Communication consultancy Cohn & Wolfe has won the tender for comprehensive public relations services for international logistics operator FM Logistic. The agency will provide support in corporate external and internal communication strategy, CSR and B2B product communication, as well as social media in Poland and Central Europe. The cooperation began in early January.

- FM Logistic Central Europe has built a strong market position over 25 years of operations in the region. It is a well-known and trusted logistics partner. Our ambition is continuous improvement and creating future-oriented solutions that meet client needs. Therefore, cooperation with a professional yet creative partner is essential. The PR proposal prepared by C&W represents a unique approach to communication and aligns with the direction we want to pursue in the near future – emphasized Adrianna Morze, Head of Marketing and Communication, FM Logistic Central Europe.

 

- I am proud that FM Logistic has decided to entrust us with the care of its reputation. Logistics is the bloodstream of the economy and one of the key branches of business. FM Logistic boldly pushes the boundaries defining logistics, moving beyond narrow industry specialization toward being an advisor and creator of future business solutions. Working for such a client is another great challenge for us - says Michał Olbrychowski, Head of Cohn & Wolfe Poland.

Why is logistics a PR challenge?

FM Logistic Central Europe is part of the FM Group, a global leader in logistics solutions founded in France, now present on 3 continents in 14 countries worldwide. In the Central Europe region, the company operates in 4 countries: Poland, the Czech Republic, Slovakia and Hungary. It has 17 logistics platforms, 30 transshipment warehouses and employs over 5,500 workers. It has a total of over 750,000 sq m of warehouse space creating over 1,000,000 pallet places, as well as a fleet of approximately 2,500 vehicles.

Terms from the article

B2B — Business-to-Business / company to company. A business model in which a company sells products or services to other organizations. The decision-making process usually involves more people, a longer sales cycle, tendering and expert content.

Why it matters: It forces different communication: the decision is made by a committee, the cycle lasts for months, and the content must convince an expert, not a consumer. Effective B2B marketing is knowledge and trust, not impulse.

When it is used: When selling to companies: expert content, long cycles, tendering, business relationships. Applied in two areas: B2B marketing and as a business model (company-to-company sales).

FM Logistic concludes the tender — what will the PR services cover?

What omitting it risks: Treating a business client like a consumer ends with a campaign that shines but does not make it through the purchasing department.

Social Media — Social media. Platforms that enable users to create, publish, comment on and share content and build communities. For a brand, they are an organic, advertising, service and analytical channel.

Why it matters: It combines reach, dialogue and sales in one place: the brand speaks, listens and responds where its audiences spend their time. It is also a service channel and the first front in a crisis.

When it is used: Continuously: organic content, paid campaigns, handling inquiries, opinion monitoring and collaborations with creators.

What omitting it risks: Absence from social media hands the narrative to others: the brand is discussed anyway — just without its own voice.

Summary

The winner of the tender for PR services for logistics operator FM Logistic is the agency Cohn & Wolfe, which will handle corporate communication, CSR, social media and B2B communication in Poland and Central Europe. The cooperation started in January. FM Logistic has been operating in the region for 25 years, has 17 logistics platforms and employs over 5,500 people.

An interesting fact is that the agency is represented by Michał Olbrychowski, while on the client side communication is handled by Adrianna Morze. The choice fell on an offer described as unique, which shows that in logistics not only operational efficiency matters, but also creative image building.