Consolidate and rule

After three years of negotiations with global marketing group Added Value, the Polish marketing firm Stratosfera has now become another of the group's associates. Poland thus becomes the 14th country to have an Added Value office.

"Our main goal is to help international companies with the issue of growing their brands globally," says Angus Porter, the global CEO of Added Value Group. "This is why we need global offices."

Porter added that, while negotiating with Stratosfera, Added Value had cast an eye to other opportunities in Poland. However, by proving its professionalism and dedication, Stratosfera was chosen as the best choice for an associate company.

"We feel lucky to be working with the biggest international marketing company," says Krzysztof Najder, managing partner and CEO of Stratosfera Added Value. He explains that in addition to its former Polish clients, such as Fiat and Avon, the company will work for current Added Value client Pepsi.

Through its partnership, Stratosfera will obtain access to Added Value's marketing tools, strategy and methodology as well as to its global know-how. In return, Added Value will gain a deeper knowledge of CEE markets, which still have a long way to go before reaching saturation.

Najder predicts that consolidation among marketing companies could soon become a new trend and that other Polish marketing companies will be looking for international partners. "The finance, telecoms and automotive sectors, among others, are currently facing consolidation, and this will also happen in the marketing industry," says Najder.