is a new client Media People in Poland is a new client of the weCAN network in the CEE region and Media People in Poland

Central and Eastern European agency network, weCAN, has welcomed the global travel tech company,, as a new client. has a new brand identity that reflects the company’s unique position in the travel industry that brings the innovative technology that was founded on into focus and weCAN is supporting that through a brand awareness and sales promotion campaign. The campaign was launched on 20 September in Poland, Czechia, Slovakia, Romania and Hungary. Using various online and offline platforms, the goal of the campaign is to initially drive brand awareness, followed with sales promotion. The campaign is digital first and will then be supported with ATL.

The campaign is coordinated by Czech media agency _CANMedia, who work closely with all the other involved agencies: the Polish agency Media People, the Romanian thegroup and the Hungarian Café Communications.

“For this is the first campaign of such extent, and their expectations are high. I was happy to be offered the client lead on this project and I gladly picked up the gauntlet! is a brand that challenges the traditional ways of buying travel and we want to make a campaign that will do the same in media, not to mention the strong technical background the company has which translates to the marketing activities.” – says Jiri Pudil, Media Director of _CANMedia.

“We are glad that we managed to convince another client to cooperate with us, who will carry out campaigns with us in the CEE region. At the same time, it is a great honor to work for a company that is so technologically advanced and to be able to meet high requirements,” – commented Michał Polański, President of Media People.





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Weronika Szwarc-Bronikowska

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CEE ad spendings bouncing back after COVID

CEE ad spendings bouncing back after COVID


After a 2% drop in advertising spending, the Central and Eastern European markets have already surpassed their pre-COVID levels, reaching 9.5 billion Euros in 2021. The online segment is propelling the growth with a booming e-commerce, while numerous post-COVID consumer trends have formed throughout the region.

weCAN, the network of independent advertising agencies of Central and Eastern Europe recently published its 8th annual report called the CANnual Report. The report features the detailed analysis of advertising markets in 14 Central and Eastern European countries with focus on the effects of the COVID-19 pandemic in them. Besides compiling extensive data on the development of CEE’s media markets over the past year, weCAN experts provide with an overview of the most prominent topics in communications that shape advertising in the region. The report includes an article by guest author Dr. Árpád Rab, an expert of digital culture and a futurologist who describes from a historical viewpoint the impact of digital technologies on our lives, and how they will influence them in the next decade.


Bouncing back after the COVID-drop

Comparing to the economic performance of 2020, 2021 was a year of recovery: growing household consumption, rising wages and decreasing unemployment resulted in a 6% -GDP-growth on average. In the meantime, the political climate did not deteriorate: looking at the global score of the Democracy Index, it fell from 5.37 in 2020 to 5.28 in 2021, while the average score of the 14 CEE countries increased from 6.73 to 6.75.

Among these favorable conditions, the advertising industry bounced back from the losses it had suffered during the pandemic: after a 2% drop in 2020, the regional market reached the volume of net 9.5 billion Euros, with a 14% growth. The main engine of this momentum was the digital segment that recorded an 18% growth, now taking up more than half of the overall advertising spending.

Though spendings grew in all main segments, the average share of media types follows a long-standing trend. Besides the perpetual expansion of online media, on average, television is still in the lead – slowly losing its share from year to year however –, print is in a constant and visible incline, and the outdoor and radio segments are keeping their position.







E-commerce proved to be an equally successful segment: according to (2021), the percentage of internet users who bought goods online increased by 5%, and the growth-rate of B2C e-commerce turnover in Central and Eastern Europe was higher than in Western Europe (respectively 18%, 16% and 12%).




Post-COVID consumer trends

weCAN media experts list five of the most prominent consumer trends in their respective country chapters, and even though these appear in a great variety across the region, some major topics and trends are outlined in them.

Sustainability is number one within the new consumer behavior trends, ranging from no-packaging shops and pre-loved clothing to state-supported green home programs. A corresponding topic is nutrition: plant-based diet is gaining popularity along with organic goods and “free-from” foods are getting prominent as well. Particularly the lockdowns generated – or boosted – some of these consumer trends: e-commerce was discovered by older age-cohorts, and consumer expectations brought about Q-commerce: an abbreviation for quick commerce, meaning 10-15 minutes of delivery time. The pandemic accelerated the “digital nomad” trend, and in some cases, it can correspond to the increased demand for going rural, and the simple wish to be able to travel again re-popularized short-break destinations.


Looming recession

As seen from the regional spending figures, the CEE ad markets have already bounced back from the COVID-induced drop, however, with Russia’s war on Ukraine and the global energy crisis, the possibility of a serious recession is emerging.

The full report can be downloaded from



Magdalena Stużyńska a new face of Maxi Krzem

A new Maxi Krzem (brand of Colfarm) hair suplement campaign has just been launched. This is the first campaign for this product by the PZL agency and the Media People media house.

The brand’s ambassador is famous Polish actress Magdalena Stużyńska. Slogan “Different roles, one strength!” represents life of the actress. Stużyńska creates different acting roles and at the same time Maxi Krzem has different roles in her body. In the campaign there is 30 and 15 seconds along ads, sponsor billboards in television and spots in radio.

A photo session was also prepared for use in POS materials and digital activities. The photographer in this project was Zuza Krajewska.

Magdalena Stużyńska’s styling was prepared by Jola Czaja. The PZL agency is responsible for the creation of the campaign as part of the creative team: Iwona Brańska, Marcin Jagnus. Directed by: Iwona Bielecka. Producer: Joanna Brydzinska. The account overseeing the whole thing is Monika Chludzińska. Production is provided by the production house Bomaye, subproduction by Xantus, and sound design by the studio Głośno.



A unique CEE advertising market report

On the way to recovery


The years of solid growth was disrupted by COVID-19 in Central and Eastern European media markets, causing an 8% i.e. a 1.2-billion-Euro decline in 2020. Besides this setback in budgets, the pandemic accelerated digitalization throughout the region, making online the only segment that could grow during this crisis. In the meantime, the transformation of consumer behavior fundamentally changed the way businesses are expected to turn to their audience.


weCAN, the network of independent advertising agencies of Central and Eastern Europe recently published its 7th annual report called the CANnual Report. The report features the detailed analysis of advertising markets in 15 Central and Eastern European countries with focus on the effects of the COVID-19 pandemic in those markets. Besides compiling extensive data on the development of CEE’s media markets over the past year, weCAN experts draw parallel between the impacts of this recent pandemic-induced crisis and those of earlier critical situations throughout the region such as the economic crisis of 2008, the annexation of Crimea or the Agrokor crisis. The report includes an article by guest author Dr. Mária Törőcsik, an economist and professor at the University of Pécs, who describes the evolution of CEE consumers’ attitudes since 1990.


A region shaken by the virus


The CANnual Report 2021 reveals that the coronavirus stopped a half-decade-long steady growth: the overall ad spending of the region dropped by 8% in 2020, equaling a 1.2-billion-Euro loss compared to the previous year.




Many of the weCAN experts reported that after the initial shock and a freeze of advertising budgets, business had been relatively quickly back on track as campaigns had mostly been postponed not cancelled, or restructured by channeling more money into digital. Businesses had had to adapt to new consumer behavior patterns by moving to online platforms or strengthening their online presence, consequently, digital ad spending grew by 100 million Euros (or 1% YoY), making it the only media type that could have been able to do so in the middle of the crisis.


Thanks to these adjustments, more than half of the CEE-countries experienced just a minor setback or even a slight growth in advertising spending figures. The markets that suffered the least were the ones boasting a strong digital segment like most Visegrad countries, Russia and Ukraine. In Russia, with the most powerful digital market in CEE, figures dropped by 16% in Euro as the Ruble hit an almost five-year low-point. In Ruble, however, the decrease was only 4%.


The average share of the media types reflects that the long-standing trends were accelerated by the pandemic. Television is still the most popular channel (on average) in 15 countries, but looking at the overall ad spending it is notable that advertisers already spent more than half of their budgets online (51%, i.e. 7.12 billion Euros) in 2020, much more than on television (36%, i.e. 4.97 billion Euros). The print segment has been in a significant decline for years, but the pandemic situation ended the stability of outdoor and radio as well – both losing from their average share.


Contrasting state budgets of COVID-communication


The report features a comparison of 6 coutries regarding their government’s spending on “corona-communication” in 2020. These countries represent the vast differences among budgets allocated to informing citizens about security measures (such as curfews and obligations to wear masks), state measures and generally lifting people’s spirit.


The Hungarian Prime Minister’s Office spent altogether 79 million Euros (net) on advertising: more than 75% of it on COVID-related communication, which is a similar percentage to Romania’s. Serbia, Poland and Russia represent the average proportion spent on the fight against the coronavirus, while the CEE-country that proportionally invested the lowest amount in informing its citizens was Slovenia, spending less than 1% of its 10-million-Euro state budget on a sole pandemic-related television campaign.






Escaping forward


Although the COVID-19 pandemic caused a grave decrease in CEE’s ad spending, most weCAN experts agree that markets are recovering much quicker than they have done after the 2008 global crisis. Most of them expect pre-crisis levels of ad spending to be reached and even exceeded already in 2021, in many countries with an estimated YoY growth-rate as high as 10-15%.



The full report can be downloaded:



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Media People is once again the substantive partner of FMZ 2021

The Integrated Marketing Forum (FMZ) is a marketing hub co-created by recognized experts in the industry who share conclusions from tracked trends and analyzed market research. It is a forum for the exchange of ideas and knowledge, a place for lively conversations and exchange of experiences.


As part of FMZ, we show trends and best practices regarding a wide range of communication tools and encourage you to achieve ‘marketing excellence’ in each of them.

Knowledge from the FMZ is accumulated and available in  podcasts, video interviews and workshops – during whole year.

On November 9th, our event summarizing the achievements of the industry from the past year and forecasts for the next.



In the FMZ hub, we say that EVERYTHING COMMUNICATES, and we emphasize the versatility of integrated marketing involving all SENSES, because in building the image and strength of the brand, each communication channel adds something to its perception.


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Bogusław Linda in the new MOKATE bean coffee campaign

Media People won the tender for servicing MOKATE brands in the field of media purchase

The first campaign of MOKATE coffee beans can be seen already in October. In the spot, Bogusław Linda arrives on a motorbike to a food truck, from which the best freshly roasted Mokate coffee is served. He compares its qualities to his Cafe Racer motorcycle.

New campaign of Lycamobile



The summer campaign of Lycamobile, a virtual mobile operator, has been launched.

“Pakiet do all M” offers cooperation without a contract, unlimited domestic calls and text messages as well as roaming in the EU, on a prepaid basis.

Lycamobile is the world’s largest operator of low-cost international and domestic mobile calls. The network has about 30 million customers.



Media People is running a campaign for NOBU

Media People is running a campaign for NOBU – a luxury hotel by Robert De Niro, Nobu Matsuhisa and Meir Teper.

All facilities of the Nobu Hotel chain are characterized by a combination of contemporary design and the tradition of Japanese minimalism. This is complemented by unique culinary experiences that guests can count on.


Nobu Matsuhisa is famous for its fusion cuisine, which combines Japanese culinary tradition and Peruvian recipes in a modern way. In Peru, one of the currently most fashionable culinary countries, he worked for many years as a chef. His most famous dishes, such as black cod with velvety miso sauce, will also be on the menu of Warsaw’s Nobu Hotel.

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