15 years in 15 minutes. Short story of advertising in Poland.

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 1993 - 2003

87

206

0

50

100

150

200

250

1993 2003

BLN US$

Advertising spend growth 1993 - 2003

350

1000

0

200

400

600

800

1000

1200

1993 2003

MLN US$

Marketing research growth 1993 - 2003

10

82

0

10

20

30

40

50

60

70

80

90

1993 2003

MLN US$

Today we have 44+ Polish TV channels

What about the ads?

T_Zielinsk

T_Zielinsk

It's appalling!

What do consumers think about it?

Today 60% of Poles don't like advertising

Future

Thank you

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