{"id":14752,"date":"2024-02-18T17:08:11","date_gmt":"2024-02-18T16:08:11","guid":{"rendered":"https:\/\/insummit.pl\/2022-2025\/?page_id=14752"},"modified":"2024-04-19T14:20:04","modified_gmt":"2024-04-19T12:20:04","slug":"jak-rozciagnac-granice-ponad-170-letniej-marki-w-swiecie-przekasek-dla-mlodych","status":"publish","type":"page","link":"https:\/\/insummit.pl\/2022-2025\/program-insummit-youth-2024\/jak-rozciagnac-granice-ponad-170-letniej-marki-w-swiecie-przekasek-dla-mlodych\/","title":{"rendered":"Jak rozci\u0105gn\u0105\u0107 granice ponad 170-letniej marki w \u015bwiecie przek\u0105sek dla m\u0142odych?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"14752\" class=\"elementor elementor-14752\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6aee662 elementor-section-full_width elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"6aee662\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1afe9a0\" data-id=\"1afe9a0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-e30a696 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e30a696\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c1c8baa\" data-id=\"c1c8baa\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2274559 giz_program_tytul elementor-widget elementor-widget-text-editor\" data-id=\"2274559\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tJak rozci\u0105gn\u0105\u0107 granice ponad 170-letniej marki w \u015bwiecie przek\u0105sek dla m\u0142odych?\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-894339f elementor-widget elementor-widget-text-editor\" data-id=\"894339f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t#SnackGen #GenZCzekolada #GenZ #ProduktdlaM\u0142odych #Wedel #Snacks #becoolnotboring #ChocoGenZ #CzekoladowyZwrotAkcji #ResearchisaKing #WedeldlaM\u0142odych #GenWedel\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-998b7d7\" data-id=\"998b7d7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e961b7 elementor-widget elementor-widget-text-editor\" data-id=\"5e961b7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span class=\"giz_thin\">SESJA:<\/span> ZAKUPY<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2bc11b elementor-widget elementor-widget-text-editor\" data-id=\"e2bc11b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"giz_program_godzina\">12.25<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-43847e7 giz_zalogowany elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"43847e7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-91aef13\" data-id=\"91aef13\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7cad7d5 elementor-widget elementor-widget-shortcode\" data-id=\"7cad7d5\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-shortcode\"><div id='vdo'><strong>VdoCipher Error: Video ID not found<\/strong><\/div><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5e3b1f5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5e3b1f5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2a21321\" data-id=\"2a21321\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-0f84d0e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0f84d0e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-06f7ccb\" data-id=\"06f7ccb\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5922f3b elementor-widget elementor-widget-text-editor\" data-id=\"5922f3b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tPokolenie Z to grupa, kt\u00f3ra dorasta\u0142a w szumie komunikacyjnym i ci\u0105g\u0142ej ekspozycji na komunikaty reklamowe. Przez co jest wyj\u0105tkowo wyczulona na ofert\u0119, j\u0119zyk i tonality komunikacji. Oczekuj\u0105 oni produkt\u00f3w dostosowanych do ich unikalnych potrzeb. Zunifikowany produkt, kt\u00f3rego jedynie komunikacja zostaje parasolowo rozci\u0105gni\u0119ta na m\u0142odych, niezakorzeniona w cechach produktu \u2013 mo\u017ce nie wystarczy\u0107. Z drugiej strony mamy percepcj\u0119 marki Wedel jako tradycyjnej. \nWyzwaniem by\u0142o wyj\u015b\u0107 naprzeciw ich oczekiwaniom i potrzebom, by rozszerza\u0107 portfolio w autentyczny spos\u00f3b. Co Wedel ma do zaoferowania m\u0142odym? O tym jest ta prezentacja! \nPodczas wyst\u0105pienia zaprezentowany zostanie proces badawczy, kt\u00f3rego celem by\u0142o dog\u0142\u0119bne zrozumienie m\u0142odego pokolenia, a w jego efekcie wprowadzono na rynek nowy subbrand Wedel Snack. Launchowi marki towarzyszy\u0142a komunikacja bazuj\u0105ca na insightach i autentycznych pomys\u0142ach Zetek. Efektywno\u015b\u0107 dzia\u0142a\u0144 komunikacyjnych wynika\u0142a z ich integralno\u015bci i sp\u00f3jno\u015bci, z synergii pomi\u0119dzy produktem, identyfikacj\u0105 wizualn\u0105, kreacj\u0105 a odpowiednio dobranym media mixem wychodz\u0105cym poza standardowe ramy. Wedel dostarcza\u0142 przyjemno\u015bci m\u0142odym w mediach digitalowych jak i w \u015bwiecie off-line podczas Festiwalu SBM. W celu dope\u0142nienia roli muzyki w \u017cyciu GenZ-etek zosta\u0142a stworzona dedykowana piosenka i teledysk pod t\u0119 aktywacj\u0119.\nPrelekcja dostarczy cennych wskaz\u00f3wek, jak lepiej zrozumie\u0107 i zaspokoi\u0107 potrzeby pokolenia Z wchodz\u0105c w ich \u015bwiat, si\u0119gaj\u0105c do bada\u0144 konsumenckich, i jak mie\u0107 przy tym cool vibe a nie by\u0107 cringe. Do\u0142\u0105cz do nas, aby dowiedzie\u0107 si\u0119 wi\u0119cej i zainspirowa\u0107 si\u0119 do tworzenia produkt\u00f3w, kt\u00f3re naprawd\u0119 rezonuj\u0105 w pokoleniu Z. Czekamy na Ciebie na INSUMMIT YOUTH!\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-d70e30d\" data-id=\"d70e30d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0c8aab5 elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"0c8aab5\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img fetchpriority=\"high\" decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/02\/Tkaczyk_Marta.jpg\" class=\"attachment-full size-full wp-image-14632\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/02\/Tkaczyk_Marta.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/02\/Tkaczyk_Marta-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Marta Tkaczyk<\/span><p class=\"elementor-image-box-description\">Market Research Coordinator<br><strong>LOTTE Wedel<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-73c1e73 elementor-widget elementor-widget-text-editor\" data-id=\"73c1e73\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tZ badaniami rynku zwi\u0105zana od 2007 r. Badaczka z d\u0142ugoletnim do\u015bwiadczeniem po stronie agencji badawczych w ilo\u015bciowych badaniach ad-hoc rynku FMCG oraz jako konsultant w Panelu Gospodarstw Domowych GfK. Obecnie po stronie klienta w LOTTE Wedel, w najs\u0142odszej bran\u017cy, kieruje zespo\u0142em bada\u0144 rynku i insight\u00f3w wspieraj\u0105c dzia\u0142y Marketingu, Trade Marketingu, Medi\u00f3w oraz R&#038;D.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-e939001\" data-id=\"e939001\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d561aaa elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"d561aaa\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/02\/Denis_Karolina.png\" class=\"attachment-full size-full wp-image-14575\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/02\/Denis_Karolina.png 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/02\/Denis_Karolina-150x150.png 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Karolina Denis<\/span><p class=\"elementor-image-box-description\">Media Strategy &amp; Innovation Manager<br><strong>Zenith<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-acfeed9 elementor-widget elementor-widget-text-editor\" data-id=\"acfeed9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tOd ponad 6 lat w bran\u017cy, z czego ostatnie 4 lata zwi\u0105zana z Publicis Groupe i agencji mediowej Zenith. Media Strategy &#038; Innovations Manager z zawodu i zami\u0142owania. Fanka holistycznego podej\u015bcia i synergii medi\u00f3w. Cz\u0142onkini zespo\u0142u Growth Team (Zenith), gdzie odpowiada za rozw\u00f3j cyfrowy klient\u00f3w oraz zespo\u0142u agencyjnego. Pracowa\u0142a dla najwi\u0119kszych klient\u00f3w na rynku z bran\u017c: FMCG, Pharma, Beauty, Rozrywka, Telekomunikacja, Retail oraz Automotive. Zar\u00f3wno w konfiguracji lokalnej (Polska), jak i mi\u0119dzynarodowej (CEE). Prywatnie Absolwentka kierunku Zarz\u0105dzanie w Wirtualnym \u015arodowisku na Akademii Leona Ko\u017ami\u0144skiego.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Jak rozci\u0105gn\u0105\u0107 granice ponad 170-letniej marki w \u015bwiecie przek\u0105sek dla m\u0142odych?#SnackGen #GenZCzekolada #GenZ #ProduktdlaM\u0142odych #Wedel #Snacks #becoolnotboring #ChocoGenZ #CzekoladowyZwrotAkcji #ResearchisaKing #WedeldlaM\u0142odych #GenWedel SESJA: ZAKUPY 12.25Pokolenie Z to grupa, kt\u00f3ra dorasta\u0142a w szumie komunikacyjnym i ci\u0105g\u0142ej ekspozycji na komunikaty reklamowe. Przez co jest wyj\u0105tkowo wyczulona na ofert\u0119, j\u0119zyk i tonality komunikacji. Oczekuj\u0105 oni produkt\u00f3w dostosowanych do [&hellip;]<\/p>\n","protected":false},"author":702,"featured_media":14342,"parent":14888,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"pmpro_default_level":"","site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-14752","page","type-page","status-publish","has-post-thumbnail","hentry","pmpro-has-access"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"Jak rozci\u0105gn\u0105\u0107 granice ponad 170-letniej marki w \u015bwiecie przek\u0105sek dla m\u0142odych? #SnackGen #GenZCzekolada #GenZ #ProduktdlaM\u0142odych #Wedel #Snacks #becoolnotboring #ChocoGenZ #CzekoladowyZwrotAkcji #ResearchisaKing #WedeldlaM\u0142odych #GenWedel SESJA: ZAKUPY 12.25 VdoCipher Error: Video ID not found Pokolenie Z to grupa, kt\u00f3ra dorasta\u0142a w szumie komunikacyjnym i ci\u0105g\u0142ej ekspozycji na komunikaty reklamowe. 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