Good: a new advertising agency that puts the principle of reciprocity to practice.

The beginning of the year saw K2 Group launch Good - a new strategic and creative agency managed by Monika Jabłońska (Managing Director) and Krzysztof Iwiński (Creative Director), both having extensive experience at advertising agency networks. As managing partners they have assumed responsibility for leading the Brainshop U-boot team, boosting its development under a new name and within a new formula. The Good team will continue to cater for Brainshop U-boot clients’ needs, i.e. Volvo, Discovery Chanel, TLC.

Monika Jabłońska has worked in the advertising industry for the past 17 years. Recently, as Deputy Managing Director of Leo Burnett, where she was responsible for the customer service, strategy, and interactive departments. She was responsible for both network clients and local partners, such as Philip Morris, Fiat, Sony, PKN Orlen, Commercial Union, Polkomtel, Hoop, Ikea, Orange and PZU.

Krzysztof Iwiński has been present in the industry for the past 12 years, most recently as Creative Director of Leo Burnett. His greatest achievements comprise advertising campaigns for Królewskie beer (Golden Drumstick 2001, Grand Prix Kreatura 2001) and the National Museum in Cracow (Grand Prix Golden Drum 2011, Grand Prix KTR 2011). He used to work for such brands as: Orange, PZU, P&G, Fiat, Heineken, TP SA, Pekao SA, Królewskie, Unilever, Mercedes. As a member of the management team, he contributed to Leo Burnett receiving the KTR Agency of the Year award in 2009 and 2010.

The team has been joined by Filip Szperl (Senior Copywriter), previously connected with Leo Burnett and DDB.

We strongly believe in the principle of reciprocity. It’s a principle that refers to responding to a positive action with another positive action, and we believe that good advertising is like a gift: you give it out to the world and it comes back multiplied. We have created Good in order to multiply the brand goodness of our Clients. We are certain that there is a large niche for good communication in the market – communication that is effective, embedded in good product qualities, engaging and comprehensive, based on a common idea that encompasses the needs of a brand and its audience. And that is precisely what we are planning to do. – Monika Jabłońska, Managing Director of Good

The launching of an independent unit keeps in line with the Group’s development strategy.

We will be developing our integrated marketing communication competencies in a parallel manner, both through K2 and the new agency. Our current Clients can count on our Internet-embedded creation to be also developed in other media – by K2 alone. Good’s presence in the Group will strengthen and widen the Group’s competencies and clients portfolio. The ability do deliver high-quality creative services in a more efficient and economic way in comparison to advertising agency networks enables Good to gain advantage. – Janusz Żebrowski, Chairman of the K2 Internet S.A. Management Board.