ZT Kruszwica, owner of brands such as Kujawski, Oliwier, Smakowita, and Finuu, concluded a bidding process for the management of its marketing activities, including communication strategy and planning and purchasing across all media channels. Starcom emerged as the winner.

The bidding process, coordinated by audit firm IAM, began in May. In addition to Starcom, participating media agencies included Mediacom Warszawa, OMD, and MullenLowe Mediahub. The final stage featured Starcom and MullenLowe Mediahub.

- Starcom demonstrated a deep understanding of our business, reflected in the high quality of the strategies they presented. In making our decision, we also valued the team’s commitment, who works closely with us, and the commercial terms they offered – says Rafał Wadlewski, Marketing Director at ZT Kruszwica.

ZT Kruszwica’s decision to reselect Starcom continues a decade-long collaboration, which last year resulted in two Effie awards: Silver in Long Term Marketing Excellence for Kujawski, and Gold in Launch for the Trolle campaign for Finuu.

Terms in the article

IAM — Identity and Access Management / identity and access management. A set of policies, processes, and tools for managing user and service accounts, roles, keys, tokens, groups, and the entire access lifecycle.

Why it matters: Streamlines the entire access lifecycle: from account provisioning, through role changes, to deprovisioning after departure. One central place answers who has what permissions and why.

When to use it: Anywhere there are more than a dozen accounts: during onboarding and offboarding, access audits, integrations.

What’s the risk of ignoring it: Without identity management, former employees’ and contractors’ accounts can remain active for years — each one an open door into the system.

IAM — Identity and Access Management. A set of policies, processes, and tools for managing user and service accounts, roles, keys, tokens, groups, and the entire access lifecycle.

Why it matters: Streamlines the entire access lifecycle: from account provisioning, through role changes, to deprovisioning after departure. One central place answers who has what permissions and why.

When to use it: Anywhere there are more than a dozen accounts: during onboarding and offboarding, access audits, integrations.

Starcom wins the bid again

What’s the risk of ignoring it: Without identity management, former employees’ and contractors’ accounts can remain active for years — each one an open door into the system.

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.

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 use it: Continuously, as a company function — not a one-off action: research, strategy, campaigns, analysis, iteration.

What’s the risk of ignoring it: Without strategy, marketing reduces to random promotional actions — lots of traffic, little direction, and results that can't be replicated.

Summary

ZT Kruszwica concluded the bidding process for communication strategy and media planning and purchasing. Starcom won, competing in the final stage against MullenLowe Mediahub. Earlier participants included Mediacom Warszawa and OMD, with the entire process coordinated by audit firm IAM.

The decision continues a decade-long partnership between the two firms. Their collaboration resulted in two Effie Awards last year: Silver in Long Term Marketing Excellence for Kujawski, and Gold in Launch for the Trolle campaign for Finuu.