Procontent Sp. z.o.o.

Gold Stevie Award Winner 2013, Click to Enter The 2014 Steve Awards for Women in Business

Company: Procontent Sp. z.o.o., Warsaw, Poland
Company Description: Procontent Communication is a part of Global Reach PR, an advisory company which specializes in developing and implementing communication strategies for businesses and business support organizations. The company implements important communication projects – beginning from public relations campaigns through: communications audits, Internal PR and crisis communication management.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Reputation/Brand Management

Nomination Title: Reputation Management - Procontent for Saxo Bank Poland

In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:

Challenges

Saxo Bank is a global investment bank specialized in online trading and investment in global financial markets. With offices around the world, including Warsaw since 2012, it is an award-winning financial institution with 30 prestige awards received over its 20 years in operation. The Agency’s main task in Poland has been to build from scratch an image of the brand as a premium product, popularise forex trading among customers, and position Mr Maciej Jedrzejak, PhD as expert and CEO of Saxo Bank Poland.

Planning and action

To this end, Procontent has prepared an external communication action plan, which includes regular cooperation with key nation-wide media as well as establishing a blog with comments on current political and economic events and video press releases. A communication strategy has been developed for Saxo Bank’s quarterly outlook, and a series of trading workshops and economic debates have been organized for individual investors.

The positioning of Mr Maciej Jedrzejak, PhD as expert includes organizing one-to-one meetings at the largest editorial offices of newspapers with nation-wide coverage, arranging interviews with financial journalists, and disseminating his daily commentaries and economic articles.

B2B activity has included sports sponsorship – Procontent has participated in organizing a series of golf tournaments combined with trading workshops as part of Saxo Bank Golf League, addressed at the bank’s customers and the media. Procontent is also in charge of relations with organizations that bring together the bank’s potential customers, e.g. the Executive Club.

One of the most important aspects of cooperation is also the use of Saxo Bank’s global market position and international experts. The agency is responsible for the media management of visits of Saxo Bank analysts, including Lars Christensen, Saxo Bank co-founder and Chief Executive.

Results

During the six months of cooperation with Saxo Bank, Procontent has developed relations with all key newspapers in Poland (with a total circulation of nearly 700,000), radio stations and TV channels, including Polsat Biznes and TVN CNBC - key economic TV channels in the Polish market. We cooperate on a daily basis with the largest portals such as onet.pl (No. 1 among economic portals in Poland), where articles prepared by Saxo Bank experts concerning macroeconomics, forex and commodity market developments are published every day.

Since February, we have appeared in the media more than 3000 times, reaching nearly 10,000,000 people and generating an AVE of PLN 3,500,000, which makes us a leader among public relations agencies working for Saxo Bank across Europe.

At present, Saxo Bank experts comment not just on economic issues, but also current political and social developments in Poland and worldwide. Over the last three months, Mr Maciej Jedrzejak PhD appeared on TV programmes with national coverage approximately twice a week (43 times altogether). Each week the blog at saxobank247.pl, created and maintained by Procontent, attracts several hundred visitors. As one of the eight leading forex commentators, Mr Maciej Jedrzejak PhD has been invited to participate in the "Forex Portfolio” initiative of Parkiet, a stock exchange newspaper with national coverage which publishes forecasts for currencies, commodities and equity indices.

Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):

Iwona Kubicz, Owner, President of the Board, specializes in corporate PR and crisis management projects. Coordinated projects for companies such as TEVA, Zentiva, Europlant , Unilever. Gained her experience by leading many projects from the areas of communication: communication audits, Internal PR campaigns, public relations, crisis management for such companies as: supermarkets OBI, HBO, Hallmark Channel, UPC, BOS Bank. For nearly 10 years was a spokesperson to the second largest Polish pharmaceutical company – Adamed Group.

Graduated from Warsaw University – Masters in Management Studies; Phd student of the Department of Social Communication and Journalism, Public Relation Institute of Warsaw University, Post Diploma Studies in Advanced Multimedia at the Polish Japanese Institute of Technology , Author of numerous academic publications and marketing magazines.