The Directors team has been enriched by 37 years of versatile experience in the advertising industry, which the new creative duo brings in total. Who is the new Senior Copywriter and Art Director?
Senior Copywriter
Marcin Wiśniewski has been connected with the advertising industry for 22 years. During that time he has won more than 30 awards at the most important advertising competitions. For many years he has also served on the jury of the KTR competition. From 2001 to 2011 he gained experience within the McCann group (MRM/Momentum, Momentum). Later he served as creative director at the White Rabbit agency, of which he was a co-owner, and then he held the same role at the Diferente agency.
Art Director
Mariusz Małecki has 15 years of diverse experience in graphic design and creative work (ATL, BTL, digital) as well as strategic communication consulting. For the past 6 years he has led his own creative agency, Mindfield Project. He has worked for brands such as Intel, Sanofi Aventis, Medicover, Polpharma.
What does Directors do?
Directors provides creative consulting services. Since it was founded in 2008, the company has been among the highest-rated on the advertising market both by clients (according to Millward Brown research) and by industry media (Media i Marketing, Press).
Directors' services include strategy and business consulting, business intelligence, planning and execution of 360° advertising campaigns, the use of new technologies in communication, event and experiential marketing, PR, and support in the digital transformation of clients' organizations.
Directors has served brands such as: Deutsche Bank, Infiniti, DHL, Lotos, Carlsberg, Śnieżka.
Concepts from the article
ATL — Above The Line / mass communication. Advertising activities conducted in mass media, traditionally such as television, radio, press, cinema and outdoor. They usually serve broad reach and building brand awareness.
Why it matters: It builds mass brand awareness: television, radio and outdoor reach where precise targeting does not. A brand known from the screen later wins more easily online.
When it is used: When building awareness of a new brand, launching mass products and 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, e-mailing, activations and loyalty programs. Today the boundaries between ATL and BTL are often fluid.
Why it matters: It reaches precisely where the decision is made: an in-store promotion, an event, a mailing to one's own database. The effect is visible faster and easier to measure than in a mass campaign.
When it is used: For sales promotions, sampling, events, loyalty programs and communication with one's 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.
