I’m Jiří Langpaul, a creative director and strategist based in Prague. I help brands find the strategy and ideas that make people care about what they sell — and create communication that gives them a reason to choose it.
CREATIVE IDEAS
CAMPAIGNS & COMMUNICATION
STRATEGY & POSITIONING
CREATIVE DIRECTION
THE WORK STARTS BEFORE THE IDEA.
I started as a creative. I learned strategy because a bad brief can kill a good idea before it starts.
So before looking for ideas, I look for what is true about the business, the brand and the people it needs to reach. Then I turn that into a clear direction and an idea that can work in the real world.
WHEN THE WORK NEEDS A STRONGER START.
I work directly with founders, business leaders, marketing teams and agencies.
I’m most useful when something important isn’t quite working properly.
MORE THAN 25 YEARS.
ONE BRAND IDEA.
STILL EVOLVING.
Kooperativa is the clearest proof of how I work.
I began working on the brand at Leo Burnett in 1998. Our first campaign launched in 1999. I started as an art director and later became creative director.
Working with the client team, we found a human truth that belonged to Kooperativa. Life is bigger than any of us, and everyone sometimes needs help.
It became the foundation of Pro život, jaký je (For Life as It Is), a line the company still uses.
I have continued to help evolve the brand through WEAREGINGER. In 2025, Kooperativa ranked first in the Czech insurance market with a 23.3% share. ADC Czech Creative Awards recognised our long-term work for Excellence in Brand Building.
A strong brand idea should grow with the world around it and remain recognisably itself.
“Every company should have its own Jiří Langpaul, either in its marketing team or as an external partner. He combines a deep understanding of brands with the ability to formulate, explain and defend his ideas. Time has proved him right, at least in Kooperativa’s case. We still use the line he created for us, ‘Pro život, jaký je.’”
Martin Diviš
Chairman of the board, Kooperativa
SELECTED WORK.
Selected projects from almost three decades of brand strategy and creative direction.
PILSNER URQUELL
Creating a long-term communication platform
KOOPERATIVA
Building and evolving a brand since 1999.
CZECH OLYMPIC COMMITTEE
Creative concept & Tactical communication
FOUNDATION FOR BONE MARROW TRANSPLANTATION
Non-commercial communication effectiveness & creativity
RAIFFEISEN BANK
One–off creative concept
CURIOSITY GOT ME HERE.
Since 1997, I have worked across brand strategy and creative direction.
After serving as creative director at Leo Burnett and Ogilvy & Mather, I founded WEAREGINGER in 2013.
Across agencies and WEAREGINGER, I have worked with brands including Kooperativa, Pilsner Urquell, Česká spořitelna, ČEZ, Moser, KIA, Vitana, Centrum Paraple and the Czech Olympic Committee.
My work has received international and Czech recognition across creativity, effectiveness and design.
LIFE IS TOO SHORT
AND TOO PRECIOUS
FOR LOUSY WORK.
BRING ME A PROBLEM.
If people aren’t noticing, understanding or choosing what you sell, tell me what’s getting in the way.