New Agency FCB&theMilkman Launches in Poland
FCB&theMilkman has today launched in Poland, specialising in a full integrated approach including marketing, media, commerce and production capabilities as well as global sustainability transformation tools.
Led by advertising pioneer Tomasz Pawlikowski, FCB&theMilkman is a newly formed entity in the country. Tomasz spent the last 32 years leading advertising agencies in Central and Eastern Europe, most recently at Leo Burnett and Saatchi &Saatchi. He has worked for 100+ clients both regionally and globally and was one of the pioneers of advertising in Poland. He has won major recognition for his agencies from global award shows, and he remains a passionate adman.
The agency becomes the new Polish affiliate of creative network FCB which continues to go from strength to strength. Awarded Cannes Lions’ 2020/2021 Network of the Year and Adweek’s 2020 Global Agency of the Year, the network was also the most awarded network at the 2021 ANDY awards for the second year in a row, and was named the #1 Global Network for promoting Good Causes on The Good Report — all for work driven by FCB’s Never Finished philosophy, the “456 Scale” to evaluate the work and FCB’s ongoing investment in personalized, data-driven capabilities.
This new proposition has been built to answer the challenges that the future is bringing to both brands and consumers. As a media agnostic, full consumer base, full orchestration agency FCB&theMilkman commits to the FCB network’s ethos of unleashing creativity fuelled by technology and data to simultaneously activate business and generate brand value for clients.
FCB’s previous affiliate, Bridge2Fun, will continue to operate independently in the market with a focus on enhancing its specialism in experiential and youth marketing. This offering differs from FCB global’s focus which has led to this amicable parting.
FCB&theMilkman launches with creative team Małgorzata Drozdowska and Agnieszka Klimczak returning to FCB. The pair were the first female creative directors and Cannes Lion award winners for the Polish FCB office in 2015. Under their creative management FCB became the second most creative Polish agency, recognised with a Grand Prix at Polish Festival of Creativity, and numerous Polish and international awards including Cannes Lions, Eurobest, One Show and Golden Drum Festival.
The team partner with Tomasz, who calls the new offering “a perfect combination of passion for creativity, strategic thinking, business acumen and a restless quest for sustainable transformation of brands.” A number of new clients have already been onboarded.
Luis Dias, global partner and CEO of FCB International said: “We’re impressed with the team’s vision, the breadth of its skillset and capabilities around both broad communications skills and creativity and its deep industry expertise. Bringing &theMilkman into the FCB family is a powerful statement of our willingness to grow in Poland and beyond as another great example of our footprint in the region. With Małgorzata Drozdowska, Agnieszka Klimczak and Tomasz Pawlikowski on board it cannot be anything other than a success. We’re also excited by the personality match between the two organizations having the same strong belief in creativity’s ability to drive positive change in all aspects of life.”
FCB&theMilkman CEO Tomasz Pawlikowski added: “At FCB&theMilkman we are betting on a strategically led creative approach to all clients and consumers answering all contemporary challenges including changing the world in a sustainable way. We believe that Brands and People are connected by an unbreakable bond. The quality and honesty of that relation is the key to the tomorrow’s World. Only by proper communication of that equation Brands can grow adding new value to that relationship. It is even more important today as the world is changing rapidly, led both by innovation and sustainability. Being part of the FCB family will help drive our initiative forward during the time when clients are calling upon us to date.”
