Advertising best practice, evidence and insights

Case Study • Ewa Schreiber, Martyna Lodzinska, Marcin Świejkowki, Rafał Broniarek, WARC Awards, Entrant, Effective Content Strategy, 2020

In Poland, tyre manufacturer Bridgestone launched a 10-month content strategy when a budget cut forced a rethink in how to defend its market share.

Gazeta.pl: The Last Ever Issue

Rankings • WARC Media 100, 2020

Gazeta.pl, the Polish news portal, created a dialogue about gender inequality by saying farewell to a porn magazine.

Gazeta.pl: The Last Ever Issue

Rankings • WARC Creative 100, 2020

Gazeta.pl, the Polish news portal, created a dialogue about gender inequality by saying farewell to a porn magazine.

Gotcha! Realism of comedic violence and its impact on brand responses: What's so funny about that bloody ad? The moderating role of disposition to laughter

Research Paper • Malgorzata (Mag) Karpinska-Krakowiak, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 38-53

Two experimental studies in Poland examined how perceived and manipulated realism of comedic violence may influence consumer responses to brands.

Onet: The Power of News.The Power of Help.

Case Study • Anna Traczewska, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Online news brand Onet sponsored healthcare charity WOSP to raise funds and build and strengthen the image of Onet as a meaningful brand in Poland.

A ton of data and an ounce of emotion: Customer-centered CRM communication optimisation process

Research Paper • Leszek Haba and Piotr Idzik, ESOMAR, Fusion, 2019

Looks at optimising customer relationship management (CRM) communications with a focus on the bookmaking industry in Poland.

Gazeta.pl/Mastercard/BNP Paribas: The Last Ever Issue

Case Study • Jay Chiat Strategic Excellence Awards, Silver, National Strategy, 2019

Gazeta.pl, a socially conscious news portal, purchased Polish porn magazine Your Weekend and released its last ever issue with content around gender equality, equal rights and sexism to encourage sex education in Poland.

The world after CAWI. Are we at the threshold of a new era of research? Bots as a tool for data collecting

Research Paper • Anna Martenka, Salomea Świerkowska and Tomasz Dulinicz, ESOMAR, Congress, 2019

Play, a Polish telecommunications brand, addresses how new communication technologies, especially chatbots and voice assistants, can be used to gain knowledge about consumers.

Tymbark: Funbot

Case Study • MIXX Awards, Bronze, Virtual and Augmented Reality, 2019

Tymbark, a fruit drink, engaged the youth segment in Poland with its AI powered app which led to the created of 300,000 branded images.

AXE: What's your magic?

Case Study • MIXX Awards, Bronze, Social Media, 2019

Axe, the deodorant brand, gave its consumers in Poland the opportunity to show people their hobbies in action which led to over 13 millio views for the brand.

Greenpeace Poland: To The Last Tree Standing

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Greenpeace Poland, a non-profit, campaigned using the video game Minecraft to stop the illegal logging of a forest in Poland.

McDonald's Polska: Welcome to McDonald’s Team!

Case Study • SABRE Awards, EMEA, The Baltic, Gold, 2019

Fast food brand McDonald’s used a multiplatform approach to boost its image as a good employer and attract employees of all ages in Poland.

Greenpeace: To The Last Tree Standing

Rankings • WARC Media 100, 2019

To raise awareness of illegal logging in Poland, environmental organisation Greenpeace created a virtual copy of a targeted forest on Minecraft and revealed how it would feel to have just one tree standing.

Greenpeace: To The Last Tree Standing

Rankings • WARC Creative 100, 2019

To raise awareness of illegal logging in Poland, environmental organisation Greenpeace created a virtual copy of a targeted forest on Minecraft and revealed how it would feel to have just one tree standing.

Head & Shoulders: Steal your boyfriend's shampoo

Case Study • Matylda Tomaszewicz, Maja Konieczka, WARC Media Awards, Bronze, Effective Channel Integration, 2018

P&G shampoo brand Head & Shoulders used a multi-channel campaign led by footballer brand ambassador Robert Lewandowski and his wife to appeal to female customers in Poland.

Samsung: The Missed Spaceflight

Case Study • MIXX Awards, Bronze, Virtual and Augmented Reality, 2018

Samsung, a multinational conglomerate, recreated the historical Soyuz 30 spaceflight using Samsung Galaxy S8 and Gear VR, to support the launch of the products in Poland.

Microsoft: Surface AntyLuwr

Case Study • SABRE Awards, Gold Sabre Award For Technology: Hardware, EMEA, 2018

Microsoft, a technology company, launched a campaign in Poland to market the creative features of the New Surface Pro, Microsoft 2in1 device.

USP Zdrowie: Inovox Express

Case Study • Design Business Association, Silver, 2018

Inovox Express, an OTC throat lozenge brand, launched its brand with a stand out name and new, bright logo, in order to take on large brands as a new challenger in Poland.

The views and perceptions of managers on the role of marketing research in decision making

Research Paper • Piotr Tarka, International Journal of Market Research, Vol. 60, No. 1, 2018, pp. 67-87

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

Szlachetna Paczka: Five Fake Films - a charity campaign against poverty

Case Study • AME Awards, Bronze, 2017

This case study explores how Szlachetna Paczka, a charitable organisation campaigning against poverty, launched a campaign in Poland to raise awareness of poverty within the country.

Cini Minis: Warm Milk Crazy Talent

Case Study • Alexandre Sanou, WARC Awards, Entrant, Effective Social Strategy, 2017

This case study shows how Cini Minis, a cereal brand, increased consumer engagement with Polish teenagers by mirroring one of the country's most popular shows.

CWS-Boco: Safe at Work Coalition

Case Study • SABRE Awards, Gold, EMEA, The Baltic, 2017

The Safe at Work Coalition was founded in Poland to raise awareness of the issue of safety at work in Poland through content and PR.

Homecooking with Wedel

Case Study • Agnieszka Petla and Jacek Wlazlo, WARC Media Awards, Shortlisted, Effective Channel Integration, 2016

This case study describes how Wedel, a chocolate brand from Poland, increased its appeal to younger consumers by stepping outside the commercial break.

Internet Banking Design: Building an intuitive internet banking system based on customers' needs

Research Paper • Tomasz Opalski, ESOMAR, Big Data, November 2016

This paper examines how ING Bank in Poland built an internet banking system based on customers' needs, through a 'User Centered Design' methodology.

Vype: Keeping it simple

Case Study • European Association of Communications Agencies, Finalist, Euro Effies, 2016

This case study describes how Vype, the e-cigarette brand, launched in the UK, France, Italy, and Poland, by rejecting conventional vaping ads that replicated 20th century tobacco advertising.