Jadwiga Ford

Founder and CEO at Ford Professional & Personal Development Ltd., specialising full-time in psychological counselling and psychotherapy on an individual basis and as a mental health support for business corporations. As a certified International executive coach, she also supports her Polish and international clients in executive coaching, mentoring, and training in the area of management and managerial skills as well as emotional and social competencies.

She enjoys over 20 years of practical business experience in marketing and management at senior managerial positions in multinational corporations, including Unilever, Reckitt Benckiser, Johnson & Johnson, Lagardere Group. She held responsibility for the P+L management and development of local and international brands (Lipton Tea, Kellogg’s, o.b., Calgonit, Calgon, Carefree, Radio ZET) as well as R&D projects on the Polish and CEE markets. She played one of the key top management and coordination roles in the organizational restructuring and acquisition process within Eurozet (Lagardere Group). In 2009, she received a Certified Professional Co-Active Coach (CPCC) certification at Coach Training Institute (CTI), USA – leading co-active coaching organization in US. She is a member of International Coach Federation (ICF). She enjoys more than 1000 hrs of executive and life coaching experience, with senior and top managers as well as with people searching for their fulfilled path. Jadwiga Ford is one of the two trainers in Poland who have been approved by Paul Ekman International to perform Paul Ekman Trainings.

She received her first Master Degree at Warsaw School of Economics (SGH), Foreign Trade Faculty (managerial and international marketing specialization) and completed her PhD studies in the area of management sciences at SGH. She enjoys her second Master Degree in Clinical and Health Psychology and in Psychology of Behavior Change and Modification. Over the years she completed several professional trainings in the area of marketing, practical business experience and communication (among others in London Business School).

Over the last three years, she has focused on the development of her business aiming at mental health and professional and personal development – supporting people in their path towards a balanced, fulfilled and mentally healthy life through psychological counselling and psychotherapy for teenagers, adults and couples.

Description of the workshop

On 14 May 2024 Ms. Jadwiga Ford conducted an inspiring workshop for Psychology and Management students. During the workshop, students learnt some of the ins and outs of advertising psychology and analysed what techniques are used in message creation to influence our conscious and unconscious wants and needs. The participants had a chance to discover what psychological theories are behind our consumer behavior, how advertising influences our choices, and how to improve our ability to analyse advertising from a psychological perspective. They took a journey into the depths of the human psyche discovering the secrets and strategies used by advertisers around the world.

The workshop was a fantastic opportunity to dive into the world of advertising that is not only a creative form of communication, but also a powerful tool shaping our preferences and perceptions of the world as well as  influencing our decisions.