International brands often contact me thinking they need:
- a PR agency,
- influencer marketing,
- media relations,
- or social media support in Poland.
But in reality, our first conversations are usually about something much bigger.
They are about understanding:
how to communicate in Poland in a way that actually works here.
Because Poland is not simply “another European market”.
And one of the biggest mistakes international brands make is assuming that communication strategies copied from the UK, Germany, Scandinavia or the US will automatically work in Poland too.
After more than 20 years running a communications agency and working with international brands entering the Polish market, I’ve noticed that the biggest communication problems are usually not related to:
- lack of budget,
- lack of ideas,
- lack of data,
- bad products,
- lack of spokespeople,
- lack of influencers,
- or lack of media opportunities.
The real challenge is usually:
- unclear positioning,
- too many messages,
- no relevance,
- no cultural aignement,
- misunderstanding Polish consumers,
- communication that feels too foreign,
- or trying to do everything at once.
And this is exactly what I analyse during my strategy calls with international brands.
These are not typical agency sales calls
I don’t approach these conversations as traditional agency presentations.
I’m not interested in spending 30 minutes talking about awards, office culture or generic marketing buzzwords.
Instead, I treat these calls as strategic communication consultations focused on one key question:
What would realistically help this brand succeed in Poland? Comms-wise.
Because before any PR campaign, influencer collaboration or social media activity starts, brands first need clarity.
Very often, international companies entering Poland already have:
- global strategies,
- brand communication guidelines,
- campaign assets,
- knowledge on sector events.
- news agles for media relations of topics for interviews,
- or social media concepts.
But the Polish market frequently requires:
- different priorities,
- different messaging,
- different media angles,
- and sometimes a completely different communication approach.
This is why localisation is not translation.
It is strategic adaptation.
What I usually analyse during these conversations
Every category is different, but there are several areas I almost always explore during strategy calls with international brands.
Positioning & Communication clarity
One of the first questions I usually ask myself is:
Why would Polish consumers care about this brand?
Not from the brand founder perspective.
But from a real pole market perspective.
Many brands entering Poland try to communicate:
- innovation,
- sustainability,
- premium quality,
- founder story,
- lifestyle,
- certifications,
- performance,
- and social impact…
all at the same time.
But consumers rarely remember ten messages.
That is why one of the biggest parts of my work is helping brands simplify and prioritise communication:
- identify the hero message,
- define the emotional driver,
- organise proof points,
- and create the right communication hierarchy.
Because strong communication is often more about clarity than complexity.
PR & Media Relations potential
Many international brands underestimate how important earned media still is in Poland.
And not only because of visibility.
PR today also influences:
- trust,
- SEO,
- Google visibility,
- digital credibility,
- and increasingly AI search visibility.
During these conversations, I often analyse:
- whether the brand has real PR potential,
- what stories journalists may actually care about,
- how the founder story could be positioned,
- what local media angles could work,
- and how credibility should be built in the Polish market.
Sometimes brands think they need advertising first.
In reality, they often first need:
- trust,
- visibility,
- media validation,
- and communication credibility.
Especially when entering a completely new market.
Influencer Marketing & Creator Strategy
Poland is one of the most influencer-driven markets in Europe in categories such as:
- beauty,
- fashion,
- wellness,
- lifestyle,
- food,
- and consumer products.
But influencer marketing here is highly competitive and increasingly sophisticated.
One of the biggest mistakes international brands make is assuming that success comes from:
- celebrity creators,
- one large ambassador,
- or highly polished campaigns.
Very often, what actually works better is:
- relatability,
- frequency,
- creator trust,
- authentic UGC,
- strong briefing quality,
- and smart creator selection.
During these conversations, we often discuss:
- micro vs macro creators,
- seeding,
- affiliate structures,
- influencer communication,
- creator-led storytelling,
- and how Polish consumers respond to sponsored content.
Because influencer marketing in Poland is not just about reach anymore.
It is about credibility. Authenticity and relatability.
Social Media & Content Direction
Polish social media audiences are highly engaged — but also highly sceptical of communication that feels artificial, generic or overly corporate.
That is why I also analyse:
- content direction,
- visual communication,
- creator-led content,
- platform priorities,
- and whether the communication feels authentic enough for Polish audiences.
What works visually in one country may feel completely wrong in Poland.
And international brands often underestimate how different these nuances can be.
Communication risks international brands often miss
One of the most valuable parts of these conversations is often identifying risks early.
For example:
- messaging that feels too foreign,
- sustainability claims that may create trust or legal issues,
- influencer strategies that are unrealistic operationally,
- communication that is too complicated,
- or positioning that simply does not fit Polish consumer psychology.
Sometimes the most valuable thing I can tell a client is:
“This approach may work elsewhere, but it probably won’t work in Poland.”
And honestly, these conversations often save brands a significant amount of money.
What brands usually leave these calls with
Even before we officially start working together, brands usually leave these conversations with:
- clearer positioning,
- stronger communication direction,
- more realistic expectations,
- a better understanding of Polish consumers,
- PR and influencer insights,
- communication priorities,
- and clearer thinking about where budgets should realistically go.
Very often, I also help brands understand:
- what should happen first,
- what can wait,
- what activities are really worth investing in at what stage,
- and how to phase communication strategically instead of trying to activate everything at once.
Because one of the biggest mistakes brands make in Poland is trying to launch:
- PR,
- influencers,
- social media,
- paid campaigns,
- creators,
- events,
- partnerships,
- and content marketing…
all at the same time without a clear communication foundation.
Why I approach Poland this way?
After more than 20 years in communications, I’ve seen many international brands succeed in Poland — and many fail.
Usually, success is not driven by:
- the biggest budget,
- the loudest campaign,
- or the biggest influencer.
It comes from understanding:
- communication dynamics,
- local media,
- Polish consumer psychology,
- creator culture,
- trust-building,
- and market-specific behaviour.
That is why I approach these conversations not as a supplier, but as a strategic communication partner for brands entering Poland.
Because entering the Polish market successfully requires much more than simply translating a campaign.
Thinking about entering Poland?
If you are considering entering the Polish market and want to discuss:
- PR,
- media relations,
- influencer marketing,
- social media,
- content marketing,
- digital PR,
- launch strategy,
- positioning,
- creator campaigns,
- or broader communication strategy,
I’m always happy to start with a strategic conversation.
Not a generic agency presentation.
But a real discussion about:
- your communication,
- your visibility,
- your positioning,
- your risks,
- and what could realistically work in Poland.