In the spotlight: Polish Advertisers Association’s Elzbieta Gorajewska
Meet Elzbieta Gorajewska, managing director of POR, as the association celebrates its first anniversary
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I was born and raised in Augustów, a charming tourist town surrounded by lakes and forests near the Lithuanian border. I grew up and lived there until I graduated from high school, when I moved to the capital to pursue my studies.
I chose a major my parents didn’t quite understand – sociology. I was fascinated by social research and analyzing people’s behavior. As it turned out, it was the right choice – I’m happy to have built a career that aligns with my education and passion.
I started in the marketing industry more than 30 years ago, in the 1990s, when democracy and the free market were just taking off in Poland. I began my career as a researcher specializing in media and advertising studies.
Since the end of 2023, I have been running the Polish Advertisers’ Association. The proudest moment of our first year was the founding meeting of our organization, the very first gathering of our founding members. It was a vibrant exchange of ideas, tasks and goals, fueled by the enthusiasm and energy of passionate marketers.
The biggest challenge in setting up a new national association has been convincing more companies to join us. Many were already part of other organizations such as the IAA or the Advertising Council. Another challenge was encouraging active participation in working groups to ensure the organization’s vitality and success.
If I could achieve one big goal for Polish advertisers in the next five years, it would be to initiate and develop the cross-media research that advertisers truly need.
A fun fact about my country? We have a saying: “Where there are two Poles, there are at least three opinions.” Reaching an agreement is never easy for us!
In The Spotlight is a series of WFA articles profiling the heads of advertiser associations from across WFA’s global network.