Discovery Networks CEEMEA (Central and Eastern Europe, Middle East and Africa), a division of Discovery Communications, the global leader in factual entertainment, announced the appointment of Slawomir Jurek to the newly created position of Creative & Marketing Director in Poland. In his new role, he leads integrated creative and marketing functions, reporting directly to Katarzyna Kieli, President & Managing Director of Discovery Networks in the CEEMEA region (Central and Eastern Europe, Middle East and Africa), who is also temporarily overseeing business development in Poland.

Jurek to lead creativity and marketing

Slawomir Jurek joined the Discovery team over a year ago as Branded Content Director CEEMEA. In his new position, he is now responsible for developing communication and marketing strategies for the broadcaster’s flagship brands in Poland, including Discovery Channel, TLC and Eurosport. Jurek oversees all marketing communication — on-air, digital, and B2B activities — implementing a 360° approach. He succeeds the former marketing director, Maciej Tkacz, who has left the company to pursue new professional opportunities.

– Slawek brings extensive agency experience in building brand identity, an innovative and holistic mindset, and a solid understanding of commercial needs. He is a passionate and dedicated professional, which will undoubtedly be an asset to our newly formed team. His unconventional thinking will help us further engage our viewers across all possible screens – said Katarzyna Kieli, President & MD, Discovery Networks CEEMEA.

20 years in advertising agencies

Prior to joining Discovery, Slawomir Jurek spent over 20 years at renowned advertising agencies in Poland and internationally, serving as creative director, including at Leo Burnett, Momentum Worldwide, EURO RSCG 4D, and as Chief Idea Officer at Cheil Worldwide.

Concepts from the article

B2B — Business-to-Business. A business model in which a company sells products or services to other organizations. The decision-making process typically involves multiple people, longer sales cycles, and expert-level content and proposals.

Why it matters: Requires different communication: decisions are made by committees, cycles last months, and content must convince experts, not consumers. Effective B2B marketing is about knowledge and trust, not impulse.

When to apply: When selling to companies: expert content, long cycles, proposals, and business relationships. Used in two contexts: B2B marketing and as a business model (firm-to-firm sales).

Risk of neglect: Treating a business client like a consumer results in campaigns that shine but fail to get past the purchasing department.

Slawomir Jurek as Creative & Marketing Director at Discovery

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 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

Discovery Networks CEEMEA has created a new position of Creative & Marketing Director in Poland, filled by Slawomir Jurek. He replaces Maciej Tkacz and is tasked with developing communication and marketing strategies for Discovery Channel, TLC, and Eurosport. Jurek oversees marketing communication, on-air, digital, and B2B activities with a 360° approach.

He joined Discovery over a year ago as Branded Content Director CEEMEA and previously spent over 20 years as a creative director at agencies including Leo Burnett, Momentum Worldwide, EURO RSCG 4D, and Cheil Worldwide.