Maciej Rakowski joins INSIGNIA from agency OS3, where he served as Art Director. Previously, he worked at Havas Worldwide Warsaw, Netizens Peppermint, LTB Cak Textiles, and as a freelancer. He has created projects for clients including PKO, Bank Pekao, Coca-Cola, Kompania Piwowarska, Nescafé, Orange, Panasonic, Peugeot, and BMW. Rakowski graduated from the Academy of Fine Arts in Łódź, named after Władysław Strzemiński, majoring in graphic design. At INSIGNIA, he will take on the role of Senior Art Director.
Olga Piech, a graduate in film studies and new media from Jagiellonian University, will serve as Copywriter. She previously worked at advertising agency Opus B and also conducts branding communication training at the Academy of Young Entrepreneurs, while co-organizing industry events called Brand Bar. She has worked for brands such as USP Zdrowie, Polpharma, Intermarche, Jerónimo Martins, Asus Polska, Prymat, BioMed, Amway, Orlen, Lotos, Castrol, and Śnieżka. In her free time, she works on her own comic about an alternate history of Poland, enjoys good literature, and watches "bad" films.
Concepts from the article
USP — Unique Selling Proposition / einzigartige Verkaufsargumentation. The most important, distinguishing advantage of an offering that sets it apart from competitors and is relevant to the customer. The USP supports communication, sales argumentation, and the creative direction of campaigns.
Why it matters: Answers the customer's question “Why you?”: a unique benefit no competitor offers. It structures creativity, sales, and positioning around a central message.
When to apply: In brand and product positioning; the USP should be at the center of communication, not on the periphery.
Risk of ignoring it: Without a distinguishing feature, the offer competes solely on price — and someone will always be cheaper.
Opus — Opus audio codec / kodek audio Opus. An open, modern audio codec developed for efficient encoding of speech and music at various bitrates. It is an IETF standard and the primary audio codec for WebRTC, making it highly suitable for real-time transmission and communication.
