The conversation focuses on the hidden costs of generative AI development. Marek Żołędziowski and Prof. Aleksandra Przegalińska explore what may happen when AI companies stop “burning through” investors’ capital and token pricing forces the market to confront economic reality. They also discuss the “golden cage” of subscription models, businesses’ growing dependence on Big Tech and Europe’s digital sovereignty.

The episode also addresses AI’s environmental debt, protests surrounding data centers in the United States, deepfakes, “armies of bots”, the AI Act and younger generations’ scepticism towards artificial intelligence. Prof. Przegalińska also refers to her own research published in “Harvard Business Review”, which suggests that working too closely with AI may suppress human creativity. The discussion also raises questions about Elon Musk’s concept of Universal High Income, why Prof. Przegalińska believes OpenAI has “lost its soul”, and whether AI is making us less intelligent.

The full conversation on the true cost of AI is now available on:

YouTube: https://www.youtube.com/watch?v=V_oJexYN5CM
Spotify: https://open.spotify.com/episode/2Zbicc0lBA31VWAoxmo1yR?si=vL334DBoQcitgatRblI2Cg

These results strengthen the position of Serviceplan, a long-standing partner of Group One—Poland’s largest independent MarTech group—among the top independent communication groups globally. Over the past year, the organization focused on expanding its global media agency Mediaplus, strengthening the integrated House of Communication offering in London, and rolling out its House of AI strategy. Stability and investment in innovation resulted in major pitch wins and client acquisitions, including MediaMarktSaturn, Deutsche Bahn, Hornbach, and Westwing.

International expansion was a key growth driver for Mediaplus. The group expanded its footprint in Asia by opening Mediaplus Singapore and Mediaplus China, and completed the integration of UK-based Total Media (now Mediaplus UK). Global leadership structures were also bolstered through the appointment of new experts responsible for international business development and multi-market pitch management.

Serviceplan Group and Group One enter the new financial year with optimism, seeing significant potential in data- and AI-driven marketing models. In response to these market demands, the Plan.Net Agentic AI unit was launched in July, dedicated to driving end-to-end AI transformation in marketing operations for enterprise-level organizations.

Dawid Kolasiński’s transition to Grow Now is a prime example of effective talent mobility within Group One. Over the last five years, as Head of Website Business Support at Plan.Net TechNest, Dawid successfully coordinated international teams (Web Content Operations, Business Support & Helpdesk, and QA) across Warsaw, Munich, and Mumbai. During this period, he was also responsible for managing one of the key operational services within “The Marcom Engine” – a global project executed for the BMW Group by Serviceplan Group and Group One. His experience in smoothly running a technology-and-marketing hub, managing change, and optimizing operational processes – combined with his readiness for new challenges – made this transition a natural and strategic step for both sides.

As Operations Director at Grow Now, Dawid is responsible for implementing the operational strategy across e-commerce and marketplace platforms, coordinating implementation projects, and collaborating with business teams to expand into new markets, products, and client segments. His responsibilities also include overseeing sales operations, system integrations between marketplaces and ERP systems, product data management, and driving the development of automation and AI solutions to support the team’s daily operations. Furthermore, his scope of responsibility encompasses quality assurance, performance reporting, sales platform compliance, as well as the growth and leadership of the operational and technical team.

This appointment aligns with Grow Now’s strategy to continuously strengthen operational capabilities and expand services for brands selling on marketplace platforms. The agency consistently builds its team of experts to meet growing client demand for sales scaling, process automation, and international expansion.

The episode explores the journey of building an organization that has grown from a local agency into Poland’s largest independent marketing and technology group, as well as the key decisions that have defined its unique business model. The conversation also takes a more personal turn, touching on Maciej’s passion for bridge and how the game has influenced his strategic thinking and mental agility.

Among the topics discussed, Maciej Hutyra explains why Group One operates under a shared P&L model, how this approach encourages collaboration across companies instead of internal competition, how the organization attracts and develops top talent, and how it successfully competes with the world’s largest advertising networks. A significant part of the discussion also focuses on the transformation of the media landscape, the impact of AI on the future of marketing and agencies, the rapid growth of e-commerce, and why technology will never replace strong leadership and an entrepreneurial mindset.

The full episode is available on the Olek Wandzel Podcast channels:

Youtube: https://www.youtube.com/watch?v=nqzqWesOK5Q 

Spotify: https://open.spotify.com/episode/77Fre8NZRfzajA0Ji1pQ3J?si=b67eb1e8070c4c9a

PsiBufet is a Polish company specialising in fresh dog food and has been operating in the market for eight years. Today, it is part of the international Butternut Box group, with a mission to support dogs’ health and bring more everyday joy to their owners. PsiBufet offers fresh, gently cooked meals made from human-grade ingredients. Each meal plan is tailored to the individual needs of the dog, with pre-portioned meals delivered directly to customers’ homes across Poland.

As part of the partnership, Labcon will also identify new communication opportunities to further strengthen PsiBufet’s position in the Polish market. The activities will target both dog owners who actively follow pet nutrition trends and those looking for healthy, convenient solutions for their pets.

The starting point for the new platform is a refresh of the BLAST brand image and a departure from dominant category codes. The brand is abandoning over-the-top aesthetics and stereotype-driven narratives, choosing instead to focus on honesty, irony, and direct commentary on everyday life. This shift translates not only into the brand’s tone of voice but also into how it builds its digital presence.

One of the campaign’s key highlights is its custom-made video and photo assets. Alongside classic footage from the set, the spots feature traditionally shot scenes enhanced in post-production with AI-generated special effects. This multi-month campaign is set to usher in a new era of communication for BLAST, built on a transparent and direct message.

The Labcon agency is responsible for executing both image-building and production efforts: from strategic and creative oversight of the new communication platform, to the preparation of final video assets and the creative direction for social media posts, all the way to organizing the shoot, location scouting, production coordination, logistics, and schedule management.

The main focus of the conversation is the massive shift in the global market and the answer to why independent groups are growing while former giants fall behind. What does this mean for the future of the creative and communication industries? In this discussion, Markus Noder demonstrates why independence in business is not a matter of ideology, but a precisely calculated strategy.

The episode dives behind the scenes of the challenges keeping modern CMOs awake at night, where AI, performance pressure, and macroeconomic uncertainty collide simultaneously. Marek Żołędziowski and Markus Noder analyze how the technological revolution is testing the resilience of company business models and how artificial intelligence can enhance human creativity instead of standardizing it. An important point of the discussion is also the role of European regulations as a long-term competitive advantage and the fact that machines, rather than humans, are increasingly becoming the new consumers of content.

The full conversation about the future of the marketing industry, wise leadership, and managing organizational tension at a time when automation could affect up to 15% of current professions is now available on our channels: 

Youtube: https://www.youtube.com/watch?v=OBiHq_9oOXU&t=186s 

Spotify: https://open.spotify.com/episode/1J5FNDJ6j4gbCHvk9OLuLk 

In justifying the award, the MMP editorial team highlighted Group One’s digital DNA, its consistently implemented growth strategy, and the effectiveness of its business model. The group’s ability to compete with global networks while maintaining its local character and independence was also highly praised. This confirms Group One’s stable market position and the efficiency of its companies’ operations, as demonstrated by achievements such as defending the budget of the Żabka retail chain and continuous investments in AI, MarTech, and data science.

The group’s position is further strengthened by its performance in international rankings -including 2nd place in the COMvergence New Business Barometer 2025 and high positions in the RECMA study. Salestube, the group’s technological powerhouse, also plays an essential role, while Group One’s overall strength is completed by a comprehensive offering that spans media, technological, and creative competencies. The high quality of collaboration is confirmed by the results of the Minds & Roses survey, which places Group One among the market leaders.

The study, conducted by the editorial team of “Media Marketing Polska” in cooperation with the research firm Minds & Roses, covers approximately 150 agencies operating on the Polish market, using a sample of around 2,500 senior and mid-level marketers. The baseline for the research consists of client lists submitted to the editors by the agencies themselves, which are updated annually. The survey strictly involves marketers holding senior and mid-level management positions.

The European CMO of the Year award was presented for the first time in 2026. The selection process is carried out by the marketing community itself, and is overseen and academically verified by the University of St. Gallen.

During Julia Goldin’s management of the LEGO Group, the company significantly expanded its presence in the worlds of entertainment, sports, and gaming. Collaborations with franchises such as Star Wars, Marvel, Harry Potter, and Fortnite, as well as global campaigns around Formula 1 and football, increased the brand’s reach and attracted new audiences. Furthermore, projects like “She Built That” reflect her commitment to combining creativity with inclusivity.

In the first stage, over 800 marketing leaders from 15 European countries and regions nominated the chief marketing officers who they believe define the standards of modern leadership. From the resulting shortlist, marketing chiefs participating in the CMO Barometer survey ultimately chose Julia Goldin as the first-ever European CMO of the Year.

The award ceremony took place during the Cannes Lions International Festival of Creativity – one of the most important global events for the creative and marketing industries. The event gathered over 100 leading chief marketing officers from across Europe, as well as representatives from business, media, academia, and partners of the awards.

The AI Creative Product Manager is a strategic-business role, responsible for the development, commercialization, and implementation of products based on generative artificial intelligence. As part of the strategy, Viktoria Shafarenko will be responsible for guiding clients through the entire process – from identifying needs, through recommendations and designing solutions, to their implementation and scaling.

As part of the development of the AI Creative area, Labcon focuses on creating solutions that support clients’ marketing and production processes. The offering includes, among others, tools enabling photoshoots using AI (“Packshot2Creative”), the development of virtual content creators, “Hero video with AI” formats, and tools automating creation production using AI. An important element of the activities is also training and workshops, supporting in-house teams in building competences related to the use of artificial intelligence.

Viktoria Shafarenko is an expert combining experience in the area of Generative AI with a 7-year background in the architectural industry, gained, among others, in projects for Skanska and Zaha Hadid Architects. The AI tools she implemented there allowed for shortening the time and optimizing the costs of preparing visualizations by up to 60%. She also gained experience as a co-founder of a technology startup. Her joining the team aligns with Labcon’s strategy of activating brands through solutions that combine technology, creativity, and the practical use of AI.

This is the next stage of the direction that Change Serviceplan chose with the return of Marcin Nowakowski to the agency as Executive Creative Director. The agency is strengthening its capabilities in key areas for building contemporary brand communication: from a strong creative idea, through storytelling and a distinctive visual language, to consistent project execution at subsequent stages of the process.

As Head of Art, Dominik Przerwa will oversee art direction and creative processes across branding and visual identity. With over 25 years of experience, he combines a strategic approach with a distinctive visual style and meticulous attention to detail. An award winner (Golden Drum, Effie, KTR, Mixx), his portfolio includes work for brands like G2A, BMW, BLIK, CCC, AXN, Audioteka, Mlekpol, Herbapol, and OBI.

As Creative Group Head, Mateusz Gaca will lead teams on non-standard projects and drive the agency’s festival potential. A copywriter with 15 years of experience, he blends effectiveness with bold storytelling for brands such as Mastercard, McDonald’s, IKEA, Ben & Jerry’s, Bank PKO S.A., mBank, Volvo, Volkswagen, Google, and Huawei. His work has won over 200 global awards—including two Cannes Lions Grand Prix, a Titanium, and a D&AD Black Pencil—and in 2023, he was ranked the #1 copywriter in The LIONS Talent Report.

As part of its further development, Change Serviceplan will strengthen its competences in the area of creation, brand design, and non-standard projects that help brands build a recognizable language and a strong presence in communication.

Sladek brings over 20 years of media market experience to Mediaplus Prague, gained both on the agency side (including at Starcom MediaVest Group) and the client side, where he headed the marketing and communications department at Zdravotní pojišťovna OZP. Throughout his career, he has managed interdisciplinary teams and supervised the comprehensive execution of campaigns for leading international brands. He also has experience in public procurement, carried out in cooperation with the Czech association AKA. Furthermore, he is a recipient of prestigious industry awards, including FLEMA 2013 and Marketing – Malý delfín 2022.

In his professional practice, he focuses on business development and building long-term relationships with strategic partners. By combining strategic thinking with practical execution and a deep knowledge of the local market, he will play a crucial role in shaping Mediaplus Prague’s approach to new business challenges and maximizing the value delivered to clients across the agency’s entire portfolio.

The growth of Mediaplus Prague aligns with Group One’s strategy to strengthen its leadership position in the CEE region. The Czech branch operates under a model that combines a strong local presence with the expert and technological operational support based in Poland.

E-commerce is undergoing a clear transformation – traditional product search is increasingly being replaced by product discovery. TikTok Shop is changing the traditional shopping model, where consumers search for a specific product, into a discovery commerce model, where purchase intent is created through engaging content. The platform combines attention, content, and sales within a single environment, shortening the journey from first brand interaction to purchase.

Before the platform’s launch in the Polish market, Group One obtained full TikTok Shop certification covering three key areas of expertise: Seller Services and Affiliate Partner delivered by Salestube, as well as Creator Services provided by Labcon. This enables the group to support brands in their end-to-end entry into social commerce – from building sales infrastructure and technological integrations, through sales optimization, to developing platform-native communication strategies.

Group One’s first TikTok Shop implementations are being carried out for Venezia, Wittchen, and 42 Moments, brands that are using the platform’s capabilities to build an additional sales channel and grow their business within the social commerce model.

The main topic of the conversation is the technological shift in the interface, where natural speech replaces traditional smartphone screens. The episode also covers the behind-the-scenes of building a global MarTech product, emphasizing the importance of validating market needs even before the code-writing stage.

Mati Staniszewski outlines the scale of ElevenLabs’ current deployments – from customer service at Revolut and Deutsche Telekom, through a clone of Gordon Ramsay’s voice, to a pilot program with the Polish National Health Fund (NFZ), where voice AI will support the patient registration system. An important point of the discussion is also the social dimension of the technology, thanks to which already 10,000 people with speech-depriving illnesses have regained their own voice.

The full conversation about the journey from being bored with monotonous dubbing to the very top of Silicon Valley, the mistakes made, and the challenges of generative audio AI is now available:

YouTube Group One: https://youtu.be/Y5XNegfc9Q4

Spotify Pearls Club Talks: https://open.spotify.com/show/40TDtvEBHSaLm473ZuvT3c

Ewa Górska took over the position of Head of People, Culture and ESG at Group One, expanding her responsibility for the People & Culture area to the level of the entire group. Previously, she held the position of Head of Human Capital & ESG at Group One Media, being responsible for talent acquisition, employee development, training, and employer branding. Ewa has over 20 years of experience in the HR area gained in international organizations from the financial, energy, and telecommunications industries. Before joining Group One, she held management positions in the human resources area, among others, at UNIQA, ING Bank Śląski, and RWE (currently E.ON).

Martyna Strugińska was also promoted to a new position, assuming the function of Deputy Director, People & Culture | Head of HRBP. Previously, she played the role of HR BP Manager. She has been associated with the organization’s structures for several years – she joined it as a Talent Specialist. During this time, she co-created the HR Business Partnering function, led organizational changes, and supported management in projects related to the development of teams and the organization. Her experience includes areas related to building HR strategies, recruitment, employer branding, and partner support for business in transformation and organizational development processes.

The personnel changes are also accompanied by the development of the team, which operates under the new name People & Culture and reflects a broader approach to building the organization – including talent development, supporting leaders and teams, and building a common organizational culture throughout the entire group. Group One consistently develops activities supporting the competencies of the future, including training programs related to the use of AI, as well as strengthens talent development within the organization. One of the key directions also remains the implementation of a leader-to-leader culture based on cooperation, responsibility, and partnership leadership.

The campaign promotes the e-Actros 400 as a premium solution for zero-emission transport and, at the same time, a reliable tool for daily operations. Its goal is to increase interest in fleet electrification among transport and distribution companies, while also addressing the market’s primary concerns regarding range, charging infrastructure, route planning, and the operating costs of electric vehicles.

The online campaign covers a wide range of digital activities, including YouTube, Programmatic Display Mix, Meta, and LinkedIn utilizing geotrapping. The key touchpoint of the campaign is a dedicated landing page for the e-Actros 400 model within the Mercedes-Benz Trucks website.

MediaPlus and Salestube are responsible for executing the campaign. MediaPlus prepared the media strategy, channel recommendations, media plan, and creative specifications. Salestube is in charge of media buying, coding, campaign setup, ongoing optimization, and reporting.

This is another project delivered under the House of Communication model, where Group One companies combine media, technological, and analytical expertise to support clients in achieving their business goals. For the e-Actros 400 campaign, the priority is reaching precisely defined target groups and providing them with practical information that helps them better understand the potential of regional transport electrification.

MediaPlus Warsaw, a media agency belonging to Group One, will collaborate with Costin Mihaila on projects executed for global brands across several to a dozen markets simultaneously. He is set to support a better exchange of competencies between markets, standardise service quality, and leverage the local expertise of the independent agencies forming the Mediaplus Group more effectively.

Costin Mihaila brings many years of experience in scaling international agency and network structures. Before joining Mediaplus Group, he held executive roles at EssenceMediacom and WPP, including Global Client President and Managing Director EMEA at EssenceMediacom. In his newly created role, Costin Mihaila reports directly to Matthias Brüll, Global CEO of Mediaplus Group. In Poland, cross-market collaboration and development are led by Bartłomiej Kamiński, Head of International and Managing Partner of Mediaplus within the Group One structure.

The creation of the Global Chief Market Officer role is another step toward strengthening the group’s international operating model and further developing its offices worldwide. Costin Mihaila’s appointment aligns with the strategy of combining international capabilities with local expertise. The new function is designed to support both the group’s expansion into new markets and deeper collaboration with clients operating in a multi-market model.

The campaign supports category growth and strengthens Dr. Beckmann’s position as a brand offering practical, modern solutions for everyday home care. The media strategy is based on the “Simple Formula: Sustainable Growth” concept, which combines demand generation with conversion. MediaPlus utilizes a complementary media mix that integrates the reach of television with the precision of online video channels.

The wide-reach TV campaign ensures effective brand awareness building. This strategy is supplemented by a precisely targeted presence on VOD services, tailored to maximize reach within the target audience. High-reach activities on YouTube complete the video ecosystem, guaranteeing full visibility of the message. TV activities are broadcast on stations including Polsat, Polsat thematic channels, TVN MAX+, Premium TV, and TVP Mix.

Group One companies operating under the House of Communication model are responsible for the campaign’s execution. MediaPlus coordinates all activities, managing client communication, media strategy, and VOD, while Salestube handles the purchasing and reporting of the YouTube campaign. The campaign will run until August 30, 2026.

The fifth edition of the Best Brands Poland ranking, organized under the slogan “Polish Momentum. The time is now!”, identified the strongest brands on the Polish market based on rigorous criteria. The study rejects subjective jury opinions in favor of hard market data – the Share of Wallet index – and the emotional bond with the consumer, known as Share of Soul. The final results were determined by 8,000 Polish consumers who evaluated 400 brands across 40 product categories, identifying leaders who combine commercial success with innovation and authenticity.

Among the winners, the grand prize and the title of Best Overall Brand went to Lay’s, recognized for building deep relationships and maintaining a constant presence in consumers’ daily lives. In the Best Polish Brand category, Lubella emerged victorious as a symbol of trust built over generations, while the status of Best Home & Living Brand was awarded to IKEA for creating functional spaces accessible to everyone. The title of Best Selfcare & Wellbeing Brand was given to Neboa for its commitment to ecological values, Best Marketing Communication Brand went to Media Expert for its exceptional message clarity, and the Best Retail Experience Brand statuette was awarded to Rossmann for setting the direction of modern retail.

The gala, initiated by Group One, highlighted that Polish business has entered an era of optimism and ambition, where technology and the courage to challenge the status quo play key roles. This year’s winners are brands that best understood this moment of civilizational change and were able to become a mirror of modern Polish culture. The success of these brands confirms that in contemporary marketing, hard market results must go hand in hand with the ability to build lasting and meaningful relationships with audiences.

As part of the cooperation, the agencies will prepare and implement three digital campaigns for each of the brands in 2026. Activities will be conducted on the Polish market, based on a common strategic framework, while simultaneously adapting messages and formats to the character of Lierac and Phyto Paris.

The scope of cooperation includes the preparation of a communication strategy, development of a creative idea, activities in the field of influencer marketing and cooperation with content creators, as well as a media strategy. The campaigns will be implemented in parallel for both brands and divided into three stages, with an emphasis on effectively activating the brands in digital, precise reaching of target groups, and building interest in the Lierac and Phyto Paris product portfolio.

The activities are carried out in the House of Communication model, utilizing the synergy of the competencies of Group One companies. Labcon is responsible for strategy, creation, and activities in the field of influencer marketing, while Salestube is responsible for the planning and implementation of paid social activities.

This year’s edition of Best Brands Poland, under the banner of “Polish Momentum,” celebrates the moment when Polish brands and creative thought emerge as global leaders. In 2026, as Poland takes its seat at the G20 and consumer optimism reaches record highs, domestic innovations are setting new international standards. The ranking does more than just reward the best; it diagnoses a new reality where local sensitivity, science, and technology successfully dominate global markets and streaming platforms.

The featured figures of the 5th Best Brands Awards Gala will be Prof. Andrzej Dragan and Jan Holoubek. Prof. Dragan, a distinguished quantum physicist and visual artist, will explore the intersection of science and business, explaining how questioning the boundaries of knowledge fuels innovative creativity. Meanwhile, Jan Holoubek—the director behind numerous international streaming hits—will reveal the secrets of building authentic emotions that forge lasting bonds between audiences and brands. The participation of both creators is intended to inspire marketing leaders to more boldly combine passion with an uncompromising vision for growth.

The winners of this prestigious ranking will be announced on May 7 in Warsaw during a ceremony often referred to as the “Oscars of Marketing.” Best Brands Poland is the country’s only fully independent brand ranking based on a unique methodology that combines market success with the strength of the emotional connection with the consumer. The project is organized by Group One, Poland’s largest MarTech group, with the substantive support of NIQ and a wide range of strategic and media partners.

GONG ZAP! will execute projects in urban spaces, at music festivals, and mass events, blending physical experiences with technology—from immersive installations to interactive formats. The goal is to create activations that trigger immediate reactions and naturally go viral.

The new unit builds on GONG’s extensive experience in unconventional projects for brands such as Tyskie, Netflix, Accenture, ING, Żywiec, Tymbark, and many others. The agency has delivered dozens of projects that push the boundaries of traditional advertising, earning prestigious accolades including Cannes Lions, Clio Awards, Golden Drum, KTR, and numerous other industry awards both in Poland and abroad.

GONG ZAP! is led by Creative Leads Konrad Słonecki and Michał Konert. Together with their team, they will develop this specialized cell focused on experiential and non-standard work. Operating on a model that integrates strategy, creation, and production, GONG ZAP! offers end-to-end execution—from initial concept and experience design to implementation and amplification.

The program focuses on Agentic AI training and has been designed to combine structured knowledge with practical application. Participants will learn the specifics of AI agents, how to design simple solutions, and how to implement them into their daily workflows to provide real support for processes, projects, and cross-team collaboration. The training program concludes with a certification process. For the segment dedicated to agents, two levels of competency validation are provided: basic, following a multiple-choice test, and advanced, following the completion of a Case Study. Simultaneously, the entire organization has gained access to the “Prompt Book” and “PromptFixer” tools, which support practical AI work.

The rollout of the training was preceded by an internal assessment of the teams’ readiness to work with generative AI. This included the GEARS survey regarding attitudes and opinions, as well as the GAILE test to verify knowledge and practical skills. Based on these results, an educational plan was developed, tailored to the organization’s maturity level and further investments in AI development.

This initiative marks the next step in the evolution of AI competencies at Group One. The organization is already an advanced user of Gemini tools in its daily operations, leveraging them to increase efficiency, streamline processes, and support project work. The new program builds on these experiences, shifting the focus from simply using generative AI to a more advanced approach based on collaboration with AI agents.

The launch of this training program is part of Group One’s strategic partnership with CampusAI—a virtual ecosystem designed for learning human-AI collaboration.

The campaign was based on three communication lines (Awareness, Consideration, and Retail) covering activities in social media and digital channels, as well as a presence in outdoor spaces and communication support in sales channels. For the needs of the project, materials and reformats were prepared for the Meta, YouTube, Pinterest, TikTok, and Snapchat platforms, as well as solutions used in OOH and DOOH, and assets for Blix, Push Ad, and JoyAD.

The communication was planned to simultaneously build awareness of the new product, encourage consumers to discover it, and support sales. Make’em Wonder is the largest product launch for NYX Professional Makeup on the Polish market in 2026.

Labcon is responsible for project management on the part of the agency’s Client Service team and for developing the communication strategy and claims, through the adaptation of global brand materials, to the preparation of assets for individual channels. The project is another result of cooperation with NYX Professional Makeup, with whom the agency has been working since 2025. The ongoing campaign aligns with the “We activate brands” positioning and the role of the agency, which activates brands from strategy and creative to the implementation of activities in communication channels.

The ranking of the TOP 60 strongest brands on the Polish market was determined based on an NIQ study covering 400 brands across 40 product categories. Their positions are decided by an independent jury of 8,000 Polish consumers and two key indicators: “Share of Wallet,” reflecting market success, and “Share of Soul,” measuring consumer trust and affinity. This year’s list of nominees highlights leaders who, in an era of significant volatility, have managed to maintain an authentic dialogue with their audience and become a cornerstone of their daily choices.

In this edition, awards will be presented in six categories, including four new ones: Best Home & Living, Best Selfcare & Wellbeing, Best Retail Experience, and Best Marketing Communication. These supplement the ranking alongside awards for the Best Polish Brand and the Best Overall Brand. The awards ceremony will be held under the theme “Polish Momentum. The time is now!”, referring to Poland’s civilizational leap and the growing ambition of both local and global brands in setting new directions for business development in Europe.

The event was initiated by Group One, Poland’s largest MarTech group, with Polsat Media, Interia, and TikTok serving as strategic partners. This year’s lineup—featuring global giants such as Samsung, Apple, and Bosch, as well as domestic powerhouses like InPost, Tymbark, and Piątnica—confirms that Polish DNA is becoming synonymous with quality and market confidence. The official announcement of the winners at the gala in Warsaw’s Ufficio Primo will summarize the shifts occurring in the relationship between brands and the modern, increasingly demanding consumer.

In his new role, Michał Tyburcy will be responsible for business development, strengthening strategic and creative competencies, and the agency’s operational management. He will work closely with CEO Wojciech Putrzyński to support the agency’s ambitious growth plans.

Michał Tyburcy has been a part of the advertising industry for over 20 years, 16 of which he has spent at Change Serviceplan. For the past decade, as Business Director, he was responsible for developing and managing the agency’s major clients, including BMW Group, Heinz Pudliszki, and Hochland. He also played a key role in building and growing the 10-year-plus partnership with BLIK, delivering campaigns that have earned over 30 awards in competitions such as Effie, Mixx Awards, KTR, Innovation, and EMMA.

HAIQ Pictures combines the expertise of teams with backgrounds in broadcast production, post-production, DTP, and online campaign production for creative agencies. The direct catalyst for this integration was the advancement of AI tools, which, on one hand, significantly streamline the planning, adaptation, and execution of creative projects, and on the other, blur the boundaries between concept and realization – a process that now often occurs almost simultaneously. In this model, AI plays a vital role not as an end in itself, but as an integral component of the entire creative-production process.

A key element of the whole venture is its leader, Rafał Górski. He brings extensive experience as a creative director and executive producer, as well as a director and filmmaker. This represents a unique combination of competencies in the market. Within Group One, HAIQ will serve as a production competence center, providing clients and group companies with greater quality consistency, better alignment between the creative and execution phases, and the use of AI tools to eliminate production constraints.

The system operates as an integrated environment for both in-house teams and agencies, enabling them to manage a brand’s social media presence from a single platform. At its core is “Social Voice,” a proprietary AI technology tailored to brand-building. Unlike generic language models, pirx.convo generates posts and responds to comments like an experienced copywriter, offering unprecedented speed while maintaining full control over brand communication.

Key features of pirx.convo include creating posts aligned with a brand’s visual identity and generating responses to comments. The tool also leverages a knowledge base updated in real time based on user interactions, reducing repetitive tasks. The system operates in a human-in-the-loop model – AI prepares draft posts and responses, but final approval always remains with a human.

The application is currently available to a selected group of testers, but anyone can explore the Social Voice technology through the free “Brand Social Voice Score” audit, which evaluates the consistency of a brand’s communication on Facebook or Instagram in just a few minutes. Sign-ups for the closed beta version are also now open.

The scope of activities includes a nationwide TV campaign, social media activations, and digital communication with a strong focus on video formats. A key element of the media plan is programmatic buying on YouTube, supported by a reach campaign based on rich media creatives.

Value Media is responsible for the overall media strategy, planning, and buying. Salestube supports the project with social media and programmatic activities, while Labcon provides creative support in the area of rich media, delivering adaptations using RichOne solutions. All companies, part of Group One, collaborate within the House of Communication model, leveraging the synergy of media and digital competencies for the Basia flour campaign.

The partnership combines Mediaplus’s global expertise in media strategy, planning, and buying, as well as data-driven solutions, with the in-depth local market knowledge provided by The Media Shop. At the same time, The Media Shop will continue to operate as an independent agency alongside the joint venture.

Mediaplus Singapore serves as a regional hub for Southeast Asia, supporting global clients of Mediaplus and the Serviceplan Group in media strategy, planning, and buying, as well as data-driven marketing solutions. The Media Shop already services Mediaplus’s international clients in the region, including Bosch ASEAN, Trolli, and Dr. Beckmann.

A key element of this development is the integration of the Mediaplus Global Data Platform, which will provide local teams with access to AI-powered tools and analytics developed within the Serviceplan Group’s “House of AI” ecosystem.The team of nearly 20 professionals will be led by the joint venture’s leaders: Jessica Toh, Co-Founder & CEO; Gary Tang, Co-Founder & Managing Director; and Jason Tan, COO & Managing Partner.

The launch of Mediaplus Singapore opens up further growth opportunities in the region and strengthens cross-market support for projects carried out within the Group’s international structure.

The new direction responds to the evolving model of brand communication, increasingly fragmented across channels, formats, and communities. In such an environment, success depends not only on the strength of the idea itself, but also on how effectively it is translated into tangible actions. The “We activate brands” platform highlights Labcon’s role as a partner that guides brands through the entire communication journey—from concept and strategic design, through content production (including AI-powered solutions), to implementation and ongoing development across the channels where brands meet their audiences.

The updated strategy structures Labcon’s growth by strengthening two key areas. Concept Development integrates strategy, creativity, creative production, and AI Creatives — covering end-to-end content production and adaptation powered by artificial intelligence and automation. Advocacy, on the other hand, represents a comprehensive ecosystem combining PR, influencer marketing, social media, non-standard activations, and events. Together, these elements support a cohesive brand narrative and the creation of engaging content tailored to evolving content consumption patterns and the requirements of AI-driven models.

The “We activate brands” platform naturally aligns with the House of Communication model, where agencies within Group One integrate marketing, media, creative, and technological competencies under one roof. This allows Labcon to amplify its capabilities with access to the group’s data, media, technology, and analytics ecosystem.

The objective of the pitch was to align the 360° media strategy with current market challenges and to further increase the efficiency of marketing activities. A significant element of the process was strengthening the synergy between traditional media, digital channels, and the sales area, ensuring that brand communication even better supports the realization of business objectives.

The new cooperation model will enable even better utilization of the potential of individual communication channels and increase the effectiveness of marketing activities in a dynamically changing market environment.

As part of the partnership, Value Media will be responsible for planning and purchasing television airtime, supporting Provident Polska in executing marketing activities and building a consistent brand presence across key communication channels.

The agency selection process involved the preparation and presentation of a data-based strategic approach, combined with creativity and an innovative outlook on brand communication. A key factor in the decision was the “data powered, curiosity driven” approach, which focuses on data analysis and recommendations derived from insights to support effective planning and channel selection.

The scope of the cooperation includes media support from strategy and planning to online activities and offline actions, including television campaigns. Non-standard projects will also involve developing formats tailored to the goals and communication context of the “Basia” brand.

Activities will be carried out under the House of Communication model, utilizing the synergy of competencies across Group One companies. Value Media is responsible for the campaigns for the “Basia” brand, with supportive involvement from Salestube and Labcon in the digital area.

Best Brands is an independent, international marketing award granted on the basis of a comprehensive study by NIQ, one of the global leaders in data analytics. These so-called “Marketing Oscars” were initiated over 20 years ago in Munich by the Serviceplan Group, and today the study identifies the strongest brands in Italy, Austria, Belgium, and Poland. The Best Brands idea and trademark were brought to the Polish market in 2022 by Group One. In all these countries, Best Brands is a ranking based on research, as well as a gala ceremony that stands as one of the most prestigious business events.

The theme of this year’s edition of Best Brands Poland is “Polish Momentum. The time is now!”, which defines a new era in which Polishness has become synonymous with quality and self-confidence. The civilizational leap of recent years has permanently changed the consumer’s DNA – purchases no longer serve to aspire to others, but are a manifestation of one’s own agency and identity. Poles are abandoning the need for external validation in favor of seeking partner-brands that become tools for their continuous development. In this reality, marketers must move beyond the functional scheme, designing experiences for a conscious and attentive customer.

What has distinguished the Best Brands ranking from the very beginning is its unique methodology, which places the final choice in the hands of consumers – first through their daily purchasing decisions at shop shelves, and secondly through surveys conducted by NIQ experts. Two study indicators correspond to these decisions. “Share of Wallet” determines the actual market success brands have achieved on the Polish market. The second indicator, evaluated by the voice of consumers, is “Share of Soul,” which describes which companies have won the hearts of customers, as well as recognition and trust in their eyes.

The study covers as many as 40 product categories, in which approximately 400 brands were examined, and 8,000 respondents cast their votes. Based on this, winners will be selected – the strongest brands on the Polish market – in 6 categories closely related to global trends and consumer moods: Best Brand Overall, Best Polish Brand, Best Home & Living, Best Selfcare & Wellbeing, Best Retail Experience, and Best Marketing Communication.

The TOP 10 list of nominated brands in each of the 6 categories for this year’s Best Brands, included in the ranking based on the consumer study conducted by NIQ, will be presented in April. The presentation of the “Marketing Oscars” to the winners of our ranking will take place on May 7, 2026, in Warsaw during the ceremonial Best Brands Poland Gala.

“Insure with Orange” is a new platform that enables the online purchase of insurance from major insurance companies. At launch, offers for motor, property, and travel insurance are available. The core concept is to combine attractive pricing with high-quality protection and an efficient claims settlement process. A key advantage of the solution is the fast, intuitive, and fully remote process for selecting and purchasing a policy. In addition to the online option, services can also be completed via a Call Center.

The campaign not only communicates Orange’s entry into a new product category but also seamlessly integrates the brand-building of a trusted partner with the presentation of specific insurance offers.

The media strategy involves precise targeting and presence within purchasing contexts. The campaign is being implemented on marketplaces such as Allegro, OLX, and Otodom, where communication reaches users at the exact moment they are making decisions about buying a car or property. Value Media is responsible for the preparation of the media strategy, planning, and media buying , while Salestube is executing the programmatic and performance campaigns, as well as paid social and SEM activities. The launch campaign is being carried out by Group One companies under the House of Communication model. Creative assets for the campaign were designed by the GPD agency. The campaign is supplemented by Orange’s internal activities, such as POS materials and PR communication. The campaign will run throughout 2026, with subsequent flights implemented as the platform expands into new insurance categories.

Joining IAB Poland marks another step towards strengthening MediaPlus’s commitment to developing the digital communication market and the responsible use of technology. As part of its membership, the media agency plans to take an active role in working groups focused primarily on social media and AI. MediaPlus aims to focus both on practical experience gained from executing brand campaigns and on the collaborative development of guidelines, recommendations, and best practices for the entire industry.

In addition to participating in expert-level work, MediaPlus intends to be active within the IAB Poland community by attending industry events, including Forum IAB and the IAB HowTo conference series.

MediaPlus’s activities are aligned with the House of Communication model. They emphasize the synergy of competencies within Group One and the role of cross-team collaboration in building quality standards for the industry.

As part of the partnership, GONG will be responsible for end-to-end communication activities for Porsche Polska, including the execution of central marketing campaigns, oversight of dealer network communication, and the development of non-standard activations.

GONG is a creative agency that develops ideas at the intersection of advertising, culture, and technology – helping brands navigate the challenges of tomorrow. Its client portfolio includes ING Bank Śląski, Żabka, Netflix, and Versuni.

Since January 1, 2025, Porsche Polska has operated as an independent subsidiary of Porsche AG, headquartered in Warsaw.

Kamil Wiszowaty, in his role as Chief Business Officer and Managing Partner of Group One, will be responsible for the group’s development strategy, organizational culture, and the integration of the 15 companies within the portfolio. All heads of the individual companies will report to him. Previously, as CEO of Group One Media, he was responsible for seven companies in the Group One portfolio.

As Chief Operations Officer of Group One, Bartosz Krzewski will be responsible for the revenue growth strategy and will manage project profitability, cost structure, and AI/tech investments. The finance, legal, controlling, operations, and buying departments will report to him. Previously, he served as COO at the Group One Media level.

Joanna Czekaj, in her role as Chief Innovation Officer of Group One, is responsible for integrating Tech, Data, AI, MarTech, and Automation competencies across the entire group. She supports the CBO in shaping the group’s vision and value proposition, with a focus on MarTech & AI. Reporting to her are the team leads at SalesTube, Wojtek Kaźmierczak (AI), the Brand Reputation team, and the Events & Conferences department. She combines this new role with her current position as CEO of SalesTube.

Wiszowaty, Krzewski, and Czekaj will report to the Group One Board: Marek Żołędziowski, CEO, and Maciek Hutyra, Vice President.

Marcin Nowakowski has been part of the creative industry for 20 years. He spent his first eight years at Ogilvy, followed by another eight at Change Serviceplan, where he worked as Senior Copywriter and Creative Group Head. He co-created the agency’s most awarded campaigns, including “UNMUTE” for the Polish Association of the Deaf, which received seven Golden Drum awards and was nominated for Cannes Lions. The collaboration on this project led to a long-term partnership between Change Serviceplan and the Polish Association of the Deaf, and in subsequent years resulted in the launch of the inclusive marketing agency UNMUTE within the Group One structure. Over more than eight years at Change Serviceplan, he worked with key clients including CCC, BLIK, Bank Millennium, and BMW/MINI Group. For the past four years, he has been operating independently through his creative boutique NOWAKOWSKI/PRZERWA. He is a multiple recipient of KTR, Effie, MIXX, Eurobest, and Golden Drum awards, as well as Cannes Lions nominations.

At Change Serviceplan, Marcin Nowakowski will lead the entire creative department, taking responsibility for the agency’s creative direction and quality of work, as well as for the further development of its strategic and creative processes.

The new edition builds on a format that attracted 400,000 participants and generated 24.6 million views last year. The event’s theme, “A festival that listens to you,” highlights its openness to community needs and the idea of co-creating the experience with its audience. Alongside music, the organizers continue to emphasize an educational aspect, introducing activities focused on cybersecurity and safe online behavior.

Further festival dates are scheduled for February 4, 11, and 18. All events will be accessible with Polish Sign Language interpretation. The festival is organized and produced by Change Serviceplan. Bank Millennium remains the main partner, with BLIK as the festival partner. Media partners include ESKA, Helios, Vibez, WP, and eBilet.

After 11 years at Google, Dorota Bigo-Sułowska has joined the ranks of Salestube, assuming responsibility for growth strategy, international expansion, the development of partnerships with Big Tech companies, and the commercialization of AI MarTech solutions, including in the United Kingdom and the United States. In her new role, she will work directly with Joanna Czekaj, CEO of Salestube, strengthening a leadership team drawn from global technology companies.

At the same time, Salestube is strengthening its presence in the United States. The newly created position of General Manager of Salestube US has been taken on by Kiana Nemoto, an experienced MarTech leader who has worked with the company on projects in the US over the past year. She will be responsible for the development of Salestube US, building partnerships, and implementing solutions from the company’s portfolio in the American market.

Both appointments are part of Salestube’s international expansion strategy, based on technological partnerships, AI solutions, and scalable growth models. The company already operates in more than 35 markets and has had its headquarters in New York since 2024.

In its justification for the award, the editorial board emphasized Value Media’s stable and predictable business growth and 100% retention rate: maintaining all existing client contracts while simultaneously increasing revenue and headcount. The scale of this development is best illustrated by the numbers: in the past year, the media agency expanded its team by 23 experts (reaching a total of 206 employees) and secured several key long-term budgets from brands such as TVP, Wawel, Mayoly, and PhytoPharm. Furthermore, Żabka Polska extended its cooperation with Value Media for another two years, and Orange decided to renew its partnership for 2025 without a tender process.

The report further highlights Value Media’s real impact on its clients’ businesses through the expansion of analytical and MarTech competencies (including a dedicated Growth team and the implementation of advanced modeling and analytics tools). These advancements translate into superior budget optimization and more precise evaluation of channel performance in relation to sales. This evolution also guarantees strong expertise in digital transformation and AI, with scalability provided by the strength of Group One, ultimately enhancing the complementarity of services and growth opportunities for clients.

The full “Panorama Reklamy 2025” report is available on the “Press” magazine website: https://panoramareklamy.press.pl/

A 30-second spot will be broadcast on major TV stations, including TVP1, TVP2, Polsat, and TVN, reaching a wide audience during December gatherings. The campaign serves as a reminder of the Orange Foundation’s activities and its commitment to responsible use of technology, particularly in the context of family relationships.

The current edition of the campaign is a continuation of last year’s efforts and is part of the 20th anniversary of the Orange Foundation. It is also an evolution of award-winning communication. The spot, produced by GONG and directed by Tomasz Knittel in collaboration with Tyrka Studio, Miło, and Lunapark, won 1st place in the “Influential 2025” competition in the “Influential Initiative” category (organized by Wirtualnemedia.pl) for the “Don’t scroll your life away” campaign. It also received the “Golden Advertising Speech” (Złota Mowa Reklamowa) distinction awarded by the TVP Advertising and Marketing Bureau for highlighting the role of direct bonds in a world full of technology.

The Orange Foundation’s campaign will accompany viewers until New Year’s Eve, reinforcing the foundation’s jubilee communication and emphasizing the importance of closeness over the smartphone screen.

AI is now a global priority for CMOs, indicated by 68% of respondents. Brand building and personalization follow, both increasingly driven by new technologies. Efficiency, integration, and establishing an effective human – AI collaboration model are seen as critical, although priorities vary across markets depending on local business challenges.

The study also highlights a clear shift in the role of the CMO. Marketing leaders are increasingly becoming transformation leaders, responsible not only for communication and growth but also for driving organizational change. Digital and technological competencies are now taking precedence over traditional strengths such as customer orientation and team management.

Despite the growing importance of technology, brands continue to expect agencies to deliver creativity, innovation, and proactivity above all. At the same time, agencies are increasingly expected to support companies in their internal transformation journeys, acting as partners in change rather than solely as service providers.

The strategy involves dividing activities into two main streams: nationwide communication encouraging viewership of the linear television broadcast, and local efforts focused on attracting participants to the event zone in Katowice. The core of the communication is the presentation of artists performing during “New Year’s Eve with Channel Two,” featuring extensive creative rotations and various artist mixes.

The campaign utilizes a broad mix of offline and online media. The print strategy includes exposure in TV guides and regional titles. In radio, diverse messages have been tailored to the character of each station, ranging from more youth-oriented outlets announcing artists like Blanka, Oskar Cyms, Carla Fernandes, and Malik Montana, to stations with a classic musical profile focused on promoting performances by Kayah or Maryla Rodowicz.

A strong presence is ensured through outdoor media: standard billboard and citylight formats in major cities, large-format mesh banners in Katowice and along the Warsaw–Katowice route, and regional transit in the Upper Silesian Industrial Region (GOP), including full-backs, public transport screens, tram wrapping, and the branding of a PKP locomotive. The campaign also features spectacular DOOH screens in the centers of Warsaw and Katowice, as well as posters and silverboards in smaller towns. In the digital space, planned activities include “day-dominance” placements on horizontal and lifestyle portals, programmatic display campaigns, YouTube, and social media activities on Meta and TikTok.

Value Media is responsible for the strategy, planning, and coordination of the campaign, with Salestube managing programmatic and social media activities, while Labcon prepared the digital and DOOH creatives. The campaign will run until December 31, 2025.

The campaign aims to raise awareness of the advantages and possibilities of spending time in the mountains of South Tyrol, encouraging Poles to choose this region, both fans of active winter recreation in the Alps and those seeking relaxation in nature. The region offers excellent infrastructure for skiing and hiking amid the UNESCO-listed Dolomites. It also attracts visitors with its unique blend of Alpine and Italian culture, offering exceptional cuisine and a high standard of services.

This initiative continues the activities carried out by MediaPlus in 2024. In this year’s edition, the communication includes the promotion of South Tyrol and eight partner subregions: Val Senales, Ahrntal, Eggental, Seiser Alm, Kronplatz, Alta Badia, Ortler, and Sterzing-Ratschings.

The online and offline media strategy combines brand-building activities with precise targeting of outdoor-activity enthusiasts. The campaign runs on YouTube and Meta platforms (Facebook, Instagram), through broad display efforts, as well as communication in specialist press titles such as Ski Magazyn, NTN, KUKBUK, and Wyborcza Na Narty. The communication is complemented by OOH executions – digital city formats in Warsaw – supported by mobile retargeting. A distinguishing element of this year’s edition is an expanded content stream in the form of podcasts produced in partnership with National Geographic and podroze.gazeta.pl, featuring a series of conversations covering topics from skiing to slow travel, highlighting the unique character of each promoted region.

MediaPlus is responsible for strategy development, planning, and media buying. Programmatic display and in-stream video activities are carried out in cooperation with Salestube. Salestube and Labcon are jointly responsible for the Rich Media campaign, combining Rich One creative with media in a single offering. PR and influencer collaborations are managed by MSL and Publicis. The campaign will run until December 19.

Wojtek Kaźmierczak brings over 10 years of experience in data, AI, and automation. He has worked with companies such as Ringier Axel Springer Polska, Allegro, merXu, and Jutro Medical, where he led the development of data infrastructure and AI-based systems. At Group One, he will also take over leadership of the AI Committee, bringing together expertise from across all companies to drive joint technology development.

The new Applied AI area focuses on developing agent-based solutions, integrating AI into products and services, and building an internal center of excellence. The goal is to transform existing initiatives into a scalable, organization-wide model for working with AI. This marks another step in delivering Group One’s strategy of building an ecosystem that connects media, creativity, technology, and data.

Value Media, having won the tender, has taken over the comprehensive media service for all brands in the PhytoPharm portfolio. The agency is responsible for media strategy, media buying, data-driven analytics, and the coordination of activities executed in the House of Communication model under the roof of Group One, together with Labcon and Salestube agencies. The key factor in selecting the agency was the data-powered, curiosity-driven approach, focused on data analysis and recommendations based on it.

The media strategy is based on a detailed analysis of the needs of individual brands (including Biostymina, Fiorda, Dentosept) and their target groups. Activities will be executed broadly across online and offline media, including TV campaigns.

Serviceplan Group, delivering communication activities under the five-year framework agreement with a total value of up to €180 million, will support the European Commission in bringing the European Union’s priorities and achievements closer to citizens in every Member State – through coherent, creative, and evidence-based communication.

To ensure smooth cooperation across the entire EU in executing this contract, Serviceplan Group and Phrenos are combining their expertise and commencing collaboration based on the proven House of Communication model already implemented by the German group in key European markets. This model merges Serviceplan’s creativity and media expertise with the extensive institutional experience of Phrenos, a Brussels-based agency with over 15 years of experience in managing large-scale campaigns and framework contracts for the EU.

This win positions Serviceplan Group alongside Havas, WPP, GOPA Com, and ICF Next among the five leading networks specializing in institutional and governmental communication across the continent.

Due to its strategic location and proximity to key EU institutions and networks, House of Communication Brussels will serve as the central hub for the collaboration. Over the last decade, it has become positioned as one of the top three integrated agencies in the Belgian market, gathering creativity, media, and technology under one roof.

As part of its in-house digital competency development strategy, INGLOT is adopting advanced technological solutions. The cooperation with Salestube gives the brand access to Google Marketing Platform tools that enable the creation, purchasing, and optimization of programmatic campaigns across multiple channels, as well as the analysis of their performance and effective audience targeting.
For INGLOT, this is another step toward increasing reach and brand awareness in modern channels, complementing its media strategy with the ability to reach new audience groups while maintaining greater control over the quality and optimization of campaigns.

“At INGLOT, we consistently develop technology-based areas that support both our products and digital activities. Thanks to the collaboration with Salestube, we can make even better use of the advanced functionalities of Google Marketing Platform, optimize programmatic campaigns, and more effectively reach new audience groups,” says Andrzej Makara, Digital Marketing Manager at INGLOT.

The implementation of Display & Video 360 and Campaign Manager 360 tools is carried out by Salestube experts, who support the INGLOT team at every stage – from configuration and verification of correct settings to consultancy in campaign optimization.

The cooperation is long-term. Its goal is to develop the INGLOT marketing team’s skills in managing digital campaigns and to fully leverage the capabilities of the Google Marketing Platform ecosystem. It is also an important element of the brand’s digital transformation, which not only inspires with creativity but also embraces conscious, technologically advanced marketing solutions.

“We are proud of the trust INGLOT has placed in us. For us, it is a sign that our vision of collaboration based on partnership, rather than simply delivering technology, is the right one. We do not doubt that the INGLOT team, equipped with GMP tools and trained to use them in practice, will be able to independently and effectively conquer the digital world. Our goal is to equip our partners to succeed on their own – not just hand them a ready-made result,” says Jacek Józwiak, Growth & Strategic Partnerships Director at Salestube.

The lottery mechanic is simple: after reaching the PLN 30 threshold, the customer receives a scratch card, which may reveal prizes such as Foodziki keychains, discount vouchers, products, or codes for the Roblox game. Also up for grabs are over meter-tall GIGA Foodziki mascots in four versions: Dożek the Hot Dog, Slajsik the Pizza, Czaruś the Sandwich, and Frytka the French Fry.

The creative and media strategy is based on the idea of “catching” a Foodzik. The nationwide campaign encompasses: television, online video, cinema, broad digital presence, including non-standard formats, and presence within games and streams.

The Group One companies are responsible for executing the communication activities within the House of Communication model. Value Media coordinates all activities, handles media planning and buying, and Salestube is responsible for online campaigns on the YouTube channel and social media platforms. The creative agency GONG (also a Group One company), together with the agency Cukier, prepared the campaign creatives.

[1] The lottery covers all goods available for sale in Żabka stores, with the exception of: alcoholic beverages (excluding beer), tobacco and nicotine products, electronic cigarettes, refill containers, herbal products for smoking, nicotine pouches or tobacco accessories, and products imitating the above mentioned products, as well as preparations and items for initial infant feeding. In the case of proofs of purchase that include products excluded from the lottery, the basis for participation in the lottery will be the purchase amount reduced by the value of the excluded products. The lottery does not include purchases made at self-service checkouts or at Żabka Nano stores. Lottery rules: https://www.foodziki.zabka.pl.

[2] As above.

Value Media will execute its communication activities for the media budget within the House of Communication model, in collaboration with the MarTech and e-commerce connected agency, Salestube.

Żabka Polska is one of the largest and most innovative retailers in Poland, serving over 4 million transactions daily. In terms of advertising spend, Żabka Polska ranks among the Top 5 largest advertisers in the retail category among all commercial chains in Poland. For 27 years, it has consistently developed the convenience format in Poland, providing customers with fast and convenient solutions that save them time. Today, the chain collaborates with over 10,000 franchisees and plans to open 1,300 new stores annually. Żabka is not only the leader in the convenience segment but also a brand recognized and liked by millions of Poles, constantly adapting its offering to the changing needs of consumers and entrepreneurs. In October 2025, Żabka celebrated another milestone in its development history: the opening of its 12,000th store in Poland.

The tender process was coordinated by the external auditor, Media Strategy.

The campaign encompasses a wide range of activities across online channels: paid social (Meta and TikTok), YouTube, display and video activities, and SEM, as well as cooperation with internet creators. The brand places the greatest emphasis on its content activities and influencer collaborations on social media platforms.

The digital media and communication activities, which will last until the end of December, are being executed by the Group One companies using the House of Communication model. Value Media prepared the strategy and is responsible for media planning and buying. Salestube is responsible for specialized channels (Paid Social, Programmatic, SEM, SEO, and affiliation), and Labcon Relevant Stories is responsible for preparing creative materials for the campaign and collaborating with internet creators.

Martyna Rogozińska has been with Value Media, also a Group One agency, since 2013. Over the years, she has held key positions within the business team, first as Media Team Lead and Communication Director, and subsequently within the strategy team as Digital Strategy Director and Innovation & Strategy Director. Since 2024, as Head of Business at MediaPlus, she has overseen both business and people management, driving growth among existing and new clients, ensuring service quality and operational standards, setting the agency’s strategic direction, and supporting business leads and teams in their daily client work.

“Looking back at the past year, I can confidently say that Martyna’s appointment as Head of Business has been an exceptional asset for MediaPlus. In a short time, she has driven a real transformation – streamlining processes, strengthening the team, and fostering a culture of collaboration that has directly translated into client results. The impact is clear in the dynamic rise in client satisfaction, a higher team NPS, and the agency’s strong financial performance. Promoting Martyna to the broader role of Managing Partner was therefore a natural and fully deserved next step,” comments Kamil Wiszowaty, CEO of Group One Media.

With Martyna’s promotion, Kamil Wiszowaty, CEO of Group One Media, will step down from his role as Managing Director of MediaPlus.

His remit includes building and implementing MediaPlus’s automation and AI roadmap—from process analysis, through solution design and testing, to scaling successful implementations across the organization. At the same time, he will focus on developing relationships with key clients, coordinating cross-disciplinary teams within the House of Communication model, and strengthening the agency’s advisory offer in data-driven media and marketing effectiveness.

Tomasz Gadziński brings nearly 14 years of experience in communications and media. In recent years, he was with EssenceMediacom, where he led the client team serving PLAY. Earlier in his career, he worked with brands including PSA Group and The Coca-Cola Company. His move to MediaPlus also marks a return to Group One, where he was previously part of Value Media.

In the area of AI implementation and innovation, Tomasz Gadziński will work closely with experts across Group One and Serviceplan Group, adapting existing tools and best practices to MediaPlus’s specific needs.

Marek Żołędziowski brings to the DistrictORG Inc. management team the experience of a leader who has been co-creating and supporting the growth of companies operating in international markets for many years.As co-owner and CEO of Group One, Poland’s largest MarTech group, he oversees the operations of 15 companies across sectors including technology, strategy, media, communication, e-commerce, marketplaces, creative, and gaming. For several years, the group has been pursuing a global development strategy by establishing its own companies in foreign markets. In 2024, the company Salestube launched operations in the United States and Germany, followed by the United Kingdom in 2025. The company Grow Now expanded into the American market, creating opportunities for Polish firms to scale sales on global marketplaces. As a business partner, the media agency Value Media from the Group One portfolio develops client brands in European markets, while Plan.Net TechNest Poland executes projects for the BMW Group across 64 markets worldwide. This background and know-how in international business development, which Marek Żołędziowski brings to the DistrictORG Inc. board, will support the continued growth of CampusAI, particularly in global expansion and building brand recognition in foreign markets.

CampusAI was founded in 2023 and provides a virtual environment for developing skills in collaboration with artificial intelligence, based on scientifically proven methods. It combines learning with practice by offering courses, a community, and virtual spaces where users can build competencies and prepare for work in a new reality. The platform is already used by over 40 corporations (including ING, Canal Plus, and T-Mobile) and tens of thousands of individual users in Poland. The project is now entering its next phase of development with the launch of a global version of the platform at campus.ai, aimed at scaling the model to international markets. Simultaneously, the company is expanding its offerings in Poland and is open to new forms of collaboration with business partners and educational institutions.

The founder and CEO of  CampusAI is Aureliusz Górski, an expert in creating innovation ecosystems and a co-founder of organizations such as CIC Warsaw, the Venture Café Foundation, and AI BusinessLink. The Program Council includes distinguished scientists such as Prof. Aleksandra Przegalińska, an internationally recognized researcher of human-artificial intelligence interaction (Harvard, MIT, Koźmiński University), and Prof. Dariusz Jemielniak (Harvard, Polish Academy of Sciences, Koźmiński University), a researcher of open collaboration ecosystems and a member of the European Institute for Innovation and Technology board.

The Google Marketing Platform (GMP) certification for Salestube UK is another consistent step in the British market, following the company’s entry into the United Kingdom in May of this year through the establishment of a strategic partnership with Mediaplus UK – formerly Total Media Group, acquired by Mediaplus Group in 2024. As part of this joint venture, Salestube began introducing advanced MarTech solutions and the Google Marketing Platform and Google Cloud ecosystem to the British market.

Salestube now holds certified Google Marketing Platform partner status in five markets: Poland, the United States, Germany, the APAC region, and the United Kingdom. This is confirmation of consistently developed competencies and the ability to scale technological solutions across many different markets – while maintaining the highest standards of quality and local adaptation.

“The next GMP certification – in the United Kingdom – confirms that our competencies are globally universal and scalable. Today, we are playing in the world league, offering the same highest level of technological and strategic expertise regardless of the continent, while at the same time, understanding local markets and their specifics,” says Krzysztof Rosiński, Managing Partner and CTO of Salestube.

Salestube, which already works with clients in over 35 countries around the world, invests both in the development of international teams and in proprietary technological tools such as sMMMart AI, YouTube Booster, cCDP, Opus, OnePath, and Insights-to-Video, supporting the automation and optimization of data-driven marketing campaigns.

Salestube’s strategic goal is to achieve full operational readiness to sell Google technologies (GMP, Google Cloud) and provide services based on this technological stack in all markets where it is building its presence. It is not solely a matter of prestige – obtaining full certifications enables real strengthening of Salestube clients’ competitive advantage both locally and globally.

She brings 12 years of experience in public relations. Over the course of her career, she has delivered corporate, product, and social impact PR projects for brands and organizations across a range of sectors, including Accor, Glovo, Kaufland, Whirlpool, TDJ, Nestmedic, the National Institute of Cultural Heritage, and the Educational Research Institute.

The new position was created within PR Group One’s nine-person team led by Emilia Klepacka, Brand Reputation Director. Its creation is part of the continued development of the group’s corporate communications and the strengthening of initiatives that support the reputation of Group One and its leadership.

The campaign is built around a humorous metaphor, portraying Foxy products as “valuable paper assets.” Group One agencies are handling the full-scope communication for ICT Poland under one roof, covering media and advocacy efforts. Value Media leads the strategy, planning, and media buying; Labcon handles PR, social media communication, and influencer partnerships; while Salestube manages real-time bidding, paid social ads, and email marketing.

The campaign spans social media platforms (Facebook, Instagram, TikTok), including trending FOOH (Fake Out Of Home) executions and influencer collaborations, as well as video campaigns across VOD platforms, YouTube, and Connected TV. It also includes partnerships with publishers Onet and Interia, promotions in shopping apps (Blix and Gazetkowo), sponsored articles, and radio spots both on-air and online.

This joint initiative by Telewizja Polska and Orange Polska not only strengthens the core Voice format but also highlights Orange’s forward-thinking approach to digital communication. Designed as a digital-first experience, the format lives across social media, mobile apps, and VOD platforms—meeting audiences where they consume content most.

The first three episodes have already reached 1.7 million viewers on TV and generated over 200,000 online views. Meanwhile, the main show continues to attract strong viewership, averaging 1.5 million viewers and a 16.3% market share.

Coordinated by the Ministry of Funds and Regional Policy, “Accessibility Plus” supports the creation of environments that are accessible to everyone — covering areas such as architecture, transportation, education, healthcare, digital services, and public administration. The program brings together government, business, and civil society to introduce solutions that enable people with diverse needs to engage more freely in social and professional life. Its total budget for the 2018–2025 period is approximately 23 billion PLN.

As a new program partner, UNMUTE brings deep expertise in communication accessibility — including captioning, audio description, Polish Sign Language (PJM) interpretation, inclusive content production, and training organizations in designing accessible solutions. The company also actively involves people with disabilities in commercial projects through its own talent agency. In collaboration with public institutions, UNMUTE will conduct audits, training, and user testing to support digital transformation, service accessibility, and skill development across both public and private sectors.

The Meta and Google certifications confirm that Salestube delivers a top-quality, comprehensive, standardized, and fully auditable MMM process – from data preparation through model building and validation to media recommendations integrated with buying ecosystems. This recognition also underscores the scale and quality of the company’s competencies in marketing mix modeling and econometric analytics.

The creative concept developed by Change Serviceplan is built around the slogan “My immunity is in this routine”, highlighting the importance of daily vitamin D3 supplementation. The new brand communication shifts the perception of supplementation from seasonal support to part of an everyday lifestyle. The campaign features Daria Ładocha – journalist, cookbook author, and advocate of healthy living – as its ambassador.

The activities are being implemented under the House of Communication model, combining strategic, creative, and production expertise. The campaign spans integrated communication across offline and online channels – including a 15-second TVC, online video, display, and social media – as well as distinctive outdoor formats such as LED screens at the main railway stations in Poznań and Katowice, the facade of the Warsaw Presidential Hotel, and bus stops in major cities. The campaign is complemented by point-of-sale (POS) materials in pharmacies and in-facility communication at Medicover clinics.

With over 15 years of experience in marketing and communications, Marta Jarkiewicz-Michalczuk combines expertise gained across agencies (VML, Isobar), client organizations (Danone, TVN), and technology companies (eStoreMedia). She has led complex 360° projects for brands in the FMCG, pharmaceutical, fashion, financial, and technology sectors.

In her new role, Marta will continue to grow the client service team and support the agency’s clients in achieving their business goals, leveraging her strategic acumen, project-based approach to campaign management, experience in leading multi-channel marketing initiatives, and the broad communication, media, and MarTech capabilities of the entire Group One.

By becoming a strategic shareholder, Group One is strengthening its position as a European leader in MarTech and e-commerce transformation. It is now expanding its capabilities in AI transformation through new service lines – including audits, training programs, workshops, and implementation – helping clients drive real, organization-wide change that goes beyond marketing and into business operations and management.

“We’ve been guiding our clients through digital transformation for years. This investment will allow us to do it at an even greater scale. In the near future, every company will need to become AI-native – and we’ll be there to help, across marketing, technology, operations, and enterprise management. While many of our competitors focus on full-service communication, we’re taking it a step further by enabling true AI adaptation in business.” – Marek Żołędziowski, Co-Founder & CEO, Group One.

About CampusAI

Founded in 2023, CampusAI is a virtual platform that helps individuals and organizations build practical skills for collaborating with AI, using science-backed learning methodologies. It combines education and real-world practice through online courses, a peer community, and interactive virtual environments. The platform was created by Aureliusz Górski, a recognized leader in innovation ecosystems and co-founder of CIC Warsaw, Venture Café Foundation, and AI BusinessLink. CampusAI’s Scientific Advisory Board includes renowned experts such as Prof. Aleksandra Przegalińska (Harvard, MIT, Kozminski University), an authority on human-AI interaction, and Prof. Dariusz Jemielniak (Harvard, Polish Academy of Sciences), a researcher of open collaboration systems and board member at the European Institute of Innovation and Technology.

Salestube entrusted this role to Zuzanna due to her international experience in strategy, sales, and process automation. She brings extensive expertise in working with global clients, managing multi-market projects, and designing scalable solutions that support business growth. Zuzanna is known for her innovative approach, her ability to implement educational initiatives within organizations, and her strong background in team development and mentoring.

These competencies align directly with Salestube’s strategic goals of global expansion and the development of advanced MarTech products in partnership with major tech players such as Meta and TikTok. The company continues to grow its presence across more than 35 markets and strengthens its relationships with technology partners to deliver innovative and scalable solutions to clients. Zuzanna’s experience in working with international key accounts, her ability to build valuable relationships, and her deep knowledge of technology implementation within global organizational structures make her an ideal fit to help realize this strategy.

“Zuzanna has a deep understanding of how to integrate technology, data, and sales into a cohesive product offering that addresses our clients’ real business needs. Her experience working with the biggest tech players in the CEE and EMEA regions is a tremendous asset for both our team and our clients,” said Magdalena Pobikrowska, Senior Media Operations Director at Salestube.

Prior to joining Salestube, Zuzanna led the development of a key business segment at TikTok, delivering significant year-over-year revenue growth. Earlier in her career at Google, she managed partnerships with over 100 companies each quarter, developing integrated advertising strategies within the Google Ads ecosystem and implementing AI- and automation-driven solutions. She also held leadership roles, training teams, building sales capabilities, and leading educational initiatives for clients and colleagues across Europe.

The Technological Advantage of Open Software

As an independent technology partner, Salestube has spent years developing its expertise at the intersection of data, advanced analytics, and computing infrastructure, fully leveraging the potential of cloud solutions.

Meridian is Google’s latest advanced econometric model, built on an open-source philosophy. The transparency and flexibility of open software allow Salestube to tailor and evolve tools to fit each client’s specific needs – without locking them into rigid, vendor-dependent frameworks.

“This certification isn’t a participation trophy – it’s proof that we build models that fundamentally change how marketing decisions are made. Thanks to Meridian, our clients are achieving up to 25% savings in media budgets and doubling their ROI,” says Krzysztof Rosiński, Managing Partner and CTO at Salestube.

A New Level of Data-Driven Marketing

The combination of the Meridian model with the computing power and scalability of Google Cloud Platform marks a true breakthrough in marketing technology. Supported by real-time data analytics tools like BigQuery and the Vertex AI platform for building and deploying machine learning models, this solution delivers proven, fast, and accurate results. For businesses seeking tools that not only deliver precise analytics but also scale effectively and run continuously, this is a game changer – offering capabilities the market hasn’t seen before.

“This certification is a testament to the hard work and deep expertise of our Data Science team, with hundreds of successful projects and strong knowledge of the available technologies. The fact that we offer Meridian as our default solution is no accident – it’s backed by our confidence and experience. It’s a modern, highly effective tool that brings measurable business value and enables data-driven decision-making, not gut feeling” – says Małgorzata Miłkowska, Data Science Manager at Salestube. 

sMMMart AI – From Data to Real-Time Decisions

Salestube not only successfully implements Meridian for its clients but also builds proprietary tools based on the model, enhanced through Google Cloud infrastructure. The latest solution is sMMMart AI, which combines Google-certified methodology with BigQuery and Vertex AI. It provides clients with automated MMM modeling, integrating data from all media channels and generating real-time budget recommendations – no more waiting weeks for analysis.

„Meridian and sMMMart AI enable marketers to make concrete, data-driven business decisions. These tools support the shift of marketing from a cost center to an investment with clear, measurable returns,” – adds Jacek Józwiak, Growth & Strategic Partnerships Director at Salestube.

Two Implementation Models, One Goal: Real Business Growth

Salestube offers two approaches to implementing Meridian: full model development from the ground up by a dedicated team of experts, or a consultative collaboration model in which clients’ internal teams gain access to knowledge, tools, and support to transform their marketing approach. Regardless of the chosen model, the goal remains the same – to make marketing more predictable, scalable, and profitable.

A recognized expert combining technological and consulting expertise, Michał returns to Group One after five years – an organization that played a pivotal role in the early stages of his career. Since then, he has gained experience at companies such as DELVE, where he was responsible for designing and implementing machine learning-based solutions that delivered measurable business outcomes for clients. Earlier, at global consulting firm Kearney, he developed strategic competencies in an international environment.

His deep understanding of the Google ecosystem, including Google Marketing Platform, Google Cloud Platform, Vertex AI, and BigQuery, combined with hands-on data expertise, allows him to effectively connect technology with business objectives.

“Michał’s return to Salestube is an important step in developing our capabilities. His unique combination of technological knowledge, global consulting experience, and team-building leadership aligns perfectly with our strategy. We are confident that under his leadership, our Intelligence Division will significantly strengthen its position as a regional leader, delivering innovative, data-driven solutions that truly support business growth,” says Krzysztof Rosiński, Chief Technology Officer at Salestube.

Michał Wrąbel will be responsible for further developing Salestube’s analytics products and scaling them using ML and AI solutions built on cloud infrastructure. His return also reinforces Salestube’s position as a leading Google partner in the CEE region and a key business partner for international clients.

The development of AI presents enormous challenges, but above all, opportunities. We embrace them every day, working together to drive the success of our clients’ brands. Still, this award is, first and foremost, a recognition of people – those who cannot be replaced by AI: our Clients, Partners, and the exceptional Salestube and Group One Teams.

Over the past year, we’ve continued to evolve to better meet your needs. What are we particularly proud of?

• New offices in Berlin and London – following our expansion in the US and APAC region, marking the next step in our international growth
• Certifications and distinctions from global partners: Google Analytics 360 – certification for the German market, Display & Video 360 – certification for the US market
• Marketing Analytics Specialization in Google Cloud Platform
• Elite Partner status with Microsoft Advertising – confirming our leadership in the CEE region

And as always: effectiveness, scalability, and growth that allow us to connect data, creativity, and technology in ways that drive real business impact for our clients.

We see this award as motivation to keep building a marketing ecosystem powered by data and technology, and to develop our own tech solutions, such as sMMMart AI and YouTube Booster, not only locally, but on a global scale.

Thank you for being with us.

In explaining the award, MMP highlights its recognition of the consistently implemented growth strategy, the high quality of customer service and the impressive financial performance of the merged Group One Media companies.

The award received underlines the effectiveness of the implemented business model as well as the efficiency of the implemented projects. In its justification, the editors of MMP drew attention not only to the scale of operations, but also to the very good results of the customer satisfaction survey, the dynamic development of new business and the stability of the group’s portfolio of companies.  Long-term investments in human capital, service quality and customer relationships are the foundation of Group One Media’s strong market position, as reflected in the “Rich Portfolio” title received on 27 May. Trust, which is a key value for the organisation, is the result of the daily commitment of the teams and the high standards of internal and external cooperation. Group One Media consistently pursues a strategy based on an integrated approach to marketing communications, combining competences in the areas of media, data, technology and creation.

The “Creativity and Technology” award for the GONG agency recognises its unique approach to the role of artificial intelligence in communication processes. The editors of “Media Marketing Poland” appreciated GONG’s consistent, long-term development strategy, which includes not only implementing AI in daily operations, but also building its own tools, developing the PIRX brand and expanding abroad as part of the digital production hub. The agency, which has worked for years with brands such as ING, Netflix, Orange and Żabka, is distinguished by its partnership model and forward-looking approach combining creation, strategy and technology. It is this integrated, cutting-edge model of operation that was singled out by the award jury.

The research, carried out by the editors of “Media Marketing Polska” in cooperation with Minds&Roses, covers around 150 agencies operating on the Polish market. The starting point is the client lists provided to the editorial team by the agencies themselves, which are updated annually. Senior and mid-level marketers participate in the survey.

A New Chapter of Growth in a Strategic Market

As part of its international growth strategy implemented over the past two years, Salestube continues its global expansion. Following its entry into the US and APAC markets in 2024 and the launch of its German branch earlier this year, the company is now entering the United Kingdom. This move is intended to accelerate business scaling to the next level. The UK advertising market is currently valued at around £45 billion, while the Polish market is worth close to £2.5 billion (PLN 13 billion). UK e-commerce stands at £160 billion annually, compared to Poland’s £25 billion (PLN 130 billion). Additionally, the UK market is characterized by a high level of maturity, including digital maturity.

Salestube will leverage the local infrastructure, expertise, and client base of Mediaplus UK (formerly Total Media, acquired by Mediaplus Group in 2024 and rebranded in March 2025). The new Salestube branch will focus on delivering advanced MarTech solutions to British brands, particularly in the areas of Google Marketing Platform (GMP) and Google Cloud Platform (GCP).

“Entering the UK market in partnership with Mediaplus UK is a natural step toward building our global presence. We’re combining our marketing experience and technological expertise – confirmed by numerous Google certifications – with Mediaplus UK’s local know-how and strong client relationships. This enables us to deliver unique added value in one of the world’s most competitive media markets,” says Marek Żołędziowski, CEO of Group One.

The launch of Salestube UK comes at a time when 36% of UK marketers plan to increase their budgets for the next financial year*. Digital marketing budgets are growing particularly rapidly*, aligning perfectly with Salestube’s offering centered around data, automation, and Google technologies.

Technology and Partnership as the Foundations of Salestube’s Growth

From the beginning, Salestube has been developed using only Group One’s own funds, with no external capital involved. The company has not relied on venture capital or private equity, which has enabled a flexible approach to management, decision-making, development, and investment in in-house capabilities. Today, Salestube is one of the top three most certified Google partners worldwide, with full product certification in the Google Marketing Platform. It also has the largest team of certified GMP trainers globally. At the same time, the company continues to invest in developing its proprietary technology tools.

“Salestube’s growth as a technology reseller now exceeds +26% year-over-year. The company aims to generate 75% of its revenue from this model. This is achievable due to the group’s close cooperation with major Big Tech players, steadily expanding its service offering with technologies from partners like Google, Meta, Microsoft, and TikTok. Simultaneously, Salestube is investing in proprietary tools enriched with AI components. These include sMMMart AI – built on the new Meridian engine – and YouTube Booster, which automates YouTube campaign optimization,” comments Joanna Czekaj, CEO of Salestube.

These strategic investments are revolutionizing how brands communicate with customers throughout the entire purchase journey. Salestube seamlessly connects data, creativity, and technology to drive brands’ sales performance.

In January, Salestube obtained the Google Cloud Platform specialization in Marketing Analytics, an official confirmation by an external auditing firm that its projects and tools meet stringent requirements for managing complex tech initiatives. The company also strengthened its international standing with GMP certification in the United States, proving its expertise in implementing and operating the advanced marketing tool Display & Video 360 – used by over 60% of American companies – and its deep understanding of the local market. Additionally, it holds Google Germany certification for GMP tools – Analytics 360 and Search Ads 360 – demonstrating its strong knowledge of both Google products and the neighboring tech and marketing markets.

Salestube already serves over 250 clients across 35 markets, including global brands such as Avon, BMW, and Haleon (GSK). Its strong position in the CEE region and dynamic growth across the US, APAC, and Europe confirms Salestube’s capabilities in scaling modern technology and marketing solutions internationally.

*Bellwether Report Q1 2025

Brand campaign in a key market
The digital media plan primarily includes paid social campaigns on Meta, TikTok, and Pinterest, as well as YouTube advertising via programmatic buying. The first phase launched in mid-March and promotes the new “Moss Green” furniture color, inspired by the latest trends. Subsequent campaign flights will align with future product launches and continue on an ongoing basis through the end of 2025.

“Germany is a strategic market for Tylko, so our digital media efforts aimed at boosting brand awareness and building our image among premium customers in this region are crucial. We chose Salestube as our partner for their expert knowledge of digital marketing and their strong track record in the German market,” says Anna Grzebień, Head of Brand Marketing at Tylko.

Data and performance at the core
Salestube is not only in charge of campaign execution, but also of measuring brand impact and sales performance. Analytical models in Campaign Manager, along with brand lift and search lift studies in DV360 and Meta, are being used. This allows the team to assess not just interest in the brand, but also the campaign’s effect on sales – and to allocate budgets more efficiently across channels.

“The German digital market is highly competitive, which is why it’s essential to combine creative formats like rich media with precise analytics. Thanks to our expertise in this region and experience in data-driven targeting, we can deliver a campaign for Tylko that not only drives brand awareness but also provides valuable insights into the customer journey,” says Laura Kundziewicz, E-commerce & Performance Expert at Salestube.

New Berlin office and continued expansion
This partnership with Tylko coincides with Salestube’s broader international expansion, including the opening of its Berlin office in 2024 and achieving full Google Marketing Platform certification in the German market. Germany is a key market for Salestube’s international clients, and the local presence enables better adaptation of media strategies to regional specifics. The cooperation with Tylko further strengthens Salestube’s position as a strategic digital marketing partner in the DACH region.

The jewelry brand, founded by Magdalena Mousson-Lestang, has long been distinguished by its creativity and commitment to realizing its customers’ dreams. Lilou is continuously expanding its online presence. Thanks to the professional implementation of the GMP platform by Salestube, Lilou launched its first programmatic campaign in 2024, and the introduction of the Display & Video 360 tool enables the brand to continue its digital marketing transformation.

“Display & Video 360 includes five integrated modules that work together to streamline campaign management. This tool allows the creation of ads, organizing audience data, purchasing advertising resources, and analyzing and optimizing campaigns, all within one integrated platform, making it easier for Lilou to manage comprehensive online campaigns,” says Jacek Józwiak, Head of Marketing Platforms at Salestube.

Salestube, a technology reseller, provides Lilou with the GMP license and comprehensive technical and strategic support. The goal is to assist the client’s marketing team in building in-house competencies that will allow the brand to independently manage marketing campaigns while fully leveraging the capabilities of the Google Marketing Platform.

Salestube, as a leader in MarTech and e-commerce, a long-time partner of Google Marketing Platform, and the largest reseller of this technology in the CEE region, serving over 250 clients across 35 markets, provides Lilou with comprehensive support at every stage of the implementation process.

The use of the GMP ecosystem at mBank—where 92% of cases are already initiated via digital channels—will enable more efficient campaign management, performance tracking, and enhanced analysis of collected data.

“We selected an experienced partner to supply Google Marketing Platform tools. Together with Salestube, we will continue our digital development. Leveraging the GMP ecosystem in mBank’s marketing activities enables us to plan, buy, measure, and optimize campaigns in an integrated way using machine learning algorithms, while respecting user privacy,” said Monika Pabich, Deputy Director of the Omnichannel Department at mBank.

As part of the cooperation, Salestube will deliver the following Google Marketing Platform tools to mBank: Campaign Manager 360, Display & Video 360, Search Ads 360, and Google Analytics 4 360.

“The extensive capabilities offered by GMP tools allow us to reach new users and build brand awareness in a competitive industry. Campaigns conducted using Google Marketing Platform cover the entire customer journey, with remarketing and retargeting as integral parts of the strategy,” added Jacek Józwiak, Head of Marketing Platforms at Salestube.

In collaboration with mBank, the Salestube Marketing Platforms team will also be responsible for providing the bank with technical support as well as consulting and training services to help optimize the GMP ecosystem.

For 45 years, BIODERMA has remained faithful to the scientific philosophy of ecobiology, supporting the skin’s natural defense mechanisms and helping it adapt to its environment. This approach enables the brand to create innovative skincare products recognized by consumers and the medical community worldwide. Leveraging extensive experience in the beauty segment, Salestube has developed a comprehensive plan to translate this philosophy into effective digital activities. The strategy created for BIODERMA aligns with the brand’s values and is based on an in-depth analysis of the market and competition.

Comprehensive Campaign Approach

Salestube has developed a comprehensive media strategy for BIODERMA covering four key product lines: Atoderm, Sensibio Antiredness, Sensibio H2O, and Photoderm. Each line has a communication concept tailored to its specific characteristics and target group.

Media activities will encompass a wide range of digital channels, including Meta, TikTok, Video Open Market, display, YouTube, and partnerships with publishers. Detailed analytics and technology will ensure precise targeting and real-time campaign optimization.

“Selecting Salestube as our media partner was a natural step. Their experience in digital and the beauty industry, along with their comprehensive approach to media strategy, perfectly meets our needs. We believe this collaboration will help us effectively reach our target group and further strengthen BIODERMA’s market position in Poland,” says Sylwia Czaińska, Senior Consumer Brand Manager at NAOS Poland.

The primary goal of the campaign is to increase BIODERMA’s market share and achieve year-over-year sales growth across individual product lines.

The integration of these advanced GMP solutions will enable Soonly Finance to centralize its advertising efforts, improve campaign management, and enhance reporting capabilities. This initiative is driven by the company’s commitment to increasing digital marketing efficiency in response to its growing organizational needs.

Salestube provides not only licensing and full implementation of Google’s marketing technology but also ongoing technical and strategic support. For the past three years, Salestube’s experts have been helping Soonly Finance maximize the potential of the Google Marketing Platform, empowering the company to achieve its ambitious business objectives.

“The expansion of our collaboration with Soonly Finance is not only a testament to the trust they place in us but also a confirmation of the quality and effectiveness of our work. We take great pride in supporting our clients in achieving their ambitious business goals through the advanced tools of the Google Marketing Platform,” says Jacek Józwiak, Head of Marketing Platforms at Salestube.

As a leader in the financial industry, Soonly Finance is committed to digitally transforming its marketing efforts by investing in advanced technologies. The partnership with Salestube marks another step toward more effective customer communication and optimized advertising operations.

“Soonly Finance, as a leader in the financial sector and a pioneer in the online finance market, relies on digital marketing to drive its sales. Maintaining efficiency and effectiveness in this industry, as well as sustaining a competitive edge, requires cutting-edge technologies. Our partnership with Salestube is another milestone in strengthening customer communication and optimizing marketing performance,” says Piotr Mazan, Marketing Team Director at Soonly Finance.

Salestube has been operating out of New York City since mid-2024. The company works with American clients such as Allmax Nutrition and Banks.com, as well as international giants like Avon or Haleon (GSK).

Salestube is one of the first companies worldwide to achieve full certification for Display & Video 360 (DV360) and now, that expertise has been recognized in the U.S. market as well.

Google Certification Confirms Salestube’s Expertise in the U.S. Market

For Salestube earning the U.S. Google certification opens new avenues for growth and further expansion. The DV360 certification not only demonstrates advanced proficiency with Google tools but also shows deep expertise in the specifics of the U.S. market. This certification paves the way for new growth opportunities. By combining its extensive experience in European markets with its knowledge of U.S. client needs, Salestube offers American businesses unmatched value as a partner with both global perspective and local expertise.

DV360 is Google’s advanced advertising platform for managing programmatic display and video campaigns. It provides full control over campaign planning and real-time optimization to maximize effectiveness.

“The U.S. GMP certification for DV360  affirms the universal strength of our expertise and solidifies our standing in one of the most demanding markets worldwide. Achieving this certification required detailed case studies, proof of advanced tool proficiency, and innovative strategies tailored to the American marketing landscape. It’s another step forward in Salestube’s global strategy. By combining our technological and marketing expertise with international experience, we move beyond the traditional agency or reseller model, becoming true consulting and business partners to our clients,” says Maciej Hutyra, Vice President of Group One.

For over two years, Salestube has collaborated closely with Microsoft, continuously expanding its advertising capabilities within the platform by integrating advanced Microsoft Ads tools into its clients’ technological ecosystems. The elevation to Elite Partner status is the result of the intense work of the Salestube team, which continually enhances its competencies in digital campaigns, performance optimization, and the effective use of MarTech technology.

The Microsoft Advertising Partner Program is an initiative that connects the most qualified marketing and technology partners with Microsoft’s global resources. Participation in the program provides access to exclusive tools, early beta versions, training, educational resources, and technical support, enabling more efficient campaign management and delivering real business value to clients.

“Achieving the status of Microsoft Advertising Elite Partner is not only an honor for us but, above all, a confirmation of our effectiveness in building data- and technology-driven marketing strategies. This is a milestone in our collaboration with Microsoft, opening new opportunities for both us and our clients. Our goal is to further deepen our expertise to better address the challenges of modern digital marketing,” says Katarzyna Zadróżna-Paszt, SEM Director at Salestube.

The partnership with Microsoft allows Salestube to utilize advanced solutions in digital marketing, including tools for data analysis, ad personalization, and campaign automation. This enables Salestube to support its clients in maximizing ROI, improving campaign effectiveness, and building long-term relationships with audiences.

Salestube has been an official Google Cloud Platform partner since 2023. As of January 2025, it is now a specialized partner in Marketing Analytics—a designation given to companies recognized by Google as experts in integrating data from multiple sources and applying advanced analysis and modeling. To earn this specialization, Salestube underwent a rigorous evaluation process, including a review of its technical competencies, an audit of its GCP-based projects, and an in-depth assessment of security and operational standards by an independent auditor. This achievement confirms Salestube’s deep expertise in GCP technologies and its ability to deliver top-tier analytical solutions for clients.

“Earning this specialization in Google Cloud Platform officially validates what we and our clients have known for years—Salestube is a trusted partner that uniquely combines deep expertise in digital marketing, MarTech solutions, and Google Cloud. This combination, reinforced by a strategic perspective and a focus on tangible business results, enables us to execute comprehensive Marketing Analytics projects that accelerate our clients’ digital transformation. With GCP’s advanced analytical capabilities, we help companies optimize their marketing efforts, leading to increased campaign efficiency and higher ROI” – says Krzysztof Rosiński, Chief Technology Officer at Salestube.

The Marketing Analytics specialization highlights Salestube’s expertise in advanced data analytics, exemplified by sMMMart AI, Salestube’s proprietary solution for Marketing Mix Modeling (MMM) based on Google’s latest model, Meridian. sMMMart AI leverages GCP components such as BigQuery—a data warehouse that eliminates infrastructure costs, ensures scalability and flexibility, and enables integration with various cloud platforms—as well as the power of machine learning and AI. This solution facilitates automatic data retrieval and updates from across all media channels, real-time analysis, and the generation of actionable recommendations. This allows businesses to manage marketing budgets more effectively and optimize spending across platforms. sMMMart AI, along with Salestube’s broader data engineering and analytics services, reinforces the company’s leadership in Marketing Analytics, now officially recognized with this specialization.

Out of more than 10,000 Google Cloud partners worldwide, only a small fraction hold any specialization, and fewer than 0.5% have earned the Marketing Analytics designation. Most certified partners focus on infrastructure or application modernization, making this specialization a rare and highly technical achievement. Successfully delivering projects in this field requires a unique combination of data engineering, analytics, and data science, combined with years of marketing expertise and a deep understanding of business strategy and communication. Salestube brings all of these capabilities together, guiding clients through every step—from identifying challenges and selecting the right technology to advanced analytics and optimization.

Salestube has been operating internationally for years, serving over 250 brands across 35 markets, including the German market. The launch of the company’s German branch is part of Salestube’s global expansion strategy, which consistently brings a unique combination of marketing and technological expertise to new markets, supporting clients in achieving their business goals. In June last year, Salestube opened new offices in New York and Auckland.

“Berlin is a city of innovation, known for its dynamic startup communities and its well-developed tech and creative sectors. Establishing a presence here marks an important step in our global expansion and in strengthening our position as a preferred MarTech partner. German companies are already at an advanced stage of adopting marketing technologies, reflecting their adaptation to digital tools and innovative strategies to enhance marketing efficiency—something we specialize in offering. Opening an office in Germany will enable us to collaborate with them directly in the local market, as well as globally,” said Marek Żołędziowski, CEO of Group One.

Google in Germany Confirms Salestube’s Expertise

Salestube is the largest reseller of Google Marketing Platform (GMP) technologies in the CEE region and one of only three Google partners worldwide with full GMP certification. The company is also one of the largest partners of global tech giants such as Google, Meta, TikTok, and Salesforce, as well as an official partner of Google Cloud and Microsoft. This position enables Salestube to successfully serve global brands like Avon and Haleon (GSK). The latest certification from Google Germany for GMP tools – Analytics 360 and Search Ads 360 – confirms Salestube’s in-depth expertise in Google tools and the German tech and marketing markets, making it an attractive business partner for more companies in this region.

“Analytics 360 and Search Ads 360 are advanced tools within the Google Marketing Platform ecosystem that help companies analyze data and optimize large-scale marketing campaigns. They provide deeper insights into user behavior and enable quick, business-relevant marketing decisions. As a MarTech growth advisor, we support companies in implementing these tools, maximizing their usage, and simultaneously optimizing daily media operations. This is a rare collaboration model in the communication space. The growing number of such projects and the resulting certifications, including in the German market, confirm the importance of these competencies for companies in the region,” adds Joanna Czekaj, CEO of Salestube.

The process of obtaining GMP certification required presenting detailed case studies that demonstrated high qualifications in both tool expertise and the specifics of the given market. For Salestube, partnership in implementing GMP technology for a client is a long-term collaboration that includes not only integrating the tool into the client’s advertising ecosystem but also ongoing support, training, and consulting. This ensures that clients can fully leverage the potential of GMP tools.

Berlin is just the beginning of Salestube’s ambitious plans for 2025 and beyond. The next step in the company’s global expansion involves working towards obtaining additional GMP certifications in existing and new markets, as well as further strengthening its position as a leader in the MarTech industry.

This year’s edition features seven categories, evaluating various aspects of video campaign development. If your video campaign is breaking records in reach and effectiveness while winning over viewers’ hearts, don’t wait – submit it to the competition and prove you’re a strong contender in video communication! It’s a chance to gain recognition at the highest level!

Learn more about the competition here.

At Value Media, Rafał Szafraniec has taken the lead of the multidisciplinary team working for Orange Polska since 2022. As Business Director, he will be responsible for the client’s business development, including leveraging advanced analytics to provide data-driven recommendations and precise insights. An important aspect of Rafał’s role will also involve integrating data from various areas of marketing, enabling the design of optimization strategies for the business that align with Value Media’s mission – “We design & deliver positive business change.”

Rafał Szafraniec has been working in the media industry continuously since 2008. From the very beginning, he was associated with OMD Group, where he progressed from Media Buyer to Client Development Partner. He was responsible for the business development of key clients and agency partners. Rafał has gained experience working for brands across various industries, including services, finance, FMCG, technology, retail, interior design, automotive, pharma, and non-profit sectors. He specializes in omnichannel media planning based on marketing research and analysis, as well as the use of innovative digital formats in brand communication.

The new Paid Social & Partnerships Director at Salestube has been associated with the advertising and digital marketing industry for over 15 years. His portfolio includes collaborations with renowned brands such as Orange, Grupa Żywiec, L’Oréal, Philips, Reckitt Benckiser, Mercedes-Benz, Danone, and Colgate-Palmolive. For nearly the past three years, he worked within the structures of TikTok, managing an agency team responsible for the CEE region. Previously, he spent eight years at Meta, where, between 2020 and 2022, he served as Head of Agency Poland & CEE, overseeing agency partnerships.

At MarTech & e-commerce connected company Salestube, Rafał Kaniecki will be responsible for introducing innovative solutions that integrate media, technology, data, and creativity. His role will also include implementing international development strategies, managing client services in a hub-and-spoke model, and leading a nearly 30-person paid social team.

RECMA also considers growth dynamics over the past three years in its rankings. According to the analysis by the international audit firm, Value Media and Mediaplus recorded a growth rate of 161% in this area, once again securing the second position in the latest report edition. In the ranking, Group One agencies (Mediaplus and Value Media) also achieved the highest score in non-traditional media activities, reaching a level of 66%.

The certificate obtained by Group One confirms that the company’s sustainability goals are aligned with the provisions of the Paris Agreement, adopted in 2015 during the 21st UN Climate Change Conference. The agreement was signed by 189 out of 197 countries, including Poland and all European Union member states, committing to limit global temperature increases to well below 2°C, with a target of 1.5°C. To achieve this, greenhouse gas emissions must be reduced by half by 2030 and reach net-zero by 2050.

In the targets accepted by SBTi, Group One has committed to:

• Reducing its greenhouse gas emissions footprint by 50% by 2030 in Scope 1 and Scope 2, compared to the baseline year of 2022.
• Reducing Scope 3 greenhouse gas emissions by 55% per every 1 million PLN of revenue by 2030, compared to the baseline year of 2022.
• Achieving a 100% share of renewable energy in electricity by 2025 and maintaining this level through 2030.

Group One is currently the only company in Poland’s marketing communications industry that has completed the five-step validation process and received approval for its mid-term climate targets from SBTi. Most companies with targets approved by SBTi represent the most carbon-intensive sectors of the economy, such as energy, technology, and apparel manufacturing.

By entering the US market, Grow Now will provide its clients with end-to-end services that encompass the entire sales process on American platforms, including logistics, legal matters, pricing strategy, creative development, and promotion. Brands and manufacturers deciding to sell on overseas marketplaces need only ensure product availability. This will significantly accelerate the foreign growth process. This e-commerce sales model abroad, based on the largest platforms, also requires much smaller investments compared to building proprietary sales platforms, adapting them to new markets, and developing brand recognition and reach.

With the opening of its US office, Grow Now becomes the second company, after Salestube, from the Polish marketing and technology group, Group One to register its business in the United States.

The expansion and development of Grow Now in the US market will be led by Przemysław Brejwo, Managing Partner at Grow Now, and Michał Pańko, Acting Business Director of the agency.

TikTok Marketing Partner badge awarded to Salestube means that it can operate as a one-stop shop for advertisers, fulfilling various marketing objectives—from increasing brand awareness and website traffic to generating conversions in e-commerce. According to TikTok, advertisers working with agencies honored with this title, which excel in close collaboration between media and creative teams, benefit from streamlined operational efficiency.

Salestube earned the badge partly due to the One Social collaboration model developed a few years ago. Within Group One, this model integrates Salestube’s paid social area with social content managed by Labcon, an agency within the marketing and technology group responsible for creating creative content for brands on social media platforms.

The Ad Net Zero program includes educational activities, knowledge sharing, and tools aimed at measuring and reducing the carbon footprint of advertising through a five-point action plan: reducing emissions from the agency’s own operations, reducing emissions in advertising production (TV), reducing emissions in media planning and buying, reducing emissions in events and competitions, and harnessing the power of advertising to promote sustainable choices and behaviors.

Following the adoption of the resolution by the SAR assembly to implement the global Ad Net Zero program, the Polish independent marketing and technology group Group One joined the initiative. This commitment entails setting a science-based emission reduction target within 12 months of signing the agreement, measuring progress towards that goal, and reporting on progress to the Marketing Communication Association SAR annually. Group One will also implement the five-point Ad Net Zero action plan in relevant areas of its operations and support it for the following 12 months, as well as share the plan with employees to ensure clear and shared understanding of the actions. This agreement will apply to all SAR members who endorse the adopted resolution.

All agencies that join the Ad Net Zero program will receive assistance in developing a path to reduce emissions, access to knowledge, research and measurement tools, participation in Ad Net Zero events and Showcase Sessions, and up-to-date information on environmental legislation and regulations.

MIXX Awards Europe, organized by IAB Europe, is one of the most important events in the advertising industry, recognizing the best digital campaigns in Europe. The success of GONG and Game Changer in this prestigious competition is proof of their continuous pursuit of innovation and creativity in advertising.

The campaign “Miasto ING: Zhakowany koncert w Roblox” won:

● Gold in the In-Gaming Campaign category

● Silver in the Influencer Marketing Campaign category

● Silver in the Virtual Augmented Reality or New Technologies Campaign category

“Miasto ING” in Roblox is an educational game through which young players learn good financial habits—saving and smart spending—through play. Through the game, users also learn online safety principles—how to protect themselves from scams such as phishing. Events conducted in the metaverse for ING Bank Śląski have always attracted interest among players. “Miasto ING” has been visited over 2.4 million times, and during the “Zhakowany koncert w Roblox,” more than 55,000 people participated simultaneously.

The agency GONG is responsible for the creative concept and campaign communication. Game Changer is responsible for the design and production of the game, as well as collaboration with influencers.

The past year has been particularly significant for Salestube. Today, the MarTech & e-commerce connected company serves over 250 clients across 35 global markets in areas such as marketing technology, media, e-commerce, and data. Salestube is also one of the largest BigTech partners in Europe, collaborating with Google, Meta, TikTok, and Salesforce, and is an official partner of Google Cloud and Microsoft. Additionally, it is among the top five largest resellers of Google Marketing Platform technology in Europe.

Salestube became the first Google partner in Central and Eastern Europe to receive new certifications in UI (User Interface), UX (User Experience), and Conversion Rate Optimization (CRO). This places Salestube among a select group of 14 organizations worldwide with full Google Marketing Platform certification, also boasting the highest number of trainers (12) in the Display & Video 360 area. In 2023, Salestube also became an official Reseller and Service Partner of Google Cloud, and was the first company in Europe to receive DOOHx.io certification. This certification, accredited by global leader Broadsign, confirms Salestube’s exceptional capabilities in planning, purchasing, optimizing, and tracking programmatic DOOH campaigns. This week, we also received official confirmation from Google that we are among the three GMP Sales Partners worldwide who have achieved Digital TV certification.

Moreover, this year saw the opening of Salestube offices in the USA and New Zealand, with plans to establish additional offices on other continents, further enhancing the business potential of our organization.

Winning such a prestigious ranking confirms the professionalism of the entire Salestube team and demonstrates the trust our clients and partners have placed in us. Based on the number of votes received in the survey, Salestube was able to be named Digital Agency of the Year for the second time! “You have no competition” — this was the comment from the editorial team, which appreciated our highest quality of services, as confirmed by clients, and our dynamic growth, which has taken us across the ocean.

Value Media, the media agency that has been managing Komfort’s media budget since 2021, has once again been selected to lead the brand’s image campaign, which will run from June 2024 to March 2025. The campaign will include activities on television, radio, OOH, and online. The brand’s new communication platform will be unveiled during the Komfort Design Days online conference, marking the launch of extensive marketing efforts.

Labcon, a creative agency specializing in advocacy, will take over responsibility for public relations, influencer marketing, and social media. These efforts are a response to the dynamically changing market and the growing need to engage consumers in positive discussions about the brand online in the Polish market.

Salestube will be responsible for supporting the campaign in SEM, Paid Social, and Programmatic. The Group One company will manage online campaigns, which are an integral part of Komfort’s communication strategy.

EMMA primarily rewards effectiveness, while also recognizing thoughtful strategy and good creativity. The competition aims to highlight effective and interesting projects regardless of brand size, agency size or specialization, budget, or communication channels used. The nominated campaigns include:

• “Loteria ekoDom z Natury” – Value Media – in the categories Best Use of Marketing Toolkit: Media Effectiveness and Best Use of Marketing: Open for Hochland Polska
• “Program Re – Myślenie o planecie to już trend” – Value Media – in the categories Marketing for Good: Most Effective Brand Campaign for Good and Marketing for Good: Sustainable Product Innovation for Orange Polska
• “sMMMart AI” – Salestube – in the category Marketeers’ Dream: Digital Transformation for Haleon
• “BLIK przekonaj siebie” – Change Serviceplan – in the category Best Use of Marketing Toolkit: Media Effectiveness for Polski Standard Płatności (BLIK)

The campaigns recognized in the EMMA competition will be featured in “Media Marketing Polska” magazine, on the publisher’s digital platforms, and during the awards gala. The results of the Effective Media & Marketing Awards will also influence the ranking in the RECMA Qualitative Evaluation.

The winners will be announced on June 20, 2024, during the gala at Hotel Verte in Warsaw.

Salestube already serves over 250 clients across 35 global markets in marketing technology, media, e-commerce, and data. The company has officially registered its operations in the USA, with TV Insider as its first client overseas, for whom Salestube implemented a dedicated digital strategy. Salestube has won another tender, with Allmax Nutrition, a Canadian producer of dietary supplements for athletes and those undergoing intensive physical training, becoming its newest client in the American market. Salestube will begin the collaboration with an audit and strategy in personalization, marketing automation, and SEO for the American market, followed by developing a strategy to increase sales on Allmax Nutrition’s own e-commerce platform, www.allmaxnutrition.com, compared to sales through affiliates and marketplaces.

Salestube also collaborates with TV Insider (TV Guide Magazine, TV Weekly, Channel Guide Magazine, OnDISH Magazine, and ReMIND Magazine) in a growth advisory model, combining development, analytics, media, and creative competencies to optimize client user experiences in the digital realm. Salestube acts as a partner that bridges the gap between marketing and technology within client enterprises.

Plans for further expansion in the European and American markets include opening additional Salestube offices on other continents.

The agencies responsible for C&A’s first accessibility campaign are Group One. Mediaplus, which manages C&A’s media budget in the Polish market, partnered with UNMUTE, an agency focused on initiatives accessible to people with disabilities, including breaking down communication barriers and facilitating the purchasing process. For the spring campaign of the clothing brand, the agencies prepared a translation of the TV spot into Polish Sign Language.

The commercial has been airing on television in May, and starting from the end of May, it will also be available on video-on-demand channels.

For Mediaplus, this recognition is the culmination of the past three years of work during which they doubled their turnover and continue to maintain their dominant position in the RECMA report as the fastest-growing media agency in Europe. Mediaplus had a record-breaking year in 2023, achieving a 63% business growth. This growth was attributed to the group’s stronger position in Europe (with successful cases for C&A, e.on, De’Longhi, and BM Group) and high-quality client service (including renewed collaboration with Stada). Acquiring new clients sets ambitious goals for 2024, and the agency’s new development strategy is based on two pillars: the concept of a business partner and leveraging the know-how of the Serviceplan group.

GONG, known as the “Trendsetter of advertising”, is an agency that serves as a strategic and creative partner for top brands in the market, creating fresh and unconventional campaigns. Simultaneously, it maintains the innovative spirit of a start-up, constantly experimenting with its own technological innovations. Artificial Intelligence (AI) has become a key element of GONG’s service offering. In January 2023, GONG executed the first comprehensive AI-driven campaign in the Polish market, titled ‘Me in the Future’ for ING. A few months later, they launched Prix AI, a tool that supports creative and strategic processes, benefiting both the agency and clients’ marketing departments. PIRX AI represents a pioneering solution in the Polish market.

These accolades are awarded based on the largest satisfaction survey of advertising clients in Poland, conducted in collaboration with the research agency Kantar 

This year’s survey covered as many as 40 product categories in Poland, in which around 400 brands were surveyed and 8,000 respondents cast their votes. On the basis of the results obtained, a TOP 10 ranking was created in 6 categories of this year’s Best Brands Poland.

The nominated brands for the 6th Best Brands Poland 2024 Awards were:

Among the TOP 10 in the Best Beauty & Self-Care Brand category, the brands nominated for the “Oscar of Marketing” were: Dove (Body Care), Ziaja (Face Care), Philips (Small Personal Appliances), Maybelline (Make Up), Nivea (Face Care), Head and Shoulders (Hair Care), OnlyBio (Hair Care), Oral B (Small Personal Appliances), Eveline (Makeup), and L’Oréal (Makeup).

Top 10 in the Best Momentum Brand category, brands selected by consumer vote include: JBL (Headphones & Earphones), OnlyBio (Hair Care), Lubella (Groceries: Paste), Dyson (Vacuum Cleaners & Robots), Logitech (Gaming Accessories), Samsung (TV), Magnat (Wall Paints), InPost (Couriers), De’Longhi (Coffee Machines) and Apple (Smartphones).

In the Best Polish Brand category, among the TOP 10 nominated brands selected by consumer vote were: Ludwik (Dishwashing Detergents), Eveline (Makeup), Winiary (Groceries: Sauces & Dips), Tarczynski (Packaged Meat), InPost (Couriers), Koral (Ice Creams), PZU (Insurances), Hortex (Frozen Foods), Piątnica (Dairy: yogurts and dairy desserts), Lubella (Groceries: Pasta).

Competing for victory in the Best Life Changing Technology Brand category will include: Bosch (Major Domestic Appliances), Philips (Small Personal Appliances), Logitech (Gaming Accessories), Garmin (Smartwatches & Fitnessbands), Kärcher (Vacuum Cleaners & Robots), Apple (Computer Hardware), Dyson (Vacuum Cleaners & Robots), Sony (TV), Toyota (Cars), InPost (Couriers).

The TOP 10 nominated brands in the Best Sustainability Brand category include: Hortex (Frozen Foods), Samsung (Smartphones), Tarczyński (Packaged Meat), Żywiec Zdrój (Soft Drinks), Toyota (Cars), Dolina Dobra (Packaged Meat), Frosch (Cleaning agents), OnlyBio (Hair Care), Eveline (Makeup), InPost (Couriers).

For the ‘Marketing Oscar’ in the Best Brand Overall category among the TOP 10 nominated brands, consumers pointed to: InPost (Couriers), Nivea (Body care), Lipton (Tea), Lay’s (Salty Snacks), Samsung (TV), Lubella (Groceries: Pasta), Winiary (Groceries: Sauces & Dips), Coca-Cola (Soft Drinks), Tarczyński (Packaged Meat), Eveline (Makeup).

The winning brands of the six categories of the Best Brands Poland 2024 ranking, which will be awarded this year’s ‘Oscars of Marketing’, will be announced during the final gala of the Best Brands Awards 2024. The gala will take place on 6 June 2024 at the Ujazdowski Castle in Warsaw.

Piotr Opłotny has 18 years of experience in the media industry. He joins Value Media after 17 years at Publicis Group, the last few years of which he served as strategic director at the Starcom agency. He has extensive experience in the marketing communications industry, both in direct business support roles and also on the strategy side with a strong focus on business planning, integrated marketing, analytics and media buying. Business development expert with postgraduate studies in business statistics at the University of Warsaw.

The growth of the Value Media team is aimed at strengthening strategic competences, which are a key element in building a competitive advantage in the market.

Salestube, part of Group One, as an official and one of the largest Google Marketing Platform CEE sales partners has been chosen by Notino, a beauty shop established in 2004 in Czechia, to provide them with a Google Analytics 360 license. This biggest beauty shop in Europe boasts a range of about 100 000 unique products from over 2.7k global and local brands. On its online platform, customers can buy, i.a., skincare products, perfume, make-up cosmetics, and hair care products.  

Thanks to Google Analytics 360 Notino will enjoy more accurate real time website and app traffic checking, which will, in turn, let them better understand their customers’ behavior and choices. The knowledge of the prevailing trends among the addressees of their marketing communication will increase sales at the final/action step of the sales funnel. Google Analytics 360 also offers indispensable support for business and marketing decision making, and it conforms to the GDPR rules.

AD WO/MAN is a democratic plebiscite where representatives from advertising agencies, media companies, interactive agencies, PR agencies, as well as production, post-production, and sound studios select the best industry representatives in five categories: Media Agencies, Advertising Agencies, Production Studios, PR Agencies, and Young Professionals.

The competition results were revealed during a ceremonial event held at the Targowa Creative Center. In the 12th edition of AD WO/MAN, Bartek Gołębiowski, Founder and Managing Partner of GONG, secured second place with a total of 153 points

RECMA in its rankings also includes the growth dynamics over the last three years. According to the analysis of the international auditing firm, Value Media and Mediplus recorded a growth of 143%, which placed them in second position in the latest edition of the report. In the ranking, Value Media and Mediplus were also in second place in the compilation concerning the Newbiz category.

The Best Brands Awards is an independent, international marketing award based on a comprehensive survey by GfK – an NIQ company, one of the global leaders in data analytics. It was initiated over 20 years ago in Munich by the Serviceplan Group and today also identifies the strongest brands in Italy, Belgium, and Poland. In all these countries, Best Brands is a ranking created on the basis of the survey, as well as a gala event, which is one of the most prestigious business events.

This year’s survey in Poland covers as many as 40 product categories, in which around 400 brands will be surveyed and 8,000 respondents will cast their vote.

Based on this, the winners, i.e. the strongest brands on the Polish market, will be selected in 6 categories, which are closely related to global trends and consumer sentiment. Among the categories announced for the 3rd edition, there are four awards known from previous editions: Best Brand Overall, Best Polish Brand, Best Sustainability Brand and Best Life Changing Technology Brand, as well as two new ones: Beauty & Self-care Brand and Best Momentum Brand.

A list of the TOP 10 nominated brands in each of the six categories of this year’s Best Brands, ranked on the basis of a consumer survey conducted by GfK – an NIQ company will be presented in April.

The presentation of the ‘Marketing Oscars’ to the winners of our ranking will take place on 6 June 2024 in Warsaw during the Best Brands Poland Gala.

Mediaplus has once again been selected to handle the 360 media services for the German pharmaceutical company Stada, which includes brands such as Cholinex, Orofar, Sinula, Permen, Nizoral, and Biorythm in its portfolio. It acquired the media budget through a tender process, taking it over from OMD. Salestube will be responsible for implementing the digital media strategy. The agencies will operate in the House of Communication model, combining broad strategic, offline and online media competencies, and analytical capabilities under the Group One roof.

The collaboration aims to further build awareness and the image of the company’s brands, as well as increase their market share in Poland.

The Advocacy offer is a response to the dynamic transformation of the role played by media and influencers in the digital world. Advocacy activities allow the brand to build both reach and image coherence at the same time. They make the consumer know, understand, and recommend the brand further.

Monika Dobaj, who has held the position of Head of PR at Labcon since February 2023, is at the forefront of the new Advocacy department. Until now, she was responsible for campaigns for brands such as LUSH, Eau Thermal Avène, and L’Oréal. Previously, she gained her experience in managing projects in the field of image communication and PR by collaborating with brands like Avon, Nivea, IKEA, Procter & Gamble, Danone, Nestlé, and Mars Wrigley.

DOOHx.io is an online training platform sponsored by the Canadian company, Broadsign, a global DOOH technology provider. It is the first of its kind in the industry, dedicated to professionals who deal with digital and programmatic advertising on a daily basis, as well as media buyers and publishers in DOOH and pDOOH. 

Certification by DOOHx is currently the greatest international industry certification for programmatic DOOH. In order to obtain it, the whole Programmatic Buying Salestube team of 17 led by Michał Kukuła completed a series of dedicated training courses that ended with a final exam. The DOOH 101, pDOOH Advanced and PDOOH for Buyers certificates obtained by Salestube make it the first organization in Europe to be awarded this distinction in acknowledgement of its outstanding competence.

“Galaxy Station – a safe place on the web” is an educational game targeted at early school-aged children. The game was developed on the most popular gaming platform – Roblox, where nearly a quarter of its users are children up to 9 years old, and the available content is adapted to the PEGI 7 age classification. During gameplay, the youngest players have the opportunity to learn about the dangers lurking in cyberspace: they learn how to identify them and how to respond appropriately. Engaging play makes it easy to explain more difficult concepts related to cybersecurity to children and draw their attention to the threats they may encounter while using the internet daily.

Activities related to “Galaxy Station – a safe place on the web” will be carried out throughout the entire year of 2024. The author and creator of the game is Game Changer, an agency that has been repeatedly awarded for its activities in the metaverse, including for the ING City, and has won awards for gaming projects such as Effie, KTR, Mixx Awards.

Martyna Rogozińska has been associated with the media agency Value Media since 2013, which, together with Mediaplus, forms the core of media competencies in Group One. Since 2017, she has held the position of Innovation and Strategy Director in the Value Media strategy team. In her new role as Head of Business at Mediaplus, she will combine her experience in both client work and strategy. She will be responsible for business and people management: developing the business of the agency’s current and new clients, ensuring the quality of services provided, work standards, setting the direction of development, and supporting business heads and teams in their daily work for the agency’s clients. An important task for Martyna Rogozińska, from the perspective of the entire Group One mission, which is the positive business change of clients, will be to raise the strategic competencies of the entire Mediaplus agency team.

Projects carried out jointly with the Serviceplan Group, for which Bartłomiej Kamiński is responsible, are one of the four strategic directions of development for the entire Group One. Cooperation with the international partner achieves business objectives, as well as the flow of knowledge and know-how between all the markets where the Serviceplan Group and its part, Mediaplus International, the largest independent media agency network in Europe, are present. The network also includes Mediaplus Warsaw and Mediaplus Prague, which belong to Group One.

As the Head of Mediaplus International at Group One, Bartłomiej Kamiński is responsible for managing international new business projects, developing the Mediaplus agency in international markets, integrating know-how, innovations, and tools of Group One with the Serviceplan group, and acts as a business relations facilitator.

Natalia Załęcka has extensive experience in the digital and marketing. Throughout her professional career, she has been responsible for communication strategies for brands such as Algida, Łowicz, and Getin Noble Bank. In recent years, she was associated with Deloitte, where she served as the Head of Marketing Transformation, leading a team focused on advising clients in strategy. Before joining Value Media, Natalia Załęcka was connected to eobuwie, where she held the role of Brand Director, overseeing advertising activities and driving the implementation of marketing communication strategies for the brand. Her interests span areas such as data and technology in marketing, both of which significantly impact business development for clients

Group One in the Top 13 Highest-Rated Polish Companies

Each year, CDP publishes a report evaluating companies’ contributions to combating climate change. Based on detailed questionnaires, participating companies receive a rating from CDP on a scale from A to F. In this year’s report, Group One received a score of “B-,” advancing one position compared to last year’s rating, thereby joining the global league of advertising holdings. An “A” rating confirms the implementation of best practices and climate actions in the market. On the other hand, an “F” (Failure to disclose) rating is given to entities that were asked to provide information about their environmental impact but failed to do so.

In the current edition of the report, over 23,000 companies worldwide participated, including 5,600 European companies that chose to disclose their environmental impact through CDP. Notably, in the context of Poland, the number of companies responding to the CDP questionnaire in 2023 increased by 41% compared to the previous survey (although not all chose to disclose their ratings). This growth is significantly above the average increase in Europe, which was 26% in this survey. Among the Polish companies participating in the report and choosing to disclose their ratings, only 6 companies were distinguished with a rating of “A/A-,” 7 companies, including Group One, received a rating of “B/B-,” 15 companies received a “C,” 11 companies were rated “D/D-,” and 65 companies received an “F.”

Here are the nominations for Group One:

In the “Unskippable” Creative category:

• Media Republic for “Każdemu może się zdarzyć #2” for Towarzystwo Ubezpieczeń i Reasekuracji Warta.
• GONG and Game Changer for “Zhakowany koncert Paliona w Roblox” for ING Bank Śląski.

In the Ingenious Insight category:

• Media Republic for “Każdemu może się zdarzyć #2” for Towarzystwo Ubezpieczeń i Reasekuracji Warta.
• GONG and Game Changer for “Zhakowany koncert Paliona w Roblox” for ING Bank Śląski.

In the Full Funnel Marketing on YouTube category:

• Change Serviceplan for “Blikomania 2023” for BLIK.
• Salestube and Mediaplus for “Kawa w 40 odsłonach od De’Longhi” for De’Longhi Polska.

In the Action Driver category:

• GONG for “Ja w przyszłości. Powered by AI&ING”for ING Bank Śląski.
• GONG and Game Changer for “Zhakowany koncert Paliona w Roblox” for ING Bank Śląski.

The competition, organized by Google in collaboration with research agency Kantar, aims to recognize the best video campaigns that combine creativity with effectiveness. This year, awards will be given in six categories: “Unskippable” Creative, Ingenious Insight, Action Driver, Force for Good, The Underdog, and Full Funnel Marketing. The Grand Prix contenders are campaigns that not only embrace current trends but also exemplify unconventional ideas and approaches to communication using video. The winners will be announced on March 12, 2024.

Over the years, Group One Media (media companies of Group One) has developed a range of solutions at the intersection of digital competencies, e-commerce, and MarTech, offering its clients solutions that go beyond the basic services arising from contractual arrangements. The addition of Michał Hejka to the team is a key decision related to the strategy of developing this offer. As the person responsible for the area of Group One Media’s own media products, he will collaborate with media suppliers and the group’s Trade department, seeking synergies and optimization of activities between external suppliers and the competencies of individual companies. As the Buying Intelligence Director, he will coordinate the entire process of selecting and acquiring new solutions and proprietary tools.

Michał Hejka has been associated with the media industry for over 20 years. From 2003 to 2007, he worked at Omnicom Media Group, and then moved to ZPR Media Group, where he was associated for 16 years. He was responsible for co-creating and implementing the digital transformation strategy of the Group, both on the product and sales side, as well as optimizing processes and synergies between group companies. Since 2009, as the Director of Research and Development, he was responsible for the development of the advertising network’s product offering. In 2010, he was appointed President of the Management Board of one of the first affiliate networks in Poland, Afilo. At the same time at IDMnet, he was responsible for implementing new technologies with an emphasis on programmatic, and from 2017 in the Accorp company for the development of Data Management Platform and building programmatic buying competencies. Since 2020, in addition to the function of president of IDMnet and Accorp companies, he also held the position of vice-president of Time company, where he was responsible for the development of analytical-content in the field of new media and the development of new models and monetization channels.

PIRX AI is a proprietary solution created by the GONG technology team. The tool works based on specialized AI agents, i.e. separate applications dedicated to performing specific tasks such as research, report creation, or website analysis. An important element of PIRX AI is the Prototype AI module based on low-code tools, which allow for quick implementation of any services, creating automation and testing generative artificial intelligence in scenarios chosen by users. Prototype AI is a field for testing ideas before their production implementation.

PIRX AI will become part of the GONG offer and will be offered to agency clients. Michał Bucholc, Creative Director and Leader of AI Transformation GONG, is responsible for the area related to artificial intelligence.

Gold in the Finance category and bronze in the Financial PR and Investor Relations category was awarded to the campaign “Ja w przyszłości. Powered by AI & ING” carried out by GONG. The campaign encouraged Poles to talk about their financial future and life in retirement. Thanks to the use of AI algorithms, the creators of the advertisement could not only inspire the conversation about saving, but also visualize the imaginations on this topic. It was the first campaign in Poland co-created by artificial intelligence.

Among the distinguished was also the campaign prepared jointly by GONG and Game Changer “Zhakowany koncert w Roblox”, which won two silver statuettes in the Finance and Commercial Event categories. It was the first Polish concert realized in the metaverse. The event took place in the “ING City” in Roblox. At the least expected moment, the concert was interrupted by a planned hacker attack, which aimed to educate young recipients about cyber threats that they may encounter on the network.

Campaigns carried out by Group One agencies for the ING Bank Śląski brand this year gained recognition also at creative competitions such as: MIXX Awards, KTR or Effie.

The title of “Best in Show” was awarded to the campaign “Zhakowany koncert w Roblox” carried out by GONG and Game Changer for ING Bank Śląski. In addition, the agencies received an equally gold statuette in the category “games & esport”, three silver statuettes in the categories “best use of social media”, “consumer experience”, “online marketing with influencer” and one bronze in the category “innovation solutions”.

The GONG agency was also distinguished for: 

• “Ja w przyszłości powered by AI & ING” for ING Bank Śląski, receiving gold in the category “content marketing”, silver in the category “artificial intelligence” and bronze in the category “consumer experience and innovation solutions”, 
• “Chałwa Pisarzom” carried out for Colian, which received two silver statuettes in the categories “best use of social media” and “limited budget”. 
• “Pierwsza duża kampania Ekstraklasy i od razu nie o piłce” carried out together with Media Republic for Ekstaklasy, receiving bronze in the category “brand awareness & positioning”.

Meanwhile, Labcon, Value Media, Salestube were awarded a bronze statuette in the category “MIXX for good purpose” for the campaign “Jednym głosem” for Otwarte Klatki.

GONG was chosen to handle the strategic and creative aspects of the brand, thus taking on the role of the leading ATL agency for the Żabka brand, one of the most recognizable brands in the Polish market. Żabka is known for its bold and innovative approach in the retail category, standing out with its communication initiatives. The collaboration includes the development of the communication platform and the creation of campaigns in the ATL area.

“Establishing cooperation with Żabka is a reason for immense joy for us. It’s not only one of the most recognizable brands in the Polish market but also a bold and innovative company that revolutionizes its category, prioritizing innovation and not hesitating to embrace bold marketing solutions” – says Bartek Gołębiowski, founder and managing partner of the GONG agency.

Value Media has taken over the media budget for Żabka Polska, and starting from January, together with Salestube, it will be its main business partner responsible for strategy, media planning, and buying. Value Media won in a multi-stage media tender, a significant part of which involved a strategic understanding of the client’s business. The process was conducted with the support of an auditor, the consulting firm Double Check.

“We chose to cooperate with Value Media, which best understood the business challenges of our company in the tender process. This was strongly reflected in the holistic strategy that addresses all, including communication, needs of Żabka. Another argument was the extensive experience in the retail industry, evident in the proposed solutions at the intersection of business and technology” – comments Jarosław Serednicki, Marketing&Digital Director at Żabka Polska.

With over 10,000 stores nationwide, Żabka is a leader in the modern convenience segment and one of the most recognizable retailer in Poland. In 2023, the Żabka brand celebrates its 25th anniversary.

The campaigns awarded in Innovation 2023 are:

• “Zhakowany koncert w Roblox” prepared by GONG and Game Changer for ING Bank Śląski, which received two gold statuettes in the categories: event & installation, content/entertainment and silver in the category: Touchpoint. 
• “Ja w przyszłości powered by AI & ING” carried out by GONG for ING Bank Śląski, received four silver statuettes in the categories: still & motion picture, digital & Interactive, tech, content/ entertainment 
• “Program Re” created by Value Media & Salestube for Orange Polska, received bronze in the category ESG in business

In the Innovation contest, the main focus is on original solutions, not the result of their implementation. The main criterion of the contest is therefore the change and the potential of its impact in the future.

Szymon Ślęzak has 6 years of experience in the PR industry. He was recently associated with Agora S.A., where he held the position of PR specialist in the PR team. Previously, as part of the PR team at VMLY&R Poland, he was responsible for implementing the agency’s PR strategy, media relations activities, expert positioning, and projects in the internal communication area. In Group One, he is responsible for PR activities for creative companies and supports the Human Capital department in employer branding.

Aleksandra Farenholc has been associated with the marketing industry for 9 years. She gained her experience in media and advertising agencies, expanding her competencies in public relations, communication strategy in social media, advertising, OOH market activities, and event organization. She was recently affiliated with the digital marketing agency Adcookie. She joined Group One as a Social Media & Content Specialist, where she is responsible for social media communication for Group One and selected companies within the group, as well as for the development of content activities, including video.

Jakub Hajczuk, who holds the position of Senior PR Specialist in the Group One PR team, was previously associated with a BMW, MINI, and BMW Motorrad dealership in Lublin for almost 5 years. As the Marketing and PR Manager, he actively participated in the company’s development and was responsible for PR and marketing activities. He also has a history with BMW Group Polska, where he took his first steps in the marketing industry, and has been associated with it for almost 8 years. In Group One, he is responsible for PR activities for media, MarTech, and e-commerce companies in both the Polish and international markets. Additionally, he oversees PR activities for the Best Brands project and communication in the sustainability domain.

The Corporate PR team of Group One is responsible for both internal and external communication for the entire group, as well as individual companies such as Value Media, SalesTube, Mediaplus, Labcon, Change Serviceplan, GONG, Game Changer, GrowNow, Plan.Net TechNest, and the newest addition, UNMUTE. They conduct global communication activities, manage collaboration in marketing and PR with the international partner of Group One – Serviceplan Group, handle communication for the Best Brands report and gala, and also oversee communication in the areas of ESG and employer branding.

The collaboration covers strategy, planning, and media buying in 10 countries: Germany, the United Kingdom, Italy, Croatia, the Netherlands, Poland, Romania, Sweden, the Czech Republic, and Hungary. Mediaplus Warsaw (Group One) will be responsible for servicing E.ON Group on the Polish market.

“We are very excited about the collaboration with E.ON. This is an international project with the goal of building the client’s competitive advantage in a very dynamic and evolving market. This is a major strategic challenge for the entire Mediaplus team and our Mediaplus Warsaw team operating in the Polish market. We can’t wait to contribute to E.ON’s development.” – comments Bartłomiej Kamiński, Managing Director of Mediaplus Warsaw

The collaboration between Mediaplus and E.ON Group will begin in early 2024.

The following will compete for the trophies:

• GONG, “Ja w przyszłości. Powered by AI & ING” won 4 nominations in the categories: artificial intelligence, consumer experience, content marketing, innovation solution.
• GONG and _game changer, “Zhakowany koncert w Roblox” will compete in 5 categories: best use of social media, consumer experience, games & esport, innovation solution, online marketing with influencer. 
• Salestube, Value Media Labcon “Jednym głosem” for Otwarte Klatki go for gold in the category mixx for good purpose. 
• GONG, “Chałwa pisarzom” won 2 nominations in the category best use of social media and limited budget. 
• GONG and Media Republic, “Pierwsza duża kampania ekstraklasy i od razu nie o piłce” will compete in the category: brand awareness & positioning.

Out of 224 entries to the IAB MIXX Awards, the jury selected 45 campaigns that received 62 nominations. The winners of the competition will be announced on December 5, during a gala ceremony.

The title of the most innovative campaign will be fought for by:

• Value Media, Salestube in the ESG in business category with the campaign “Program Re” / Orange Polska 
• GONG in the still & motion picture category with the campaign “Ja w przyszłości powered by AI & ING” / ING 
• GONG, Game Changer in the category: event & installation with the campaign “Zhakowany koncert w Roblox” / ING 
• GONG in the category: digital & interactive, with the campaign “Ja w przyszłości powered by AI & ING” / ING 
• GONG in the category: Tech with the campaign “Ja w przyszłości powered by AI & ING” // ING GONG, Game Changer in the category: Content / Entertainment with the campaign “Zhakowany koncert w Roblox” / ING 
• GONG in the category: Content / Entertainment with the campaign “Ja w przyszłości powered by AI & ING” / ING 
• Labcon in the Touchpoint category with the campaign “Jednym głosem w Metaversie” / Otwarte Klatki 
• GONG, Game Changer in the category: Touchpoint with the campaign “Zhakowany koncert w Roblox” / ING

Innovation rewards above all the originality of solutions, not the results of their implementation. The main criterion of the competition is change and its potential impact in the future.

Change Serviceplan and Labcon, with the support of Media Ready, Value Media, and SalesTube, executed a pro bono campaign in 2022 for the Polish Association of the Deaf titled “UNMUTE: Głośniej niż decybele”. The aim was to address the exclusion of deaf individuals from social and cultural life. It served as a protest manifesto against limitations, with community members forming the musical group UNMUTE, creating the song and music video “Głośniej niż decybele” to draw society’s attention to the exclusion of deaf individuals from pop culture. The group also participated in the Polish preselections for Eurovision 2022.

The PR Wings competition identifies and rewards the most effective, creative, and innovative projects in the field of broadly understood communication and public relations. It promotes professional and ethical practices in this area.

Among the winners in this year’s edition of Effie Awards Poland are Group One agencies: GONG, Game Changer, and Change Serviceplan!

During this year’s competition, 70 Effie Awards were presented, with only 5 of them being gold statues. One of the gold statues was awarded to Change Serviceplan in the Finance & Insurance category for the campaign “Bądź KOTEM płatności” created for BLIK.

Additionally, Group One companies concluded this exceptional evening with 2 silver and 4 bronze Effie Awards for campaigns:

• GONG i Game Changer – Brand Experience category– “Miasto ING w ROBLOX” /ING Bank Śląski – Silver
• Change Serviceplan – Long Term category– “Fakty mówią same za siebie” / Pyralgina (Polpharma) – Silver
• GONG i Game Changer – Gaming category– “Miasto ING w ROBLOX” / ING Bank Śląski – Bronze
• GONG – Finance & Insurance category – “Oszczędzajmy na białą godzinę” / ING Bank Śląski – Bronze
• Change Serviceplan – 50+ category – “Bądź kotem płatności” / BLIK – Bronze
• GONG – Brand Experience category – “Ja w przyszłości” / ING Bank Śląski – Bronze

The representation of people with disabilities in the media is disproportionate to their representation in society. It’s time for changes, and this is brought to life through a joint business venture between the Polish Association of the Deaf and the marketing-technological group Group One — the UNMUTE agency. Its goal and scope of activity are effective combatting of all forms of exclusion by engaging individuals with disabilities in cooperation with companies and brands, particularly in the field of advertising.

In the first month of the agency’s existence, in October, the UNMUTE Talents casting and a photoshoot were carried out, which allowed the first talents to join the base of actors and models with disabilities. The UNMUTE team aims to engage them in cooperation with companies and brands, especially in advertising. This is the first initiative of its kind in the marketing communications market that combines business and NGOs. It aims to increase the visibility of people with disabilities in the media, including promotional materials, video commercials, and advertising creations of commercial entities. The photo session was conducted by Tomasz Grabowski, a graphic designer and photographer known for his “Deaf Portraits” series.

Any person with a disability who would like to join UNMUTE Talents and contribute to increasing the representation of people with disabilities in the media and advertising can do so by applying through a specially prepared form available on the agency’s website. Applications are also accepted in Polish sign language. The initiative aims to facilitate the career development of individuals with disabilities in the media industry, regardless of their experience. The UNMUTE Agency also invites content creators such as photographers, cinematographers, and designers to collaborate.

Media Expert is the undisputed leader in electronics retailing and the largest RTV/AGD chain in Poland with more than 550 land-based shops in around 470 cities across the country. According to a September 2023 Megapanel PBI/Gemius study, Mediaexpert.pl is the 2nd most popular shopping website and application in terms of the number of users. What is more, the Mediaexpert.pl website also ranks in the top 15 domains in Poland with monthly visits of more than 10 million Internet users. This makes Media Expert the leader of its category in the digital area, and this is also confirmed by the brand’s investments in marketing technology.

SalesTube has become Media Expert’s MarTech partner. It is one of the first companies in the world with full Google Marketing Platform certification and the largest reseller of this technology in the CEE region, serving over 200 clients in 30 markets. The scope of SalesTube’s cooperation with Media Expert includes the provision of Google Marketing Platform licences including tools: Campaign Manager 360, Display & Video 360, Search Ads 360 and Google Analytics 4 360.

SalesTube is one of the Group One companies that collaborates with Media Expert in the area of marketing. In terms of media planning and buying strategy, the brand also works with the media agency Value Media. It is, among other things, the synergy of activities in recent years that has helped to strengthen Media Expert’s position in the country’s consumer electronics/appliances sector. By intensifying its omnichannel business strategy, e-commerce sales, significantly expanding its range of goods and services, as well as strengthening its brand strength through numerous advertising campaigns with regional and nationwide coverage in the press, radio, TV or online, the brand has become one of the most recognisable brands in Poland.

The campaign has been nominated in the “ESG and CSR – Corporate Social Responsibility, Environment, and Corporate Governance” category. “UNMUTE: Głośniej niż decybele”  serves as a protest manifesto against limitations. Representatives of the Deaf community formed a musical band for the campaign. A song and music video,  „Głośniej niż decybele”, were created to draw society’s attention to the problem of excluding deaf individuals from pop culture. Additionally, the band participated in the Polish preselections for Eurovision 2022.

The PR Wings competition promotes professional, ethical, and standout practices in public relations and communication, aiming to enhance the PR services market in Poland. The jury for this year’s edition consists of 61 independent experts. 

The winners of the competition will be announced on November 8th.

The awarded campaigns included:

• Netflix “Za kulisami w Rybniku” – 1x Silver, 1x Bronze
• Netflix “Płotka na dachu” – 1x Silver
• ING “Zhakowany koncert w Roblox” – 2x Silver, 1x Bronze 
• Colian “Chałwa Pisarzom” – 1x Silver, 1x Bronze 

The KTR competition is primarily a celebration of creativity and creative courage, where distinctive communication, unconventional and convention-breaking ideas, and the relevance of tools, media, and topics are appreciated.

The digital activities involve the airing of ads on YouTube and VOD channels, as well as rich media formats. A multidisciplinary team, RichOne, comprising media experts from SalesTube and creative professionals from Labcon, handles all aspects of planning, development, execution, and campaign optimization. SalesTube, a MarTech and e-commerce company, also manages media buying through programmatic and SEM models. In-house, the marketing team at Delta ProNatura – Dr. Beckmann oversees paid social activities.

The influencer marketing strategy was devised by the creative agency GONG. Seven internet creators, including Clean Blue, Dominika Gwit, Ewa Święcicka, Architekt Porządku, Ten Ojciec z Tik Toka, Kasia Zillman, and Projekt Home, were engaged for the campaign.

The communication effort also includes a cinema campaign in the Kinads network, featuring special actions alongside spot airings (Happy Seats).

All communication activities are carried out by Group One agencies in the House of Communication model.

Transparent and open approach to measuring and reporting CO2e emissions is a cornerstone of the sustainable development strategy of the marketing and technology group, Group One. For the second time, Group One has published data on its carbon footprint in the “Group One Carbon Footprint Report 2022.” This report will guide the setting of decarbonization targets for the coming years, aligning with the latest climate science and recommended by the Science Based Targets initiative.

Group One’s carbon footprint for 2022 was calculated across all three scopes: scope 1, scope 2, and scope 3. Scope 1 includes emissions directly generated by the company, scope 2 covers emissions from purchased energy used by the company, and scope 3 encompasses other emissions in the company’s value chain. The company’s net emissions, accounting for all scopes, amounted to 91,768 tons of CO2e. Group One continues to be the only company in the marketing communication industry that quantifies and reports its carbon footprint comprehensively.

Purchasing and consuming media represent the largest source of emissions across the entire industry.

Greenhouse gas emissions within organizations can be divided into three scopes. Scope 1 includes gases directly produced from fuel combustion in stationary and mobile sources controlled by the company, including the company’s fleet, leased vehicles used by employees, gas heating, and oil heating. Scope 2 covers indirect emissions from energy purchased from external sources to Group One, including thermal, cooling, electrical, and technological steam energy. Scope 3 encompasses various activities such as media purchases for client campaigns and their viewership, clicks, and views, professional services, investment goods, leases, business travel, employee commuting, remote work, and waste generation. Scope 3 represents the largest source of emissions for the company, accounting for 99.75% of Group One’s total carbon footprint generated last year – 91,541 tons of CO2e.

To fully account for Scope 3 emissions, the marketing and technology group – Group One for the first time applied an innovative method to calculate emissions from the “consumption” of advertisements in offline and online media. For digital ads, the number of views and time spent by users on Google and Meta platforms (specific to country and device) was calculated to determine the carbon footprint generated. The same mechanism was applied to offline media, where the audience for TV ads and the time viewers spent watching Group One’s commercials on television were measured. These calculations were performed according to the GHG Protocol methodology, with the support of Footprint Intelligence, a company specializing in carbon footprint management solutions for enterprises. Additionally, KPMG was engaged as an independent verifier for the first time to ensure the robust verification of the methodology, data, and confirmation of the carbon footprint result included in the report.

The establishment of the agency is the next step in the development of a long-term partnership between the Polish Association of the Deaf and Group One, which has been ongoing since 2016. During this time, as part of Group One, the Change Serviceplan agency and PZG (Polish Association of the Deaf) have jointly executed three major social campaigns addressing the issue of the exclusion of deaf people from social and cultural life. One of these campaigns involved creating a team of five deaf artists who also performed under the name UNMUTE, and this group qualified for the Eurovision Song Contest pre-selection in 2022.

“UNMUTE Agency was established out of the need for conducting long-term activities for people with disabilities. We are oriented towards achieving a social goal but utilize market principles for this purpose. The idea is simple: on one hand, we engage companies and organizations in projects that prioritize inclusivity, and on the other hand, we involve people with disabilities in the execution of these projects,” – said Monika Rosłoniec, General Manager of UNMUTE.

The UNMUTE Agency has three key pillars:

• Engagement in business projects through a talent agency, where people with disabilities, such as actors and models, will be included in the portfolio, and in the future, photographers, cinematographers, designers, and other representatives of creative fields. People with disabilities will also be engaged in business projects as experts and subcontractors.
• Ensuring accessibility through accommodations such as subtitles, audio descriptions, sign language translations, and specialized content production. The agency will also handle audits and the implementation of accessibility solutions in businesses.
• Education in the field of inclusivity, including training for companies, online courses, research, and social campaigns that support the development of awareness and inclusive practices. UNMUTE will assist in removing barriers that hinder the participation of people with disabilities in social life.

Among the nominees are:

• Labcon for “Czy PR marki może być za darmo? Launch LUSH w Polsce”  for Lush in the “Product, Service, or Company Launch” category
• GONG and _game changer for “Zhakowany koncert w Roblox” for ING Bank Śląski in the “Commercial Event” and “Finance” categories
• GONG for “Ja w przyszłości. Powered by AI & ING” for ING Bank Śląski in the “Financial PR and Investor Relations” and “Finance” categories

“Złote Spinacze” is the largest competition in Poland for the public relations industry, aiming to promote the best, most creative, and meticulously executed projects in the field of PR.The winners of this year’s polish PR awards “Złote Spinacze” will be announced during the awards ceremony on December 8, 2023.

Effie Awards recognize campaigns and marketing solutions based on their effectiveness and impact on business results. Among the nominees are:

Among the nominees are:

• Bądź kotem płatności – BLIK
• „Ja w przyszłości” powered by AI & ING – ING Bank Śląski
• Miasto ING w Roblox – ING Bank Śląski
• Dla Was nie ma rzeczy nie do pomyślenia – ING Bank Śląski
• Oszczędzaj na białą godzinę – ING Bank Śląski
• Hitaxa Fast challenguje rynek alergiczny – Hitax Fast / Adamed Pharma
• Z myślą o zdrowym uśmiechu i planecie – Jordan / Orkla Care Poland
• ​​Fakty mówią same za siebie – Pyralgina / Polpharma
• ​​Zabawa w chowanego – UNIQA Polska

The winners will be announced on November 7, 2023, during the award ceremony at the Grand Theatre – National Opera in Warsaw.

Actions, campaigns, and solutions nominated and awarded at Effie Awards from around the world are included in the Effie Index. It is a global indicator of marketing effectiveness, showcasing the most efficient agencies, marketers, brands, networks, and holding companies worldwide.

This fall, the De’Longhi brand is unfolding the second chapter of the “Perfetto” story, with Brad Pitt continuing to play a central role. Moving from California, which was the setting for the first global campaign, the narrative now shifts to a Mediterranean scene. The new storytelling revolves around the integral role that coffee plays in our daily lives, whether enjoyed in the comfort of home or in social settings. The communication extends beyond the product itself, focusing more on the idea that coffee is a universal language, an emblem of lifestyle, and a medium of authenticity—an integral part of our human experience. The culmination of this story is the brand’s iconic slogan – Perfetto.

The “Perfetto 2.0” campaign has been running since the beginning of October on TV and digital platforms, utilizing rich media, video, and display formats across paid social, SEM, YouTube, and VOD channels. Mediaplus is responsible for the communication activities in Poland, coordinating all media efforts for the De’Longhi group in the Polish market. In the house of communication model, the agency collaborates with Salestube, a company within the same group, which is responsible for planning and executing the online media campaign, including paid search and programmatic, as well as the paid social area, handled by Performance Media agency for planning.

The Golden Drum is a highly esteemed creative competition in Central and Eastern Europe, playing a significant role in elevating the standards of marketing communication in the region and promoting ethical advertising. It’s one of the seven regional festivals globally recognized in the WARC ranking.

The winners of this year’s edition of the Golden Drum will be announced during the ceremonial gala, scheduled for October 10, 2023, in the Slovenian city of Portorož.

The campaign aims to raise awareness of the Italian heat pump brand in the Polish market. Through the slogan “Ciepło, cieplej, Ariston,” Change Serviceplan cleverly alludes to the classic childhood game of “Hunt the thimble” The agency is responsible for communication strategy, creative concept for the Polish market, and the production of campaign materials. Media buying and planning are conducted within the framework of Group One.

The online campaign includes video materials (15-second and 6-second spots), display advertisements, and social media content. The prepared creatives serve both brand image and product promotion purposes.

Jury nominated the GONG agency for campaigns created for clients: Netflix’s “Behind the Scenes in Rybnik” and “Carp on the Roof,” Colliand’s “Halva for Writers,” and ING Bank Śląski’s “Hacked Concert in Roblox,” which was jointly executed with the agency Game Changer.

In the KTR competition, the jury appreciates clear communication, unconventional ideas breaking conventions, and the relevance of tools, media, and topics used. This year, a total of 1141 entries were submitted for the jury’s consideration.

SalesTube’s new Managing Partner and CTO has been dealing with advertizing and with technological innovation for nearly 20 years. His last 10 years he spent in Google where he collaborated with key advertizers and Google partners and headed the technological implementations of DoubleClick and Google Marketing Platform in the CE region. In the years 2017-2020, he was accountable for the development and implementation of the strategy in collecting, processing and utilizing data to optimize sales processes and digital transformation for core Google clients in the EMEA region. In 2020, Krzysztof joined Google Cloud to create and manage a global organization (EMEA, APAC & JAPAN) and distributed teams of engineers, architects, UX designers and product managers. It was at that time that he focused on supporting core clients of the company in growing their awareness of how Google Cloud products are the right tools to boost their digital transformation. He headed the engineering and activation of the multibillion wallet of some of the best commercial solutions by Google, combining the Google Cloud offering, elaborate strategies of using data and the design thinking method (Design Thinking, CX, UX).

In his professional career, Krzysztof Rosiński has been an analyst, data scientist, and a business consultant. He was a mentor at the Google Campus program. He was also a scholarship holder and graduate at Google Business Academy that was run in collaboration with Duke University, where he completed a one-year business leadership program for talented leaders.

Krzysztof Rosiński started his cooperation with SalesTube e-commerce and MarTech connected agency on August 1, 2023. 

The project, being carried out by SalesTube with the support of Value Media strategy department for one of the most famous brands in the FMCG sector, aims to build a unified matrix that will enable improved business decision-making in multiple markets and provide a cohesive analysis of trends. The agency will carry out an international audit and mapping of needs at various stages of the consumer purchasing journey. As a result, recommendations of key KPIs and a data visualization project will be created, which in turn will facilitate efficient business decision-making for the client in the future.

Work on unifying the data collection and analysis process is being carried out simultaneously in many markets, including Poland, Great Britain, the Czech Republic, Romania, South Africa and the Philippines.

SalesTube will also be responsible for creating the “Global Playbook” document which is to be a practical guide with recommendations, strategies, and implementations for all AVON markets. This area of cooperation between the agency and the client will have a real impact on building the culture of a digitally mature organization, both in the area of using, transferring and adapting data.

Best Brands is the first fully independent ranking whose unique methodology is based on two main indicators: Share of Soul – the brand’s relationship and connection with the consumer, and Share of Wallet – which relates to the brand’s actual market data. Using the methodology in the research, based on the ranking, makes visible how brands perform in the market on many levels, as well as depicting the individual preferences and experiences of consumers when interacting with brands. The consumers in the Best Brands ranking are its ‘jury’. In the 2nd edition of the survey in Poland, 7,500 respondents answered questions that covered as many as 50 product categories and around 400 brands.

At GfK, we track the shopping choices of Poles and, on this based, we highlight key consumer trends. Currently, issues such as making everyday life easier, tailoring products and services to individual needs, and caring for the environment are particularly important to buyers. All of these trends are reflected in the Best Brands 2023 competition categories. We have rewarded strong brands that offer consumers innovative solutions and care for sustainable development – says Barbara Lewicka, Senior Director GfK in Poland – The last several months have not spared Polish consumers in financial terms. GfK’s main consumer mood indicator is still in double-digit minus. This means that buyers are looking to the future with great caution and do not expect the economic situation to improve. Under such circumstances, finding the golden mean and responding to current consumer needs is quite a challenge. The brands ranked in the Best Brands ranking have managed this challenge perfectly. – adds.

Laureates of the 2nd edition of Best Brands Poland

In this year’s Best Brands Poland ranking, the winners who received the “Marketing Oscars” were selected in 6 categories: Best Overall Brand, Best Polish Brand, Best Omnichannel Brand, Best Sustainable Brand, Best Life Changing Technology Brand and Best Brand For Tough Times. The categories included in the ranking are unique to every edition and represent, with the most objective manner, the trends that currently exist on the market and in the interests of consumers in Poland.

The Best Overall Brand is a unique award, because it is given for overall performance. In this category, the award is given to brands with a strong market position, which at the same time are able to build a lasting relationship with consumers, care about their positive experience, enjoy loyalty and recognition among buyers. This year’s award is unique in even more important aspects, as in the 2nd edition of Best Brands Poland, two Best Brand Overall titles were awarded. “Marketing Oscars” in this category were received by brands that achieved almost identical results in the survey, although they operate in such different business environments on a daily basis. The winners of the Best Overall Brand category were JBL and Samsung. This shows how important the Best Brands ranking is in providing a voice for consumers, who, regardless of data and market categories, chose the brands that have a special place in their daily lives.

In the Best Polish Brand category, the award was given to a Polish brand that is well known to and trusted by consumers and has a solid market share in its product categories. The winner in this category was Winiary. In the Best Omnichannel Brand category, the award goes to a brand that successfully adapts its services, as well as its communications, to function in both offline and online spaces. The winner in this category was Samsung. The Best Sustainable Brand, is another category awarded in our ranking. The winner is a brand that demonstrates responsibility in terms of caring for the environment and social and economic issues. The brand that received the ‘Marketing Oscar’ in this category is Lidl (Bio Organic). In the Best Life Changing Technology Brand category, the winner was a brand whose delivered innovations and solutions have changed the lives of consumers, making life more convenient and enjoyable. The winner of this category was InPost. The “Marketing Oscar” in the last category of the Best Brands Poland ranking, which is the Best Brand For Tough Times, is awarded to brands that best satisfy customers needs and help them maintain their current standard of living, despite struggling with inflation and the rising cost of living. A Brand For Tough Times is a solid brand that can always be relied upon and can keep the consumer with them even in an adverse economic climate. The winner of the category was Castorama.

The marketing strategies are built to last for years, but due to the dynamically changing landscape, brands have been forced to constantly challenge themselves in 2022. The biggest risk they have faced and continue to stand for, is not a single bad decision, but not making any at all. Being courageous, flexible, understanding consumer moods, following the voice of customers and trends. These are some of the ingredients for success, as evidenced by the Best Brands Awards, InPost, Winiary, Castorama, Samsung, Lidl (Bio Organic) and JBL have managed to boost their business strength, but, what is especially important, they have brought joy into the lives of consumers despite difficult and uncertain times – summarises Marek Żołędziowski, CEO of Group One, the marketing and technology group that hosts the ranking and the Best Brands Awards Gala.

Congratulations also go to all 60 brands that were among the nominees. The position in the TOP 10 brands in one of the six award categories is already proof of their success on the Polish market, adds the host.

The longevity trend at the Best Brands Awards Gala

The leading theme of the final gala of the Best Brands Awards, which took place on 18th of May at Ujazdowski Castle, was the longevity trend, which originated in Silicon Valley and is based on the idea that people should live to their full potential life for as long as possible. As a leading marketing and technology group in Poland, we are constantly promoting the latest trends and solutions that are related to technology, and that is why the event’s keynote speaker was the US-based Professor of Social Sciences and Technology, Natasha Vita-More, a long-standing lecturer at universities in Los Angeles, Plymouth and San Francisco, as well as the author of numerous books and articles on the human future, who has appeared in more than twenty documentaries. In her research, our keynote speaker focuses on the use of technology that can improve the quality and length of life of our society.

The special guest at the Best Brands Awards Gala was a Polish aerobatic pilot who, on 14th of March, by being the first in history to land on the helipad of the Burj Al Arab hotel, once again proved to the world that the impossible does not exist, and news of his achievement made headlines around the world. Captain Lukasz Czepiela was the special guest at the event.

The initiator and organiser of the second Best Brands ranking in Poland is Group One, the largest independent marketing and technology group in Poland. The substantive partner of the ranking is GfK Polonia.

The media partners of the event are: Forbes, Forbes Women, TV Polsat, Interia/Biznes, Puls Biznesu, Media i Marketing Polska and Handel Extra.
Sponsors of the Gala are: G2A.COM, RTB House and Vidoomy Media. BMW

The ranking is supported by Serviceplan Group.

Best Brands is an independent, international marketing award based on a comprehensive survey conducted by GfK, a global leader in data analytics. The ranking, was initiated 20 years ago in Munich by Serviceplan Group. The “Oscars of Marketing” will be awarded in Poland for the second time. The purpose of the ranking is to honor the strongest brands on the home market and the people who are behind their success. The initiator of the report and The Best Brands Awards in our country is the largest independent marketing and technology group in Poland, Group One.  

The brands nominated for the Best Brands Awards 2023 are, similarly to last year, selected on the basis of a unique survey methodology carried out by GfK Polonia. It measures brand strength using two key indicators. The first, “Share of Wallet,” it determines the actual market success that brands have achieved in the Polish market. The second is the “Share of Soul” indicator, and it shows which companies have won customers’ hearts, recognition and trust. 

“The survey, which we accomplished in Poland, included 50 product categories, about 400 brands and 7,500 respondents, who were required to rate two product categories in online interviews. To evaluate the brand, we used elements of GfK’s new Brand Architect solution, the main idea is that a brand must sell itself. Therefore, the strength of the brand was measured, among other things, by an indicator highly correlated with price. The competition, like a year ago, was extremely even, which testifies to the very high level and competitiveness of our market. In the race for the favor of the consumer, the smaller and smaller details are decisive, and companies that want to be one step ahead of others must at all time keep up to date with the latest trends and the needs of buyers.” – Underlines Barbara Lewicka, Senior Director at GfK.

60 brands are up for Best Brands Poland 2023 title

The 60 brands nominated for Best Brand, were selected in 6 categories. Importantly, the categories differ from last year’s ranking. This year’s categories include the four well-known ones from the first edition of Best Brands Poland: Best Overall Brand (the main award and also a permanent feature of all editions in all countries), Best Polish Brand, Best Omnichannel Brand, Best Sustainable Brand, and two new ones: Best Life Changing Technology Brand and Best Brand For Tough Times. 

” The ambition of Best Brands competition is, among others, to ensure that each edition reflects the time and context in which it takes place as accurately as possible. This year we couldn’t miss the opportunity to ask consumers about the impact of the past few months influence their lives and shopping habits, as well as which brands they think have responded to it best. At the same time, we adhered to the principle that we would not inflating the number of categories, we had to give up something. We replaced the category that speaks directly about “customer-centricity” with two new ones, which we believe better reflect the spirit of the times, and are a testimony to putting the customer at the center of their focus.” says Marek Żolędziowski, CEO of Group One.

The winning brands of the six categories of the Best Brands Poland 2023 ranking,  will be awarded the “Oscars of Marketing,” during the final Gala of the Best Brands Awards 2023, which will take place on May 18, 2023  at The Ujazdowski Castle

The initiator and organizer of the second Best Brands ranking in Poland is Group One – the largest independent marketing and technology group in Poland. The substantive partner of the ranking is GfK Polonia.

The media partners of the event are: Forbes, Forbes Women, TV Polsat, Interia/Biznes, Puls Biznesu, Media and Marketing Poland and Handel Extra.

Sponsors of the Gala are:  G2A.COM, RTB House and Vidoomy Media.

The ranking is supported by – Serviceplan Group

Best Brands to niezależna, międzynarodowa nagroda w obszarze marketingu, przyznawana na podstawie kompleksowego badania przeprowadzonego przez GfK, globalnego lidera w dziedzinie analityki danych. Ranking, zainicjowany został 20 lat temu w Monachium przez Serviceplan Group. Po ubiegłorocznym sukcesie pierwszej polskiej edycji “Oskary Marketingu” zostaną przyznane w Polsce po raz drugi. Celem rankingu jest uhonorowania najsilniejszych marek na rodzimym rynku oraz tych, którzy stoją za ich sukcesem. Inicjatorem raportu i nagrody Best Brands w naszym kraju jest największa niezależna grupa marketingowo-technologiczna w Polsce, Group One. 

Do nagród Best Brands Awards 2023 nominowane są marki, które analogicznie  jak w roku ubiegłym, zostały wyłonione na podstawie unikalnej metodologii badania zrealizowanego przez GfK Polonia. Mierzy ona siłę marki, wykorzystując dwa kluczowe wskaźniki. Pierwszy, “Share of Wallet”,  określa on faktyczny sukces rynkowy, jaki odniosły marki na rynku polskim. Drugim jest wskaźnik „Share of Soul” i pokazuje on, które z firm zyskały serca klientów, ich uznanie i zaufanie. 

Badanie, które zrealizowaliśmy w Polsce, obejmowało aż 50 kategorii produktowych, około 400 marek oraz 7,5 tys. respondentów, którzy w wywiadach online mieli za zadanie ocenić dwie kategorie produktowe. Do oceny marki wykorzystaliśmy elementy nowego rozwiązania GfK – Brand Architect, którego główną ideą jest założenie, że marka musi się sprzedawać. Dlatego siła marki mierzona była m.in. o wskaźnik wysoko skorelowany z ceną. Rywalizacja, podobnie jak przed rokiem, była niezwykle wyrównana, co świadczy o bardzo wysokim poziomie i konkurencyjności naszego rynku. W wyścigu o względy konsumenta decydują coraz mniejsze detale, a firmy, które chcą być o krok przed innymi, muszą przez cały czas być na bieżąco z najnowszymi trendami i potrzebami nabywców” — podkreśla Barbara Lewicka, Senior Director w GfK.

60 marek pretenduje do tytułu Best Brands Poland 2023

60 nominowanych do tytułu Best Brand marek, wyłonionych zostało w 6 kategoriach. Co ważne kategorie te różnią się względem ubiegłorocznego rankingu. Wśród tegorocznych znalazły się cztery znane z pierwszej edycji Best Brands Poland: Best Overall Brand (główna nagroda, a jednocześnie stały element wszystkich edycji we wszystkich krajach), Best Polish Brand, Best Omnichannel Brand, Best Sustainable Brand oraz dwie nowe: Best Life Changing Technology Brand i Best Brand For Tough Times.

• Ambicją konkursu Best Brands jest m.in. to, żeby każda edycja jak najlepiej odzwierciedlała czas i kontekst, w którym się odbywa. W tym roku nie mogliśmy nie zapytać konsumentów jak to, co wydarzyło się na przestrzeni ostatnich kilkunastu miesięcy, wpłynęło na ich życie i zwyczaje zakupowe oraz które marki ich zdaniem najlepiej na to odpowiedziały. Jednocześnie trzymając się zasady, że nie będziemy „rozdmuchiwać” liczby kategorii, z czegoś musieliśmy zrezygnować. Kategorię mówiącą wprost o „klientocentryczności” zastąpiliśmy dwiema nowymi, które naszym zdaniem lepiej oddają ducha czasów, a są również świadectwem stawiania klienta w centrum zainteresowania marek — mówi Marek Żołędziowski,  CEO Group One.

Zwycięskie marki sześciu kategorii rankingu Best Brands Poland 2023, którym przyznane zostaną “Oskary Marketingu”, poznamy podczas uroczystej finałowej Gali Best Brands Awards 2023, która odbędzie się 18 maja 2023 r. w murach Zamku Ujazdowskiego.

Inicjatorem i organizatorem drugiego w Polsce rankingu Best Brands jest Group One — największa niezależna grupa marketingowo-technologiczna w Polsce. Partnerem merytorycznym rankingu jest GfK Polonia.

Partnerem medialnym wydarzenia zostali: Forbes, Forbes Women, TV Polsat, Interia/Biznes, Puls Biznesu, Media i Marketing Polska oraz Handel Extra.
Sponsorami Gali są:  G2A.COM, RTB House oraz Vidoomy Media.

Ranking wspiera – Serviceplan Group

BMW M3 Touring is a vehicle for people who focus on functionality, comfort, and safety daily but also want the M experience on the track. Promotional activities covering the new BMW M3 Touring: the BMW M3 Competition Touring, BMW M340i xDrive Touring, and BMW M340d xDrive Touring highlight precisely these unique features and driving experiences of the new BMW models. The campaign included the broadcast of spots on online channels, social media promotion, display ads, programmatic, paid social, and rich one activities, as well as the publication of content articles.

As an official Google Marketing Platform Sales Partner, agency SalesTube owned by Group One is responsible for the delivery, implementation of the technology and ongoing technical support for the client. The information found on Flashscore is considered one of the main channels of knowledge acquisition by journalists and fans worldwide. 

“Working in the Google Marketing Platform environment will provide us with greater efficiency in our advertising activities while optimizing the budget. The use of the tools offered by GMP in our daily work will also guarantee us full access to advanced data, which will enable their full analysis, and this will certainly translate into better – both tactical and strategic decisions. When deciding to cooperate with SalesTube, we were looking for a partner who would not only enable us to implement the GMP tool into our environment, but also after implementation help us in fully using the huge amount of data we have. “ said Štěpán Tomíček, Flashscore’s Strategic Media Manager.

In addition to a real-time live scores service covering nearly 40 sports and more than 6,200 competitions, Flashscore also provides it’s own sports news,  offers live audio commentary in 11 languages, live text commentary, video highlights, match previews, player profiles with their stats and more.

Flashscore already has more than 100 million monthly users worldwide.

The latest brand platform for the Orange Flex offer encourages people to put overthinking aside. To stop worrying and believe that everyone is enough just as they are. Listen to yourself, not your inner critic, and be in touch – with yourself and your loved ones. 

– In the flurry of messages about overstepping one’s boundaries, we show that our boundaries are also ok, perhaps most important. We feel that such support will be helpful to all of us nowadays, not only the young – says Kamil Majewski, Associate Creative Director at GONG agency.

The platform, in cooperation with Orange Poland was prepared by the GONG agency. The axis of the campaign are online spots [youtu.be/OBZXw7w8Y08], [https://youtu.be/mqkLyXiol1s]. It was directed by Krzysztof Grajper, shot by Igor Połaniecki, produced by Graffiti Films and post-production by ICE. Value Media is responsible for media strategy and planning, the photo shoot is by Paula Patocka. Digital activities are handled by MarTech & e-commerce agency SalesTube.

As part of the cooperation, the consumer activation “ŁaciaTy i JA”, launched in 2020, will enter new areas. This year, the campaign’s slogan is “Łaciaty and I, and what matters.” Promotional activities aim to show the versatility of use and adaptation to the current needs of consumers of “Łaciate” cheeses. 

The activation includes communication on the laciatyija.pl website, broadcast of spots on TV and VOD platforms, promotion in social media, cooperation with influencers, and a banner campaign. The concept and implementation of the campaign are the responsibility of Group One companies: Change Serviceplan – for strategy, creation, and production, and Media Republic – for media planning and purchase. With this, the companies are beginning their fourth year of cooperation with the Mlekpol cooperative.

The campaign began at the beginning of March and will last until the end of the year.

Link to the spot: https://www.youtube.com/watch?v=Zes4dcm5gK0&t=1s&ab_channel=Sp%C3%B3%C5%82dzielniaMleczarskaMlekpol

The brand’s Easter campaign emphasized the benefits of family and friendly interactions. Trefl promotes children’s games (Rodzina Treflików, Boom Boom), family games (Maga Jaja), social games (Vabang and Po prostu P) and toys (Miś Tuptuś). Promotional activities include broadcasting spots on TV and online channels, promotion in social media, DOOH ads purchased in the programmatic model, and cooperation with influencers. In addition to standard spots, the campaign uses video instructions broadcast to people who have previously watched the advertisement.

– Thanks to video instructions, anyone interested in a given game immediately receives its description. It’s a “virtual flyer” that reassures us that a given game will be the right choice. In digital campaigns, we strongly emphasize Brand Safety, which is why advertisements aimed at the younger group are broadcast on platforms and in cooperation with partners with the most experience in this field – YouTube Kids or Disney Polska – comments Aleksandra Pająk, Communication Director Value Media.

The campaign was launched at the beginning of March and continues the culinary series, led by brand ambassador Jagna Niedzielska – a culinary influencer and promoter of zero-waste cuisine. As part of the project, recordings are periodically published on Nutribullet’s YouTube channel, where the host prepares meals with invited guests. In this year’s edition, Jagna Niedzielska is accompanied by, among others, Piotr Czaykowski, Vitek Chłus, and Krzysztof Ibisz, who is known to everyone. The shakes and healthy meals they prepare together are easy to recreate, suitable for preparation before or after a workout, and are made using Nutribullet equipment. 

– Regarding healthy lifestyle activities and promoting the “recipe for eternal youth,” the key is to bet on partners authentically live by this philosophy. Krzysztof Ibisz, Piotr Czaykowski, and Vitek Chłus are passionate and committed to sharing their thoughts on healthy lifestyles and motivating their audiences to do the same. Their knowledge and experience in caring for health and beauty can influence a positive change in eating and workout habits in Nutribullet brand watchers – comments Klaudia Jamróz, Influencer marketing team lead at Labcon.

In the virtual City of ING, the user can earn and save virtual money through several challenges and games. He can even buy his first “virtual” apartment with them. Group One companies co-created the virtual city for ING Bank Śląski, undertaking the first such implementation in Poland.

Within a year of the platform’s launch, ING City recorded more than 1 million visits, generated by 320,000 unique players, who spend about 10 minutes in it on average. A virtual concert organized by Game Changer and GONG was attended by as many as 55,000 users – almost a packed National Stadium.

The openness of one of the largest banks in Poland to create its own space in the metaverse and the awarding of numerous industry awards for this activation, i.e. IAB Mixx Awards (Best in show, 2 x gold, silver, honorable mention), KTR Sword (2 x bronze), Innovation Awards (KTR) (gold, main award Best of the year 2022) confirm that Roblox is no longer just an ordinary game, but a space with the potential to build unique audience activation.

Link to the game: https://www.roblox.com/games/8458974184/Miasto-ING-Z-ap-hakera

C&A has been on the market since 1841 and is currently one of the largest clothing brands in Europe. Every day, consumers visit one of the brand’s more than 1,300 stores located in 17 European countries. 

The Mediaplus agency, as part of the Mediaplus International group, will be responsible for the strategy and implementation of offline communication with C&A’s customers in Poland, beating four competitors to win a tender for European media services for the C&A brand in 17 markets. 

– For us, working with C&A, a brand with a long history, now present in 17 markets, is an opportunity to participate in the comprehensive transformation of one of Europe’s largest apparel companies – from a stationary to an omnichannel retailer aiming to become the No. 1 fashion brand with a consumer-centric approach. The sector is facing many challenges simultaneously in uncertain times, so it is all the more gratifying that C&A has entrusted us with the role of its strategic business partner – comments Bartłomiej Kamiński, Managing Director of Mediaplus.

The Mediaplus team is primarily expected to bring its holistic view of all areas of marketing far beyond the media sphere. C&A is currently undergoing a comprehensive transformation – from a stationary retailer to an omnichannel retailer. Activities are aimed at making C&A “the most people-oriented fashion brand” in Europe. Mediaplus is supporting this transformation as a strategic business partner.

As a result of the won tender, Value Media will handle 360 services for the Amica brand – strategy, planning, and purchase of online and offline media. Activities planned for this year include further development of the brand’s digital and TV presence, including TV sponsorship. The SalesTube agency is responsible for implementing digital activities: paid social, SEM, programmatic, performance, and affiliation. 

– Value Media proves each year during budget defense that it is a strategically strong partner who, with such a long-term relationship, still maintains a fresh approach to our communications while meeting all business objectives. […] We are facing a challenging year in 2023, a situation of general business stagnation, which we also feel in the household articles industry. We have chosen a committed partner with excellent digital effectiveness and recognition in TV advertising, with whose support we can achieve our image and sales targets, as monetization of the planned media activities will be particularly important to us – comments Paweł Rydz, Marketing Director at Amica. 

The first online activities in 2023 will start in the second half of January.

The agency was recognized for, among other things:

• the highest level of customer satisfaction among media agencies in Poland;
• winning more than a dozen tenders, including new cooperation with CCC Group in 13 European markets, but also Orange, Hebe, Trefl S.A., Komfort, Olimp Labs, Raiffeisen International, Profi, Filofarm, Esotig, Abott, Dobra Kaloria or Esotiq;
• achieving record financial results, which resulted in an increase in employment by 41 people;
• increasing projected turnover by 29%;
• deepening e-commerce competence and introducing activities on global marketplaces such as Amazon, eBay, and Zalando;
• the development of the House of Communication model, under which each client can benefit from the competence of all Group One agencies.

The annual report on the performance of advertising companies, prepared by the editors of Press, covers advertising and media agencies. Panorama Reklamy focuses on the analysis of dozens of major players in the market.

In addition to its success in Panorama Reklamy, Value Media was ranked #1 twice in a row last year with a dominant position in the RECMA report. It was also named Media House of the Year 2022 by Media Marketing Polska (MMP) magazine! These are all significant awards for the media industry in Poland.

The Trefl Group, one of the largest puzzle producers in Europe and a leading manufacturer of board games in Poland, reminded unconventionally about one of the craziest proposals from its offer. For its latest campaign promoting the “Po prostu P” party game, Trefl invited the nationally known food critic Robert Makłowicz and the creators of Make Life Harder, a profile observed on Instagram by more than 1.1 million people. 

The action, which resembled a pre-Christmas meeting at Make Life Harder, involved observers of the cult duo guessing a slogan that Makłowicz had drawn beforehand. He described the puzzling word using only words beginning with the letter “P” in his characteristic style. The first ten people who answered correctly received the game “Po prostu P” from the Trefl brand. All this was carried out on insta stories on the Make Life Harder Instagram profile. 

– Inviting the king of Polish gastronomy and memes to one action, with the creators of the most popular memes in the history of the Polish Internet, is as twisted an idea as the “Po prostu P” game they were promoting. But that was the plan we have been following together since the beginning of our cooperation with Trefl Group with the use of influencer marketing – through light communication, naturally catchy and genuine content, and a perfect understanding of the rules of the online world, we want to reach entire generations, whom our client has entertained for decades – comments Marta Łysiak, Managing Director of Labcon. 

Promotional activities were carried out on Friday, 16/12/2022.

CDP is a non-profit organization recognized as the most demanding environmental reporting platform with the largest and most comprehensive collection of corporate and municipal activities data. It encourages investors, companies, cities, and governments to build a sustainable economy by, among other things, measuring their greenhouse gas emissions and actions that reduce their carbon footprint. Each year, the CDP organization publishes a report that evaluates companies’ policies to combat climate change. In this year’s edition, Group One was assessed for the first time – we received a grade of “C.” Among Polish companies, only three companies were awarded an “A/A-” grade, one entity received a “B,” and 11 companies received a “C.”

– For a debutant in CDP, getting a “C” grade is a success for us already. Next year, we aspire to join the world’s top companies implementing green change with the highest rate in the report. CDP’s Climate Change questionnaire allows you to verify at what stage a company is prepared to fight climate change. It is a comprehensive and insightful look at the company’s management of environmental issues and a diagnosis of deficiencies and areas for work and improvement in the future. On this basis, we set goals for change and will work intensively on them throughout 2023. I recommend every company in our industry to join CDP –  says Sylwia Jedyńska, Sustainability Manager of Group One. 

CDP grades are scored on the basis of questionnaires that include responses on climate strategy, corporate governance, analysis of climate risks and opportunities, CO2 emissions and energy consumption data, carbon footprint reduction targets, and taking climate action. Companies receive a grade from A to D from the organization. A status of F (Failure to Disclose) is given to entities that have been asked to provide information on their environmental impact but have not done so.

Emoti Group’s Christmas campaign, launched in mid-November, is being implemented by the Labcon agency in five markets: Poland, Estonia, Finland, Lithuania, and Latvia. In Poland, Emoti, present on the market since 2007, is known as Wyjątkowy Prezent. The brand enables its customers to give experiences to their loved ones because it believes that they mean more to people than just another gift. This distinctive feature of Wyjątkowy Prezent was highlighted in the creative concept of Emoti Group’s Christmas campaign. 

 – For years, we have been promoting the attitude that experiences that stay with us for years are more valuable than material things. During the holiday season, many of us face the challenge of finding the right gift for loved ones for whom it is difficult to choose the perfect gift. (…) Hence the idea for the 360 campaign, made together with the Labcon agency, saying, “Gifts even for those who probably already have everything.” It shows that there is an alternative to material gifts – gifts in the form of experiences that allow you to experience special moments together and make your dreams come true – comments Monika Michael, Group Head of Marketing at Emoti Group.

Labcon is responsible for the creative concept, the realization of the spots, photo shoot, and creations for the online and offline campaigns. The spots, created in three versions: 30-, 15-, and 6-second, are being aired in all five countries in the Baltic region. Online activities, for which SalesTube is responsible in Poland, include: programmatic, video campaigns on YouTube and VOD, display ads, paid social activities and performance marketing extended by affiliation. 

The offline campaign using the spot is carried out in cinemas and includes On-screen emissions and on digital screens in cinema spaces. Promotional materials can be seen on media in shopping malls and urban areas on DOOH and OOH. 

The promotional spot is available at the following link: https://www.youtube.com/watch?v=qs__X4LquZ0 

The World Cup tournament hosted by FIFA in Qatar is proving to be very controversial. Due to Qatari policies that violate the human rights of LGBTQI people, causing global controversy around the World Cup, numerous brands and activists have joined forces to make the issue visible through social action.

One example is the #LoveWinsQatar social movement, launched by Game Changer and Serviceplan España agencies accompanied by Madrid-based NGO COGAM. The goal of this action is to call on gamers around the world to share love photos of soccer players, taken during virtual matches. 

“Game-playing is transcendent. There are no territorial or social boundaries, which has always been the case. This is the advantage of the gaming world over the real world, where there are still many divisions. We play with each other regardless of gender, origin, skin color or sexual orientation. Games unite, not divide. That’s why we decided to look for a way to express our opposition to the lack of respect for basic human rights by using gaming. What you can’t show on the soccer field, you can show in the online game!” – says Tomasz Przeździecki, CEO of Game Changer

The process to join the movement is very simple: score a goal, move one player close to another, capture a photo and share it with the tag #LoveWinsQatar. The spot announcing the action can be viewed at the following link: https://youtu.be/l2PlKfOu1G8

The #LoveWinsQatar action has been adapted into 5 different languages: Spanish, English, Portuguese, German and Polish. All in order to reach all corners of the world.

The campaign is also supported by organizations such as Brazil’s Aliança Nacional LGBTI+ Foundation and Argentina’s FALGBT.

For the “ING City in Roblox” campaign, GONG and Game Changer agencies won as many as four statuettes – two golds in the Consumer Experience and Innovation & Smart Solution categories, a silver in the Games & Esport category, and the most important, Best in show. GONG received ten more awards in this edition of the IAB Mixx Awards: a gold and two silvers for the “WitcherManiac” campaign carried out for Netflix, a silver, bronze, and a distinction for “The Art of Stealing” also carried out for Netflix, a silver for the “Tyskie Train in Żywiec” project for Kompania Piwowarska (Tyskie), silver for the campaign “For you there are no unthinkable things” carried out for ING Bank Śląski, silver for “Orange Flex – or performance on emotional benefits” for Orange Polska (Orange Flex), and the most important award – the Agency of the Year title. 

Silver statuettes were also awarded SalesTube and Value Media agencies for the “Orange Flex – or performance on emotional benefits” campaign. The project, carried out for Orange Poland (Orange Flex) with GONG agency, took second place in the Performance Marketing category. 

The project “Go beyond the frame. Stir creativity” executed for Bombay Sapphire by branded content agency Labcon and Game Changer, received a distinction in the Innovation and smart solution category, and it closes the list of awards for Group One.

The IAB MIXX Awards recognize campaigns and solutions in which using digital channels or tools was a significant success factor. Submitted projects were judged on four key criteria: strategy, advertising creative, execution and media usage, and results and ROI.

– Choosing a consulting partner is never easy; we were looking for a digital native team that understands the challenges of performance channels and their integration but is also experienced in agile martech and data integration. We also wanted an entity that could manage processes at a scale as large as ours in a structured manner, which the Salestube team won us over – comments Małgorzata Wróbel, Head of the Performance Marketing Department at Orange Polska.

Under the cooperation, SalesTube will handle MarTech & e-commerce activities in a consulting model. The key area of collaboration will be developing and achieving synergies between digital marketing activities to achieve sales growth in this channel, as well as analyzing the technological ecosystem in the marketing area and effective use of first-party data in communication with users.

The cooperation is the result of winning a tender.

This is the fourth edition of this study, and while it seems that almost everything has been said about global warming, Poles were asked about it in the survey for the first time.

– This year, for the first time, the EKObarometr (…) included a question about one of the modern world’s most significant challenges, namely global warming. The result that almost 82% of our society sees the problem of climate change as rather important and definitely important shows that awareness of the threat is very high. Only 9% of us believe that the warming of our planet is an unimportant or relatively unimportant problem. 9% have no opinion on the subject. The high percentage of declarations that climate change is a crucial problem shows that climate education is working, and this phenomenon is a cause for optimism. I hope that future editions of the survey will provide a deeper analysis of our society’s attitudes toward climate change, awareness of the causes of global warming, ways to counteract it, climate actions taken, reasons for being indifferent and uninterested in the topic, as well as the role of business in the fight against climate change – comments Sylwia Jedyńska, Sustainability Manager Group One, on the results of the survey 

Quite a few questions in the report also concern green marketing. If you are curious about how consumers perceive companies that use ecology in their communications, be sure to read the results of the survey: https://swresearch.pl/raporty/ekobarometr-pelna-wersja-raportu-z-czwartego-pomiaru

Among the nominees in this category, in the same group as the HC Group One team, were companies such as Volkswagen Group Polska, Egis Polska and Clariant Services (Poland). 

The HR Dream Team competition has been organized for almost a decade by Pracuj.pl. The purpose of the competition is to appreciate female and male employees in the human resources management industry and the effects of their work.

The Clio Entertainment Awards is a competition started in 1971 by The Hollywood Reporter. The awards recognize creative projects in the entertainment industry, i.e., movies, television, live entertainment, and games.

The “Art of Stealing” campaign to promote the new season of the Netflix series “Lupin” about thief Arsène Lupin was carried out in cooperation with the National Museum in Kraków. The GONG agency created a replica of the painting “Lady with an Ermine” by Leonardo Da Vinci. However, the Lady in the painting was deprived of the characteristic necklace. In a puzzling version, the painting was exhibited in the Museum’s main lobby and displayed on its facade. “The robed lady” sparked a lively discussion on social media. When all the press started asking: WHO DID IT!!!, on the OOH media, right in front of the Lady’s nose appeared Assane Diop, the master of theft and the main character of the “Lupin” series, with the caption “MERCI MADAME”. In doing so, he stole not only the Lady’s necklace but also the attention of everyone, including the national media.

For the “Art of Stealing” campaign, GONG collaborated with agency Wavemaker and MSL Warsaw. 

Hebe’s history began in 2011. The brand quickly won Polish women’s and men’s hearts thanks to its wide range of products. Currently, Hebe stationary stores operate in more than 300 locations in large cities and smaller towns. Products sold by the brand can also be purchased through the hebe.pl website. In addition, thanks to the launch of the hebe.com domain, customers from all over Europe have had access to Hebe’s cosmetic world since 2021.

– Hebe is a brand with a clear business vision, with a huge amount of data to infer and optimize operations using the latest technological solutions. This is a dream for any agency looking to develop its digital competencies. That’s why I’m delighted it trusted us – comments Rafał Wachnik, Managing Director of Value Media.

On the project, Value Media works in a House of Communication model with two other Group One companies: data analytics, e-commerce, and MarTech support are provided by SalesTube, while creative agency Labcon is responsible for social media communication (Facebook and Instagram). The cooperation is the result of winning the tender and began in October 2022.

This new position was created in connection with the strategy to strengthen TV competencies within the group and build a solid and expert TV Buying department. 

“While the TV advertising market recorded declines in the first half of the year, our clients’ portfolio spending in this medium grew by 40%. We want to continuously develop traditional media and provide our clients with consistent service at the highest level. In TV advertising, there is room for optimization and the introduction of new solutions, including those at the intersection of offline and online advertising. Joining Bartek Kuczyński’s team strengthens our competence and allows us to pursue high goals in developing our TV advertising offer,” – says Bartosz Krzewski, COO of Group One Media. 

Bartosz Kuczyński has been with OMG Group for 15 years of his career, where from 2014, he was responsible for TV buying strategy, campaign supervision, and contract execution for all OMD, PHD, and MDM clients. He cooperated with Nivea, McDonald’s, Provident, Nissan, Renault, Berlin Chemie, Reckitt Benckiser, Bayer, UPC, Mercedes, Tchibo, BSH, Hortex, and Answear, among others.

Change Serviceplan received a gold statuette in the Marketing & Business Solutions category for the “BLIK Zbliżeniowy” campaign for BLIK, silver in the Non-Profit & Public Service category for the “UNMUTE – głośniej niż decybele” campaign for the Polish Association of the Deaf, and gold one again for the campaign carried out for BLIK, in the Partnership category.

Two bronze statuettes were received by SalesTube, including one for a campaign for Otodom in the Commerce category and another shared with Value Media in the Smart Budget category for the project “Meme that created a brand – Wyjebongo” for client Manufaktura Piwa, Wódka i Wina.

GONG picked up another of this year’s marketing and advertisement awards for the activities carried out for ING’s client. The agency was awarded with gold in the Finance category for the campaign “Dorośliście? Dorośliśmy!” and with brown in the Business to Business category for the campaign “U Was nie ma, że się nie da”.

Labcon – relevant stories added a silver statuette to its awards shelf for the “UNMUTE – głośniej niż decybele” campaign for the Polish Association of the Deaf, which it received in the Non-Profit & Public Service category. As did Media Republic, which contributed to media coverage of the “UNMUTE – louder than decibels” campaign and is also celebrating taking second place. 

Value Media won brown statue in the Smart Budget category for the campaign “Mem, który stworzył markę Wyjebongo” for Manufaktura Piwa, Wódka i Wina. Special thanks to the client, who invariably inspires the agency to go above and beyond with the communication activities 

Congratulations to all the teams of Group One companies. You are the ones who win these awards and prove that our idea of working for clients in the House Of Communications model is our differentiator and value. To our clients, we thank you for being the ones to entrust the communication of your companies and brands to us. 

Value Media and Mediaplus were recognized as “dominant,” the highest rating in the report. They received 21 points in the report’s total score (1 point more than last time). The “dominant” rating is given to entities that received 20 points and above.

Our agencies also took first place in the “Vitality” ranking, which evaluates the dynamics of company development based on, among other things, industry awards and portfolio development. Value Media and Mediaplus scored 14 points in this category.

They also took first place in the “New-biz balance” category with a score of 125 million euros, while the next on the list generated scores of 49 million and 48 million.

Value Media won the pitch for comprehensive media services of the Trefl SA. company. The scope of work includes the strategy, planning, and buying of all media. Martech and e-commerce agency SalesTube and branded content agency Labcon will support digital and influencer marketing activities as one house of communication. 

“Value Media presented strategy with perfectly addressed Trefl needs that arise from the extensive of Trefl’s portfolio and the continuous development of digitalization of sales processes. We chose the partner to work with, who recommended the selection of media channels taking into account all business data, knowledge about our consumers and their needs, and presented an implementation plan based on the synergy of online and offline activities” – Aleksandra Krzymińska, Director of the Product Marketing Department of TREFL SA. 

Value Media began comprehensive communication services for Trefl SA, a leading producer of puzzles in Europe and board games in Poland, in October 2022. Trefl’s portfolio includes over a dozen brands and 2,000 products sold to over 50 countries worldwide. 

According to calculations made with the help of Planetly, a company specializing in providing the solutions needed to manage a company’s carbon footprint, Group One’s net emissions in 2021 were 31,309.19 tCO2e. That’s as many as 4705 airplane flights around the Earth over the equator. Although no one in the marketing communications industry in Poland other than Group One has yet to publish a similar report, such actions have already been made by selected brands from different sectors. Companies that have counted their emissions in all three scopes to determine a strategy for pro-climate action include BMW, Orange, Millenium, and Ringier Axel Springer Poland. After all, next to governments, local governments, and individuals, business is the third foundation in the fight to halt climate change.

– Counting the carbon footprint was necessary to begin real action toward net zero emissions. We need to know how much Group One’s emissions are in all scopes and, more importantly, where their sources are. This will allow us to set targets to reduce our carbon footprint and implement a plan to reduce emissions in line with science and the Science Based Target initiative, which we joined in April 2022 as the first marketing company in Poland. Business plays a considerable role in the global challenge of reducing carbon footprint, as it is directly or indirectly responsible for about 70% of global greenhouse gas emissions. In just three years, every large company in Poland will be required to report its carbon footprint and progress in reducing it. We are doing it today and encourage the entire industry to count their emissions. We are the first, but we hope that others will follow us – comments Marek Żołędziowski, CEO of Group One.

Greenhouse gas emissions generated within an organization can be divided into three scopes. In the case of Group One, the largest source is scope three (99.48%), i.e., indirect emissions generated throughout the value chain. These include the purchase of goods and services (utilities on behalf of customers, professional services, consumer goods, servers), capital goods (equipment purchases), leases, business travel, employee travel from home to the office and back, home office work, waste generated, or website hits on the 13 Group One companies.

The report’s results describing Group One’s carbon footprint will help build a CO2 reduction strategy. Setting decarbonization targets, developed in accordance with science and approved by SBTi, will make it possible to implement real actions. The first of these, already partially implemented, include: replacing fleets with zero- or low-carbon fleets, switching to green energy, which Group One has already managed to implement 85%, and replacing lighting with LED. One of the areas requiring the most change is reducing the carbon footprint associated with purchasing utilities on behalf of customers. This area of issue will require a commitment to climate change from all offline and online media publishers. Group One has already begun a dialogue with its largest advertising partners.

Our agencies got two golden drums in the following categories: Integrated, Media, Culture & Entertainment and Sports, Pop Culture & Art, Entertainment; 3 silver in the categories: Creative Effectiveness, Single-country / region Non-profit; Health & Wellness Non-profit Health Awareness and Social Good, Non-profit Social Good and 2 bronze ones in the categories: Motion Craft, Video / Moving images and Casting, Motion Craft, Video / Moving images, Original Music.

There is more! In the Agency of the Year 2022 ranking, Change Serviceplan took 2nd place. The Serviceplan Group, a part of our House of Communication, was also awarded, taking third place in the Group of the Year 2022 ranking.

Congratulations to all!

14 nominations got GONG agency for campaigns worked for clients: Netflix, ING, and Tyskie. Change Serviceplan received 6 nominations for the “UNMUTE: Louder than Decibels” campaign for the Polish Association of the Deaf. This project was carried out in cooperation with the agencies Labcon, Value Media, SalesTUbe, and Media Republic (all companies belonging to Group One). The agency responsible for the creative concept and implementation of the project is Change Serviceplan. Communication of the social campaign in the media and social media, as well as cooperation with numerous influencers and artists from the music industry, was handled by the Labcon Agency. Value Media was responsible for planning and buying online media. SalesTube received a grant for paid campaigns in SEM and social media and carried out activities in cooperation with the partners of the SalesTube Affiliate Network. Media Republic dealt with the strategy in ALT media.

In the KTR competition, the jury appreciates expressive communication, non-standard and convention-breaking ideas, and the topicality of the tools, media, and topics used. This year agencies submitted 1,036 works.

Best Brands are not only commercially successful brands but also evoke specific emotions, are remembered by consumers and are associated with innovative solutions and positive experiences. This is the first fully independent ranking that selects the most powerful brands based solely on two indicators – authentic market data (Share of Wallet) and brand relations with the consumer (Share of Soul). Our “jury” was 5.1 thousand consumers who answered about 70 questions about a given brand.

– It is a great honor to be able to speak about the first Polish edition of the Best Brands ranking. About the award that introduces a completely new quality to our market and is a valuable source of information about the strength and condition of brands. Yesterday evening, a ceremonial gala was held, which was not only a place for awarding prizes for the best brands but also a space for inspiration for the entire business and a platform for the exchange of ideas and knowledge – comments Marek Żołędziowski, CEO of Group One, the organizer of the ranking in Poland.

Best Brands winners in Poland were selected in five categories that reflect the current market trends and areas of consumer interest in a given country. They are unique for each edition of the ranking.

The Best Overall Brand title was given to a brand with a strong market position but simultaneously able to build a relationship with consumers – Samsung (smartphones). In the Best Polish Brand category, the study covered brands of Polish origin with the largest market share in their product categories, and the award was granted to the Biedronka brand (grocery and cosmetics stores). A laureate of the Best Sustainability Brand category, which examines e.g., responsibility in the field of environmental protection, use of local raw materials, conducting business following the law, taking care of social issues, including safety, education, health protection, as well as transparent communication of the company’s activities, was the Bosch brand (small kitchen appliances). The Best Customer Centricity Brand category, which focused on researching and analyzing the brand’s perception by consumers, was won by the Allegro brand (online stores). The Best Omnichannel Brand title was awarded to the brand that, according to consumers, has most adapted its services and communication to function in the offline and online space, i.e., Media Expert (electronics stores).

The Best Brands award was created in 2004 to promote the best-managed brands on the German market. For 18 years, the Best Brands ranking was carried out, among others, in Belgium, France, and Italy. The United Kingdom and Switzerland will join this group next year.

The first keynote speaker and guide in the world that has significantly warmed over the years is Lewis Pugh – an endurance swimmer and the official patron of the United Nations for the protection of the oceans. In 2007, to draw attention to the climatic changes observed at the North Pole, he swam 1 km in water with a temperature of -1.7 ° C. In 2021, for 12 days, without clothes to protect against the cold, he swam in the icy waters of the Arctic near Greenland. His actions are intended to draw global attention to the problem of arctic sea ice melting and melting glaciers in the Himalayas, as well as the impact that the reduction of water resources will have on the world situation.

The second keynote speaker at Best Brands Poland and an expert in the field of the technological future is Tino Krause, Regional Director of Central Europe at Meta. He is responsible for business development in 34 countries, including the Benelux and Central and Eastern Europe. For the last three years, he has also been the Country Director Meta for the DACH region of Germany, Austria, and Switzerland. As a person with over 15 years of experience working for leading media agencies and companies, he is considered one of the most famous experts and representatives of the marketing industry in these countries.

The structure of The Marcom Engine consists of an international, 1,000-strong team that comprehensively integrates strategy, creative and production across the BMW Group. It focuses on advanced data analysis, highly automated production, communications delivery, digital media and e-commerce in global support of more than 130 markets. TME is a partner network that includes MediaMonks, Serviceplan Group and Berylls Strategy Advisors. As an international agency, TME provides local support for 26 European markets in all areas of performance marketing, data-driven analytics, automation and CRM. The global and comprehensive integration of marketing activities puts the customer journey first, while elevating it to a high-tech level. 
Dawid Kolasinski has worked in the marketing industry for 6 years. He joined TechNest a year ago as Team Leader in the Website Business Support team. He gained experience at eg+ worldwide agency as a Project Manager and at Bosch as a User Marketing Specialist. In his new role as Head of Web Operations (The Marcom Engine), his tasks will include coordinating the Website Business Support specialist teams operating in Poland and the Adobe Forms Ops team, reporting on the activities of the team working in India and managing interactions with clients and service providers.  

• The high competence and commitment of Monika and Dawid allowed us to take the TechNest team to a completely different level. However, there are many challenges ahead of us, so I’m glad that experts like Magda and Adam will additionally join our team. I’m sure they will bring new energy to the team and help the whole company grow,” comments Iwo Orzełek, Service Delivery Lead at Plan.net TechNest.

Monika FIlipek has been involved in digital marketing for nearly 10 years. She has been working at TechNest for a year, responsible for coordinating client activities in key European markets, including Germany, Poland, Switzerland, Austria, the UK and Ireland. Prior to that, she worked for more than 7 years at Accenture, where she also worked on international digital marketing projects. She also gained experience in marketing and customer service while working for one of Poland’s leading banks. In the position of Market Consultant Team Lead (The Marcom Engine), she will be responsible for coordinating the activities of a 7-person team consisting of market consultants creating website and brand campaigns for the BMW group.
Adam Sobiesak took his first steps in the IT industry in 2018. He gained experience working for KKWADRAT.com and Cheil, where he was responsible for handling websites for clients from Poland and abroad (including North America, South America and the Middle East). He joined TechNest in July 2022, taking on the position of Adobe Forms Operations Lead (The Marcom Engine). Adam is responsible for the work of a three-person team of experts supporting Adobe Forms for the BMW Group.
Magdalena Cieślik has been involved in the digital marketing industry for over 5 years. She developed while working at Publicis Groupe (Saatchi & Saatchi) for clients such as Visa, Beiersdorf, Procter & Gamble and Daimler AG (Mercedes-Benz). As Senior Project Manager, she was responsible for the development of a global hub to handle websites in key EMEA and APAC markets. As of August 2022, she is strengthening the TechNest team. In her new role as Team Leader in the Website Business Support team (The Marcom Engine), her tasks include coordinating the activities of a team of specialists involved in maintaining the BMW Group’s websites.

Dawid Kolasinski, Monika Filipek, Adam Sobiesak and Magdalena Cieślik will report to Iwo Orzełek, Service Delivery Lead at Plan.net TechNest. 

What is CDP?
It’s an international charity that aggregates and discloses reports on the environmental impact of companies, cities, regions and countries. It is the global gold standard for environmental reporting. WWF, our climate partner, and Science Based Targets initiativie, which we joined in the spring, recommend disclosing CO2 emissions and climate strategy data on the CDP platform.

What does the CDP “exam” consist of?
We answer nearly 100 detailed and comprehensive questions on strategy, corporate governance, analysis of climate risks and opportunities, greenhouse gas emissions data, adopted methodology for measuring emissions, plans to reduce emissions and ongoing decarbonization efforts, corporate governance on the topic of climate protection, methodology for counting emissions and indicators, stakeholder engagement in dialogue and climate action

We look forward to the CDP assessment, which is due at the end of October!

Google Marketing Platform is the world’s most advanced digital marketing platform, which is used to centralize as many elements of digital marketing as possible in one place. Google, to increase awareness of the technology in this area, has launched the “Certified Individual Platforms Trainers” program. As part of the mentioned initiative, they invited the most trusted partners fluent in GMP. At the beginning of August, four experts from the SalesTube team joined this group, making the agency one of the largest GMP training teams in Europe, with as many as six qualified specialists. 

– Modern technologies won’t work without well-qualified specialists, which is why we focus on constant development in both fields – the team and the tools. That makes SalesTube the first MarTech and one-stop-shop for e-commerce in Poland, a group of experts combining the most substantial performance marketing competencies with comprehensive support for e-businesses. We already became the first GMP (then DoubleClick) reseller in the CEE region five years ago. Also, we were the first company in CEE and the fifth in the world with certification from all Google Marketing Platform products. Today we are the second with the largest team of trainers in Europe. These are not the labels. These are the achievements of the entire team, which I sincerely congratulate – comments Joanna Czekaj, Managing Director at SalesTube.

As one of Google’s partners and a leading expert in the GMP area, SalesTube agency in 2021 published a globally unique Ebook, a guide to the Google Marketing Platform ecosystem created by practitioners. A second edition, complete with updates on GMP tools and cases from the previous year, is scheduled to be published in the fall of 2022.

Notus Finanse is one of Poland’s largest and highest-rated companies in the financial brokerage industry. The brand wants to be a value for Polish borrowers and create a “value” that no financial broker has offered. 

– I am full of admiration for the courage and trust of our partner. I believe that the decision to enter a local brand into the global Web 3.0 ecosystem is a perfect example for everyone. Such a traditional business as a financial broker, in the face of the changing world and the future, cryptocurrencies, NFTs, metaversion startups, new professions – meta architects, meets the expectations and opportunities provided by the development of technology and the blockchain ecosystem. This is also the future of the business and financial world. After all, in Switzerland, it is already possible to pay taxes using cryptocurrencies or settle accounts and make purchases using virtual currencies. We imagine a vision that someday, in Poland (maybe) in our local stores, we will pay with cryptocurrencies. This is already happening. Do we have capital in crypto? Why not use it as a business contribution to buy a home or other selections and even business development? This is why the entire financial sector is already looking so much at Web 3.0 solutions. As an agency and as a client, we responsibly approach such activations. We know the risks, the threats. We know it requires education, but it’s high time to start doing it! We are glad that together with Notus Finance we can be a part of this! – comments Tomasz Przeździecki, CEO of _game changer.

In cooperation, Game Changer has built a dedicated Notus Finance space in Decentraland. The activity in the Web 3.0 world was divided into 2 phases. 

The first began in July 2022. Interested individuals will get access to a teaser announcing what will be happening in October 2022. The companies are not yet saying what exactly users will experience in the Notus Finanse space in Decentraland. What is known is that they will get access to dedicated materials to learn about the brand, its vision for the future, and its development within Web 3.0. In addition, they will get access to a secret “CODE” that they can use in the Notus Finanse space unveiled in October 2022. 

The second phase will focus on developing brand experience, i.e. combining the current role of Notus Finanse – a financial specialist in the offline world with a future perspective in the Web 3.0 world. Users will be able to meet a real expert, in a virtual form, who will talk with them about opportunities, threats, security, and risks in the Web 3.0 world. The company is strongly betting on the element of financial education for different target groups of its customers and introducing them to the knowledge of classic financial products in a way that is as accessible and interesting for the recipient as possible.

The effects of the activities can be seen at the attached link: https://bit.ly/3ztCt19   

Ania Kuropatwa was associated with the Havas Group for 16 years. For the last few years she worked in the strategy department, eventually becoming head of the entire team. Winner of the IAB Europe Research Award in the Media Effectiveness category, Effie juror and participant in the first edition of IAA’s Marketing Mastermind, she has a broad spectrum of experience in the communications industry, including both strategic, research and analytical projects.

Best Brands Award is an independent, international award in the field of marketing, granted on the basis of a comprehensive study by GfK, one of the global leaders in data analytics. The ranking was initiated nearly 20 years ago in Munich by the Serviceplan Group to promote the best managed brands in the German market and to recognize those who stand behind their success. This year, the “Oscars of Marketing” will also be handed out in Poland for the first time. The ceremonial gala will be held already on 15 September 2022 at the Praskie Centrum Koneser in Warsaw.

The brands nominated for the Best Brands Awards have been selected on the basis of a unique research methodology, developed by the independent consumer research institute GfK – It measures the strength of a brand based on two key indicators: the actual market success “Share of Wallet” and “Share of Soul”, which represents the degree of attractiveness of a brand to consumers. “Strongest” nominees were selected from 260 potential candidates in 34 product categories. Opinion was expressed by 5,000 respondents. 

“The uniqueness of the methodology developed by GfK is due to several elements. First of all, we combine hard market data and consumer sentiment. In addition, we evaluate very different product categories, so we have selected the best of the best, looking at the market really broadly. The awards are tailored to current consumer trends. What is important for us is the Polish origin of the product, its adaptation to the post-pandemic reality, balancing the proportions of offline and online, customer-centricity. Our global Consumer Life study shows that this is a very important trend in Poland, while not necessarily in the world. At GfK we have just released the Green Mood report, which discusses the impact of sustainability on brand perception in more detail.” – says Barbara Lewicka, Senior Director Marketing & Consumer Intelligence GfK

“The list of nominees shows what matters to consumers now i.e. in the so-called ‘interesting times’. The categories which the awards will be granted are strongly related to market trends. The accelerated development of online services, often in previously traditionally offline categories, or the massive interest in the area of sustainability – are topics that will certainly stay with us for a long time. The development of alternative reality – the metaverse shows that it is no longer a technological novelty for geeks, but a completely new dimension of everyday life, which will undoubtedly affect our future, including the future of our entire industry. Surely, the great news for all of us is that zero-carbon companies and climate competitiveness have finally ceased to be just an option in strategy building, and have become the basis for the development of modern responsible business – which we will be discussing at the “Marketing Oscars” gala on September 15″. – says Wojciech Putrzyński, CEO of Change Serviceplan.

Winners in each of the 5 categories will be announced during the Best Brands Awards gala on 15 September 2022 at the Centrum Praskie Koneser in Warsaw. 
The initiator and organiser of the first Best Brands ranking in Poland is Group One – the largest independent communication group. 
The content partner – GfK Polonia
Media partners of the event are: Forbes, Forbes Women, TV Polsat, Interia/Biznes, Puls Biznesu, Media i Marketing Polska, Handel Extra.
Salesforce is the Gala Sponsor. 
The ranking is supported by Serviceplan Group. 

The TOP 10 list for each category is presented below

BEST OVERALL BRAND – TOP 10

1. BIEDRONKA Grocery and cosmetics stores
2. BOSCH Small kitchen appliance
3. CANON Photography equipment
4. FAIRY dishwashing products 5.
5. GOPRO Sports cameras / drones
6. JBL Audio devices
7. LAYS Salty snacks
8. PHILIPS Personal care electrical equipment 9.
9. SAMSUNG Smartphones
10. SONY Gaming consoles

BEST POLISH BRAND

1. BIEDRONKA Grocery and cosmetics
2. EVELINE Natural cosmetics
3. HORTEX Frozen food and ice cream
4. MLEKOVITA Basic food products
5. ONLY BIO Natural cosmetics
6. PIĄTNICA OSM Dairy products
7. TYMBARK Non-alcoholic beverages
8. WAWEL Sweets
9. WEDEL Sweets
10. WINIARY Basic food products

BEST OMNICHANNEL BRAND

1. BOSCH Small kitchen appliances
2. GOPRO Sports cameras / drones
3. LIDL Grocery and beauty stores
4. MEDIA EXPERT Electronics stores
5. MEDIA MARKT Electronics stores
6. PHILIPS Electronics

What is Chapter Zero Poland?

It is part of an initiative set up by the World Economic Forum – the Climate Governance Initiative. In Poland it is coordinated by the Responsible Business Forum. Substantive partner is Deloitte.

“Value Media has had an excellent year. Record business results, the highest position in the Recma ranking and a new portfolio of clients, including servicing Orange or the entire CCC group in over a dozen European markets. On top of that, according to a Kantar survey commissioned by MMP against all agencies on the Polish market, the best customer satisfaction results. This is the result of the very hard work of dozens of employees of the agency, but also consistency in the implementation of the Value Media strategy. However, we are not slowing down and defining new ambitious development plans. We want to be a strategic partner for the client, which develops its business thanks to the broadest competence built under one roof of Group One. To realize this goal, we need to diagnose development bottlenecks as efficiently as possible and identify the best solutions to eliminate them. Strategic competence is therefore key. The new role of Rafal Wachnik, previously Chief Strategy Officer, clearly defines the direction of Value Media’s development. Over the past 5 years, Rafal has brought tremendous value to our agency and I am convinced that his new role will strengthen our position as a market challenger who sets standards in the industry.” – Kamil Wiszowaty, CEO of Group One Media, comments on the decision.

“Value Media long ago ceased to play the role of a traditional media house whose job is to plan and buy media. Today, we also help our clients build communication platforms (thanks to the competence of Change, Gong, or Labcon), create ecommerce stores (thanks to the competence of SalesTube), introduce brands to global marketplaces (thanks to the competence of Grow Now) or scale sales in other markets (thanks to the competence of Mediaplus). And this is just a slice of our services. The competencies built at Group One are our precious asset, but their optimal use builds our competitive advantage. My ambition is to strengthen Value Media’s position as the strategically strongest agency in the market. Therefore, a strategy will cease to be just one of the agency’s units. It will be the central point from which every recommendation we make will come out.” – Rafal Wachnik, the agency’s new Managing Director.
Rafal Wachnik has been involved in the advertising industry for 20 years. He started his career at Starcom, with which he was associated for the first 16 years. Last 5 years he served as Chief Strategy Officer at Group One.

The LPP brand, which manages five recognizable brands: Reserved, Sinsay, Cropp, House, Mohito, is a socially responsible Polish company. Gdansk-based company offers its products in more than 2,000 stores, and customers wearing the native giant’s clothing can already be found in nearly 40 countries in Europe, Africa and Asia. 2021/22 was another year in a row when foreign sales exceeded revenues from Poland, and in 4Q2021/22 they already accounted for more than 60 percent. Already nearly 30 percent of the group’s revenues are generated in the e-commerce channel. 
As part of the partnership, SalesTube is providing and fully implementing Google Marketing Platform technology, assisting in the execution and optimization of activities on the platform, unifying buying, measuring media in GMP tools, educating the client’s in-house teams, and running Display & Video 360 campaigns in more than a dozen markets.

What does it mean for us as a company? 

1. Our efforts have been recognized by the most independent, international and credible organizations, such as United Nations Global Compact, CDP, WWF, World Resource Institute.
2. We have to prepare within 2 years decarbonization targets in accordance with the scientific method, which means no accusations of greenwashing.
3. we will disclose our carbon footprint and our progress in reducing it on a regular annual basis!

Under the cooperation, Labcon will develop an umbrella influencer communication strategy, develop the creative idea, select influencers and will be responsible for coordinating the cooperation – from negotiation to execution. The joint activities start with a campaign on barbecue. 

MMP’s report “Advertising Agencies and Media Houses 2022. “Advertising Agencies and Media Houses 2022” is created on the basis of declarations of agencies in surveys and customer satisfaction surveys, as well as the knowledge of journalists of the websites: MMP24.pl and MMPOnline.pl and “Media Marketing Polska”.

The initial sample for the study is a combination of client lists sent to “MMP” by agencies. This list is updated every year. In the last survey the initial sample was 2501 people. In this wave of the survey 1051 people were interviewed.

LUSH decided to cooperate with Labcon thanks to the wide offer of activities introducing the brand to the Polish market.

“Lush is not an easy brand to understand. We want to challenge the beauty industry with our sustainable products and change its face with our campaigns. We create beautiful, fresh and handmade cosmetics, but also an ethical company and our values must be reflected in every communication. Traditional marketing is not for us. Especially for our human rights, environmental and animal protection campaigns, we need bold partners who are willing to break new ground with us. We are very pleased that Labcon brings this professionalism, experience and courage to successfully run our Lush Poland launch” comments Tobias Kruse, Lush European Digital Communication Manager. 

The competition is organized by Izba Gospodarki Elektronicznej which aims to develop the Polish digital industry through cooperation, exchange of know-how, legislative actions and strong and effective representation of common interests in the dialogue with the institutions of the Polish government administration, the European Union and non-governmental organizations in Poland and abroad.

And the title of Agency of the Year went to Salestube agency, which won as many as 5 statuettes:

The most effective video campaign

Best pandemic effects

The most effective sales campaign

PERFORMANCE AGENCY OF THE YEAR

THE SPECIAL AWARD GRAND PRIX

When carrying out performance projects, it is always the effect that counts, so usually there is no time to present the results and competition entries, but this year we decided to show the campaigns carried out together with clients. And although our work is never about awards, I cannot hide the fact that I feel great pride after yesterday’s Performance Marketing Diamonds CEE gala. Such moments are motivation to do even more and better. We will definitely don’t stop here – stay tuned! – comments Dominika (Wieczorek) Niekraszewicz, Head of Business Development at SalesTube

The nominees were selected in a comprehensive study conducted by GfK Polonia, the substantive partner of the project. The survey covered 260 brands from 34 categories and 5 000 consumers.  

The project is supported by media partners: Telewizja Polsat sp. z o.o., Grupa Interia.pl, Forbes Polska, Forbes Women Polska, Media Marketing Polska (MMP), HandelExtra.pl / Handel, Puls Biznesu.

Details at: www.bestbrands-poland.pl

Promotional activities include broadcasting spots in online channels, social media promotion and shopping applications. Value Media is responsible for strategy, planning and media buying. In the project the agency cooperates with Cut the Mustard, responsible for the concept and creation, and with MarTech & e-commerce agency SalesTube.
The cooperation is a result of a tender, which Value Media won in April 2022.

The campaign was launched on April 29.

There is no doubt that the involvement of Poles in helping their neighbors is remarkable, but finding ourselves on aid boards and collections and staying ahead of the facts is starting to be a challenge. We believe that a significant number of refugees will require long-term assistance. The support of thousands of Poles engaged in aid will not be enough. We need to involve the whole European civil society. 

HeroToHero meets the current needs and is dedicated to creating a global map of where help is needed. In contrast to all the sites in Poland, this site has an international scope, which makes it possible to raise funds from abroad. Moreover, it is available in 7 language versions, with more being implemented. 

Using the platform is safe for both parties – the person in need and the helper. Each submission is checked for authenticity of the content before it is published, and all users setting up collections on the platform are subject to complete verification.

People who need support or can provide it are welcome to visit the website: https://herotohero.eu

RECMA has been on the market since 1991 and is the only global research company that evaluates media agencies in 45 countries worldwide according to 19 criteria. These reports are an essential resource for top brands. Our agencies are ranked high every year.

The band UNMUTE was created as part of the protest against excluding the deaf from pop culture which came after the premiere of the music video for the song “Głośniej niż decybele” which, itself, was part of the social campaign of the Polish Association for the Deaf. The band UNMUTE wanted the whole world to hear them. The musicians did not only talk the talk but they also walked the walk when they signed, “Can’t you hear us? Things have to change!” This is a breakthrough moment in a culture that is intended to be accessible to everyone. Although we have seen and heard many talented people on the Eurovision scene, nothing like this has ever happened before!

Music for all – no limits.

“The formation of the band, UNMUTE, turned out to be a very important event for the deaf community. For the first time, we have shown that some pieces of music may not be accessible to the hearing person. People who do not know sign language, that is, a significant part of our society, without text or subtitles will not understand this work. I think that the appearance of the UNMUTE band at Eurovision will leave a permanent mark on the consciousness of the hearing in Poland and Europe; it will show that the deaf can also be artists and creators and that music should be available to everyone. Moreover, we will be able to count on the support of the deaf community from all over Europe.“– says Krzysztof Kotyniewicz, President of the Polish Association for the Deaf.

It is an amazing event for the world and means even more for the artists themselves. How do they feel as the first deaf people to have been entered for the Polish Eurovision pre-selection? 

“This is a high bar for us, but we can show the Deaf that we are here. They can then follow our example and move on. People from different cultures take part in Eurovision and we also have our own culture. We take part in it to show that the deaf are also able!”– say all members of the UNMUTE band unanimously.

The music industry unanimously says “YES!”

Applying for Eurovision pre-selection arouses emotions not only in the group of young artists, but also in the music audience. Music journalists also support the initiative. 

“An unusual project proving that sometimes, a few sounds mean more than a thousand words. I support them wholeheartedly and something tells me that the European public might love them. It is hard to find a more open and tolerant place than Eurovision. I hope that soon it will be all over the media”comments Kamil Baleja, a presenter of the morning programme on Radio Złote Przeboje/Radio Golden Hits/ 

Jarek Szubrycht, a music journalist of “Gazeta Wyborcza” and Editor-in-Chief of “Nowa Gazeta Magnetofonowa “- has a similar opinion.“I listened to the song with delight and watched the UNMUTE music video demanding access for the deaf to participate in culture and thus also to cocreate it. Should the song “Głośniej niż decybele/Louder than Decibels” be considered as a Polish candidate for the Eurovision Song Contest? Of course! Should it win? I don’t know. The best should win. Fingers crossed. I’m waiting for the record.”

This manifesto for the deaf is important for the entire music industry. Michał Szpak who represented Poland at the Eurovision Song Contest 2016, expressed his enthusiasm and delight.

– “FANTASTIC! For years, Eurovision has not only been a contest of great voices, but of creativity, above all. The whole world should appreciate this vision of music. Moving and full of energy at the same time.”

The artist is convinced that in cooperation with a good director, the band can create an extraordinary spectacle that will reach the hearts of people. – “For several years we have represented a very old-fashioned way of performing. This band and contemporary creative shows? I believe it can conquer all of Europe.” – adds Szpak. 

Sarsa, a Polish singer, songwriter and composer, who was selected to participate in Eurovision by Swedish portals in 2016, also spoke about UNMUTE’s application for the Polish Eurovision pre-selection. – “​​Specialising in music therapy, I realised that sound is primarily a stream of vibration which penetrates our interior and not only through the sense of hearing. This energy, depending on the intentions of the creator, carries different messages and evokes different emotions. Eurovision is undoubtedly an opportunity to build awareness that we are all equal, that diversity is beautiful, that this invisible thread, this ‘sound’, connects us, regardless of any differences, experiences, gradations of values or senses with which we perceive the world.“- says Sarsa. 

This is a historic moment that could change our culture forever. Let the world hear the voices of the Deaf!

Phytopharm is a modern, pharmaceutical company. The company deals with the preparation of active substances and plant extracts for the production of dietary supplements and medicines, as well as the production of ready-made products, based on ingredients of natural origin. The company has been operating on the market since 1949.

The collaboration is the result of the pitch won by Serviceplan Health / Change Serviceplan in December 2021. The selection of companies belonging to Group One is commented on by Agnieszka Filipiak, Marketing Director, Phytopharm:

“According to the results of our consumer research, Serviceplan Health’s communication plan has the greatest business potential. In addition, we believe that the partner we have chosen provides high-quality services and has a lot of industrial experience.”

As part of the campaign promoting the product, 30″, 15″ and BBS, spots were created and will be aired on TVN and TVP. The campaign was produced by Studio Garaż and directed by Adrian Chudek. Badi Badi studio was responsible for post-production.

The communication platform “ŁaciaTy i Ja” launched in 2020, explores new areas each year. In the coming months, it will take the shape of “ŁaciaTy i Ja” and will provide many opportunities to get closer. This means that Łaciate spreads will inspire you to celebrate not only well-known and celebrated holidays, but also look for new ones. Following the principle “every occasion is good “, the brand suggests how to prepare and surprise others and yourself, with little effort, with a delicious dish, based on Łaciaty cheese. 

Many months of consumer activities start in February and the first opportunity to explore new flavours is Valentine’s Day. The heart of the advertising activities will be the laciatyija.pl website, supported by a video and banner campaign, activities in social media, additional activities and influencer participation. 

The Change Serviceplan agency is responsible for strategy, creation, and production, while the Media Republic media agency is responsible for media buying. Thus, the companies begin the third year of cooperation with the Mlekpol Cooperative.

The cooperation is the result of the pitch won by Value Media at the end of 2021. 

“Using the strength of the Group, Value Media will have the opportunity to leverage integrated competencies from several areas in order to strengthen the position of Profi as a market leader. We have all the tools to allow us to develop the huge potential of this traditional Polish brand and we are glad that our new business Partner has entrusted us with this task” – says Kamil Wiszowaty, CEO of Group One Media

Sebastian Pender, Marketing Director at Profi, explains why Value Media won as follows:

“The main criterion for choosing Value Media as a business partner was their team’s expertise and experience in the field of effective and integrated online communications. The offer of Value Media, SalesTube, and Labcon stood out in this respect, which is why we decided to embark on this strategic cooperation. An additional advantage which validated our decision was the high level of service and speed of operation of the dedicated team”. 

The first joint project of the companies has already started, i.e. the campaign launching Jemy Jemy, a brand of wholesome, ready-made soups. It includes the airing of spots on online channels, promotion in social media, rich media activities, display advertising, and cooperation with influencers. Value Media will work in the House of Communication model with our other two companies. Biddable media support will be provided by the martech & e-commerce agency, SalesTube, while Labcon, the creative agency, will be responsible for influencer marketing. 

In the following months, Value Media will also deal with the promotion of another brand from the Profi S.A. portfolio – Profi Pâtes. 

The project was created in cooperation with ING Bank Śląski, who used the recording of the singer in their advertising. The video for the single entitled “Enough” can be viewed here: JqF43LAeiHo. 

The goal of ‘zero waste’ is to minimise the production of waste and thus stop environmental pollution. This idea was used throughout the entire action. The scenography comes from the second airing and inspires one to ask questions about the common sense of constantly buying new things. 

GONG is responsible for activating and working with influencers.

The first episode was aired on 24 January 2022 and is available on YouTube. The entire production consists of four episodes, published at weekly intervals. The host of the 4^th. season is Grzegorz Zawierucha – winner of MasterChef, Poland. In addition, the programme will feature 4 exceptional guests: Hanna Stolińska, Agnieszka Cegielska, Kinga Paruzel, and Mateusz Zielonka. In each episode, the host prepares interesting dishes with the use of superfoods, thus introducing the viewers to the possibilities and ways of using this type of food. 

Mediaplus media agency, supported by Labcon creative agency, is responsible for the roll-out of the “Superfoody na co dzień” campaign. Mediaplus takes care of purchasing media and media planning, while Labcon is responsible for the creation and content of the NutriBullet brand on social media.

The NutriBullet brand belongs to the portfolio of the De’Longhi, we have been cooperating with since 2020.

Planetly is a German company specialising in the development of software tools for calculating CO2 emissions, building decarbonisation strategies, setting neutrality goals and selecting carbon footprint reduction and emission offsets. Cooperation with Planetly was initiated by the Serviceplan Group, an international communications group of which Group One is a part. However, apart from the aforementioned measurement of emissions and the preparation of the report, the Polish group has decided to operate on a larger scale.

“I am very happy to say that Group One, as the first company in the media and marketing industry in Poland, is well on the way to joining the prestigious Science Based Target initiative. SBTi was established as a result of an association of experts from the most reliable and trustworthy of pro-climate organisations: the WWF, the United Nations Global Compact, the Carbon Disclosure Project, and the World Resources Institute. Its purpose is to support businesses in setting ambitious climate goals and implementing a strategy to reduce CO2 emissions. Today, we are taking decisive action to fight for a better future for future generations and are setting an example for the entire market with our attitude” – says Sylwia Jedyńska, Sustainability Manager Group One. 

So far, only 7 brands in Poland can boast their membership in SBTi. These are: Allegro, Żabka, Deloitte CE, Canpack Group, JMB Wind Engineering, Ciech and Heinz Glass Działdowo. 

“Our efforts to join the SBTi confirm that we take the climate issue as seriously as possible. This is a big step for us, but we feel that the time for small changes has already passed. There is no place for greenwashing entities in SBTi; it is specific activities that bring measurable results which count. We are not afraid of that” – adds Marek Żołędziowski, CEO of Group One.

By measuring the level of CO2 emissions, Planetly supports Group One in implementing the declaration that the brand signed with the WWF Poland in June this year. The cooperation between Planetly and Group One has already begun. In 2022, the Group will receive the results of the report and will begin the process of achieving “committed” status, according to SBTi standards.

Responsible for the strategy, planning and buying of online media in the above-mentioned markets are Group One companies; Value Media media agency and a Martech & e-commerce agency, SalesTube.

The promoted OYAKATA product line, includes Japanese Yakisoba dishes (Japanese Beef, Japanese Curry, Japanese Teriyaki Chicken, Japanese Classic) and Ramen soups (Pork Ramen, Chicken, Miso, Soy Sauce).

The new campaign includes spots on YouTube and on social media (Facebook, Instagram, Tik Tok, Twitch), as well as display ads. 

OYAKATA is a brand of Ajinomoto Poland, part of the Japanese Ajinomoto Group Corporation. OYAKATA offers original dishes and soups inspired by the culture and cuisine of the Land of the Rising Sun, combining tradition and modernity. In February 2021, the OYAKATA brand extended its offer to include dishes inspired by Asian cuisine: Pad Thai Chicken, Korean Barbecue.

In 2022, Value Media will also be responsible for the launch of a TV campaign on the Scandinavian markets, Norway and Finland. 

“Over the last dozen or so years, Value Media has proved many times that it is a business partner with extremely broad competences and knowledge of the market. During the last pitch, our team again demonstrated a comprehensive approach to the strategy and the highest level of service; for this reason, we are glad that we can start together the 13^th. year of our collaboration” – says Paweł Rydz, Marketing Director of Amica.

Value Media will be supported by the Martech & e-Commerce SalesTube Agency. Cooperation will include, inter alia, channels such as Paid Social, SEM, Programmatic Buying & Direct. 

Amica is a Polish manufacturer of household appliances and a national leader in the sale of cookers and ovens. The company began activities in 1945 and has been listed on the Warsaw Stock Exchange since 1997. The Amica Group is present on 60 markets worldwide. Amica employs more than 3000 people across Europe. In 2019, it generated nearly 600 million PLN in revenue.

“Once again, we have demonstrated, as one of our company’s values proclaims that: “WE TRY HARDER!” I have no doubt that it is thanks to the strength of competence, accumulated throughout Group One, that we create the best strategies and show that the best and greatest strength lies in the claim of the Orange brand: “Together we can do more.” The conditions for buying media, which in our case turned out to be the best, were also undoubtedly crucial. We are very happy to cooperate with Orange and would like to thank them for the trust which they have placed in us” – comments Kamil Wiszowaty, CEO of Group One Media and Managing Director of Value Media.

Cooperation with Orange starts in January 2022.

The closure of gastronomic establishments during the pandemic translated into changes in consumer preferences in the consumption of alcohol. Customers who up until recently usually ordered beer and strong liquors in restaurants and bars were forced to change their buying habits and purchase alcohol in stores for home consumption. This resulted in an increase in the quantity of hard spirits purchased at the expense of beer sales. In 2020, there was about a 6% increase in the value of alcohol sales, compared to 2019. 

-“The idea of “WYJEBONGO” originated from a dialogue with my social media followers. WYJEBONGO is a short statement of a philosophy of life, based on freedom and distance, including also the distance to oneself. This new and unique vodka with its 40% alcoholic content is based on an original recipe and combines two technologies – rectification, which is mainly used for the production of vodka, and distillation, which is used for the production of okovit and whiskey. WYJEBONGO is a strong vodka, but by combining with the distillate and aroma of maracuja, it acquires a palate-friendly taste. In the era of pandemics, the tendency to consume better quality and more expensive products can be clearly seen. Therefore, I believe that WYJEBONGO will be well received by consumers looking for something special. – says Janusz Palikot, the owner of Alembik Polska and creator of WYJEBONGO vodka.

The Planning and purchase of media for the campaign, implemented in online channels were handled by Value Media in co-operation with the SalesTube Agency. The companies are once again implementing a project for the Tenczynek Brewery in the House of Communication model.

Several awards for Change Serviceplan for their BLIK campaign. Silver in the Content Marketing category for “Przelej słowa – piosenka BLIKIEM pisana” (Transfer words – a song written by BLIK), bronze for the same campaign but in the Best Use of Social Media category, and bronze for “Shopsharing” in two categories. Labcon and Value Media received bronze for the campaign “Hejter za Dychę” for Tenczynek Brewery in the category Public Service, Non-profit Campaign & CSR. GONG Agency was awarded for the campaign “Porozmawiajmy o Pie@#&!$” for ING Bank Śląski in Content Marketing category.

We are proud and we have yet one more reason to celebrate! 

Currently, experienced specialists in the field of SEM and Intelligence Division from SalesTube are employed in Kraków. By the end of the year, the team will be joined by even more people.

The development of SalesTube in Lesser Poland Voivodeship (Małopolska) is a response to the needs of the employees recruited and the potential of the Cracow market. It is one of the leading academic centres in Poland and the business centre of southern Poland. 

“After a year of the pandemic, it has turned out that the priority for our new employees is not remote working model, but the ability to work from the office without having to relocate to Warsaw. We did not want to give up the great specialists we found in Krakow, which is why we created the working conditions they needed”- says Magdalena Pobikrowska, Head of Biddable Media at SalesTube.

A hybrid working model has been operating in the entire Group One since March 2020, which means that the company is open to recruiting talents from all over Poland and even the world. In the near future, the Group is also considering other locations outside Warsaw, Kraków, Gdańsk and Wrocław for the expansion of companies under the umbrella of stationary offices. 

1. Silver in the Long-Term Marketing Excellence category
2. Silver in the React & Defend category, for the Shopsharing campaign
3. Bronze in the category of Finance, also for Shopsharing

Effie is the largest marketing competition in the world. It sets standards of efficiency and  educates and inspires the entire industry. 

In turn, the campaign “Moc wiesiołka” conducted by the PR department for the Oeparol brand, a client of Adamed, was awarded silver in the Product PR category.

Złote Spinacze aims to increase professionalism and raise standards in the public relations industry by promoting the best, most creative, and most reliable public relations projects run in Poland.

The competition is open and directed to all entities implementing PR campaigns in Poland: PR agencies, PR and communications departments, companies and institutions, local government bodies and non-governmental organisations. The competition is assessed by a jury of over 80 people, consisting of representatives of business and non-governmental organisations, practitioners and experts from PR and the media industry in Poland, as well as authorities of the academic community. 

The Tenczynek Brewery has shown that it is definitely following the growing trend for the consumption of non-alcoholic beers. Preserving the high quality of the product, along with the well-known and well-liked, refreshing taste of beer is a nod and a wink to all fans of traditional BUH. New, long-awaited alcohol-free BUH with such a characteristic addition of dried hemp has just appeared in stores. 

The launch of the new product is accompanied by digital marketing activities carried out by companies belonging to Group One, namely, Value Media media agency and martech & e-commerce agency, SalesTube. The Labcon Agency designed the product’s landing page. In its communication and creation, the brand emphasises that the recipe and unforgettable experience will be enjoyed by BUH’s fans in both versions, that is, with and without alcohol. 

For the moment, alcohol-free BUH is available in the online store of Tenczynek Brewery, as well as in the Żabka chain of stores. The company owners of Przyjazne Państwo are Janusz Palikot, Tomasz Czechowski and Kuba Wojewódzki. 

The BUH launch is another joint project that Group One companies are running for the Tenczynek Brewery in the House of Communication model.

For the autumn/winter 2021/2022 season, MODIVO opted for a futuristic and fairytale dimension of the creation. Brand, through frames full of hidden symbolism, encourages consumers to look for their own style. Despite the upcoming autumn weather, MODIVO focuses on intense and vivid colors. 

Value Media is responsible for TV media buying (main and thematic Polsat and TVN channels). The latest campaign is another installment of cooperation between the agency belonging to Group One and MODIVO. Since February 2021, Value Media has been responsible for strategy, planning and media buying for eobuwie.pl and MODIVO on the Polish, Italian, Croatian, and Slovenian markets.  

The spot produced by Papaya Films can be watched at the link: MODIVO Autumn/Winter 2021

The video is complemented by photos taken by Agata Serge.

The campaign was launched on 16 September 2021.

“Working with a market and technology leader with nearly 30 years’ experience is a challenge that we take up with great satisfaction. We are sure that thanks to the enormous base of specialists and the best competences in the area of e-commerce, we are well prepared to support the development of such a unique and rapidly growing Polish brand as Komfort” – says Kamil Wiszowaty, CEO of Group One Media.

“The main criteria for selecting a business partner were the expertise and experience in the field of servicing entities that have a leading position in the retail market in online sales. We paid particular attention to the competence of the management of marketing performance channels. Value Media stands out in this respect, which is why we decided to embark on strategic cooperation ” – says Michał Chyczewski, Vice-president of Komfort.

Cooperation between the brands started in November 2021. The contract was signed for 3 years.

Reports prepared by RECMA are a source of knowledge for the largest companies from over 90 countries and are developed on the basis of four main sets of criteria: competitiveness, momentum (understood as business development, awards won, and talents employed), diversification of services (including digital) and opportunities in the field of conducting large projects, based on lasting relationships. 

Since first entering the rankings, Group One agencies have been climbing steadily. 

Best Brands Award is an independent, international award in the field of marketing and is awarded on the basis of a comprehensive study of GfK, a global leader in the field of data analytics. Commonly referred to as the “Marketing Oscars”, it has for years enjoyed high recognition and trust from the industry and strong media partners, in major European markets, as well as in Russia and China. 

The “Best Brands” ranking was initiated more than 18 years ago in Munich by the Serviceplan Group, with the aim of promoting the best managed brands in the German market and highlighting those behind their success. This year, Poland and Great Britain are joining this group.  

The “Best Brands” ranking has been developing successively in the world for many years, so we had no doubt that it was time for a Polish edition. We have many years’ experience in building strong brands and implementing positive change in business, which is why Group One is introducing this independent, international marketing award into Poland together with the Serviceplan Group and GfK. “Contrary to other rankings of this type, consumers have a decisive voice here and the unique research methodology will be a source of valuable information about the strength and condition of brands on our market”, says Marek Żołędziowski, CEO of Group One.

It is no coincidence that behind ‘Best Brands’ there are strong players in marketing, such as the Serviceplan Group and Group One. Building a brand in such dynamically changing reality requires great attention to and observation of the market, an innovative approach, and the integration of all activities that constitute its competitive advantage and communication success. 

The award ceremony takes place on April 7, 2022 in Warsaw. 

Everli.pl is an online shopping platform that delivers selected products to customers’ doors in 34 cities across the country. Using the application and the website, users can place orders for purchases in the most popular supermarkets in Poland.  

The latest campaign highlights Everli’s differentiators from the competition. Unlike many similar services on the market, Everli offers customers the service of having their shopping done by a dedicated Shopper – a person who will thoughtfully select products according to the list, but at the same time maintain flexibility, e.g. in case of shortages in the store. 

Offline media purchase was handled by Value Media agency. Spots will be broadcast on TV and radio, and OOH ads will appear in urban space.

Everli has also decided to cooperate with influencers in social media, which is coordinated by creative agency Labcon. Activities in this area will start in October.

Radio communication along with TV spots were launched in September 2021, with OOH media launched in November.

Did you know that deaf people feel music all over their bodies? Did you also know how excluded they are from pop culture, which by definition should be egalitarian and accessible to all? There is still a deafening silence from those who know most about it. On the occasion of the International Day of the Deaf and Week of the Deaf, the Polish Association of the Deaf has prepared an unusual social campaign for which the band UNMUTE was created, consisting of deaf members. 

The campaign is accompanied by a music video for the single “Louder than Decibels”. The song was written by Michał Pakuła, the music was composed by Michael ” FOX ” Król, the music video was directed by Łukasz Zabłocki and the photos for the single’s cover were taken by Łukasz Ziętek.

The agency responsible for the creative concept and implementation of the project is Change Serviceplan. Communication of the social campaign in the media and social media, as well as co-operation with numerous influencers and artists from the music industry was handled by the Labcon Agency. Value Media was responsible for planning and buying online media. SalesTube received a grant for paid campaigns in SEM and social media and carried out activities in co-operation with the partners of the SalesTube Affiliate Network while Media Republic dealt with the strategy in ALT media.

The Unmute music video is available on YouTube https://youtu.be/9UGugx5emUs and the official website of the project ​​https://www.unmute.pl/

The campaign hashtags are #glosniejnizdecybele and #unmute

The current communication is a development of the spring/summer concept under the slogan “Every pair creates a new story”. 

“The ‘clou’ of the FW2021 campaign is a new chapter, written as always in its own individual style. The brand ensures that the purchase process is as simple and pleasant as possible, therefore it offers safe, free deliveries and quick returns. Shopping can be done online, in a stationary store, by phone or via a mobile app” – comments Beata Dąbrowska, Marketing Director of CEE and EU, eobuwie.pl., on the new activities.

The planning and implementation of the media strategy was handled by Value Media which belongs to Group One. The agency is responsible for the purchase of media in the key market for eobuwie.pl, i.e., the Polish market, as well as on TV, radio, press and OOH in Croatia and Slovenia and the press in Italy. The main goal of the campaign is to increase spontaneous awareness of the brand. This is a continuation of the co-operation between Value Media and eobuwie.pl which will be ongoing as of February this year. 

The campaign started on September 2 and will last until the end of October 2021. Spots can be viewed on the brand’s channel.

Mediaplus is in charge of the strategy, planning, and buying media as well as project coordination. Labcon is organizing the event for media and influencers, adapting graphics, and handling PR operations. SalesTube is tracking and analyzing data from the spots. 

Global strategy was set by Mediaplus International. The spot was produced by well-recognized artists and Oscar winners: director Damien Chazell, cinematographer Linus Sandgren, music composer Justin Hurwitz and photographer Lachlan Bailey.

The emission of the spot was preceded by a teaser campaign on social media. It’s main theme was waiting for #SomethingPerfetto. 

The campaign was launched on 2nd September and will end in December 2021.

Mediaplus introduces Green GRP to Poland – an innovative on a global scale program created by Mediaplus International. Thanks to this initiative, brands can reduce their carbon footprint and at the same time become the ambassadors for a pro-ecological attitude in the industry. The project will be launched in August for the media campaign of MINI Cooper SE – the first entirely electric MINI car.

“Based on the data collected from the brand and media providers, our partner ClimatePartner calculates carbon footprint and compensation for the campaign using a dedicated econometric model. Subsequently, the advertiser accepts costs and ClimatePartner arranges compensation with the initially specified climate-protection project. Furthermore, the campaign is already climate neutral when it starts” – says Katarzyna Łukasiewicz, Head of International Communication w Mediaplus.

Joining Green GRP program is another step for Group One towards promoting sustainable business attitude in the Polish media industry. In July the company signed a declaration with WWF Poland Foundation in which the board obliges to run internal initiatives for reducing carbon footprint and achieving climate neutrality. What is more, at the beginning of 2020 Group One started collaborating with Oxygen City – the first in the world urban air purifier.