Dorota Piekarska and Paulina Weisgerber have been promoted to Creative Lead positions at VML
Dorota Piekarska and Paulina Weisgerber have taken on the roles of Creative Lead in the creative department of the VML agency, where for nearly three years they have been running activities for the client IKEA. They were responsible for, among other things, 360° campaigns, the brand's new communication platform and viral RTM projects. As Creative Leads, they will jointly oversee the work of the creative team dedicated to IKEA.Dorota Piekarska has been working in the advertising industry since 2014 and is a winner of prestigious awards such as the main Young Creatives prize, a Eurobest distinction, as well as Effie, KTR and Innovation Awards. She gained experience working with brands such as Samsung, Danone, Pekao S.A., Visa, Obi, SOS Children's Villages and Tic Tac. In search of inspiration, she is happy to talk to both people and Chat GPT. Her passion is advertising that draws on culture and pop culture, which is why she keeps up with trends and microtrends on an ongoing basis. Privately, she plays The Witcher, squash and the piano.
Paulina Weisgerber has 10 years of experience in the creative industry, and her work has been repeatedly awarded in the Effie, KTR and Innovation Awards competitions. Her portfolio includes campaigns for brands such as Volkswagen, McDonald's, Samsung, Durex, Google, Mastercard and Pekao. Privately, she is a lover of dachshunds, small art galleries and cinema.
In 2024, the VML agency won the Silver Sword of KTR in the ONLINE - REAL TIME COMMUNICATION category for the Teddy Bear RTM campaign carried out for IKEA. Dorota Piekarska and Paulina Weisgerber were responsible for the creative side of this project.
Company information
VML is an agency dealing with creativity and communication, working for well-known brands such as IKEA, Samsung, Danone and Pekao S.A. In 2024, the agency won the Silver Sword of KTR in the ONLINE - REAL TIME COMMUNICATION category for the Teddy Bear RTM campaign carried out for IKEA.
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Concepts from the article
PR — Public Relations. Activities that build an organization's reputation and relationships with its environment: media, clients, 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-managed crisis weigh more than a campaign — because it is a third party speaking, not the brand about itself.
When it is used: Constantly: media relations, press releases, interviews, events; especially in a crisis and during changes in the company.
What the omission risks: Without relationships with the media, a company speaks only through paid channels, and in a crisis it is left without spokespeople and without trust.
