Photo: Darija Jelincic,

Ivana Preiss, Design Strategy Lead & Filip Vasic, Creative and Brand Strategy Lead at 52:HOURS, Czech Republic


Q: How would you describe your job?
I’m naturally inquisitive and intuitive which helps me greatly to notice opportunities where design could bring an added value, whether as a product, a service or system. There’s a lot of Aha! moments popping in my head when noticing a gap in the market merge with an idea of product solutions.

Filip: In even less words, my job is to figure out how to make brands or products somehow significant for their users or customers. That is a lot of research and probing and imagination. And fun.

Q: What advice would you offer to all soon to be working in marketing in the meetings industry?
Get real and use your common sense. There is a lot of bullsh.. in marketing but there is also ingenuity, sincerity and integrity.

Q: Hot to develop talent and how to help people grow to the next level?
That’s too big a question. I suggest you read some of those heavy books on that topic. Every human has the start and stop buttons somewhere in their soul. Press the right buttons, timely.

Ivana: Challenge them to question the status quo, make them “uncomfortable” to see what they’re made of, nurture their skills and inspire them with your values and vision.

Q: What are you most excited about at the moment?
We’ve been designing and developing a great product for the last year and a half and will soon be launching it. It takes time to borne something into the world, but it will be all the more worth the effort.

Filip: I am excited about our projects. It’s an intense work and actually there might be even too much excitement sometimes.

Q: Your advice/suggestion for turning a boring event into a memorable one?
Make different people do different things simultaneously. Then they will go on and explore the next one and if they are caught by a genuine surprise along the way, you’ve got them.


Q: What gets you out of bed in the morning?
Coffee :)
Filip: The dog, literally. But at a deeper level, I guess it’s a sense of responsibility that comes with the privilege of living on this beautiful Earth.

Q: Where do you see yourself in 5 years?
Anywhere around clever, passionate and honest people that inspire and support each other.
Ivana: I’m looking at myself still curious and engaged with the many facets the world has to offer. If that is in place, I can do wonders as a designer.


Q: What kind of knowledge will participants of Conventa Crossover gain from listening to your lecture?
I hope they will be able to take a fresh look at design and get an idea how to improve their competiveness. We’ll be there to help, anyway.
Ivana: We will try to demonstrate the value of uncovering insights as a basis for developing great marketing campaigns and innovative product design.

Q: What do you expect from Conventa Crossover?
I’ve never been to Ljubljana and I heard there is a lot of people doing smart things there. So, I hope to meet some of them.
Filip: I am looking forward to meeting interesting people, to learn from them and perhaps even find some common ground for cooperation.


Ivana is a design strategy lead and partner at 52:HOURS. Previously she worked as a Product/UX Designer and Head of Service Design Department at Kindred Group. She conducted ethnographic research and developed brand and service design strategies for corporations and start-ups. She pioneered the concept of service design and innovation strategy in the Czech Republic. She’s an official keynote speaker at international conferences in the Czech Republic, Poland and Croatia.

Ivana Preiss


Filip is a Creative & Brand Strategy Lead and partner at 52:HOURS. Educated as an Anthropologist, he worked as a Creative Lead at Nydrle Digital, Publicis, Havas and BBDO. He’s an author of awarded brand strategies and advertising campaigns for clients such as Komerční Banka, Citibank, Raiffeisen Bank, Mondelez, Renault etc. He conducted and coordinated ethnographic research at several international projects in Serbia, Montenegro and Hungary.


Crossover Event 2016 (1)Join meeting planners, meeting providers, congress destinations and professionals working in tourism and marketing at Conventa Crossover conference, international conference dedicated to the future of MICE and travel marketing.

When & where: 29 – 30 August 2016 in Hotel Lev, Ljubljana, Slovenia. 

“We are absolutely delighted that so many speakers have announced their presence already at this stage, and we know that there are many more to come,” says Conventa Crossover founder Gorazd Čad