Publicis Media announces four media agencies in Poland

Starcom, Zenith, Mediavest and Blue 449 | Starlink are four media agency brands that will operate in the Polish market under Publicis Media. Poland is one of twenty largest local markets within the Publicis Group where the current transformation is being implemented.

Four media agency brands

The consolidation of agency structures under four global brands is part of the new global business strategy for Publicis Media announced in March. In Poland, Publicis Media will be represented by the agencies Starcom, Zenith, Mediavest and Blue 449 | Starlink. As a result, two of the Publicis Media agencies will undergo rebranding: ZenithOptimedia will operate under the brand Zenith, while Starlink will change its name to Blue 449 | Starlink.

Who will lead the agencies

Each of the four agencies will be managed by a Chief Executive Officer. Magda Kolenkiewicz will lead Starcom as CEO. Agata Majecka, previously Chief Digital Officer at ZenithOptimedia, will take on the role of CEO at Zenith. Radek Dudek is CEO of Mediavest, while Beata Szcześniak will lead Blue 449 | Starlink as CEO.

Publicis Media leadership in Poland

In March, Piotr Piętka became Chief Executive Officer of Publicis Media in Poland. Together with Monika Bronowska, Chief Operations Officer, and Albert Wyszomirski, Chief Financial Officer, he oversees all areas of the company’s operations in the Polish market.

- Each of the four agencies, leveraging their own resources and expert knowledge, will ensure clients have easy access to all key competencies and specialized services offered by Publicis Media, tailored to meet the specific business needs of brands and companies. The changes we are currently introducing are part of the transformation being carried out locally, based on Publicis Media’s global strategy. Soon we will announce which key managers are responsible for developing departments and specialized agencies in areas critical to advertisers: performance marketing, analytics and research, technology and data management, content marketing, and the new service in the Polish market — business transformation — says Piotr Piętka.

Key terms from the article

Media. Channels and platforms through which communication reaches audiences: internet, print, television, radio, outdoor, podcasts, newsletters, and social media. In marketing, media also refers to the purchase and planning of ad placements.

Why this matters: This is the marketer’s playing field: choosing the right channels determines whether the message reaches the right people at a reasonable cost. Media is also a major expense — often the largest item in a campaign budget.

When to apply: In every campaign planning: selecting channels based on target audience, objective, and budget.

Risk of neglect: A great creative in the wrong media is a message sent nowhere — it reaches the wrong people, at the wrong time, and at too high a cost.

Summary

Publicis Media is consolidating its Polish agency structures around four brands: Starcom, Zenith, Mediavest and Blue 449 | Starlink. Two agencies are undergoing rebranding — ZenithOptimedia becomes Zenith, and Starlink becomes Blue 449 | Starlink. Each agency is led by a Chief Executive Officer: Magda Kolenkiewicz (Starcom), Agata Majecka (Zenith), Radek Dudek (Mediavest) and Beata Szcześniak (Blue 449 | Starlink).

The changes are part of Publicis Media’s global strategy announced in March. Poland is one of the twenty largest local markets within the Publicis Group where this transformation is being implemented. Piotr Piętka, CEO of Publicis Media in Poland, will soon announce the managers responsible for performance marketing, analytics and research, technology, content marketing, and the new service — business transformation.