Focus Media Group has a new PR Manager!
Focus Media Group is an independent Polish integrated marketing agency offering comprehensive communication solutions across ATL, BTL and digital. It also owns the event marketing agency Imagine Nation, which handles experiential, event and field marketing. Focus Media Group's goal is innovation and high quality of the services it provides.
In 2012, the magazine Media i Marketing Polska awarded it the title of “Integrated Marketing Agency of the Year”, and in 2015 a special distinction in that category. Focus Media Group has worked with clients such as Philip Morris Polska Distribution, Mercedes-Benz Polska, L’Oréal Professionnel, Dell EMC and Bouygues Immobilier Polska.
Marta Święcicka recently joined the Focus Media Group team and will serve as PR Manager. Marta, who has been connected with the PR industry for more than 6 years, spent the last 2.5 years working at the Walk marketing group as Communication Manager. She also gained professional experience at, among others, TBWA PR and Synertime. She has carried out projects in corporate and product PR, mainly for FMCG clients, as well as in agency PR.
At Focus Media Group, as PR Manager she will be responsible for the internal and external communication of Focus Media Group, as well as of its event marketing agency Imagine Nation.
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 brand awareness building.
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 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 directed more precisely at the recipient, e.g. promotions, events, sampling, POS materials, emailing, activations and loyalty programs. The boundaries between ATL and BTL are fluid today.
Why it matters: It reaches 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 programs 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.
PR — Public Relations. Activities that build an organization's reputation and relationships with its environment: media, customers, employees, partners and communities. PR includes press releases, media relations, crisis management, events and brand narrative.
Why it matters: It builds what no advertisement can buy: credibility in someone else's voice. An editorial publication and a well-handled crisis weigh more than a campaign — because a third party is speaking, not the brand about itself.
When it is used: Constantly: media relations, press releases, interviews, events; especially in a crisis and during changes at the company.
What skipping it risks: Without media relationships, a company speaks only through paid channels, and in a crisis it is left without spokespeople and without trust.
