The International Business Awards

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Company: United PR Sp. z o. o., Warsaw, Poland
Company Description: United PR started operations in 1991 as one of the first PR agencies in Poland. Agency has worked for over 50 clients and implemented more than 300 programs and projects. Since 2005 United PR has been a sole representative for Poland of Ketchum Inc. network. United PR’s excellent relations with its clients attest to the high quality of its performance.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Public Relations Agency of the Year in Europe

Nomination Title: United PR

Tell the story about what this nominated agency achieved (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

United PR started operations in 1991 as one of the first PR agencies in Poland.
The Agency has garnered a diverse and rich experience during the 18 years of
its operation. It has worked for over 50 clients and implemented more than 300
programs and projects. In 2005, the Agency signed a partnership agreement with
Ketchum Inc. The team’s holistic approach to communication includes media
relations, internal communication, corporate social responsibility and
government relations.

Key project in 2008:
United PR developed and executed PR program for Alior Bank, the largest start-
up bank in Europe since 30 years. Program worth only 88,000 Euro helped to
launch a new country-wide bank in Poland, despite negative sentiment towards
financial institutions in the crisis era and completely unknown investor.
Without advertising support Agency achieved 15% supported Alior Bank brand
awareness already in the fifth month of the brand’s public exposure. United PR
managed to build trust in the project among all target groups, helping the bank
to promptly receive all licenses and 7,000 job applications.

Objectives:
- Build awareness of and trust to the start-up project;
- Promote key project milestones;
- Build excitement behind the new entrant;
- Position the bank as the provider of highest quality of service and products
so far available to prominent clients;

Planning:
United PR performed a detailed research on the investor; previous bank start-up
projects in Poland, their entry strategies, opinion leaders’ sentiments and
focus, media coverage on major competitors.
Agency pinpointed target audiences and prepared key messages. All actions were
constantly consulted with the bank’s management, what secure its support for
the campaign.

Tactics:
- Early initiation of the PR efforts to build awareness and trust to the project
- Building curiosity and excitement of the start-up project by very gradual and
exclusive distribution of information;
- Full availability of key management for media;
- No commentaries to the current financial crisis;
- Building the trust to the project based on the fabulous reputation of the
project’s investor;
- Turn-around negative opinions on the project caused by the financial crisis
by increasing awareness and credibility of the project;
- Continues reporting on the accomplishment of project milestones;
- Attraction of potential employees’ interest through targeted publications;
- Development and execution of programs involving prospect clients into the
bank’s development (the interactive social network project “ Build with us a
new bank!”);
- Wide presentation of the attractive bank’s offer already in the pre-launch
phase;
- Frequent communication with employees.

Results:
As a result of only public relation activities media presented more than 80%
positive information on the project. Industry experts and media were convinced
to and supported the start-up. All media types presented the project in over
2,500 publications and broadcasts. The printed articles circulated in 82
million copies. Alior Bank’s CEO and investor received several covers in
prestigious magazines, incl. 3 Forbes covers and the Forbes title “2008 Player
of the Year”. After five months of operations the bank collected 1,6bn PLN in
deposits and has more than 100 thousand clients which exceeded the initially
planned levels.

List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

Provide a brief (up to 100 words) biography about the leader of this nominated agency:

Dariusz Kozdra joined United PR in 2006 as Strategic Planning Director. He is
responsible for corporate communications and investor relations. He has got a
10 years experience in investment banking where he managed and executed
numerous mergers and acquisitions transactions as well as equity and debt
raising for a broad spectrum of clients (both local as well as international).
His professional career began in the Warsaw and Vienna offices of CA IB
Investmentbank continued in Pricewaterhouse Coopers and Bank Creditanstalt. He
is a graduate of the Warsaw School of Economics. He also studied at the St.
Gallen University in Switzerland.


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