Partnering with the right advertising agency can be the difference between a marketing campaign that generates substantial ROI and one that falls flat.

Whether you’re looking to boost brand awareness or launch a new product, choosing the right marketing agency is the first step to success.

Poland’s advertising landscape has evolved dramatically in recent years, with many agencies offering specialised services across traditional and digital channels. This abundance of choice makes finding the right agency for your business both exciting and challenging.

In this comprehensive guide, we will walk you through a 7-step process to help you choose the best advertising agency in Poland that aligns with your business needs.

Want your business to achieve sustainable growth through effective marketing? Here’s how to hit the ground running.

Step 1: What Are Your Business Goals and Marketing Needs?

Before you begin your search for an agency, you need to have a clear understanding of your business goals. Without defined objectives, you’ll struggle to find an agency that can deliver the results you desire.

Start by asking yourself some fundamental questions:

• What specific marketing challenges is your business facing?
• Are you looking to increase brand awareness in Poland?
• Do you need help with digital marketing, content marketing, or traditional advertising?
• Is your focus on short-term campaigns or long-term marketing strategies?
• What is your expected return on ad spend?

Understanding the Polish market context is crucial here. The Polish advertising market is projected to grow by 3.32% (2024-2029), resulting in a market volume of US$4,561 billion in 2029, indicating a healthy, expanding market where well-planned campaigns can achieve significant reach and impact.

Which Marketing Channels Are Most Relevant?

Different businesses require different marketing approaches. E-commerce companies might prioritise digital marketing channels or eye-catching ads displayed on big LED screens, while businesses from the manufacturing industry might focus more on large format advertising.

Understanding which channels are most relevant to your target audience will help you choose an agency with expertise in those specific areas.

Step 2: What Types of Advertising Agencies Should You Consider in Poland?

The Polish market offers a wide range of different agency types, each with distinct strengths and specialisations. Understanding these differences will help you narrow down your search.

Generally speaking, there are two types of advertising agencies on the market:

1. Full-Service Marketing Agencies: These agencies offer comprehensive marketing services under one roof, from strategy development to implementation across various channels. A full-service marketing agency can help with everything from ad design to purchasing ad space in prestigious locations. This option is ideal if you’re looking for a single partner to handle all aspects of your marketing efforts.
2. Specialised or Niche Agencies: These focus on specific marketing disciplines such as:

1. 1. digital marketing agencies specialising in online channels
   2. creative agencies focusing on brand identity and design
   3. media buying agencies that specialise in advertising placement
   4. SEO agencies that focus exclusively on search engine optimisation

Specialised agencies often provide deeper expertise in their niche but may require you to coordinate between multiple partners if you need various services.

The rise of programmatic advertising is particularly relevant when evaluating digital specialists. In 2023, programmatic advertising spending in Poland stood at approximately 1.4 billion U.S. dollars and is expected to increase to over two billion dollars by 2028, highlighting the importance of working with agencies that understand automated, data-driven advertising approaches.

What About Polish Market Expertise?

Local knowledge can be invaluable, especially in a market with unique cultural nuances like Poland. Local advertising agencies typically have:

• a better understanding of Polish consumer behaviour
• established relationships with local media
• familiarity with local marketing trends and regulations
• cultural insights that can enhance campaign effectiveness

When choosing between international agencies with Polish offices and homegrown Polish agencies, consider how important local market knowledge is to your marketing campaigns.

Step 3: How Can You Research Potential Agency Partners?

Once you understand your needs and the types of agencies available, it’s time to create a shortlist of potential partners. This research phase is critical to finding agencies that match your requirements.

Start your search through:

• industry directories and rankings
• business networks and recommendations
• online reviews and testimonials
• industry events and conferences in Poland
• professional associations like SAR (Association of Marketing Communication) in Poland

When building your initial list, look for agencies that have experience working with businesses similar to yours or in related industries. This relevant experience can significantly impact their ability to understand your market challenges.

What Should You Look for in Their Portfolio and Case Studies?

An agency’s past work speaks volumes about its capabilities. When reviewing case studies:

• look for measurable results rather than just creative execution
• check if they’ve worked with businesses of similar size and in similar industries
• assess if their aesthetic and approach align with your brand vision
• evaluate their experience with your target audience
• pay attention to how they measure success and return on investment

Good marketing agencies proudly showcase their work and the results they’ve achieved. If an agency is hesitant to share case studies or specific metrics, this could be a red flag.

Step 4: Why Is Agency Culture and Communication So Important?

Beyond capabilities and experience, cultural fit and communication style are crucial factors in a successful agency partnership. The right agency partner should feel like an extension of your own team.

When evaluating potential agencies:

• observe how they communicate during initial interactions
• ask about their team structure and who will work on your account
• inquire about their values and approach to client relationships
• consider if their working style complements yours
• evaluate if they truly listen to your needs or simply push their solutions

A good agency takes the time to know your business and understand your specific challenges. They should be proactive in asking questions about your business goals rather than presenting generic solutions.

Step 5: How to Evaluate an Agency’s Technical Expertise and Tools?

The tools and technologies an agency uses can significantly impact its effectiveness. Modern marketing requires sophisticated approaches to measurement, targeting, and optimisation.

Ask agencies which tools they use and how these tools help them make strategic decisions and optimise campaigns.

A reputable agency should be able to explain:

• their methodology for tracking campaign performance
• key performance indicators (KPIs) they typically use
• how they attribute conversions across multiple touchpoints
• their reporting frequency and format
• how they use data to refine strategies and improve outcomes

An agency that uses data-driven insights will likely deliver better results than one that relies primarily on intuition.

Step 6: What Should You Ask About Pricing and Contracts?

Understanding how an agency structures its pricing and contracts is essential for evaluating whether they’re the right fit for your budget and expectations.

Advertising agencies in Poland use several pricing models:

1. Retainer: Monthly fee for ongoing services.
2. Project-based: Fixed price for specific deliverables.
3. Performance-based: Payment linked to predefined results.
4. Hourly rates: Billing based on time spent.
5. Commission: Percentage of media spend.

Each model has advantages and disadvantages. For instance, retainers provide consistency but might not be cost-effective for one-off projects.

Discuss which model aligns best with your marketing goals and budget constraints.

When reviewing agency contracts, pay attention to:

• contract duration and notice periods
• intellectual property rights
• performance guarantees or SLAs
• the scope of work and deliverables
• additional costs and expenses
• termination clauses
• confidentiality provisions

A good agency will be transparent about its terms and willing to discuss modifications to ensure the contract works for both parties.

Step 7: How to Make the Final Decision?

After conducting thorough research and evaluations, you’ll likely have a shortlist of agencies that could potentially meet your needs. Making the final decision requires careful consideration of all factors.

Create a structured evaluation framework that weighs factors according to their importance to your business:

• expertise in relevant marketing channels (weight: high)
• industry experience and understanding (weight: medium to high)
• cultural fit and communication style (weight: medium)
• pricing and value for money (weight: medium to high)
• technical capabilities and tools (weight: medium)
• references and case studies (weight: high)
• innovation and creativity (weight: varies by need)

Assign scores to each agency on these dimensions and calculate weighted totals to help objectify your comparison.

When Should You Trust Your Intuition?

While a structured approach is valuable, don’t discount your intuition entirely. If you’ve followed the previous steps diligently, your gut feeling about which agency feels right may well be informed by subtle cues you’ve picked up during the evaluation process.

After you’ve chosen an agency, schedule a kick-off meeting to align on expectations, establish communication channels, and begin developing your marketing strategy together.

Remember that the best agency relationships are partnerships built on mutual respect, clear communication, and shared goals.

Finding Your Perfect Polish Marketing Partner

Choosing the right advertising agency in Poland requires careful consideration of multiple factors, from technical expertise to cultural fit. By following this 7-step guide, you can make an informed decision that aligns with your needs.

The right agency for your business is one that understands your unique challenges, shares your vision, and has the capabilities to help you achieve your marketing goals.

If you want to learn how we can help you take your marketing to the next level, contact us! We’ll be happy to help you build a strong position in the Polish market.

Frequently Asked Questions

How does the Polish advertising market differ from other European markets?

The Polish advertising market has some unique characteristics worth noting. For one, it’s one of the fastest-growing markets in Central Europe, with OOH advertising seeing particularly strong growth.

There’s also a strong emphasis on local cultural nuances and consumer behaviours that differ from Western European markets. Polish consumers tend to value brand authenticity and local relevance, making it essential to work with agencies that understand these cultural dimensions.

Is it better to work with a large international agency with a Polish office or a local Polish agency?

This depends on your specific needs. International agencies with Polish offices bring global perspectives and standardised processes that can be beneficial for international campaigns requiring consistency across markets.

However, these agencies often lack deep local insights. If you value building good relationships with Polish consumers, local Polish agencies are a better choice. They offer stronger cultural understanding, more personalised service, and often more competitive pricing.