Countdown to Cannes - Mariia Buchkaryk, OMD

[RA*W] Maak kennis met de creatieve crew van de Summercourse 2025

RA*W is heading back to Cannes — and they’re bringing a brand-new crew of curious, creative minds along for the ride! In the countdown to the festival, MarketingReport will be introducing you to the RA*W Summercourse 2025 delegation. Get to know the fresh talent who will be experiencing Cannes up close and their unique perspectives from the heart of the advertising world.

Who are you and what do you do in the creative industry?

I am Mariia Buchkaryk and I work with data and technology to make ads more effective for OMD Nederland. But creativity is a big part of what I do. It’s not just about numbers, it’s about coming up with new ways to reach people, tell stories, and make sure ads feel personal and relevant. I’m always looking for creative solutions to make campaigns more engaging.

When I say Cannes, what's the first word that comes to mind — and why?

INSPIRATION! Cannes is where you see the most creative ideas from around the world. It’s all about learning from the best, getting new ideas, and pushing yourself to think differently

What are your expectations for Cannes?

I’m expecting to meet creative people, learn about the latest trends, and get inspired by amazing work. I’m excited to see cool and creative cases, attend workshops, and bring back fresh ideas to make my own projects more creative and effective.

Will you end up in the gutter, or will you be at the Palais at 9 a.m. sharp?

9 a.m. at the Palais

What's the one thing you must pack for Cannes?

Social battery :)

What are you most looking forward to: the talks, the people, or the beach?

Honestly, it's a mix of all three! I'm really looking forward to the talks for fresh ideas, meeting creative people to connect and collaborate, and of course, enjoying the beach to recharge after a long day of meetings and presentations.

Who's a speaker or brand you're hoping to see this year?

Karen Nelson-Field; McDonald's

What brand do you think is killing it creatively right now?

ASICS, IKEA

What does creativity mean to you in one word?

SUCCESS! Creativity is the key to success!

How many more nights to sleep?

6 more nights!

Curious for more? Follow RA*W on Instagram for exclusive behind-the-scenes content, live stories, and a first-hand look at what the RA*W Summercourse is up to during the Cannes Lions Festival.

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