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Joanna Bakas holds a Master’s Degree in Behavioural Economics from Northwestern University. She began her career as an advertising Research Analyst at IRI in Chicago. Curious about creating it, and not just testing it, she has worked at several leading global advertising agencies across Europe. Joanna is Co-Founder and Managing Partner of LHBS, an unconventional strategy firm that helps clients in the area of business development, brand building and customer experience.