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15 years in 15 minutes
| Date post: | 15-Jan-2016 |
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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
