Ákos is the Managing Director of Egyensúly Gazdaságkutató és Tanácsadó (EGKT), and co-founder of the Equilibrium Institute. Co-chair of the National Association of Entrepreneurs and Employers (VOSZ).
For nearly thirty years, he previously served as Director of the GfK Hungária Market Research Institute. Between 2008 and 2012, he was President of the Hungarian Marketing Association. He taught in higher education for 25 years, serving as Associate Professor at the Budapest Business University and as a research fellow at the Cyber Economy Research Centre. He is the author and co-author of numerous higher-education market research course materials. In 2008, he received the Klauzál Gábor Award. His fields of expertise are futures studies and consumer studies, and he obtained his PhD in the sociology of consumption.

Zsuzsanna Mátrai is a senior public affairs strategist with 25+ years of experience at the intersection of diplomacy, policy and technology. She combines the insight of a former senior diplomat with the strategic leadership of a tech executive. She played pivotal roles in Hungary’s EU accession and institutional integration, and later served as Microsoft’s Regional Director for Central and Eastern Europe. Zsuzsanna holds international degrees in economics, international relations and EU affairs, including EU law, and is fluent in English and French. Zsuzsanna began her career in 1998 at the Hungarian Ministry of Foreign Affairs, where she helped build Hungary’s EU coordination system and later led the successful conclusion of Croatia’s accession negotiations during the Hungarian EU Presidency. As deputy spokesperson and spokesperson of the MFA, she gained deep expertise in high-stakes political communication and European affairs. In 2017, she joined Microsoft’s Corporate, External & Legal Affairs team, initially overseeing corporate and government affairs in Central Europe. She later became Regional Director for Central and Eastern Europe, leading public affairs strategy across 33 countries with a focus on digital regulation, ethical AI and corporate diplomacy. Zsuzsanna has received multiple awards for her strategic impact, including Microsoft’s European and Annual Awards, the Gold Cross of Merit of the Republic of Hungary, and the Foreign Ministry’s Award for European Hungary. At Aretera, Zsuzsanna advises clients on complex regulatory, political and reputational challenges across the region. She bridges regulatory, political and market insight, connecting national priorities with regional and EU-level agendas, and leverages her experience and network to drive effective cross-border engagement.

Samu Märcz is a public affairs and government relations professional with more than 12 years of experience in political advisory, strategic communications and corporate public affairs. He joined Grayling Hungary in 2022 and currently serves as Director of Public Affairs Practice and Chief Operating Officer, leading the agency’s Public Affairs team and contributing to the strategic management of the Hungarian office.
In his public affairs role, he advises a diverse portfolio of multinational and domestic companies across sectors including technology, financial services, manufacturing, healthcare and retail. His core expertise includes stakeholder engagement, political and regulatory analysis, advocacy strategy, strategic messaging and navigating complex government decision-making processes. He also coordinates public affairs projects across multiple markets and advises international companies on political, regulatory and reputational challenges.
Prior to joining Grayling, Samu worked in both national and local politics, including as Chief of Staff to a Member of the Hungarian Parliament and in the municipal sector. Earlier in his career, he also led and executed political campaigns and later served as Chief Marketing Officer, broadening his experience in communications and organisational leadership.