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.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

The awarded campaigns included:

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

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

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

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

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

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

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

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

The UNMUTE Agency has three key pillars:

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

Among the nominees are:

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

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

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

Among the nominees are:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Laureates of the 2nd edition of Best Brands Poland

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

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

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

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

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

The longevity trend at the Best Brands Awards Gala

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

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

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

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

The ranking is supported by Serviceplan Group.

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

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

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

60 brands are up for Best Brands Poland 2023 title

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

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

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

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

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

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

The ranking is supported by – Serviceplan Group

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

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

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

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

Flashscore already has more than 100 million monthly users worldwide.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

The agency was recognized for, among other things:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

The cooperation is the result of winning a tender.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Congratulations to all!

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

The TOP 10 list for each category is presented below

BEST OVERALL BRAND – TOP 10

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

BEST POLISH BRAND

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

BEST OMNICHANNEL BRAND

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

What is Chapter Zero Poland?

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

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

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

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

What does it mean for us as a company? 

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

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

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

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

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

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

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

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

The most effective video campaign

Best pandemic effects

The most effective sales campaign

PERFORMANCE AGENCY OF THE YEAR

THE SPECIAL AWARD GRAND PRIX

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

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

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

Details at: www.bestbrands-poland.pl

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

The campaign was launched on April 29.

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

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

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

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

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

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

Music for all – no limits.

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

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

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

The music industry unanimously says “YES!”

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

GONG is responsible for activating and working with influencers.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Cooperation with Orange starts in January 2022.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

The video is complemented by photos taken by Agata Serge.

The campaign was launched on 16 September 2021.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

The campaign hashtags are #glosniejnizdecybele and #unmute

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

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

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

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

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

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

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

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

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

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

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