Pavol has repeatedly shown me that media planning and buying is an art backed by figures. He is not just a performer of an order following its approval. Pavol is a media guy, who is a part of the whole creative concept. For ten years, I worked with him as a business partner and cooperated with him as a colleague. Pavol is the only person I have met in this sphere who could be a pragmatic mathematician with GRPs and at the same time an extremely creative person, able to use the media in a way other than the classical one (30”TV spot + full print page). The awarded campaigns, in which he participated, clearly demonstrate it.