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

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

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

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

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

The TOP 10 list for each category is presented below

BEST OVERALL BRAND – TOP 10

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

BEST POLISH BRAND

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

BEST OMNICHANNEL BRAND

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

What does it mean for us as a company? 

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

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

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

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

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

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

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

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

The most effective video campaign

Best pandemic effects

The most effective sales campaign

PERFORMANCE AGENCY OF THE YEAR

THE SPECIAL AWARD GRAND PRIX

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

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

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

Details at: www.bestbrands-poland.pl

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

The campaign was launched on April 29.

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

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

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

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

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

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

Music for all – no limits.

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

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

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

The music industry unanimously says “YES!”

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

GONG is responsible for activating and working with influencers.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Cooperation with Orange starts in January 2022.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

The video is complemented by photos taken by Agata Serge.

The campaign was launched on 16 September 2021.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

The campaign hashtags are #glosniejnizdecybele and #unmute

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

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

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

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

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

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

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

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

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

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

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