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The Warsaw Voice » Business » March 27, 2013
Business & Economy
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Marketing is Everything
March 27, 2013   
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Paweł Netczuk, CEO of the Mediarun company, organizer of the Marketing Director of the Year Competition and of the Mediarun Festival, talks to the Voice.

Twelve years ago you set up one of the biggest websites about marketing in Poland. How has marketing in this country changed since then?
Marketing has gone through many transformations, especially in the last decade. When I was beginning, it was a time of classic marketing. Every company just had a marketing department. Nowadays marketing is becoming more and more sophisticated and diverse.

What is the main challenge that marketers face?
To create brands which will be loved by the consumer. The marketer needs to focus on innovation, creativity and building stable relationships with consumers.

Business, marketing and innovation are the main themes of the Mediarun Festival, which takes place June 12-14 in Gdańsk. How do these three sectors influence one another?
Every successful business needs marketing and needs to be innovative. That’s why we have transformed the CMO Congress into the Mediarun Festival, the biggest business/marketing event in Poland. We give Polish managers and specialists a unique opportunity to follow in the footsteps of market leaders. Also to educate, inspire and network.

Can you disclose the names of some of the people involved?
To mention just a few: Joeri Van Den Bergh, expert on Generation Y and the author of the bestseller How Cool Brands Stay Hot; Christian von den Brincken of Ströer; and Nick Shonemann, an experienced trend and innovation researcher, managing director and founder of Innospark.

Why Gdańsk and not Warsaw?
Steve Jobs said: Think different. We want to surprise our participants and give them a unique atmosphere—which might be difficult to achieve in Warsaw, where most of the participants live and where they might tend to run back home after the conference.

What does marketing mean to you?
Marketing is everything. As research shows, the meaning of marketing is growing. This trend is reflected by the growing number of competitors in our Marketing Director of the Year Competition. We want to reward them and highlight the top marketers of the year, people with a special talent and passion. Gartner, one of the biggest information technology research firms, has predicted that by 2017, the chief marketing officer will spend more on IT than the chief information officer.
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