On May 27, 2014, representatives of the worlds of business, marketing, culture and show business met at the Superbrands 2013/2014 Gala to celebrate the success of the strongest brands of the domestic market. This year’s gala was organized on the occasion of the award's 10th anniversary. Winners received a total of 23 Superbrands statues handed to the strongest consumer brands and seven Business Superbrand statuettes for corporate and B2B brands. 33 brands received Created in Poland Superbrands awards for works which are a result of a Polish approach to branding.
Superbrands is a tradition of giving out honorary awards for outstanding merit in promoting Poland around the world. This year, the winner was the former President of Poland, Aleksander Kwaśniewski, described by Marek Belka (former Polish Finance Minister), as a politician who “was given a chance to implement the two largest political projects of contemporary Poland - entry into NATO and to the European Union”.
During the ceremony, two special prizes were also handed to outstanding Polish cultural personalities. Culture.pl Superbrands is an award established by the Adam Mickiewicz Institute in cooperation with Superbrands Poland, which has been awarded to personalities for active promotion of Polish culture abroad since 2012. So far, Krzysztof Warlikowski, Grzegorz Jarzyna (2012), and Tomasz Stańko (2013) have received the award. This year, the statuette was given by Paweł Potoroczyn – the director of the Adam Mickiewicz Institute to Agnieszka Holland - an outstanding screenwriter, film and theatre director.
The Culture.pl Superbrands Award was granted by a jury consisting of newspaper and weekly magazines editors: Piotr Mucharski (Tygodnik Powszechny), Piotr Bratkowski (Newsweek), Piotr Witek (Wprost), Łukasz Grzymisławski (Gazeta Wyborcza), Bartłomiej Chaciński (Polityka), Jacek Marczyński (Rzeczpospolita), the director of the Adam Mickiewicz Institute - Paweł Potoroczyn and the director of Superbrands project - Monika Kowalewska.
The name of Agnieszka Holland is a desirable and respected brand, and a global one. She is a Pole and a citizen of the world, a great authority and director who is not afraid of difficult subjects and never uses simplifications. She shows Poland to the public as a subject for discussion with a great dose of openness and wise criticism. She appreciates the freedom of others and accepts their differences, and is very much engaged in public affairs. – said the jury in support of their decision.
“I Have the Freedom Gene” - Interview with Agnieszka Holland
This very year, in cooperation with Superbrands, the National Culture Centre Award for the strongest Polish cultural brand was given for the first time. Its winner is the creator of the Warsaw Film Festival and co-creator of Gutek Film – Roman Gutek. The prize was given by the director of the National Culture Centre - Krzysztof Dudek. On behalf of the absent laureate, the award was accepted by the Marketing and PR Director of the T-Mobile New Horizons International Film Festival, Marcin Pieńkowski.
The celebration of the 25th anniversary of free Poland has just begun, it's a time to make summaries: we are talking about the successes and failures that have occurred in these past years. We remember the fathers of our liberty, but we also speak of the people who developed this freedom the most. In the field of cinematography, such a person - not just a “superbrand”, but a “Man of the 25th anniversary” - is certainly Roman Gutek. - said Krzysztof Dudek, the National Culture Centre's director.
After the official part of the ceremony, the invited guests watched a concert by Katarzyna Nosowska.
We are proud to celebrate the 10th anniversary of the Superbrands project in Poland. More importantly, it coincides with the three other important anniversaries which triggered the transformation of our country – Polish freedom, joining NATO and accession to the EU. Those changes allowed brands to flourish on the Polish market. I congratulate all winners and I wish them further successes in building a strong brand - said Monika Kowalewska, the director of Superbrands Poland project.
The organizer and the exclusive representative of Superbrands Ltd. in Poland is the New Communications Agency. This year's strategic partners are: Stratosfera, ARC Market and Opinion, Dragon Rouge, the Adam Mickiewicz Institute, the National Cultural Centre, the International Advertising Association IAA, RedExperts, and media partners: ThinkTank, PRoto, Mediarun, Onet, Nowy Marketing and naTemat.
translated: Katarzyna Maksimiuk, 28.05.2014