Krzysztof Mocek, Head of Creative in Poland and CEO of Isobar Poland, has been promoted within dentsu's regional structures. In addition to his existing role, he now also serves as Head of dentsu Creative for the Central and Eastern Europe region.
Krzysztof Mocek was promoted to Head of dentsu Creative in the Central and Eastern Europe region after 8 years with the group. In his new role, he will focus on integrating activities across creation, commerce and customer experience, leveraging synergies arising from the advanced consulting, implementation and operational capabilities of the individual dentsu offices in the CEE region, and scaling the products and services offered even more strongly within the developing Centres of Excellence and Delivery. In the CEE region in this area, Mocek will operate in line with the new strategy – “borderless” – moving away from focusing on individual countries and instead focusing on competences and their centres.
Scope of the new role
The manager's experience
Mocek is a manager with 20 years of experience in the marketing communications industry. He specialises in management, digital transformation, integrated marketing, advertising, and media planning and buying. He joined dentsu in 2012 as Managing Director of Carat, which he successfully managed for 5 years, significantly improving the market position of the group's flagship media house during that time. In 2017, he took on the role of Chief Operating Officer of dentsu Poland, before becoming CEO of Isobar a year later and carrying out an effective transformation of that agency over the past 2 years. In January this year, he also began the process of integrating into dentsu's structures the companies Red8 (an ATL agency) and Propeller Film (a production studio), acquired through acquisition.
Concepts from the article
Key concepts for the industry
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 brand awareness building.
Head of dentsu Creative in the CEE region – new responsibilities
Why it matters: It builds mass brand awareness: television, radio and outdoor reach where precise targeting cannot. A brand known from the screen then finds it easier to win online.
When it is used: When building awareness of a new brand, launching mass products and image campaigns.
What the omission risks: Without mass communication, a brand grows only among those already interested — new groups of recipients remain out of reach.
Summary
Krzysztof Mocek, hitherto Head of Creative in Poland and CEO of Isobar Poland, has become Head of dentsu Creative for the Central and Eastern Europe region. The new “borderless” strategy assumes moving away from division by country in favour of centres of competence. Mocek has 20 years of experience in the industry, and has worked at dentsu since 2012, where he managed, among others, the Carat media house and carried out the transformation of Isobar.
