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The Association for Marketing Communications SAR

Public Dialog

Challenge and analysis

  • Several competitions and educational projects, or initiatives taken by the working groups required appropriate recognition within various stakeholder groups
  • Advertising business is no longer omitted in enumerations of ‘material’ sectors of economy. The purpose behind our actions was to show its role and extent
  • Change in common perception of SKM SAR as having a ‘conservative image’
  • On the merits, operational and communicative support of the initiatives within CSR – fending off long payment dates
  • Building a platform of cooperation and dialog with purchasing teams
Public Dialog

Strategy

SKM SAR takes numerous initiatives aimed at integrating the branch (educational programs at Brand Strategy College, Interactive Marketing College; competitions: Effie, KTR, Innovation AD; CSR; representation and spokesmanship on behalf of its members). Considering a high number of initiatives taken by SKM SAR, the strategy is based on the following guidelines:

  • Positioning advertising in Communications as an indispensible component in each business and as a material sector of economy
  • Inclusion of proactive comments voiced by the SKM SAR experts on the surrounding circumstances, current events, trends connected with a widely understood marketing Communications
  • In Communications SKM SAR takes advantage of the rich experience and extensive knowledge held by many experts working in associated agencies
  • SKM SAR operates on behalf of the branch (CSR), and the whole community (educational and cultural projects)
  • Emphasis on business topics – continuing efforts to „come out of” the trade-related media.
Public Dialog

Realization

  • Press office – media relations actions with their heightened intensity in specific projects or stages– e.g. inviting journalists, preparing press packs, arranging interviews, preparing photo materials
  • Running SKM SAR events – handling media in key advertising events nationwide as well as summoning conferences, briefings and related meetings
  • Arranging interviews with the representatives of SKM SAR
Public Dialog

Effects

  • Nearly 3000 publications on the SKM SAR actions over last 4 years
  • Winning the ‘Gold Paperclip’ award for the project of „Lost Museum”. It was carried out by Stowarzyszenie Komunikacji Marketingowej SAR and Ad Artis Foundation in collaboration with the Ministry of Culture and National Heritage, and with some support from the ‘Lotto’ project it was distinguished in the category of culture

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