15 years in 15 minutes
Short story of advertising in Poland
80% of Poles liked advertising and welcomed it at the beginning of the 90's
Symbol of freedom and new market economy
First professional advertising agencies were established in the 90’s
Only 1 television station with 2 channels
International brands were advertised first
Campaigns from the West blindly adapted
Advertising became a mirror of social and economical changes
Lifestyle started to change rapidly
Consumption habits also started to change
Less vodka more beer
8 years of GSM boom
International investors 3 competing operators Huge budgets
20 million Poles use mobile phones
Social system reform
22 new pension funds launched in 1999
20% growth of total ad spend
Better creative product
Polish success in Cannes 2000 & 2001
GOLDEN LION 2000 IKEA POZNAN PROTEST
BRONZE LION 2000 Tooth Decay
SILVER LION 2001 SNOW BLIND
BRONZE LION 2001 IKEA CAMPAIGN
GDP growth
Advertising spend growth
Marketing research growth
Today we have 44+ Polish TV channels
What about the ads?
T_Zielins k
It's appalling!
What do consumers think about it?
Today 60% of Poles don't like advertising
Future
Thank you