Rajna Cuculić is a media executive with over two decades of experience leading WPP Media operations and driving business transformation in complex and evolving market environments. She is recognised for combining strategic clarity with a strong commercial mindset, consistently delivering growth while navigating the balance between global standards and local execution.

Her career spans client, data, and agency roles, including experience at Unilever and Nielsen, giving her a distinctive perspective on how creativity, data, and media effectiveness come together to drive real business impact.

Rajna has led award-winning campaigns recognised both locally and internationally, including at the Cannes Lions International Festival of Creativity, as well as multiple Campaign of the Year titles. She is particularly focused on elevating the role of media from execution to a strategic growth driver.

She is also an experienced industry judge, having served on numerous local juries as well as Effie Awards Europe and Effie Awards Global competitions.

Beyond her agency role, she is a long-standing board member of HURA, where she contributes to advancing industry standards and fostering a more transparent and accountable market.

Her professional focus lies in redefining what quality in media means today — challenging the industry to move beyond ‘good enough’ towards work that is both creatively meaningful and commercially effective.