Porsche Polska has selected the agency responsible for comprehensive brand communications on the Polish market. The winner of the pitch was the creative agency GONG, part of the largest independent communications group in Poland - Group One. The three-year agreement covers the full spectrum of activities - from central (above-the-line) campaigns, through dealer network communications, to bespoke activities. This strategic partnership marks a new chapter in the history of Porsche Polska, which has operated as an independent subsidiary of Porsche AG with its headquarters in Warsaw since 1 January 2025.
New partnership at full throttle
The results of the pitch were announced in February 2026, and the decision quickly reverberated across the Polish marketing communications market. Porsche Polska is a brand that has set standards in the premium segment for years - both in terms of product and the way it builds relationships with audiences. Choosing an agency to handle communications is therefore not just an operational decision. It is a choice of a strategic partner who will help shape the image of one of the most recognisable automotive brands in the world in an extremely demanding yet dynamically growing market.
Agency GONG under the new agreement will take responsibility for delivering central marketing campaigns, overseeing communications across the extensive dealer network, and creating bespoke activities - events, activations and special projects that have long been one of the brand's differentiators in Poland. The collaboration is getting underway at full strength from 2026 and will last at least three years.
"Porsche is today one of the most interesting premium brands at the intersection of performance, technology and culture. A brand with an incredibly strong DNA that must operate in a world of fragmented attention and rising expectations for premium brands. Our task will be to translate that essence into precise and bold communications tailored to the new media ecosystem, without losing authenticity." - Bartek Gołębiowski, founder and managing partner of GONG.
GONG - an agency built on combining culture, technology and creativity
GONG is a creative agency with digital roots and over 15 years of experience on the Polish market. Since joining Group One - the largest independent Polish MarTech group - the agency has systematically expanded its capabilities and premium client portfolio. Its track record includes campaigns for brands such as Orange Foundation, Żywiec, ING, McDonald's and PlayStation - for which it won a separate pitch, building coherent and engaging communications across social media and digital channels.
The agency operates in the House of Communication model implemented by Group One, which means full integration of creative, media and technology capabilities under one roof. In practice, this translates into the ability to deliver 360° campaigns with strategic consistency at every stage - from concept, through production, to distribution and measurement of results. It was this model - and documented experience in serving premium brands - that decided the victory in the Porsche Polska pitch.
It is worth noting that new creative specialists have recently joined the GONG team - Bartosz Sowa as Art Director and Kuba Miński as Senior Copywriter. The new team, formed specifically with the development of concepts and delivery of campaigns for key clients in mind, may be the first sign of the agency's preparations to handle the demanding Porsche budget.
Porsche Polska - new independence, new energy
The turn of 2024 and 2025 brought Porsche Polska a significant structural change. Since 1 January 2025, the company has operated as a fully independent unit of Porsche AG, with its headquarters in Warsaw. This autonomy means greater responsibility for its own market strategy, but also greater freedom in shaping communications tailored to local realities and consumer expectations.
Poland remains one of the most promising markets for the brand in Central Europe. In 2024, 4,131 Porsche cars were registered in the country, and sales momentum fared better than in many mature Western European markets - Germany recorded a 16% year-on-year decline over the same period, while the UK and France also posted declines. Poland, although it recorded a moderate correction of 4% year on year, maintained stable demand, particularly for models in the sports segment, such as the Porsche 911 in the Carrera 4 GTS version.
Porsche Polska's estimated marketing spend ranges from 5-10 million EUR per year. These funds are directed primarily towards digital, events and experiential activities - forms of communication that perfectly match the premium client profile and the local specifics of the market. Poland has long been regarded as one of the most active European countries when it comes to organising brand events.
Events as the language of communication with the premium client
One of the pillars of Porsche Polska's strategy in recent years has been the development of event and experiential marketing activities. Under the leadership of Marek Sworowski, Marketing and Customer Experience Director, Poland became the European leader in the brand's event activity. The portfolio includes projects of international calibre - such as the Luftgekühlt and Scopes festivals - as well as local initiatives that have become part of the automotive culture landscape: Porsche Parade, Cold Waves and Hel Riders.
It is this track record that defines the scale of the challenge now facing GONG. Taking over communications from an agency that built the reputation of one of the most event-active premium brands in Poland requires not only creative skill, but also a deep understanding of the brand's culture, its DNA and its loyal community of enthusiasts. The first campaigns delivered by GONG for Porsche Polska will be watched closely by the industry.
"Porsche builds an exceptional relationship with the customer - based on emotions, lifestyle and authentic experience. An agency that has the chance to co-create this relationship must perfectly understand both the world of premium brands and the new media reality in which the line between advertising and culture is increasingly thin." - comments an expert in premium brand communications.
Changes in the Porsche Polska marketing team
The outcome of the pitch coincides with significant personnel moves within Porsche Polska. Marek Sworowski, long-time Marketing and Customer Experience Director and connected with the brand for 11 years, has taken on a new role - Sales Director. His promotion is a recognition of the results and capabilities that made Poland a European benchmark in events and experiential communications. As sales director, Sworowski replaces Dorota Zyskowska, who remains within the company, although her new role has not yet been announced.
The seat of Marketing Director vacated by Sworowski has been taken by Jakub Kessler. The new head of marketing at Porsche Polska joins the brand from Volkswagen Group Polska, where as Marketing Director he was responsible for the strategy and development of the Seat and Cupra brands. Previously, he spent over 8 years at Beiersdorf, managing personal care and men categories at Rossmann. His experience - automotive on the one hand, FMCG and retail on the other - may bring a fresh perspective to Porsche's communications in building relationships with a wider audience in the new media environment.
It is worth noting that both Jakub Kessler and Marek Sworowski are laureates of the prestigious Marketing Director of the Year | CMO of The Year Award, organised for 14 years by Mediarun.com. This distinction, awarded to the best marketing directors in Poland, confirmed their capabilities and standing in the industry long before the current changes.
"Changes in key positions at Porsche Polska, coinciding with the selection of a new creative agency, are a clear strategic signal. The brand is deliberately building a new chapter of its presence on the Polish market - with a new team and a new communications partner to bring that vision to life." - assesses an automotive market analyst.
The creative agency market in Poland grows alongside premium brand appetite
The Porsche Polska pitch and its outcome are a clear signal for the entire marketing communications market in Poland. Premium brands are increasingly choosing independent creative agencies integrated with media and technology capabilities, rather than the traditional structures of global advertising networks. According to data from the Panorama Reklamy 2025 report prepared by the editorial team of Press magazine, the Polish online advertising market gained PLN 1bn more in the first three quarters of 2025 than in the corresponding period of the previous year - confirming the dynamic growth of advertising investment and growing competition for the best creative budgets.
In turn, Deloitte data shows that luxury and premium brands are allocating an increasing share of their budgets to experiential and digital activities - up to 60-70% of total marketing spend in some categories. Personalisation, lifestyle-driven storytelling and authentic community engagement around the brand are the three key trends that will dominate premium communications in the coming years - as confirmed by, among others, McKinsey and Kantar BrandZ reports from 2024.
GONG / Group One
GONG is a creative agency operating for over 15 years on the Polish market, combining strategic, creative and technology capabilities. It is part of Group One - the largest independent Polish MarTech group, which brings together over 800 experts under one roof and is a partner of the global Serviceplan Group network with over 5,000 specialists across Europe. GONG has digital roots and offices in Gliwice and Warsaw. Its portfolio includes brands such as Orange Foundation, McDonald's, ING, Żywiec and PlayStation. In 2014, the agency received the title of Interactive Agency of the Year awarded by Media Marketing Polska. Group One companies include: Value Media, Change Serviceplan, Labcon, Salestube and GetLouder! - forming one of the most comprehensive marketing communications ecosystems in Poland.
