As part of the Creative Mindset course, UACS students had the opportunity to learn from Irina Maja, Creative Strategy Director at McCann Skopje, who joined the class as a guest speaker.

Through real-life case studies and insights from the creative industry, students explored how successful marketing campaigns take shape – from understanding consumer behaviour and identifying key insights to developing creative concepts, shaping strategies and bringing ideas to life.

The session offered a valuable opportunity to connect classroom knowledge with professional practice, showing how creativity, strategic thinking and a deep understanding of consumers come together to address real-world business challenges.

A special thank you to Irina Maja for sharing her experience and inspiring our students to think creatively and strategically!