Martina Olbertova

Founder and Chief Meaning Officer
UK/Czech Republic

Martina Olbertova is a vocal advocate of the fundamental role of semiotics in driving brand relevance, cultural resonance and campaign effectiveness in the global marketing and advertising industry. She is a brand meaning expert, global brand & cultural strategist, commercial semiotician and a doctor of media studies with a mission to redefine the role of meaning in the global marketing industry.

At her insight & strategic brand consultancy Meaning.Global, Martina works with global brand owners and CMOs to help them rebuild brand relevance from the inside out, rejuvenate brand value and boost brands’ symbolic equity. She helps brands and organisations become consciously aware of the meanings they create in the context of the world around them to transform their meaning footprint, prevent future brand gaffes and craft culturally relevant strategies for a meaningful growth.

During the span of her 12 years career, Martina has experienced the industry from many different roles and viewpoints – as a marketing and new business director, researcher, brand strategist, advertising consultant, head of human foresight and now an insight and strategy consultancy owner – which has given her a unique opportunity to develop a 360° understanding of the industry and empathize with its future needs. So far, Martina has worked in 4 different countries (the UK, Ireland, USA and Czechia) on diverse briefs for global clients, including Kantar, Unilever, Vodafone, IBM, London Gatwick, British Land, ICAEW, KBC, Visa, Lloyds Bank, Bank of Ireland, J&J, Heineken and Pernod Ricard.

She is a writer, speaker, visiting university lecturer, creator of ESOMAR Semiotic Series, author of A Complete Guide to Commercial Semiotics and a contributing author on Brand Meaning to Branding Strategy Insider, the world’s most influential resource on brand strategy. She is based in London and Prague and works across the globe.

[WORKSHOP] The Role of Semiotics in Driving Brand Meaning, Cultural Relevance, Authenticity and Effectiveness in Global Advertising