RESULTS ORIENTED
Place Marketing Agency
About Synergia
We discover potential and transform it into value.
Where others discuss methods, tools and processes, we design actions that lead to measurable effects.
Our focus is on brand strategy implementation, but we also deal with analysis and creation. We favour experience over spectacle. For us, publicity is a tool, not an end in itself.
For over 10 years now we have supported cities, regions and organisations completing nearly 100 different projects.
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Where others discuss methods, tools and processes, we design actions that lead to measurable effects.
Our focus is on brand strategy implementation, but we also deal with analysis and creation. We favour experience over spectacle. For us, publicity is a tool, not an end in itself.
For over 10 years now we have supported cities, regions and organisations completing nearly 100 different projects.
Our services
From concept to reality.
Our greatest assets include extensive know-how and the experience we’ve gathered working on numerous projects in various areas of place marketing. The foundation of our services is our own unique model of implementing place brand strategies – Place Brand Trigger.
In creating Strategies for Cities 2.0 we use the familiar methods of business strategic management.
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Case studies
Discover our top projects.
REGIO RESOVIA
Thanks to the initiative of the “Rzeszów Agglomeration” Association of Local Governments, a new unique place brand on the map of Poland is being developed.
LUBLIN
The biggest city in eastern Poland and the capital city of the Lubelskie Voivodeship. The Lublin – City of Inspiration brand is one of the few city brands which have been consistently developed and have gained the recognition of residents, tourists and marketing specialists.
HAJNÓWKA
Hajnówka is very young when you compare it with other Polish cities. However, its history is closely tied with a place that has existed for a very long time – the Białowieża Primeval Forest.
BYDGOSZCZ
In beginning our work on the brand of Bydgoszcz, a rapidly developing city in the heart of Europe, we asked ourselves “What is it that we’re after here exactly?” What are we trying to achieve by creating the brand and what purpose will it serve?
CARPATHIA
The Carpathian Mountains are mystical mountains in Central Europe, which are still little known to tourists from all over the world.
ŁÓDZKIE VOIVODESHIP
„The Łódzkie promuje brand – building, positioning and promoting the brand of the Łódzkie Voivodeship in 2013-2015” is the promotional strategy of the Łódzkie Voivodeship.
People
Meet the people with the experience and know-how.
Piotr Lutek
Brand strategies
Graduated from the SGH Warsaw School of Economics (Management and Marketing), and completed the Chartered Institute of Marketing’s programme. For nearly 15 years he has cooperated with a variety of international and domestic companies as marketing manager, sales director and advisor. Lecturer and doctoral student in place marketing. Member of professional organisations such as PTBRiO, PSPR and PTE.
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Michał Basiński
Place brands and tourism
He has a degree in law and psychology of social communication at the Maria Curie-Skłodowska University in Lublin. Co-founder, long-term president and member of the board of the Roztocze Local Tourist Organisation. For more than 10 years he has been dealing with the practical implementation of place marketing strategies.
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Jacek Pogorzelski
Brand and experience management
Owner and managing director of the marketing consultancy company Prime Code, Business Strategy Leader at Blue Fox. Doctor of economics in management sciences. Lecturer in WEMBA at the SGH Warsaw School of Economics and MBA at the Carlson School of Management, University of Minnesota and also certified marketing programmes of The Chartered Institute of Marketing in London. Instructor of management and marketing training programmes.
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Konrad Klimek
Development strategy
Responsible for innovation management and development startegy. Creator of numerous processes and business models. Experienced marketing project coordinator.
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Ewelina Ostrowska
Research and analysis
She works on decision making systems to better understand what makes us choose a particular brand and reject another.
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Paulina Kowalczyk
Content & Communication Creator
Holder of a doctoral degree in humanities, specialising in art studies, art historian, artist, author of written works. Specialises in content marketing.
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Graduated from the SGH Warsaw School of Economics (Management and Marketing), and completed the Chartered Institute of Marketing's programme. For nearly 20 years he has cooperated with a variety of international and domestic companies as marketing manager, sales director and advisor. Lecturer and doctoral student in place marketing. Member of professional organisations such as Polish Market and Opinion Researchers Society (Polskie Towarzystwo Badaczy Rynku i Opinii PTBRiO), Polish Public Relations Society (PSPR) and Polish Economic Society (Polskie Towarzystwo Ekonomiczne PTE).
Manager of over 30 advisory projects involving brands and brand communication for local government and business clients. Consultant in the development and management of city, regional and tourist product brands for more than 50 local governments. Author of several dozen publications on marketing, brand and promotional communication. Instructor in these fields with over 500 hours of training experience carried out for NGOs, commercial and local government entities.
I am inspired by: developing new solutions.
I have no time: (not enough) for my family and to play bridge.
My defining characteristic is: self-confidence.
A personality trait I’m trying to overcome: being unsystematic.
Which of my traits makes people angry: a lot of them.
What people value me for: ask them, not me.
What I don't like in people: lying and laziness.
What I bring into the team: business experience.
What I have learnt at Synergia: tolerance.
Favourite quote: 'Get busy living or get busy dying'.
Favourite sketch/film/etc.: Shawshank Redemption.
I would recommend to everyone: reading books.
Manager of over 30 advisory projects involving brands and brand communication for local government and business clients. Consultant in the development and management of city, regional and tourist product brands for more than 50 local governments. Author of several dozen publications on marketing, brand and promotional communication. Instructor in these fields with over 500 hours of training experience carried out for NGOs, commercial and local government entities.
I am inspired by: developing new solutions.
I have no time: (not enough) for my family and to play bridge.
My defining characteristic is: self-confidence.
A personality trait I’m trying to overcome: being unsystematic.
Which of my traits makes people angry: a lot of them.
What people value me for: ask them, not me.
What I don't like in people: lying and laziness.
What I bring into the team: business experience.
What I have learnt at Synergia: tolerance.
Favourite quote: 'Get busy living or get busy dying'.
Favourite sketch/film/etc.: Shawshank Redemption.
I would recommend to everyone: reading books.
He has a degree in law and psychology of social communication at the Maria Curie-Skłodowska University in Lublin. Co-founder, long-term president and member of the board of the Roztocze Local Tourist Organisation. For 15 years, he has been dealing with the practical implementation of place marketing strategies. He is the author and co-author of over 40 place brand strategies, publicity programmes and other strategic documents in marketing and local development. Experienced instructor and speaker in place branding and tourism. Enthusiast of localness and authentic experience in tourism.
I am inspired by: the world in general, people’s inventiveness, books.
I have no time: to read everything I would like to read.
My defining characteristic is: critical thinking.
A personality trait I’m trying to overcome: sometimes I am too critical of reality.
Which of my traits makes people angry: see above :)
What people value me for: the same as above, I think.
What I don't like in people: treating oneself too seriously and having no respect for others.
What I bring into the team: a critical perspective on reality.
What I have learnt at Synergia: how to work with various (demanding) clients.
Favourite sketch/film/etc.: Fawlty Towers
I would recommend to everyone: Roztocze, craft beer, good books, healthy cuisine.
I am inspired by: the world in general, people’s inventiveness, books.
I have no time: to read everything I would like to read.
My defining characteristic is: critical thinking.
A personality trait I’m trying to overcome: sometimes I am too critical of reality.
Which of my traits makes people angry: see above :)
What people value me for: the same as above, I think.
What I don't like in people: treating oneself too seriously and having no respect for others.
What I bring into the team: a critical perspective on reality.
What I have learnt at Synergia: how to work with various (demanding) clients.
Favourite sketch/film/etc.: Fawlty Towers
I would recommend to everyone: Roztocze, craft beer, good books, healthy cuisine.
Owner and managing director of the marketing consultancy company Prime Code, Business Strategy Leader at Blue Fox. Doctor of economics in management sciences. Lecturer in WEMBA at the SGH Warsaw School of Economics and MBA at the Carlson School of Management, University of Minnesota and also certified marketing programmes of The Chartered Institute of Marketing in London. Instructor of management and marketing training programmes.
Consultant in marketing strategy, branding, marketing communication and marketing effectiveness. Ministerial and local government expert in publicity policy, including for the Ministry of Regional Development in the promotion of European funds. Experienced brand and marketing manager.
Author of the books “Marka na cztery sposoby” (Brand in Four Ways), “Kod skuteczności” (Code of Being Effective), “Mity marketingowe” (Marketing Myths), “(R)ewolucja marki” (Brand (R)evolution), “Pozycjonowanie produktu” (Product Positioning) and many articles on positioning, brand strategies and other issues in strategic marketing. He also co-authored the book “Wskaźniki marketingowe” (Marketing Indicators). He runs a marketing-themed blog.
I am inspired by: good role models and good examples
I have no time: for petty matters
My defining characteristic is: I’m adamant when it comes to technical matters
A personality trait I’m trying to overcome: impatience
Which of my traits makes people angry: let other people judge
What people value me for: see above
What I don't like in people: ignorance combined with self-satisfaction
What I bring into the team: a broad outlook
What I have learnt at Synergia: I’m still learning
Favourite quote: all those that ring true
Favourite sketch/film/etc.: more than one
I would recommend to everyone: to learn about what’s different from our own experience
Consultant in marketing strategy, branding, marketing communication and marketing effectiveness. Ministerial and local government expert in publicity policy, including for the Ministry of Regional Development in the promotion of European funds. Experienced brand and marketing manager.
Author of the books “Marka na cztery sposoby” (Brand in Four Ways), “Kod skuteczności” (Code of Being Effective), “Mity marketingowe” (Marketing Myths), “(R)ewolucja marki” (Brand (R)evolution), “Pozycjonowanie produktu” (Product Positioning) and many articles on positioning, brand strategies and other issues in strategic marketing. He also co-authored the book “Wskaźniki marketingowe” (Marketing Indicators). He runs a marketing-themed blog.
I am inspired by: good role models and good examples
I have no time: for petty matters
My defining characteristic is: I’m adamant when it comes to technical matters
A personality trait I’m trying to overcome: impatience
Which of my traits makes people angry: let other people judge
What people value me for: see above
What I don't like in people: ignorance combined with self-satisfaction
What I bring into the team: a broad outlook
What I have learnt at Synergia: I’m still learning
Favourite quote: all those that ring true
Favourite sketch/film/etc.: more than one
I would recommend to everyone: to learn about what’s different from our own experience
Responsible for innovation management. Creator of numerous processes and business models. Experienced marketing project coordinator.
I am inspired by: society
I have no time: for books and sport
My defining characteristic is: intelligence
A personality trait I’m trying to overcome: motivation to work systematically
Which of my traits makes people angry: I rarely agree with them
What people value me for: communication skills
What I don't like in people: falsity
What I bring into the team: a critical look and creative development
What I have learnt at Synergia: that intelligence is not everything
Favourite sketch/film/etc.: "Miś"
I would recommend to everyone: mountain hiking and self-distance
I am inspired by: society
I have no time: for books and sport
My defining characteristic is: intelligence
A personality trait I’m trying to overcome: motivation to work systematically
Which of my traits makes people angry: I rarely agree with them
What people value me for: communication skills
What I don't like in people: falsity
What I bring into the team: a critical look and creative development
What I have learnt at Synergia: that intelligence is not everything
Favourite sketch/film/etc.: "Miś"
I would recommend to everyone: mountain hiking and self-distance
A graduate of Cognitive Science, Journalism and Social Communication at the Maria Curie Skłodowska University in Lublin. Doctoral student of Cognitive Science. She researches the human being's perception of the world. She works on decision making systems to better understand what makes us choose a particular brand and reject another.
I am inspired by: the human mind
I have no time: traveling
My defining characteristic is: creativity
A personality trait I’m trying to overcome: a pessimistic attitude
Which of my traits makes people angry: complaining
What people value me for: honesty
What I don't like in people: lack of honesty
What I bring into the team: good ideas
What I have learnt at Synergia: cooperation
Favourite sketch/film/etc.: book "The Little Prince"
I would recommend to everyone: being alone with your thoughts
I am inspired by: the human mind
I have no time: traveling
My defining characteristic is: creativity
A personality trait I’m trying to overcome: a pessimistic attitude
Which of my traits makes people angry: complaining
What people value me for: honesty
What I don't like in people: lack of honesty
What I bring into the team: good ideas
What I have learnt at Synergia: cooperation
Favourite sketch/film/etc.: book "The Little Prince"
I would recommend to everyone: being alone with your thoughts
Holder of a doctoral degree in humanities, specialising in art studies, art historian, artist, author of written works, proofreader, and a soprano. An activist for the Lublin region multi-cultural heritage and a member of the management board of the Panorama of Cultures Association. Cooperated with numerous scientific and cultural institutions, including Johns Hopkins University (Baltimore), National Library/Polona, Polish History Museum, The Emanuel Ringelblum Jewish Historical Museum, The “Grodzka Gate ‐ NN Theatre” Centre in Lublin, Episteme Scientific Publishers. Specialises in content marketing.
I am inspired by: humans.
I have no time for: knitting, finishing a few articles and writing a novel.
What distinguishes me: perceptiveness, a surreal sense of humour and the ability to discuss any and all topics.
What I try to change in myself: emotional attachment to objects which I keep collecting in horrific amounts.
What annoys others about me: the fact that it’s hard to make me leave house and go out.
What others appreciate about me: empathy, intuition and ease of finding information.
What I dislike about others: unreliability, snobbery, judging by appearances, hypocrisy, and selfishness.
My contribution to the team: neophyte zeal, fresh point of view, and well-written content.
What I learnt in Synergia: that there’s a human side to marketing.
Favourite quote: “Just because you’re paranoid doesn’t mean they aren’t out to get you” – Woody Allen | “What strange forms the madness of sane people can take […]” – Stanisław Ignacy Witkiewicz, Farewell to Autumn | “I have the ambition to use the inalienable right to decide for myself what is appropriate and what is not appropriate for a woman my age” – Katarzyna Nosowska
Favourite sketch/movie/etc.: Monty Python (all of their works); Whatever Works, Annie Hall, Manhattan (dir. Woody Allen); Leo Tolstoy Anna Karenina; Jane Austen Pride and Prejudice; Harper Lee To Kill a Mockingbird; music – anything featuring Maynard James Keenan (Tool, A Perfect Circle, Puscifer); in visual and conceptual terms – 16th and 17th century Dutch engravings.
What I recommend to everyone: get enough sleep and verify the information before passing it on.
I am inspired by: humans.
I have no time for: knitting, finishing a few articles and writing a novel.
What distinguishes me: perceptiveness, a surreal sense of humour and the ability to discuss any and all topics.
What I try to change in myself: emotional attachment to objects which I keep collecting in horrific amounts.
What annoys others about me: the fact that it’s hard to make me leave house and go out.
What others appreciate about me: empathy, intuition and ease of finding information.
What I dislike about others: unreliability, snobbery, judging by appearances, hypocrisy, and selfishness.
My contribution to the team: neophyte zeal, fresh point of view, and well-written content.
What I learnt in Synergia: that there’s a human side to marketing.
Favourite quote: “Just because you’re paranoid doesn’t mean they aren’t out to get you” – Woody Allen | “What strange forms the madness of sane people can take […]” – Stanisław Ignacy Witkiewicz, Farewell to Autumn | “I have the ambition to use the inalienable right to decide for myself what is appropriate and what is not appropriate for a woman my age” – Katarzyna Nosowska
Favourite sketch/movie/etc.: Monty Python (all of their works); Whatever Works, Annie Hall, Manhattan (dir. Woody Allen); Leo Tolstoy Anna Karenina; Jane Austen Pride and Prejudice; Harper Lee To Kill a Mockingbird; music – anything featuring Maynard James Keenan (Tool, A Perfect Circle, Puscifer); in visual and conceptual terms – 16th and 17th century Dutch engravings.
What I recommend to everyone: get enough sleep and verify the information before passing it on.
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