Who we are

We are House of Communication built on a solid mar-tech ground. Our 700+ experts working here together under one roof and being supported by over 5000 team members of our global partner Serviceplan Group, cover the expansive area of what contemporary marketing communication is about.

Content creative & production, media planning & buying, technology deployment, e-commerce building & support, creating experience, as well as data analytics and consulting – all of this together makes both our daily life and our great passion.

Let us help you to grow your business and experience our unique team spirit!

Services

We combine the end-to-end expertise of several media, creative, and technological agencies under one roof. Check out our solutions for your business.

Services: ​​Creation / Production

We design platforms for communication with consumers and fill them with content. We oversee the creative process end to end; from inspiration, through the idea, to the final outcome. We can implement our ideas on our own or in co-operation with influencers or partners who specialise in specific areas of culture, art, and technology.

Services: Media

We combine expertise in the digital field, in which we have no equal in the market, with excellent conditions for traditional media buying. We guarantee full implementation of all campaign parameters and unique Client Service, as has been confirmed by the highest ratings in Kantar Customer Surveys for MMP.

Services: Technology sales & implementation

We are the largest reseller of Google Marketing Platform technology on the CEE market, the first marketing agency with the status of Salesforce partner, Tealium certified agency and Synerise strategic partner. We build omni-channel communication with the consumer, using proven platforms.

Services: Build e-commerce stores

We integrate development, technology, analytics and media expertise into one, strategic execution process. We not only build e-commerce businesses, but also run them ourselves. We know what to do to boost your sales!

Services: Analytics/Research

We implement a data-driven approach for business. We help to understand customers better and provide data for safe decision making. Thanks to the implementation of improvements to more than 200 websites, we have developed a seamless process for planning and implementing analytical systems such as: GMP, Adobe, Adform, HotJar, and Tealium.

Services: Gaming & e-sport

We design solutions from the marketing of the future field: gaming, metaverse, nft, cryptocurrencies. We’re implementing new standards in the area of brand positioning & development in the world of games and e-sport. We’re the game-changer in the marketing industry.

Services: Inclusive Marketing

As experts in business inclusivity, we support companies, brands, and other commercial entities, as well as the environment for persons with disabilities (PwD), in effectively combating all aspects of exclusion. Our activities in the realm of inclusive marketing encompass eliminating barriers in communication, facilitating purchasing processes, engaging persons with disabilities in business and marketing projects, educating, and promoting the philosophy and best practices in inclusivity.

​​Creation / Production
Media
Technology sales & implementation
Build e-commerce stores
Analytics/Research
Gaming & e-sport
Inclusive Marketing

Brands + Leaders

+ Management board

Management board

  • Marek Żołędziowski

    President of the Management Board

    An economist by education, he also completed postgraduate studies in the field of intellectual property protection at the Faculty of Law at the University of Warsaw. At the age of 27, he became president and CEO of Saatchi & Saatchi Poland and was the youngest boss in the global structures of this network. From 2006 to 2008, he was a member of the Management Board of EMEA Saatchi & Saatchi. In 2008, the Brief magazine awarded him the title of the Advertising Man of the Year. Two years later, he won the prestigious Entrepreneur of the Year competition in the New Business category, organised by Ernst & Young. Since 2013, he has been a co-owner of Group One, the largest independent marketing communications group in Poland, which currently employs more than 600 people. For two terms, he is Vice-president of the Polish Business Roundtable.

  • Maciej Hutyra

    Vice-president of the Management Board

    A graduate of the Oskar Lange Academy of Economics in Wrocław, he completed his postgraduate studies as Maître Specialisé des Grandes Écoles de Saint Étienne. He has been in the internet industry for over 20 years. He had already begun his career in one of the first internet hubs in Poland by the year 2000 and was then responsible for marketing and sales on the internet in the Vogel Burda Communications publishing house. From the beginning of his career, he was interested in new technologies. In the emerging market, he created and developed the first online newspaper reader in Poland, E-Kiosk. In 2005, he founded the Value Media agency. In 2013, together with his partners, he founded Group One, the largest independent marketing communications group in Poland. Since 2017, he has belonged to an exclusive group on the Facebook advisory board. He loves to travel, and enjoys sports same as a good food. A great enthusiast of sports bridge, an active player, Great enthusiast of sports bridge, active player, Vice World Champion, Polish Champion and multiple medalist of in the Polish sports bridge championships.

  • Jakub Potrzebowski

    Member of the Management Board

    For over 20 years, he has been building specialised brands in media planning and purchasing, digital, product placement, creation, R&D, as well as technology and production. A long-time president of the ZenithOptimedia Group, who led the company to a leading position on the Polish market, he was the only Pole to participate in meetings of the International Committee of ZenithOptimedia Worldwide. A co-author of several books, including “Product Placement as an effective marketing communication tool” and “Celebrities on the attack. The celebrity effect, as an effective marketing communication tool”. In 2013, together with his partners, he founded Group One, the largest independent marketing communications group in Poland. Chairman of the Supervisory Board of the Polish branch of IAA. Member of the Polish Business Roundtable.

+ UNMUTE

UNMUTE

The UNMUTE Agency is a pioneering initiative in the marketing communication market, bridging business and NGOs, born from a collaboration between Group One and the Polish Association of the Deaf. The agency emerged from the necessity of conducting long-term activities for people with disabilities. UNMUTE engages companies and organizations in projects that encompass inclusivity while involving individuals with disabilities in executing these projects. Its three key pillars of operation are: involving individuals with disabilities in business projects through a talent agency that includes individuals with disabilities in its portfolio; ensuring accessibility through amenities such as subtitles, audio descriptions, translations into Polish Sign Language, and specialized content production; and education in the realm of inclusivity, involving training for companies, online courses, research, and social campaigns.

VIsit
  • Monika Rosłoniec

    General Manager at UNMUTE

    An experienced project manager and producer with versatile marketing competencies. Over the past six years, she effectively managed her own business – the creative production studio, Foodoo. Previously, she worked in marketing departments (Belvedere Gourmet Group, Oriflame), in media (Kukbuk), at a startup (Zomato), and in an advertising agency (Ogilvy). With an educational background in economics (SGH) and journalism (UW), her diverse roles have allowed her to develop a wide range of skills in operational management, project management, production, content creation, and team building: both permanent and project-based.

  • Krzysztof Kotyniewicz

    President of the Main Board of the Polish Association of the Deaf

    Since 2002, he has been involved with NGOs and the Polish Association of the Deaf, co-creating the first Vocational Activity Facility in Podbeskidzie. He’s the author and executor of numerous local, regional, and European projects focusing on vocational and social activation of people with disabilities. An academic lecturer, trainer, instructor in spatial orientation for the blind, and an expert in information-communication accessibility. He participates in working groups and expert commissions in the field of accessibility and exclusion of people with disabilities. He conducts training on the implementation of the Convention on the Rights of Persons with Disabilities and accessibility, particularly for public administration employees. He’s a co-author of the Social Alternative Report on the implementation of the CRPD and publications on information-communication accessibility.

+ Change Serviceplan

Change Serviceplan

Since 2008, we have been helping to build and develop strong brands. Communication strategy, campaign creation, and creation of advertising content, UX, and brand design – this is our daily life and passion. The name obliges, so we are constantly looking for new challenges and changing to meet them. Our specialty is building long-term communication platforms (including Amica, Skoda, Bank Millennium, Blik, CCC, Heinz Pudliszki), and our strength – a solid local pedigree since 2016 supported by Serviceplan – the largest independent marketing communications group in Europe. Our campaigns have won over 60 awards for effectiveness and creativity, including 2 Cannes Lions, 13 Golden Drums, 15 Effie Awards, and 4 Złote Spinacze, among others.

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  • Wojciech Putrzyński

    CEO

    One of the pioneers of the advertising industry in Poland. He began his career in 1994 first in DDB, thereafter in Publicis. Since 2005 he has managed the companies in the Ogilvy Group – Mather Communications and Ogilvy&Mather. A multiple juror and member of the Executive Committee of the Effie Awards. So far, the only man who has managed to persuade Chuck Norris to participate in Polish commercials. He has completed several hundred projects for clients from the most diverse industries. In Group One since 2015 as CEO of Change Serviceplan.

+ Game Changer

Game Changer

We create and operate in the areas of marketing of the future: gaming, e-sport, metaverse, NFT, and cryptocurrencies. We bring new quality to the area of positioning and development of brands in the world of gaming and e-sport and change the rules of the game in marketing. Our comprehensive services include creating media communication strategies, including sponsorship of e-sport events, creation and production of branded content, and cooperation with influencers from the world of e-sport and gaming. We have been awarded in competitions such as MIXX Awards (2 x gold, silver, honorable mention, Best in show), KTR Swords (2 x bronze), and Innovation Awards (gold, Best of the year 2022). We are the guide that introduces brands to the dynamic world because we believe that today this is the game changer in the fight for market share.

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  • Tomasz Przeździecki

    CEO

    Associated with the gaming industry since 2001. His projects in this area have won many industry awards, including the Effie Award and the Golden Arrow and Mixx awards. He has comprehensive media knowledge gained during 13 years of work in companies such as GroupM: Guideline, Maxus, MediaCom, as well as experience in the strict gaming industry – Polsat Games, Frenzy, and Fantasy Expo. There are campaigns for such brands as Netflix, Coca-Cola, Play, P&G, Adidas, Łomża, Mars, FCA Group, Kenwood, De’Longhi, Husqvarna, EA, RIOT, Huawei, Nikon, HBO, Wilkinson, Xiaomi, Alior Bank, to his credit. He regularly shares his knowledge as a speaker at industry conferences such as e-sport & Gaming Forum, Santander Universidades, MMP Insight Day, Social Media Convent, or appearing in the IAB podcast series “How To – Gaming”.

+ Get Louder!

Get Louder!

Creativity in designing emotions and experiences distinguishes our vision of the marketing of contemporary events. The process of creating impressions is unlimited; rather, it is a close cooperation of specialist teams that builds the brand, hand-in-hand with the client every day. By creating partner relations with the client, we build a relationship with the consumer. We create a unique space where meetings turn into an engagement.

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  • Kamil Bartosiewicz

    Head of Production

    He gained his professional experience primarily in the EM LAB agency, where he started working from the lowest position, as a Project Assistant. Later, he successfully climbed the professional ladder to finally take the position of Production Manager. During this time, he led event projects on his own, starting from offering, through implementation, and ending with the settlement of activities. He cooperated with the EL PADRE agency as a Senior Events Manager.

+ GONG

GONG

We are a creative agency, specializing in solutions from the edge of digital and traditional media. We believe that in the era of the media revolution, customers need partners who understand new, interactive forms of communication and are able to effectively combine them with activities in traditional media. Since 2001, we have been implementing solutions that meet this need. Our team consists of more than 70 specialists working in 2 offices, namely, Warsaw and Gliwice. We combine strategy, creativity, and technology, in order to create interactive campaigns and solutions, as well as communications activities in the field of ATL and BTL. Every brand has its story. We help telling it.

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  • Agnieszka Gołębiowska

    Managing Director

    A specialist in marketing, a legal advisor, for 20 years associated with the advertising industry. The Chairman of the Board and CEO of one of the most successful and recognizable advertising agencies on the Polish market. She has many years of experience in building structures, marketing strategies, and legal and business procedures. She manages an 80-person team, combining strategy, creation, and technology under one roof. The results of her work are awarded prestigious industry awards annually at Polish and foreign advertising festivals, whereas the agency has itself been awarded the title Agency of the Year six times. A mentor in the structures of Youth Business International, a network of programs supporting entrepreneurship in 52 countries around the world. As a legal advisor, she specializes in economic law. 

  • Jacek Ryniecki

    Chief Business Officer

    Associated with the advertising industry for more than 20 years, he has been involved with the GONG for nine years. In the agency, he is responsible for building customer relationships and business development. A graduate of the Warsaw University of Technology and an MBA in co-operation with the London Business School and HEC Paris.

  • Bartek Gołębiowski

    Fouder & Creative Director

    The founder and creative director of the GONG agency. A co-creator of award-winning advertising campaigns in digital media. A juror of advertising festivals such as Cannes Lions, New York Festivals, Ad Stars, Media Trends, and Club of Advertising Creators. Author of numerous media publications, lectures, and workshops on interactive marketing.

+ Grow Now

Grow Now

Agency specializing in reinforcing brand’s potential on polish & foreign marketplaces. The company is engaged in all activities related to the implementation and development of the company in the new ecosystem, i.e. legal, accounting, and logistics issues, through sales strategy and the optimization of marketing activities, to the preparation of a creation.

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  • Przemysław Brejwo

    Head of Marketplace

    Since 2009, he has been introducing Polish e-commerce brands to the German market. To his credit, he has projects related to increasing sales in online stores and marketplaces such as: Amazon, eBay, Zalando and Allegro. He developed sales of Urban.City, Wittchen, Cocoglam, Erko and more.

+ Labcon

Labcon

A creative agency that develops communication that engages consumers. Awarded in competitions such as Effie Awards (3 silver statuettes), MIXX Awards (gold, bronze, and honorable mention), Innovation Awards (bronze), Złote Spinacze (2 x gold, silver, bronze), Young Creatives Cannes (2 x main prize) and in the Klub Twórców Reklamy competition (silver sword). Honored with a special award from the Golden Drum International Festival of Creativity. With a wide range of competencies (strategy, social media, influencer marketing, PR, branding), Labcon creates recommendations through the lens of the client’s needs rather than narrow specialization.

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  • Marta Łysiak

    Managing Director

    Since 2008, she has been associated with Google. From 2014 to 2017, she worked as CEE Strategic Partner Manager in the London branch of YouTube. In the UK, at the top digital and e-commerce market in Europe, she worked with YouTube’s largest partners and advised Google’s key customers on how to build content and communicate with the YouTube audience. She has been involved in projects for Allegro, ASOS, L’Oréal Paris, Maybelline New York and several others.

+ Mediaplus

Mediaplus

Award-winning media house providing services to clients such as Polkomtel, BMW and MINI, Lenovo, Motorola, Allianz, and home.pl. In 2022 it took the dominant position in the RECMA global ranking. The company was named “Trust of the Year” three years in a row and “Success of the Year” once by PRESS magazine. Mediaplus is part of Serviceplan, Europe’s largest independent marketing communications group, and Mediaplus International, headquartered in Berlin. Thanks to the exchange of knowledge with foreign partners and many years of experience on the Polish market, the company successfully implements media strategies and activities for national and global brands.

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  • Bartłomiej Kamiński

    Managing Director

    He has been associated with the media industry for more than 20 years. He gained experience working with such brands as Polkomtel S.A., General Motors, and BMW. In 2008, he joined Value Media, and in 2017 he became responsible for the development of the Media House and the Mediaplus brand in Poland. In 2018-2019, the agency received the award “Trust of the Year” from the Press periodical. In 2020, “Success of the Year” was added to the two previous titles. In 2021, he was nominated for the AD WO/MAN award.

+ Media Ready

Media Ready

We specialise in producing video content. Our real superpower is the high artistic and production level of films with budgets, often several times lower than those offered by classic production houses. We can do this because we work very quickly, being producers, creators, and performers at the same time. We combine years of experience gained both in advertising production and in creative agencies, which allows us to efficiently control the entire creative and production process.

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  • Rafał Górski

    Creative Partner

    20 years’ experience in the advertising industry. He has won dozens of awards at advertising festivals (Cannes Lion Cyber, New York Festival, Grand Prix Golden Drum, Eurobest, Epica, KTR). A co-founder of the CCC brand communication platform “Go for More”. Since 2008, a creative director of Change Serviceplan. A juror at the Cannes Lions festival. A lecturer at the Warsaw School of Economics.

  • Patrycja Kędziorek

    Client Service

    She has 10 years’ experience in customer service. She took her first steps in organizing events and then, in Change Serviceplan, she conducted digital campaigns (performance, rich media, dynamic remarketing, image) for clients such as Polish Payment Standard (BLIK), Lenovo, Tchibo Polska, working on building websites and ATL campaigns.

+ Media Republic

Media Republic

A media agency that guarantees an innovative approach to media planning, based on consumer research. In its activities, it uses a number of tools that allow an in-depth understanding of decision-making paths, in order to maximize client profitability for each zloty invested. This approach is combined with the constant development of strategic content and brand management competencies, not forgetting continuous improvement in planning communications channels, especially digital ones.

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  • Michał Siniarski

    Managing Director

    More than 25 years’ experience in the advertising industry. He acquired his skills in network media houses, assisting media owners. In his career, he worked for the largest advertisers in Poland and the world. He was responsible for planning and implementing marketing campaigns for such companies as Unilever, Mondelez, Nestle, Reckitt, Totalizator Sportowy, Sanofi, Beko, Hochland and many others. Always in customer service departments, fighting for the highest quality of services and a return on investment. In 2006, he decided to build a specialised media house to be able, finally, to put his experience into practice and went on to create Media Republic’s unique offer.

+ RL Media

RL Media

A company which was created as a result of the co-operation between Robert Lewandowski and Group One. Its goal is to build the strongest Polish brands by offering clients strategic, media, communication, e-commerce, research, and technology competencies under one roof. RL Media is also part of Serviceplan – the European giant in the field of marketing communication.

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  • Kamil Wiszowaty

    CEO Group One Media

    In the media industry for over 15 years. He joined Value Media 12 years ago and has been responsible for managing the agency since 2015. For 4 years, as CEO of Group One Media, he was at the forefront of all media companies, successfully creating their development and the idea of “one team”. Three times nominated for the ADMAN of the Year title by the Press magazine. Juror in the most important industry competitions (Effie, MIXX Awards). He considers his greatest success to be the creation of G1 and winning, together with the Value Media team, the title of Media House of the Year 2017 according to the MMP.

+ SalesTube

SalesTube

E-commerce & MarTech connected agency. It combines expertise in e-commerce, technology, data, and media to build the best user experience in the world of shopping. Technology and Sales Partner of Big Tech in the CEE region: Google Marketing Platform, Salesforce, Synerise, Facebook, Tealium, Shopware. Digital Agency of 2021, according to MMP.

SalesTube powered by hmmh

One-stop-shop for e-commerce. It integrates developer, technological, analytical, and media competencies in one strategic and enforcement process, on the local and international market.

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  • Joanna Czekaj

    Managing Director

    Managing Director of SalesTube – martech and the e-commerce agency, the largest reseller of Google Marketing Platform technology in Central and Eastern Europe and the first SalesForce marketing partner in Poland. In 2020, e-commerce brands, supported by SalesTube, generated revenue corresponding to 10% of the value of the Polish e-commerce market. In Group One, she is responsible for a team of 150 experts in the areas of technology, development, data, and media.

  • Łukasz Białonoga

    E-commerce Managing Partner, SalesTube powered by hmmh

    Since 2008 Łukasz has been creating Software House, which, in 2021, became HMMH Poland, a technological offshoot of SalesTube. At SalesTube, he is an e-commerce Managing Partner and is responsible for e-commerce implementations and technology development in the field of e-commerce platforms. He started working in the industry as a computer graphic designer in 2005, progressing subsequently to the position of Front-End Developer, Project Manager. With a full history of working on e-commerce platforms, he knows the topic of implementations inside out. Passionate about business development through referrals and networking.

  • Sylwia Chmielewska-Fryze

    Chief Operating Officer

    Since 2016, the Chief Operating Officer at SalesTube, previously the Head of Performance Marketing & Mobile at Value Media. A co-founder of SalesTube (formerly, We Love Digital). An initiator of innovative advertising solutions in digital media, such as the first highlighted mailing in Poland, which raised the Open Rate indicator in campaigns. An originator and coordinator of the event cycle for marketers – Digital Masters Meetup. She has lectured on performance marketing at the Łazarski University.

+ Plan.Net TechNest

Plan.Net TechNest

A global marketing and technology hub, established in co-operation with Group One and Serviceplan, which uses the group’s competences, as a team, in order to combine the building of and the rolling-out of content on the website, as well as implement and use technology and analytics to better personalise communication.

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  • Iwo Orzełek

    Service Delivery Lead

    In the marketing industry for over 15 years. He gained a lot of experience at Accenture where he managed projects in the technology, automotive, and media industries. At TechNest, he is responsible for managing a team of some several dozen people and is also responsible for effective communication with Serviceplan, with customers, as well as with other competence centres around the world.

+ Value Media

Value Media

The largest independent media house in Poland, part of the Group One communications group. Winner of the title “Media House of the Year 2022” according to MMP and “Success of the Year 2022” according to PRESS magazine. Since 2021, the agency has taken the dominant position in the RECMA global ranking for two consecutive years. House of Communication’s approach combines the expertise of more than 600 experts to build strong brands. Offering end-to-end solutions, it takes responsibility for clients’ business outcomes in areas such as strategy, communications, creative, media, e-commerce, and research and analytics. Value Media combines unique competencies in both traditional media and digital in the broadest sense. Winner of 14 Effie statuettes, 3 Golden Arrow awards, and three times the title of Media House of the Year according to Media&Marketing Polska.

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  • Kamil Wiszowaty

    CEO Group One Media

    In the media industry for over 15 years. He joined Value Media 12 years ago and has been responsible for managing the agency since 2015. For 4 years, as CEO of Group One Media, he was at the forefront of all media companies, successfully creating their development and the idea of “one team”. Three times nominated for the ADMAN of the Year title by the Press magazine. Juror in the most important industry competitions (Effie, MIXX Awards). He considers his greatest success to be the creation of G1 and winning, together with the Value Media team, the title of Media House of the Year 2017 according to the MMP.

  • Rafał Wachnik

    Managing Director

    Rafał Wachnik has over 20 years of experience in the advertising industry. Since 2001, he has worked at marketing conglomerate Publicis Media (formerly Starcom Media Group) for 15 years. Before moving to the independent communications group Group One in 2017, he held the position of Head of Strategy at SMG. He was responsible for supporting the Starcom, MediaVest, Starlink teams and promoting knowledge of best practices and strategic solutions, tool development, and training. At Group One Media, he served as Chief Strategy Officer until 2021, after which he took on the role of Managing Director of Value Media, a media agency that won the titles in 2022: Media House of the Year by MMP magazine and Success of the Year according to Press magazine’s “Panorama Reklamy”, and was twice ranked first in the RECMA ranking. In addition to developing the agency, client portfolio, and Value Media team, Rafał Wachnik is responsible for strategic planning standards in the spirit of “positive business change” for clients of the group’s media companies.

+ Leaders

Leaders

  • Bartosz Krzewski

    COO Group One Media

    He has been working in the media sector since 2004 and since 2008, he has been a co-owner of Value Media. For the last 13 years as COO, he has successfully developed agencies within Group One Media. He is responsible for implementing internal processes and optimizing the work of teams within the House of Communication formula. He now leads a team of more than 300 people with who he creates 360 offers and wins bids, competing with global agencies for the budgets of the largest brands. His work translates into results as confirmed by the highest ratings in Kantar, customer surveys, and the constant presence of Group One Media agencies at the top of the RECMA ranking.

  • Ewa Górska

    Head of Human Capital

    Ewa Górska is an HR practitioner with 20 years of experience gained in international organizations from various industries, including finance, energy, and telecommunications. In her career, she has held top HR management positions at companies such as UNIQA, ING Bank Śląski, RWE, and, before joining Group One Media, at EOS Polska. She has successfully implemented several HR processes, such as building HRBP functions, Performance Management, talent management, job evaluation, employee engagement surveys, and EVPs, as well as implementing procedures concerning organizational changes and transformations of the HR role.

  • Agata Plis-Oleszko

    CFO

    She has been working in the finance and accounting industry for 15 years. She started working in the finance department of Value Media and, in 2015, she became the Head of Finance in Group One. Agata is a graduate of the University of Warsaw at the Faculty of Finance, Accounting, and Insurance and she holds an MBA obtained from the Lazarski University. She is constantly growing her professional competences by participating in numerous trainings in the field of finance, accounting, tax and economic law, including in the area of transfer pricing, restructuring of business entities, tax procedures, and current changes in the applicable law. She is also a speaker at industry conferences. Agata has extensive experience in the processes of transformation as well as purchase and sale of both domestic and foreign companies.

Our clients

News

Mediaplus and GONG with honors in the Media Marketing Polska Advertising Agencies and Media Houses 2024 Report

22 May 2024

We were honored in the latest report created by “Media Marketing Polska,” the best advertising agencies and media houses in Poland. Among the distinguished ones were Mediaplus, part of Group One, recognized as the “Growing Force,” and GONG, acknowledged as the “Advertising Trendsetter.”

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 “Advertising Trendsetter,” 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 

The nominees of the 3rd edition of the Best Brands Poland Ranking already announced

14 May 2024

“The Oscars of Marketing” in this year’s edition will be awarded in the categories: Best Overall Brand, Best Polish Brand, Best Sustainability Brand, Best Life Changing Technology Brand, as well as two new ones: Best Momentum Brand and Beauty & Self-Care Brand. Winners of the Best Brands Poland ranking will be announced at the Best Brands Awards 2024 Gala, which will be organised on 6 June at the Ujazdowski Castle.

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 is the new Head of Strategy in Value Media

7 May 2024

Piotr Opłotny, former strategy director at Starcom, has joined the Value Media agency as Head of Strategy. This is another strong strengthening of Value Media’s business and strategic competences. The agency was also joined in March by Natalia Załęcka as Chief Business Officer, Klaudia Brzeska as Business Integration Manager and Marta Kierszka as Strategy Manager.

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 starts cooperation with Notino

16 April 2024

MarTech & e-commerce connected Salestube has been selected by the biggest beauty e-shop in Europe, Notino, to be their MarTech partner. Salestube is going to provide Notino with a Google Analytics 360 license as well as their expert analytical support for Web Analytics and Data Science to help Notino’s marketing team leverage the power of the Google tool.


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.

Bartek Gołębiowski was honored in the AD WO/MAN 2023

12 April 2024

We have the results of the 12th edition of AD WO/MAN, organized by the magazine “Press.” The competition recognizes individuals who achieved significant success in the advertising business during the year, promoted innovative approaches and creativity, and maintained the highest standards of work in advertising. Among those honored in the Advertising Agencies category, we find Bartek Gołębiowski, Founder and Managing Partner of the agency GONG.

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

Group One agencies once again maintain a Dominant position in the RECMA report

22 March 2024

In the latest edition of the RECMA Domestic Report, the media agencies Value Media and Mediplus (Group One) have once again confirmed their value on the Polish market. By scoring an impressive 20 points, Value Media and Mediplus have maintained the Dominant position once again, which is a confirmation of the unwavering strength and innovation in the advertising industry that the Group One agencies deliver.

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 3rd edition of the Best Brands Poland survey, selecting the strongest brands in Poland, has launched

21 March 2024

The survey executed by GfK – an NIQ company – for the 3rd edition of the Best Brands Poland ranking, organised by Poland’s largest independent marketing and technology group, Group One, has been launched. This year’s survey, as in previous years, consists of two stages analysing hard data on market shares and consumer perceptions of brands. Their votes will determine which companies will receive the ‘Oscars of Marketing’ on 6 June 2024 at the Best Brands Awards Gala.

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.

Stada is a new client of Mediaplus

19 March 2024

Mediaplus has won the tender for comprehensive media services for Stada in Poland. The media agency, belonging to Group One, which was a partner in the media area of Stada from 2020 to 2021 before their centralization in the EMEA region, will once again be responsible for the strategy, planning, and 360 media buying for the client’s brands. Digital activities will be conducted in the House of Communication model in cooperation with Salestube.

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.

Labcon introduces a comprehensive Advocacy offer

18 March 2024

The creative agency Labcon (Group One) introduces a comprehensive Advocacy offer. Utilizing specialized competencies in the fields of PR, IM, SoMe, or non-standard activations. The Agency will conduct campaigns on the border with the media, engaging consumers and helping brands build both reach and image coherence simultaneously. The new approach is a response to the dynamically changing market and the growing need to engage consumers in a positive discussion about the brand online. Monika Dobaj, Head of PR & Advocacy at Labcon, will be responsible for the development of the comprehensive offer.

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.

Salestube is the first DOOHx.io certified company in Europe

15 March 2024

Salestube, part of Group One, obtained the DOOHx.io certification, sponsored by Broadsign, and thus, it has become the first organization in Europe to enjoy this distinction. The DOOHx.io certificate acknowledges Salestube’s impressive capabilities in terms of planning, purchase, optimization, and tracking of pDOOH campaigns.

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.

Game Changer creates an educational game on Roblox for Samsung

11 March 2024

The Game Changer gaming agency, part of Group One, has created the first teacher-consulted educational game for Samsung, “Galaxy Station – a safe place on the web,” on the gaming platform Roblox. This is one of the elements of the brand’s educational program aimed at building awareness about safety in the world of technology and shaping a responsible attitude in the digital world among children and adults.

“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 joined the Mediaplus agency as Head of Business

6 March 2024

Martyna Rogozińska has taken the position of Head of Business at the media agency Mediaplus (Group One). In her new role, she combines the duties of Business Excellence and Development Lead and People Manager, leading a team of managers who direct client teams. Her tasks will also include strengthening the strategic competencies of the agency and its team.

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.

Bartłomiej Kamiński in the new role of Head of Mediaplus International at Group One

4 March 2024

In line with the international development of Group One and even greater integration of cooperation with the German Serviceplan Group, a new role of Head of Mediaplus International has been created within the structures of the Polish marketing-technology group, which has been taken up by Bartłomiej Kamiński.

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 become Chief Business Officer at Value Media

1 March 2024

Natalia Załęcka, after over 20 years of experience working with both clients and consulting agencies, has joined Value Media as the Chief Business Officer. Value Media’s ambition is to be the most strategic agency in the market, providing solutions that genuinely enhance their clients’ businesses. This new position was created to strengthen the agency’s strategic approach and further develop its offerings in this area.

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 Agencies with the Highest Number of Nominations in YouTube Works Awards 2023

8 February 2024

We have the shortlist for the YouTube Works Awards 2023. This year, the agencies from Group One received the most nominations, with their projects being selected for the best video campaign award a whopping 8 times. The following agencies will compete for the coveted statuettes: Change Serviceplan, GONG, Game Changer, Mediaplus, Media Republic, and Salestube.

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.

Michał Hejka has become the Buying Intelligence Director at Group One Media

8 February 2024

Michał Hejka has joined Group One Media as the Buying Intelligence Director. In his new role, he will be responsible for the development of their own media products within the group.

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.

GONG Agency launches PIRX AI, a tool that supports creative-strategic and analytical processes in agencies and marketing departments

17 January 2024

The development of artificial intelligence in the field of marketing has completely changed the way creative teams work today. Focusing on the development of artificial intelligence, GONG agency (Group One) created its own platform PIRX AI. The tool combines the ability to analyze large data sets with the power of generative artificial intelligence, supporting analytical, strategic and creative processes.

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.

Group One agencies awarded in Złote Spinacze

9 December 2023

On Friday, the winners of the 21st edition of the prestigious Golden Clips contest were announced. The contest was organized by the Association of Public Relations Firms. GONG and Game Changer agencies received four awards.

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.

Success of Group One agencies at IAB MIXX Awards 2023

5 December 2023

During the final gala of IAB MIXX Awards 2023, the companies belonging to Group One were honored with 23 trophies. The jury of the competition also distinguished the GONG agency, which received the main prize and the title of agency of the year 2023 for the second year in a row.

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.

Big win for Gong, Value Media, and Salestube! Żabka Polska becomes the new Group One’s client

24 November 2023

Media agency Value Media together with MarTech agency and e-commerce connected Salestube, as a one team won the tender for comprehensive media services for the Żabka convenience store network. In a parallel project process, the GONG agency won, becoming the strategic and creative agency for the Żabka brand.

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.

8 Innovation awards for Group One agencies

23 November 2023

On Thursday, November 23, the jury of the Innovation competition awarded the most innovative advertising campaigns. Among the winners were campaigns carried out by Group One agencies. 8 statuettes were awarded to Value Media, Salestube, GONG and Game Changer agencies.

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.

Group One strengthens PR team

16 November 2023

In connection with the growing scale of Group One’s business, the expanding portfolio of companies and competencies, the intensification of local activities, and the expansion of communication to foreign markets, the PR team of the marketing and technology group has expanded by two new people. Szymon Ślęzak took the position of PR Specialist, and Aleksandra Farenholc took on the role of Content and Social Media Specialist. Jakub Hajczuk also joined the team earlier, holds the position of Senior PR Specialist.

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.

Mediaplus wins international support for E.ON in 10 countries

14 November 2023

Mediaplus, a media agency, is starting a collaboration with E.ON Group. This is the result of Mediaplus International winning a pan-European tender for the media budget of an electricity supplier in 10 markets.

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.






Group One agencies with 13 nominations for IAB MIXX Awards 2023

14 November 2023

IAB MIXX Awards jury presented the list of nominations for the best use of the digital environment in advertising campaigns. The shortlist of the competition included 5 campaigns carried out by GONG, Game Changer, Salestube, Value Media, Labcon and Media Republic. Group One agencies received a total of 13 nominations.

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.

9 nominations in the Innovation 2023 competition

9 November 2023

The Association of Advertising Agencies announced the shortlists of this year’s edition of the Innovation competition. 9 nominations went to our agencies: Value Media, Salestube, Labcon, GONG and Game Changer. The results of the competition will be announced on November 23.

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.

The campaign “UNMUTE: Głośniej niż decybele” was honored in this year’s edition of PR Wings.

9 November 2023

During the PR Wings gala, the best communication projects of 2022 were revealed. Among the awardees was the campaign “UNMUTE: Głośniej niż decybele” realized by Change Serviceplan and Labcon in collaboration with Media Ready and with the support of Value Media and SalesTube for The Polish Association of Deaf.

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.

7 Effie Awards Poland for Group One

8 November 2023

On November 7th, at the Grand Theatre – National Opera in Warsaw, the final gala of the 24th edition of Effie Awards Poland took place. During the ceremony recognizing the most effective campaigns and business solutions, Group One companies walked away with an impressive total of 7 awards!

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 UNMUTE Agency is seeking talents from the disability community. It’s time to make a place for them in the world of advertising!

26 October 2023

The media and advertising industry often presents an idealized view of the world in which people with disabilities are ignored. They continue to struggle not only with a lack of access to information, products, culture, entertainment, and services but also with a lack of representation in the mainstream. However, this is about to change! The UNMUTE Agency was created, in part, to help individuals with disabilities discover and showcase their talents. In less than a month since its launch, the agency conducted its first casting, giving representatives of these communities the opportunity to break into the advertising industry as actors, models, or extras. Talent recruitment for the agency is still ongoing and is also open to photographers, cinematographers, directors, designers, and other creative industry professionals.

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.

SalesTube begins cooperation with Media Expert in the MarTech area

24 October 2023

SalesTube, the e-commerce and MarTech leader on the CEE market, is developing its cooperation with TERG S.A. (Media Expert). The company will be responsible for delivering Google Marketing Platform Licence to the leader of the consumer electronics and home appliances industry, and for supporting the client’s team in overseeing the optimisation of activities within the entire GMP ecosystem.

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 “UNMUTE: Głośniej niż decybele” has been nominated in this year’s edition of PR Wings

19 October 2023

The campaign “UNMUTE: Głośniej niż decybele” has been nominated in this year’s edition of PR Wings, organized by the Association of Public Relations Agencies. The competition’s shortlist includes the extensively awarded campaign “UNMUTE: Głośniej niż decybele” executed by Change Serviceplan and Labcon in collaboration with Media Ready, with support from Value Media and SalesTube for The Polish Association of Deaf.

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.

8 KTR awards for Group One agencies

16 October 2023

On October 16, during the KTR Competition Gala at the Polish Theatre in Warsaw, awards were presented for the most creative advertising campaigns. Among all the awarded works were those executed by Group One agencies. GONG and Game Changer agencies received an impressive total of 5 silver and 3 bronze awards

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.

Mediaplus, SalesTube, Labcon and GONG with the next campaign for Dr.Beckmann

16 October 2023

Dr. Beckmann is educating consumers about a new category of laundry detergents. In October, they are running a wide-reaching campaign to promote the innovative product, Magic Leaves laundry sheets. This campaign includes digital, cinema, social media, and influencer marketing efforts. Mediaplus, in collaboration with MarTech and e-commerce company SalesTube, and creative agencies Labcon and GONG, is responsible for the media strategy, planning, and buying.

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.

The Polish Association of the Deaf and Group One Launch UNMUTE Agency

11 October 2023

The Polish Association of the Deaf and the marketing-technology group, Group One, are launching a joint venture business with the aim of assisting companies, brands, and communities of people with disabilities in effectively combating all forms of exclusion. UNMUTE is the first initiative of its kind in the marketing communication market, bridging the gap between business and NGOs.

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.

Group One agencies with five nominations in the Polish PR awards “Złote Spinacze”

10 October 2023

The Association of Public Relation Companies announced the shortlists for the 21st edition of the awards. Among the nominees are campaigns carried out by Labcon, GONG, and _game changer.

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.

16 nominations for Group One agencies in the Effie Awards Poland 2023 competition

9 October 2023

The nominees for the 24th edition of Effie Awards Poland have been announced. Campaigns executed by Change Serviceplan, _game changer, GONG, Labcon – relevant stories, SalesTube, and Value Media have made it to the shortlist. Group One agencies have received a total of 16 nominations.

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.

Mediaplus and Salestube are launching another global campaign for De’Longhi

9 October 2023

The Italian coffee maker brand De’Longhi has kicked off another stage of its advertising campaign under the slogan “Perfetto,” featuring the second part of its story narrated by brand ambassador Brad Pitt, set against the backdrop of the Mediterranean Sea. In early October, the global 360 campaign “Perfetto 2.0” was launched, with the media agency Mediaplus overseeing it in the Polish market in collaboration with the e-commerce & MarTech company Salestube.

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.

International nomination in the Golden Drum competition for Group One

4 October 2023

Jury of the Golden Drum International Festival of Creativity announced the list of nominees. A campaign created by GONG and _game changer stands a chance to win in the ‘Creative Use of Media, Digital & Mobile Platforms’ category. ‘Hacked Concert in Roblox’ was an event specifically prepared for ING Bank Śląski in the metaverse, during which influencer Paliona’s performance was interrupted by a hacker to raise awareness among younger users about lurking cyber threats.

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.

Change Serviceplan with first campaign for Ariston Polska

4 October 2023

At the end of September 2023, the campaign “Ciepło, cieplej, Ariston” for Ariston Poland was launched by Change Serviceplan, a part of Group One. This is the first campaign prepared for Ariston Poland after winning the tender for marketing services.

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.

Group One agencies received a total of 9 nominations in the 20th edition of the KTR 

27 September 2023

SAR and Klub Twórców Reklamy (Advertising Creators Club) have announced the nominees for this year’s KTR competition. GONG and Game Changer will compete for awards. Group One agencies have received 9 nominations.

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.

Krzysztof Rosiński is a new Managing Partner and CTO at e-commerce & MarTech connected agency SalesTube.

1 August 2023

On August 1, after 10 years of work for Google, Krzysztof Rosiński joined the SalesTube (Group One) agency as Managing Partner and CTO. In his new role, he will be in charge of providing cutting edge technological, data-based and cloud solutions, as well as the development of engineering and analytical capacity of the agency. Krzysztof’s wide range of skills and extensive experience will surely allow him to expand the product offering of the agency and increase the scope of its operational activities. This, in turn, will ensure further development of the agency on the international market.

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. 

SalesTube – a consulting partner of the global marketing team of Avon brand

17 July 2023


E-commerce and MarTech connected agency SalesTube have been selected by Avon International as consultants for a global project in the field of marketing data analytics. One of the key elements of Avon’s digital transformation is a change in approach to analyzing the effectiveness of marketing activities at all stages of the customer’s purchase journey. 

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.

The winners of the 2nd edition of Best Brands Poland finally announced. The “Marketing Oscars” go to InPost,Winiary, Castorama, Lidl (Bio Organic), JBL and Samsung

25 May 2023

The final Gala of the 2nd edition of the Best Brands Poland ranking took place on 18th of May at Ujazdowski Castle where the strongest brands on the Polish market, as selected by 7.5 thousand consumers, were announced. Among the winners, who received the “Marketing Oscars” in the 6 categories of the survey, were: InPost, Winiary, Castorama, Lidl (Bio Organic), JBL and Samsung.

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.

We have announced the nominees of the second edition of the Best Brands Poland ranking

4 May 2023

JBL, Biedronka, Winiary, Debica, Samsung, InPost, Toyota, Blik, Allegro or Vinted – these are just a few of the 60 brands nominated for Best Brands Awards 2023 in the 2nd Polish edition of the ranking organized by Group One and GfK Polonia. In each of the six categories, TOP 10 brands have been selected to compete for the title of Best Overall Brand, Best Polish Brand, Best Omnichannel Brand, Best Sustainability Brand, Best Life Changing Technology Brand and Best Brand For Tough Times. The winners will be announced at The Best Brands Awards 2023 Final Gala, which will take place on May 18 at The Ujazdowski Castle.

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

Mediaplus and SalesTube with a campaign launching the new BMW M3 Touring models – the first M Series Touring.

25 April 2023

The agencies Group One, Mediaplus and SalesTube executed the campaign in a house of communication model as an integrated multi-competence team. The Mediaplus agency handled strategy, media planning, and buying, while SalesTube was responsible for paid social activities. The campaign was also supported by the Change Serviceplan agency, which was responsible for mailing creations, and Plan.Net TechNest, which coordinated the rollout of the product page in more than 100 markets.

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.

SalesTube together with Flashscore in the MarTech field

20 April 2023

SalesTube, martech & e-commerce connected agency, launched a partnership with Flashscore – a global service providing real-time sports scores, news, statistics, and other sport content.

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.

Take it easy on yourself because you’re great enough – Group One companies with a new Orange Polska campaign for Orange Flex offer

30 March 2023

In its new communication platform, Orange Polska argues that it’s worth letting go of ourselves and believe we have enough to offer ourselves and others. The platform, in cooperation with Orange Polska was prepared by the GONG agency. Value Media is responsible for media strategy and planning. Digital activities are handled by MarTech & e-commerce agency SalesTube. 

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.

Change Serviceplan and Media Republic begin the fourth year of cooperation with Mlekpol

29 March 2023

The “Mlekpol” Dairy Cooperative in Grajewo has entrusted the implementation of the “Łaciate” cream cheese campaign to Group One agencies Change Serviceplan and Media Republic for the fourth consecutive year.

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

Value Media and Labcon with an Easter campaign for the Trefl brand

24 March 2023

The Easter campaign of the Trefl brand, a leading producer of board games and puzzles in Poland, is underway. Once again, media planning and buying activities are coordinated by Value Media, cooperating with Grupa Trefl since the autumn of 2022. As part of the house of communication model, the campaign is supported by Group One companies. Labcon Agency is responsible for the idea and implementation of the project in cooperation with influencers and support in the preparation of the creation. MarTech & e-commerce connected SalesTube agency is responsible for programmatic, paid social and affiliate activities.

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.

Labcon and Mediaplus are running an awareness campaign for the Nutribullet brand for the second year in a row

22 March 2023

An awareness campaign is underway for the Nutribullet brand, known for producing personal blenders designed to preserve the fullness of nutrients and vitamins in the foods they prepare. Mediaplus agency is responsible for strategy, planning, and media buying. Labcon is responsible for communication strategy based on activities with influencers and social media. MarTech & e-commerce agency SalesTube carries out paid social activities. 

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.

Game Changer and GONG created the largest metaverse space in Poland – ING City recorded 1 million visits!

7 March 2023

The metaverse, meaning virtual reality, is one of the fastest-growing technologies of the future. On the Roblox platform, which is part of it, Group One companies have created the ING City, which after a year of operation, can be considered the largest metaverse space in Poland. It has already recorded more than 1 million visits, generated by 320,000 unique players.

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

Mediaplus will support C&A

2 March 2023

Mediaplus (Group One) has begun cooperation with the C&A brand. The company will be responsible for coordinating offline media activities in the Polish market. The partnership results from a tender won by the Mediaplus International group to handle C&A’s media budget in 17 European markets.

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.

Value Media and SalesTube once again won the Amica tender

25 January 2023

The media agency Value Media (Group One) won the tender for 360 services for the Amica brand in 2023. This marks the 14th consecutive year the agency has maintained its status as a business partner of the largest Polish household appliance manufacturer, for whose digital activities the martech & e-commerce agency SalesTube (Group One) is responsible.

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.

Value Media awarded with the title of Success of the Year 2022 in the Panorama Reklamy Press report

5 January 2023

Value Media (Group One) started the year with another success, confirming its position in Poland’s media market. In the Panorama Reklamy Press report, published on January 5, 2023, Value Media received the most important award – Success of the Year 2022.

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.

Robert Makłowicz and Make Life Harder together in Trefl’s campaign – Value Media and Labcon agencies are responsible for the execution of the campaign

22 December 2022

Trefl brand decided to end the year with a strong advertising accent, inviting Robert Makłowicz and the Make Life Harder duo to cooperate in promoting the “Po prostu P” party game. The author of the non-standard concept is the Labcon agency (Group One), which coordinates the implementation of activities in cooperation with influencers. The action is part of a campaign of the party and family games, for which Value Media (Group One) is responsible for strategy and media purchase.

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.

As Group One, we were listed in the CDP Climate Change Questionnaire report for the first time – we received a “C” grade

21 December 2022

Public disclosure of our emissions is the basis for real action toward zero carbon, and CDP is the gold standard for corporate environmental reports. As one of 76 companies from Poland, we were evaluated in the latest CDP Climate Change Questionnaire 2022 report and received a grade of “C,” meaning that we are aware of our impact on climate change.

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.

Labcon with Christmas campaign for Wyjątkowy Prezent in five European markets

15 December 2022

The Christmas campaign of Emoti Group, whose most recognizable brand on the Polish market is Wyjątkowy Prezent, is underway. The Labcon (Group One) agency is responsible for the strategy, creative concept, and execution of the campaign, which runs simultaneously in five European markets. Media activities in Poland are handled by the martech and e-commerce agency, SalesTube (Group One).

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 

#LoveWinsQatar – gaming against Qatar’s policies discriminating the LGBT+ community

12 December 2022

Agencies Game Changer (Group One), Serviceplan España and Madrid-based NGO COGAM (Colectivo LGBT de Madrid) have launched the #LoveWinsQatar social movement, which calls on all gamers to stand up for human rights. Screenshots of online soccer players kissing on virtual field are meant to draw attention to discrimination against the LGBT+ community in Qatar.

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.

Group One agencies won 21 awards at the IAB MIXX Awards 2022

28 November 2022

At this year’s IAB Mixx Awards gala, Group One agencies received 21 awards. Moreover,  creative agency GONG was named Agency of the Year 2022. The most awarded campaigns were: “ING City in Roblox,” implemented by GONG and Game Changer for ING Bank Śląski client, and “WitcherManiac,” promoting the Witcher series, broadcast on Netflix. The campaign for ING bank also received one of the most important awards – BEST IN SHOW. 

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.

SalesTube has won the tender for martech consulting for the Orange brand

25 November 2022

MarTech & e-commerce agency SalesTube (Group One) has begun servicing the Orange brand. The company will be responsible for preparing strategy, coordinating performance marketing activities, and consulting on marketing technologies and analytical tools. The main goal of the joint activities is to increase sales in Orange’s online channel. SalesTube will cooperate with Value Media agency responsible for strategy and media buying in all communication channels. 

– 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.

Group One has become a media partner of the EKObarometr report

25 November 2022

To spread sustainable development practices, we became a media partner of the EKObarometr survey of the environmental attitudes and sentiments of Polish women and men. The research project was supported by Sylwia Jedyńska, Sustainability Manager Group One. 

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

Group One talent development program awarded in HR Dream Team 2022

18 November 2022

The Human Capital team of Group One media companies ((Value Media, SalesTube, Mediaplus, Labcon, TechNest and Grow Now) took home the grand prize in the “Talent Development in the Organization” category at this year’s edition of HR Dream Team contest. The statuette was awarded to the “Best Performer” project, which focuses on even greater talent development in the organization with strong business involvement in the entire process. The program for employees includes dedicated external training, mentoring, and working on a group real business case.

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.

GONG with Gold at the Clio Entertainment Awards! The “Art of Stealing” campaign is the only awarded Polish project

16 November 2022

Creative agency GONG (Group One) has won Gold for its “Art of Stealing” campaign for Netflix. Gold at the Clio Entertainment Awards is not the first award for this project. The agency has already been recognized with honors such as the Golden Drum, Epica Awards, Cannes Lions Gold, and the KTR sword, among others.

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. 

Value Media has won a tender for digital services for the Hebe brand!

16 November 2022

Value Media Agency (Group One) has started cooperation with the Hebe brand. The company will be responsible for overall support of the client’s digital activities, strategy, planning, and online media buying.

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.

Bartosz Kuczyński has taken the position of Buying Intelligence Director at Group One Media

10 November 2022

Bartosz Kuczyński has joined Group One Media (Group One media companies) to take on the position of Buying Intelligence Director. In his new role, he will be responsible for trade, working with client service teams and clients, as well as managing the TV Buying team.

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.

10 Effie Awards 2022 for Group One

10 November 2022

10 Effie Awards 2022, including two 2 gold statuettes out of 10 awarded at the gala of the 23rd Effie Awards Poland, were received by Group One agencies. Awards for the most effective campaigns and business solutions went to Change Serviceplan, GONG, SalesTube, Labcon, Value Media and Media Republic.

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 are at the top of the RECMA ranking again!

19 October 2022

Our agencies have been recognized in RECMA report on media houses again. The report is published twice a year and, based on analysis, awards agencies with dominant, high, very good, good, and average ratings.

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 with full media service for Trefl SA.

29 September 2022

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 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. 

Group One, as the first marketing communications company in Poland, has calculated its carbon footprint

27 September 2022

Only by counting a company’s carbon footprint does it become possible to build a strategy for real action toward zero carbon. Group One was the first in the marketing communications industry in Poland to do so. The company released information on its net carbon emissions – 31,309.19 tCO2e. The data comes from a report compiled with the support of Planetly, which was one of the group’s commitments to the WWF Poland Foundation.

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.

Seven Golden Drum Awards for Group One agencies

26 September 2022

The “UNMUTE: Głośniej niż decybele” for the Polish Association of the Deaf carried out by Change Serviceplan agency with Labcon, Value Media and SalesTube support awarded with 7 Golden Drum 2022 statuettes. It is the most esteemed project of all submitted by Polish agencies to the 28th edition of the international advertising festival.

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!

20 nominations for Group One agencies in the KTR 2022 competition

26 September 2022

SAR and the Klub Twórców Reklamy (Advertising Creators Club) announced this year’s KTR competition nominees. For the prizes will complete GONG and Change Serviceplan. Group One agencies received 20 nominations in total.

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.

We know the winners of the first Polish edition of the Best Brands ranking

16 September 2022

We know the most powerful brands on the Polish market, appreciated by the consumers. During the Best Brands Awards gala, which took place on September 15 at Centrum Praskie Koneser, “Marketing Oscars” were received in 5 categories by the following brands: Samsung, Biedronka, Bosch, Allegro, and Media Expert. Group One and GfK Polonia are the ranking and event organizers.

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.

Lewis Pugh and Tino Krause became official keynote speakers at the Best Brands Awards gala organized by Group One and GfK Polonia

12 September 2022

On September 15, the final ceremony of the first Polish edition of the Best Brands ranking will take place, in which consumers, not the jury, choose the best brands. The theme of this year’s event is: “Two worlds, one future. Where are we going?”. Lewis Pugh and Tino Krause became the mentors in the two worlds, i.e., the technological future and climate responsibility.

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.

TechNest team strengthens competence of BMW Group’s international structure (The Marcom Engine)

16 August 2022

The Marcom Engine is an international structure of the BMW Group, consisting of a 1000-strong team, of which employees of the global hub of expertise – TechNest – are a part. Dawid Kolasinski of TechNest (Group One) has been promoted to Head of Web Operations (The Marcom Engine). Monika Filipek has assumed the position of Market Consultant Team Lead (The Marcom Engine). In addition, 2 new people have joined the TechNest team: Adam Sobiesak in the role of Adobe Forms Operations Lead (The Marcom Engine) and Magdalena Cieślik as Team Leader in the Website Business Support team (The Marcom Engine).

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. 

Another step towards climate neutrality – we were the first in the industry to complete CDP’s Climate Change questionnaire!

11 August 2022

More than a year ago, we began our journey toward climate neutrality. Since then, we have been taking concrete steps to reduce our organization’s carbon footprint – in June we joined SBT. This month we were the first in the marketing communications industry in Poland to complete the Climate Change CDP questionnaire.

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!

SalesTube is the second company in Europe with the highest number of Google Marketing Platform trainers

9 August 2022

Among the 30 certified Google Marketing Platform trainers in Europe, as many as six of them are Polish experts from MarTech & e-commerce SalesTube agency (Group One). At the beginning of August, four new SalesTube team members joined this prestigious group. 

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.

Game Changer introduced Notus Finanse to the world of Decentraland as the first brand in Poland!

8 August 2022

The Game Changer agency (Group One) introduced Notus Finanse to the Decentraland platform in the Metaverse space as the first brand in Poland. Thus, Notus Finanse has entered the world of Web 3.0, where the user is not only the recipient and co-creator of content available on the web but can also be the owner. Game Changer is responsible for developing the concept and strategy, project implementation, and programming in Decentraland. 

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 as Chief Strategy Officer at Value Media

22 July 2022

Ania Kuropatwa, former head of strategy at Havas Media, joins Value Media to take as Chief Strategy Officer. She will report to Rafal Wachnik, Managing Director of Value Media. Ania’s arrival is related to the new development strategy of the agency, whose ambition is to be the strongest strategic agency on the market.

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.

Value Media with nearly 100% growth counter according to RECMA

18 July 2022

Our media agency – Value Media – has once again been recognized in the Overall Activity Volume 2021 ranking published by RECMA! Its growth rate over the last 3 years is almost 100%. The numbers speak for themselves – Value Media is growing 4 times faster than the market average.

We know the brands nominated for Best Brands!

11 July 2022

We know the brands nominated for Best Brands 2022 in the first Polish edition of the ranking organized by Group One and GfK Polonia. In each of the five categories TOP 10 companies have been selected to compete for the title of Best Overall Brand, Best Customer Centricity Brand, Best Sustainable Brand, Best Polish Brand and Best Omnichannel Brand.

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

Once again we are raising the bar by acting for the climate!

10 July 2022

After joining the prestigious Science Based Targets initiative (SBTi), the time has come for Chapter Zero Poland! Marek Zoledzowski, CEO of Group One, has just joined the group of heads and board members of this global initiative. He will add another brick to the fight against climate change.

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.

Rafal Wachnik is the new Managing Director of Value Media

8 July 2022

Rafal Wachnik, previously Chief Strategy Officer at Group One Media, has taken over as Managing Director of Value Media media agency. At the same time, the strategy department is transferred to Value Media, which clearly defines the direction of the company’s development. Rafal will report to Kamil Wiszowaty, CEO of Group One Media.

“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.

SalesTube begins cooperation with LPP in more than a dozen markets

29 June 2022

SalesTube, a market leader in e-commerce and MarTech solutions, is starting cooperation with LPP – the largest clothing manufacturer in Central and Eastern Europe. The MarTech & e-commerce agency will deliver and implement Google Marketing Platform technology, provide training and handle programmatic activities for the Reserved and Sinsay brands in more than a dozen markets in Europe. 

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.

BIG NEWS! We joined the prestigious Science Based Targets initiative

21 June 2022

The initiative brings together as many as 3134 companies from around the world and only 12 entities from Poland, including such leaders as Allegro.pl, InPost, Żabka Polska or LPP. This is our most ambitious step after signing the Carbon Footprint Reduction for Climate Neutrality Declaration with WWF Poland and preparing the Greenhouse Gas Emissions Report. 

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!

Labcon started cooperation with Kamis

5 June 2022

Our creative agency Labcon has started cooperation with Kamis. The company will be responsible for developing the strategy, creative idea and implementation of year-round influencer communication. The cooperation is a result of winning a bid and started in May 2022.

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. 

Value Media as the Media House of the Year 2022!

2 June 2022

Value Media was awarded Media House of the Year 2022 title by MMP (Media Marketing Poland) magazine. For years our agency has been offering the widest range of services on the market, which has once again been noticed and appreciated!

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.

Labcon introduces a British LUSH Cosmetics to Poland

25 May 2022

Labcon creative agency launches British brand LUSH Cosmetics on the Polish market. Since March 2022 is being responsible for ongoing communication with the media and influencers, as well as creative solutions supporting the brand’s digital presence – implementing a global marketing strategy for the brand.

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. 

SalesTube with Performance Agency of the Year and Grand Prix awards!

23 May 2022

SalesTube smashed the prize bank in the Performance Marketing Diamonds CEE competition – the first and only international competition in Poland focusing on performance marketing!

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

Best Brands Awards gala coming soon!

4 May 2022

On 15 September 2022 at Centrum Praskie Koneser in Warsaw we will know the winners of Best Brands Poland – the first Polish ranking of the strongest brands on the market, organised by Group One! 

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.plForbes PolskaForbes Women PolskaMedia Marketing Polska (MMP)HandelExtra.pl / HandelPuls Biznesu.

Details at: www.bestbrands-poland.pl

Value Media with a campaign for Dobra Kaloria

29 April 2022

Dobra Kaloria launched a large-scale promotional campaign of non-meat barbecue products. Communication is carried out on VOD, YouTube, social media and in the form of display advertising. Value Media is responsible for media planning and purchase as well as campaign optimization. The agency cooperated with MarTech & e-commerce agency SalesTube.

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.

We support the global crowdfunding platform HeroToHero that helps refugees from Ukraine

11 March 2022

We are a partner of the global crowdfunding platform HeroToHero that helps refugees from Ukraine. The site was launched on March 7 by Planet Heroes and aims to connect those who are already helping but need essential items or financial donations – with those who can support them worldwide. As a partner of the project, we advise and support pro bono in the area of communication.

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

Value Media and Mediaplus with dominant profile for the first time in RECMA ranking

10 March 2022

In the latest ranking conducted by RECMA, an opinion-forming association that examines the standards of agencies and media houses, Value Media and Mediaplus have succeeded another year in a row. However, we took dominant positions in the entire ranking for the first time and won first place in three categories: Vitality, New Business, Client Portfolio Growth.

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.

We support Ukraine together with PAH

28 February 2022

In the face of the war crisis in Ukraine, we want to support our neighbors with more than just words. Real actions count, so apart from supporting our employees from Ukraine and their loved ones, we support Polish Humanitarian Action, which has been conducting a permanent mission In Ukraine since 2015, and for several days has been intensively bringing aid to those in need.

Changing Eurovision history. Deaf in the preselection for the first time in the world!

13 February 2022

The origins of Eurovision go back to 1956, but there has never been such a submission before! After their debut song “Louder than decibels” the band UNMUTE, whose members are all deaf, is taking part in the Polish preselection for the European Song Contest. This is a breakthrough event in the history of Eurovision, which is likely to change this contest forever. The creator of the campaign is Change Serviceplan, while Labcon is responsible for media buzz.

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!

Serviceplan Health and Change Serviceplan start cooperation with Phytopharm

10 February 2022

The first joint project of the companies is a campaign promoting Bronchosol, a syrup for any type of cough and which works at all stages of infection. 

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.

Change Serviceplan and Media Republic begin their third year of cooperation with Mlekpol

8 February 2022

For the third time, the Dairy Co-operative “Mlekpol” in Grajewo entrusted implementation of the latest campaign of “Łaciate” cream cheese to the team of Change Serviceplan and Media Republic agencies.

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.

Value Media begins cooperation with Profi and Jemy Jemy

2 February 2022

The scope of the company’s activities will include strategy, planning and media acquisition. The first joint project of the brands is the launch of a line of wholesome Jemy Jemy soups. Profi S.A. is another strong Polish company which, in addition to Eobuwie, Dawtona and Komfort, has joined the agency’s portfolio of clients in recent months.

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. 

GONG + #zerowaste + Kasia Nosowska = good

1 February 2022

The GONG Agency has produced the first Polish video #zerowaste with Kasia Nosowska in cooperation with ING Bank Śląski! In her song, the artist promotes the increasingly popular and extremely important idea of ‘zero waste’. 

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.

Mediaplus launches the campaign of Purella and NutriBullet brands – ”Superfoody na co dzień”

31 January 2022

Purella brand aired the fourth season of the web series “Superfoody na co dzień”, prepared jointly with the manufacturer of blenders, NutriBullet. Mediaplus, a media agency, in cooperation with Labcon, a creative agency, is responsible for the running of the campaign. 

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 4th. 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.

We are implementing the plan to achieve climate neutrality through cooperation with Planetly

21 January 2022

Group One cooperates with Planetly, a company specialising in business support in climate and decarbonisation issues, resulting in the calculation of the Group’s carbon footprint and in the preparation of an emissions report with the goal of neutrality and finally joining the prestigious Science Based Target initiative.

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.

Value Media and SalesTube launch another campaign for the OYAKATA brand in Russia

20 January 2022

The next edition of the image campaign for Japanese instant dishes and soups, “TASTE OF JAPAN.  O YA!”, one of the OYAKATA brand (Ajinomoto Poland) is starting. Last autumn, promotional activities were carried out in the German, Italian, Czech and Romanian markets, while from January 17th the activities will also cover Russia. 

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.

Value Media starts its 13th year of cooperation with Amica

12 January 2022

Having won the latest pitch, Value Media is going to deal with the media strategy, planning and buying online media for the Amica brand. Thus, the media agency has already started the 13th. year of cooperation with the brand as a business partner.

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 13th. 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.

Value Media wins the pitch to provide services for Orange

3 January 2022

Value Media won the pitch for comprehensive media service of the Orange brand. The scope of our work includes strategy, buying and planning of all media.

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.

Value Media launches WYJEBONGO Vodka Campaign

22 December 2021

WYJEBONGO, a maracuja-flavoured vodka produced by Alembik Polska, has made its debut on the Polish market. WYJEBONGO will be available exclusively in the Żabka chain of stores and on www.browar-tenczynek.pl. The creator of the alcoholic beverage is Janusz Palikot. Value Media is responsible for the launch of the campaign for this brand new product.

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.

Campaigns of our companies awarded at Mixx Awards 2021

20 December 2021

Change Serviceplan, Labcon, Value Media and GONG agencies in the lead of the best campaigns in the categories NGO&CSR, Content Marketing and Best Use of Social Media.   

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! 

Groupe One is opening an office in Kraków

10 December 2021

We are opening a stationary office in Krakow. Despite the pandemic, we are constantly expanding our client portfolio and breaking records in recruiting new people.

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. 

EFFIE AWARDS for Change for the BLIK campaign

6 December 2021

The agency Change Serviceplan won as many as three awards in this year’s EFFIE competition for the campaign for BLIK!

  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. 

Labcon with the Golden Paper Clip (Złoty Spinacz)

5 December 2021

Labcon creative agency won gold for the campaign “Hejter za Dychę” (Heyter for a Dozen) for Doctor Brew (Tenczynek Brewery) in the category of Social Media in the biggest Polish competition of the PR industry, Złote Spinacze (Golden Clips) and a special award from the International Festival of Creativity Golden Drum.

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. 

Value Media launches BUH beer in a non-alcoholic version

12 November 2021

After the success of alcoholic BUH beer, it is time for alcohol-free BUH. As Przyjazne Państwo writes on its profile: Alcohol has evaporated, cannabis remains!” Value Media Agency is responsible for the launch of the campaign promoting the brand new product in the Tenczynek Brewery offer.

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.

Value Media with fall/winter campaign for MODIVO

28 October 2021

Multibrand MODIVO strengthens its position as a #fashiontech leader with its latest campaign for the fall/winter 2021/22 season using CGI technology. The strategy, TV media planning and buying is handled by Value Media.

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.

Value Media wins the pitch for media services for the KOMFORT brand

25 October 2021

Value Media, working in tandem with SalesTube, wins the pitch for the media services for the KOMFORT brand. The scope of cooperation includes strategy, planning, and buying media in online channels, as well as analytics. This is another Polish brand next to Eobuwie, MODIVO, and Dawtona, to join the group of clients of the Agency this year.

“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.

Value Media and Mediaplus at the top of the RECMA ranking

10 October 2021

In the latest ranking of RECMA, an opinion-forming association that studies the level of agencies and media agency, Value Media and Mediaplus occupy the following places: first, in the Vitality category, second, in the Client Portfolio category, and fourth on the total list of the strongest independent agencies.

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 for the first time in Poland!

1 October 2021

Group One, in cooperation with GfK, has launched an international award called “Best Brands Awards” on the Polish market. It will be awarded to the strongest brands on the market and those people who are behind their success. The ranking is present in Germany, Italy, France and Russia and is distinguished by its unique research methodology which combines the market success of the brand and the strength of its relationship with the consumer. The content partner is the largest independent communication group in Europe – the Serviceplan Group.

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. 

Value Media in partnership with Labcon is running a campaign for Everli

30 September 2021

Everli has launched the biggest image campaign in the company’s history in Poland. The communication is run on TV, radio, OOH and digital. Value Media agency is responsible for planning and buying media offline. Creative agency Labcon has taken care of the cooperation with influencers and adaptation of formats of selected creations.

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.

Group One with social campaign for International Deaf Day

20 September 2021

On the International Day of the Deaf, the largest public campaign of the Polish Association for the Deaf took off, addressing the issue of the exclusion of deaf people from social and cultural life. As a sign of protest against the restrictions, representatives of the environment created a musical ensemble – UNMUTE within the framework of this project. All members of the ensemble are deaf. Yesterday, the music video debuted the song “Głośniej niż decybele”.

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

Value Media launches another international campaign for eobuwie.pl

15 September 2021

The autumn-winter campaign of eobuwie.pl under the slogan “A new story begins here” has just started in 10 European countries. The brand continues the principles of the spring edition, showing how important shoes are in our lives. Value Media is responsible for planning and buying media in Poland, Croatia, Slovenia and Italy.

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.

Something Perfetto with Brad Pitt in the new De’Longhi campaign

10 September 2021

De’Longhi, the global leader in coffee machines production, launches its first international campaign directed by Damien Chazelle, starring Brad Pitt. Group One is responsible for running the campaign in Poland. It’s the biggest and the most important campaign in the history of De’Longhi on the Polish market.

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 runs first in Poland zero-emission campaigns

1 September 2021

Media agency Mediaplus launches an innovative initiative that enables brands to run climate-neutral campaigns. Green GRP is the first program in Poland that calculates the carbon footprint of media activities and assesses its cost. The project will be implemented for the first time in the collaboration of Mediaplus and MINI (BMW Group).

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. 

We design and deliver
positive change on our planet

At Group One we change and develop in a sustainable way to care for our common future and planet. We deliver positive change, set trends, raise the bar, and inspire our industry to become climate neutral.

We are the trailblazers of the #netzero goal in the marketing communication industry.

We have calculated our total carbon footprint and we are working on the targets for the reduction of greenhouse gas emissions in line with the Science Based Target initiative.

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We care

We support the global crowdfunding platform HeroToHero that helps refugees from Ukraine

11 March 2022

We are a partner of the global crowdfunding platform HeroToHero that helps refugees from Ukraine. The site was launched on March 7 by Planet Heroes and aims to connect those who are already helping but need essential items or financial donations – with those who can support them worldwide. As a partner of the project, we advise and support pro bono in the area of communication.

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

Changing Eurovision history. Deaf in the preselection for the first time in the world!

14 February 2022

The origins of Eurovision go back to 1956, but there has never been such a submission before! After their debut song “Louder than decibels” the band UNMUTE, whose members are all deaf, is taking part in the Polish preselection for the European Song Contest. This is a breakthrough event in the history of Eurovision, which is likely to change this contest forever. The creator of the campaign is Change Serviceplan, while Labcon is responsible for media buzz.

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 “Louder than decibels” 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 program 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 “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 co-operation 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!

We say NO to exclude deaf people from culture. Meet UNMUTE and our social campaign

2 November 2021

 We have launched probably the biggest and the loudest social campaign of the Polish Association of the Deaf on the International Day of the Deaf. It deals with the exclusion of deaf people from social and cultural life. As part of this project and as a sign of protest against restrictions, representatives of the community created the band – UNMUTE, all of whose members are deaf and the video for their debut song Głośniej niż decybele”.

Did you know that deaf people feel music with their whole bodies? Did you also know how excluded they are from pop culture, which by definition, should be egalitarian and accessible to all? The ether is still silent about those who know most about it. On the International Day of the Deaf and the Week of the Deaf, the Polish Association for the Deaf prepared an unusual social campaign, in the framework of which, the UNMUTE team was created, consisting of deaf members only

The campaign is accompanied by a video for the single ”Głośniej niż Decybele”. The author of the song’s text is Michał Pakuła, the music was composed by Michael “FOX” King, the video was directed by Łukasz Zabłocki, and the cover photos of the single were taken by Łukasz Ziętek.

The Change Serviceplan agency is responsible for the creative concept and implementation of the project. Buzz in the media and on 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 the planning and media buying; SalesTube received a grant for paid campaigns in SEM and social media and co-operated with the partners of the SalesTube Affiliate Network while Media Republic dealt with the ALT Media strategy.

It has already been quite quiet for some time now. Let’s get loud!

UnMute’s video clip is available on YouTube https://youtu.be/9UGugx5emUs and the official website of the project is ​​https://www.unmute.pl/

The campaign hashtags are #glosniejnizdecybele and #unmute

Renovation of the Children’s Health Centre

11 October 2021

We cannot help everyone, but we want to help those who need our support most, children. Group One co-finances the renovation of the registration hall of 30 highly specialised clinics at the Children’s Memorial Health Institute, in Warsaw. The pro bono project was prepared by the Kuryłowicz & Associates Studio.

The initiator and founder of the renovation is the violinist Patrycja Piekutowska, who, as part of the activities supporting the Children’s Memorial Health Institute, also organises charity concerts “Great Artists – Little Patients” supported by Group One.