOUR COUNTRY, IN THE MEDIA OUTLETS OF THE WORLD IS

I am trying to ignore them. Most of them are really stupid.

12. YOUR COUNTRY SHOULD BE KNOWN FOR

Being able to peacefully and gracefully overthrow the communist regime.

13. YOUR VIEWS ON SPIRITUALITY

Very important, personal and intimate. Nothing that needs to be discussed with the world.

14.  YOUR VIEWS ON MONEY

Money has never been my priority. I’ve always put what I love to do first and tried to make as few compromises as possible. It’s nice to have money but it’s important to stay aware that tomorrow can be different. My family experienced this heavily during communism.

15. AN INSPIRATION SOURCE YOU RECOMMEND FOR A YOUNG CREATIVE 

Be sensitive, be political, watch what’s happening around and then: act fast, come up with a thought that can adress these issues, make your commercial clients see potential in them and be part of changing the society to better.

16. A LOCAL BASED FEMALE TALENT THAT DESERVES TO BE PROMOTED ABROAD

Young Czech molecular biologist Alžběta Ressnerová, who has already received international recognition and was one of the personalities who contributed to our book with her insights. She fights for young czech scientists to to be motivated to stay in the country.

BIO:

Prior to founding her own boutique agency OAK (One of a kind) Tereza was 8 years CCO and finally CEO of Young and Rubicam Prague (now VMLY). She started her advertising career 28 years ago, however, her love for advertising manifested way before. When she was 17, she attended a demonstration against the Communist regime holding a self-made banner saying: “Who if not us, when if not now.” The sentence later became the official slogan of the Czech Velvet Revolution and remains carved in stone in Prague.

Memories from childhood spent in communist Czechoslovakia inspired Tereza to write and direct documentary series for the Czech television about Czech female political prisoners called “Women of Charter 77”. 

Tereza is one of the most awarded creative on the czech market, for her work she received awards including D&AD, LIAA, Clio, One Show, New York festival and 16 Cannes Lions. She also served as a jury member at all of these festivals.
In 2017, Adweek magazine named her one of the top global leaders who are reinventing the industry.

At OAK Tereza’s mission is to help building one of a kind brands with unique personality, brave tone of voice and impact on society. 

If you want to meet him live, drop us a line at andra@thealternativeschool.com and join us on April, 24th, at Brands Talk. Identity & Culture: Eastern European Creativity at the Czech Centre