Hello, I Am Luka Duvnjak

Connecting brands and stories with the audiences that matter most.

I lead multinational paid media strategy, delivery and experimentation for global entertainment and consumer brands.

About Me

Over the past 14 years, my career has taken me from running sales in Johannesburg to leading multinational media strategy and delivery in London.
I have worked across entertainment, consumer goods, technology, finance and healthcare - helping global brands translate business objectives into effective audience, media and measurement strategies.
I am particularly interested in how audience, creative, platform signals, and structured experimentation work together to improve both immediate campaign performance and long-term brand growth.

Media Strategy and Transformation

Developing integrated media strategies and operating approaches that connect audience behaviour, campaign objectives and commercial outcomes.

Audience and Communications Planning

Identifying the audiences, moments, messages and media environments most likely to influence awareness, consideration and action.

Campaign Leadership

Leading complex, multinational campaigns from strategic planning and activation through optimisation, reporting and post-campaign learning.

Experimentation and Effectiveness

Designing structured testing programmes across audiences, platforms, creative formats, frequency and campaign architecture to establish what genuinely improves performance.

Team and Operational Leadership

Building stronger teams, processes, quality-control systems and ways of working that improve consistency, accountability and strategic output.

US$16.1M

managed in digital media investment

30+

international markets

60+

multi-cell experiments

6.3B

impressions

803M

video views

36M

clicks

The RIP
To build global anticipation for Netflix’s high-stakes action thriller The RIP, we harnessed the star power of Ben Affleck and Matt Damon through a talent-led paid social campaign, localised across ten markets to drive awareness and launch momentum.
Troll 2
To bring Troll 2 to life in its home market, we turned Norway into an immersive playground, combining creator-led content across Meta, TikTok and Snapchat with a QR-enabled AR lens that connected out-of-home to a playful social experience.
BTS The Comeback Live | Arirang
For BTS, we delivered a real-time social activation across France and Italy - using band content to build anticipation, then amplifying moments from the live show across X to sustain momentum and drive live viewing.
Nouvelle École Season 4 & 5
We built an all-out, platform-native launch designed to bring both established fans and new viewers to the series. Snapchat was our standout with a bespoke album-cover filter and custom AR Lens that turned the show into a highly shareable fan experience.
Asterix and Obelix: The Big Fight
Bringing one of France’s most loved cultural icons to life through one of Netflix France’s biggest campaigns of the year, we went full scale and combined high-reach formats with reactive social to make Asterix an unmissable national launch moment.
Wake Up Dead Man: A Knives Out Mystery
The return of Benoit Blanc demanded a campaign as big as the detective himself and his all-star ensemble. We went full scale across markets, using high-impact formats to put Daniel Craig, Josh Brolin and Mila Kunis front and centre - driving maximum awareness and launch momentum.
Emily in Paris Season 5
For Emily in Paris, we delivered a stylish, Italy-focused social campaign using platform-native creative to turn the show’s fashion, romance and escapism into a high-impact promotional moment.
The Bus: A French Football Mutiny
Ahead of the 2026 FIFA World Cup, we brought one of French football’s most infamous stories back into the conversation. Hard-hitting creative revisited the team’s inner turmoil, using the growing national focus on football to spark debate and drive engagement.