Marta Łysiak, for the past 2 years CEE Strategic Partner Manager at YouTube's London office, will help Value Media's clients build their own content on platforms such as YouTube and Facebook. Value Media, the No. 1 player in the digital media planning market, has announced another March transfer.
Marta Łysiak, who has been associated with Google since 2008 and for the past 2 years served as CEE Strategic Partner Manager at YouTube's London office, is joining its team. In the United Kingdom, the top market for digital communication and e-commerce in Europe, Marta worked with the biggest YouTubers and advised key Google clients on how to build content and communicate with YouTube audiences in our region. She was involved in projects for, among others, Nestle, Avon, L'Oreal, Unilever, ING, Millennium, Allegro, Asos, BBC, and Tymbark. Marta is joining Value Media, but ultimately she will build a separate structure working closely with all Group One companies.
"There is no other person in Poland with this level of know-how in this area. Once again, we are setting the bar as high as possible," says Kamil Wiszowaty, responsible for all media companies belonging to Group One.
Strategy: the No. 1 player in digital media
Huge growth in the share of digital, and today above all social media and YouTube, in the media pie is a trend that is setting the pace of development for the entire market.
"The web, and above all social media, is an interactive environment, and therefore absolutely honest - creative, production, and media templates copied one-to-one from TV or even classic 'banner' formats simply do not work. Today all clients already know that they should be there, and influencers and YouTube will appear in every media brief. But few know how to build brand presence in these channels well. So that it is authentic and so that internet users themselves want to engage with it, instead of rejecting it as unnatural. Both on the client and agency side, there is a gap in Poland in this field. It is much easier to count campaigns done very badly than those that are strong. We have been developing in this field for several years, but with the current scale and enormous client needs, we decided once again on a proven business move: we are bringing in from the market the person who is the best, because she knows the environment from the inside. I believe that the strategy that turned out to be a bullseye in, among other things, creating SalesTube, will this time too ensure we hold the No. 1 position. Marta Łysiak, with her experience at Google, YouTube, and the UK, will build a structure and know-how at a level that no agency has had before. And thanks to the entire backing of the group, we will be able to offer clients comprehensive consulting - from strategy, through creative, to production and media," says Kamil Wiszowaty.
Marta Łysiak – turbocharging the digital content department
Marta Łysiak has years of experience to her name – she has been associated with Google since 2008, and for the past 2 years held the prestigious position of CEE Strategic Partner Manager at YouTube's London office. In the United Kingdom, the top market for digital communication and e-commerce in Europe, Marta worked with top YouTubers and advised Google's biggest clients on how to build content and communicate with YouTube audiences in our region. She advised on projects for, among others, Nestle, Avon, L'Oreal, Unilever, ING, Millennium, Allegro, Asos, BBC, and Tymbark. Privately: she runs half-marathons and climbed Kilimanjaro. A certified wine lover "oenologist" (WSET Level 2 and 3).
At Group One she will be responsible for building a new company that will help Value Media's clients build their own content on platforms such as YouTube and Facebook.
"I decided to move to Group One because here I will have the chance to build something completely new in terms of quality. The group's independence and great flexibility have the spirit of a start-up. And only in such a non-corporate climate is it possible to act fast enough to do digital well, which changes from day to day. My goal is to create in Poland brand communication in social media and YouTube that internet users will genuinely want to engage with themselves. Collaboration with influencers can be built 'without embarrassment,' authentically, so as to draw out what is best for the brand. I have dealt with this for years, also in London, working with top names from Poland and abroad. At Group One I will be able to combine two things: on the one hand, tailor-made strategies, suited to digital DNA and in a style natural to this environment, without unnatural 'copy-pastes' from 'big' ATL campaigns. On the other hand, thanks to Value Media's powerful backing, we will be able to offer clients end-to-end service, from consulting and strategy, through production and media. How will we differ from entities already operating on the market? Some of them are more like agencies that bring influencers together. Others, even if they reach for creative, have incomparably smaller backing and capabilities than Group One to implement campaigns so that standards are maintained at every stage," says Marta Łysiak.
Big transfers in recent months
Marta Łysiak's transfer is another strategic move within the past year as part of Group One's media business, strengthening the position of the No. 1 player in digital media. During this period, Value Media acquired 15 new clients and hired more than 100 people. In the past year alone, the companies Value Media Hungary, SalesTube, and ReveScore were established. In March 2017, Rafał Wachnik joined the Value Media team; for the past 15 years he had been associated with Publicis Media (formerly Starcom Media Group), where he served as Head of Strategy. As Chief Strategy Officer, he will be responsible for projects based on comprehensive planning, carried out at the intersection of the online, offline, and technology worlds.
The structure of SalesTube, a company that carries out activities supporting e-business development at every stage – from preparing the project and technological infrastructure, through marketing activities, warehousing and logistics, to after-sales service – is also built on a strong team of leaders. SalesTube is a combination of the strongest performance marketing competencies, for which Value Media is known, with the building and optimization of e-commerce stores.
The guarantee of the former is Joanna Czekaj, who joined Group One in the summer of 2016, taking the position of Managing Director of SalesTube. Previously, as industry manager at Google, she worked with the largest clients, including from the FMCG, Tech-Telco, and Automotive sectors. From January 2015, in the so-called client-agency team, she was responsible for relations and strategic partnership with media houses and the development of their key clients. The e-commerce team, meanwhile, is headed by Maciej Idzikowski, founder and long-time president of Poland's largest online store, Neo24.pl.
The media business under Kamil Wiszowaty's leadership is very expansively developing further competencies and expanding its client portfolio. It is responsible for, among others, the media budgets of brands such as L'Oreal, Adamed, Amica, Castorama, Lenovo, Netia, and, as of this year, also Hochland.
