 |
Jarek ZiebinskiPresident of Leo Burnett Worldwide in Eastern Europe
Country:
 Poland |
Content:
- Jarosław Żembrzycki: A Visionary Leader in East European Advertising
- Advertising as Art
- The Power of Brands
- Festival Advertising
- East Europe's Creative Potential
- The Legendary Vizir Campaign
- P&G's Marketing Transformation
- The Impact of Cannes Lions
- East Europe's Rise
- Polish Talent on the Global Stage
- Original Advertising in East Europe
- The Role of Small Agencies
- Network Agencies' Local Presence
- Leo Burnett's Moscow Success
- Russian Advertising: Challenges and Potential
Jarosław Żembrzycki: A Visionary Leader in East European Advertising
Jarosław Żembrzycki, the President of Leo Burnett Worldwide in Eastern Europe, is a renowned figure in the advertising industry. With years of experience and a proven track record, he has played a pivotal role in shaping the advertising landscape in the region.
Advertising as Art
Żembrzycki firmly believes that advertising is an art form. It conveys messages through captivating visuals, words, and sounds, evoking emotions and influencing consumer behavior. However, he acknowledges that, like other artistic fields, advertising can have its fair share of mediocrity and kitsch.
The Power of Brands
In today's competitive market, Żembrzycki emphasizes the critical importance of building strong brands. He sees them as the ultimate competitive advantage, as they transcend product quality and create emotional connections with consumers.
Festival Advertising
Żembrzycki dismisses the notion of "festival advertising" created solely for award-winning purposes. He believes that award-winning campaigns, such as those from Nike, Levi's, and IKEA, are highly effective, showcasing the power of creative thinking.
East Europe's Creative Potential
While acknowledging that East European agencies sometimes adopt a xenophobic approach to advertising, Żembrzycki emphasizes the importance of creating cross-cultural creative teams. This allows for diverse perspectives and ideas that resonate with a wider audience.
The Legendary Vizir Campaign
Żembrzycki recalls the success of the iconic Vizir laundry detergent commercial featuring children playing in the snow. Despite initial skepticism from Procter & Gamble, he successfully defended the simplicity and emotional appeal of the concept, resulting in exceptional market performance.
P&G's Marketing Transformation
Żembrzycki praises P&G for its recent shift towards emotional and holistic communication strategies. He sees the company as a symbol of marketing innovation and a source of inspiration for agencies like Leo Burnett.
The Impact of Cannes Lions
Cannes Lions have played a significant role in Leo Burnett's success, providing recognition and inspiration for the agency. They have fostered a culture of excellence and motivated other agencies within the Leo Burnett network.
East Europe's Rise
Żembrzycki shares the belief that Eastern Europe has the potential to become a major player in the global advertising industry. He attributes this to the region's educated and ambitious workforce, its increasing consumerism, and the desire to emulate Western success.
Polish Talent on the Global Stage
Żembrzycki notes that talented creatives from Poland are increasingly sought after by international agencies. He sees this as a testament to the high quality of creative talent in the country.
Original Advertising in East Europe
Żembrzycki emphasizes the growing demand for original advertising in Eastern Europe. Local companies are recognizing the importance of creating strong brands and are willing to invest in creative marketing solutions.
The Role of Small Agencies
Żembrzycki believes that there is a place for both large and small agencies in the advertising industry. Creative boutiques and freelancers can often provide unique perspectives and fill specific niches.
Network Agencies' Local Presence
For network agencies, a balance between global and local business is crucial. They should collaborate with local clients to understand market dynamics and cultural nuances.
Leo Burnett's Moscow Success
Żembrzycki expresses satisfaction with the progress of Leo Burnett's Moscow office. Under the strong leadership of Vladimir Novoselsky and Mikhail Kudashkin, the team has developed a robust foundation supported by experienced professionals from around the world.
Russian Advertising: Challenges and Potential
Żembrzycki acknowledges the challenges faced by Russian advertising but remains optimistic about its future. He recognizes the talent and potential of Russian creatives and encourages them to embrace innovation and creativity to drive the industry forward.
