During my time at Oskar, I had the privilege of helping shape one of the Czech Republic’s most beloved challenger brands, one that used joy, creativity, and humanity to stand out in a crowded Telco market. Oskar didn’t just sell telecom services, it invited people into a brand experience that delighted across every touchpoint, from in-store to online to the pages of a magazine.

As the lead on Oskar’s tone of voice and content strategy, I was behind much of the brand’s award-winning communication—online, in print, and in store. One of our proudest successes was the creation of CILICHILI, a free lifestyle magazine developed by our team that happened to have a product catalogue tucked into the back. It became one of the most-read magazines in the country and increased footfall into Oskar stores by 30,000+ each month.

Even our annual reports became collectors’ items, winning multiple design and communication awards. Why? Because we approached every piece of content, internal or external, as a creative, human conversation.

What we intuitively knew then is that Oskar’s strength came from a culture-first approach: a joyful, values-driven team that believed in doing things differently and leading with heart.

I reflected more on this in my blog, What Oskar Taught Me About Culture—And Why It Matters.

🏆 Gold Vision – LACP Best Annual Report (2003, 2005)
🏆 Rhodos Image Award – Best Telco Brand (2003, 2004, 2005)