Olga Chełchowska was promoted to the position of Account Director in the Client Service team at Walk Creative at the beginning of June this year. She has been with the Walk Group for over 7 years.
Scope of responsibilities in the new role
Currently, following her promotion to Account Director, Olga Chełchowska is responsible for, among other things, the work of the team dedicated to serving Vision Express and Trendy Opticions, including both ATL and BTL campaigns as well as digital and social media. She also supports activities for the fintech PayEye and is involved in acquiring new clients for the agency. In addition, she is responsible for Walk Creative's internal and external communications.
At Walk Creative we place great emphasis on developing our people and continuously improving their skills. Knowing Olga's high competencies not only in the retail sector, in which we specialise, but also in many other marketing areas, as well as her ability to build relationships with clients, it was a pure pleasure to entrust her with managing the team and one of our most important clients, Vision Express - comments Piotr Sroka, Client Service Director at Walk Creative.
Olga's career within the group
Olga Chełchowska has been with the Walk Group since the end of 2013. For the first 6 years she worked at Walk PR, where she was responsible for organising the work of the product team and delivering comprehensive PR strategies.
Walk - a Polish independent marketing group present on the market since 2006. Since 2017 it has belonged to weCAN, a network bringing together independent advertising agencies and media houses from Central and Eastern Europe. It is also a co-founder of the company dedicated to managing the network - weCAN Ltd. It offers comprehensive communication solutions created within a single structure in line with the "one stop shop" idea. The group employs nearly 150 people specialising in areas such as: ATL, BTL, digital, field and shopper marketing, event marketing, public relations, and social media. Projects carried out by the group have been repeatedly awarded in Polish and international industry competitions such as Cannes Lions, KTR, EFFIE, Eurobest, Golden Drum, Sabre Awards, MP Power Awards and Kreatura.
Terms from the article
ATL — Above The Line / mass communication. Advertising activities carried out in mass media, traditionally such as television, radio, press, cinema and outdoor. They usually serve broad reach and brand awareness building.
Why it matters: It builds mass brand awareness: television, radio and outdoor reach where precise targeting cannot. A brand known from the screen later finds it easier to win online.
New Account Director at Walk: scope of Olga Chełchowska's responsibilities
When it is used: When building awareness of a new brand, launching mass products and running image campaigns.
What skipping it risks: Without mass communication a brand grows only among those already interested — new audience groups remain out of reach.
BTL — Below The Line / direct and activation communication. Marketing activities more precisely targeted at the recipient, e.g. promotions, events, sampling, POS materials, emailing, activations and loyalty programmes. The boundaries between ATL and BTL are fluid today.
Why it matters: It hits precisely where the decision is made: an in-store promotion, an event, a mailing to your own database. The effect is visible faster and easier to measure than with a mass campaign.
When it is used: For sales promotions, sampling, events, loyalty programmes and communication with your own databases.
What skipping it risks: Mass reach alone does not close the sale — without activation at the shelf and direct contact, some interested people never buy.
Summary
Olga Chełchowska has been promoted to the position of Account Director at Walk Creative, where she manages the team serving, among others, Vision Express and Trendy Opticions. She has been with the group since the end of 2013, having previously worked at Walk PR for 6 years. Walk is a Polish independent marketing group with 150 employees, belonging to the weCAN network.
It is interesting that Walk is a co-founder of the company managing the weCAN network, and the group's projects have been awarded in prestigious industry competitions such as Cannes Lions and EFFIE.
