Publicis wins three major media tenders and expands team

Publicis Poland has won three key tenders in the past year, securing media budgets for BGŻ BNP Paribas, Skanska, and Chipita. Simultaneously, within Publicis Lion, a unit managing communication for brands in the PGT portfolio, the agency expanded its support for Vicks from Eastern Europe to all of Europe and also acquired the media budget for Vibovit. As a result, Publicis Poland increased its workforce by 20 people in the last three months. The client service team grew by 6 professionals, the print department by 1, the creative department hired 6 acclaimed industry specialists, and Publicis DWL added 3 client service specialists and 4 creative professionals.

Three tenders and new clients

Marek Gargała, CEO of Publicis Poland, adds:

For years we have consistently built a strong position for Publicis in Poland, focusing on effective actions backed by extensive experience and expert knowledge. The result is growing client trust in the work we deliver. Currently, we regularly execute communication campaigns across Central and Eastern Europe, and increasingly, licenses for creative formats developed in Warsaw are being purchased in other countries. For example, in Norway, a campaign for the Maggie brand is currently being run, based on a creative format originally developed for Winiary in Poland. A similar situation occurs in Lithuania, where Polish Berlinek commercials are shown on TV stations, and in Russia, where our ads promoting Olia are broadcast. This last example illustrates a visible trend in Publicis Poland lately — for global brands, the era of adapted campaigns is ending, as we can offer our clients significantly better, more effective, original quality.

Awards and the Serce i Rozum creative format

Publicis Poland is one of the largest and most awarded advertising agencies in Poland, specializing in delivering effective marketing communication solutions to clients. It is the creator of the iconic, multiple-award-winning creative format Serce i Rozum (Heart and Mind), running for six years for Orange. In the past five years, the agency has won nine EFFIE awards, including the Grand Prix and gold in the "Long Term Marketing Excellence" category. In 2011, the agency received a bronze at the world's largest international creative festival, Cannes Lions.

Terms from the article

Marketing. A set of activities aimed at understanding customer needs, building offer value, communication, acquiring customers, and measuring results. Includes strategy, research, branding, media, campaigns, sales, and analytics.

Publicis Poland wins three tenders and grows in the region

Why it matters: It brings order to the whole process: from understanding the customer, through the offer and communication, to measuring results. Good marketing starts before advertising — with the product, pricing, and distribution.

When to apply: Continuously, as a company function — not a one-off action: research, strategy, campaigns, analysis, iteration.

Risk of neglect: Without strategy, marketing reduces to random promotional actions — lots of traffic, little direction, and results that can't be replicated.

Summary

Publicis Poland secured media budgets for BGŻ BNP Paribas, Skanska, and Chipita in the past year, and within Publicis Lion extended support for Vicks from Eastern Europe to all of Europe and acquired the Vibovit budget. This resulted in hiring 20 new employees in the past three months, primarily in client service and creative departments.

CEO Marek Gargała highlights growing client trust and the export of Polish creative formats — the Maggie campaign in Norway is based on the Winiary format, while Berlinek and Olia commercials are aired on TV stations in Lithuania and Russia.