{"id":6625,"date":"2018-11-14T23:05:43","date_gmt":"2018-11-14T23:05:43","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=6027"},"modified":"2019-02-17T15:17:13","modified_gmt":"2019-02-17T15:17:13","slug":"zlote-effie-czas-pokazac","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/zlote-effie-czas-pokazac\/","title":{"rendered":"Z\u0142ote EFFIE czas pokaza\u0107"},"content":{"rendered":"<p>Gala EFFIE \u015bci\u0105ga najcz\u0119\u015bciej najwi\u0119cej uwagi bran\u017cy marketingowej. Tutaj bowiem nie ma opowiadania bajek, licz\u0105 si\u0119 twarde fakty. Kt\u00f3re z projekt\u00f3w okaza\u0142y si\u0119 najbardziej skuteczne? Jakie nowe modele komunikacji zastosowano i czy te eksperymenty przynios\u0142y zamierzony efekt? Sprawd\u017amy.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-6029\" src=\"https:\/\/kotarbinski.files.wordpress.com\/2018\/11\/blog-jacek-kotarbinski-blog-o-innowacje-marketing-effie-2018-polska-min-2.png\" alt=\"blog jacek kotarbinski blog o innowacje marketing EFFIE 2018 polska -min 2\" width=\"1024\" height=\"640\"><\/p>\n<p><!--more--><\/p>\n<p style=\"text-align:justify;\">Zawsze w przypadku tego konkursu mam typowy dylemat. Czy warto by\u0107 finezyjnym, kreatywnym, przekraczaj\u0105cym granice? Czy lepiej i\u015b\u0107 na tak zwany &#8222;rympa\u0142&#8221; i przy pomocy zakupionego nag\u0142o\u015bnienia we wszystkim co si\u0119 porusza, osi\u0105gn\u0105\u0107 zak\u0142adane wyniki? Konkurs EFFIE pod tym wzgl\u0119dem troch\u0119 pokazuje swoje pazurki. Nagrody zdobywaj\u0105 wyznawcy jednego i drugiego trendu. Zawsze w takim przypadku pytam o jeden parametr &#8211; ROMI czyli czy osi\u0105gni\u0119tych cel\u00f3w nie uda si\u0119 osi\u0105gn\u0105\u0107 bardziej efektywnie. Wszak s\u0142ynn\u0105 fraz\u0119 &#8222;za du\u017co wydajemy na marketing&#8221; s\u0142ysz\u0119 w gabinetach zarz\u0105d\u00f3w od 28 lat.<\/p>\n<p style=\"text-align:justify;\">Oczywi\u015bcie nigdy \u017cadna agencja, ani medium nie b\u0119dzie si\u0119 wzbrania\u0107 przed niskimi bud\u017cetami. Z drugiej strony przy tych wysokich nie ma takiej frajdy. Nawet plansza &#8222;kup taniej banany&#8221; pokazywana wystarczaj\u0105co cz\u0119sto kiedy\u015b spe\u0142ni swoj\u0105 rol\u0119. Kwestia kolejnych banknot\u00f3w dorzucanych do pieca. Niemniej przy dramatycznym spadku ogl\u0105dalno\u015bci reklam tv (ponad 50%), jednym z najwy\u017cszych na \u015bwiecie wska\u017anik\u00f3w korzystania z adblock\u00f3w w Polsce czy paranoicznej wr\u0119cz niech\u0119ci do reklamy generacji Y i Z, warto dyskutowa\u0107 nie tyle o mediaplanach, ale raczej o jako\u015bci komunikacji, kt\u00f3ra ma anga\u017cowa\u0107, \u015bci\u0105ga\u0107 uwag\u0119, inspirowa\u0107, a dopiero potem doprowadza\u0107 do kupna. Do wielu agencji i zarz\u0105d\u00f3w dopiero zaczyna dociera\u0107, \u017ce era wciskaczy kitu zaczyna bardzo du\u017co kosztowa\u0107. Pytanie, czy nie za du\u017co i jak modyfikowa\u0107 strategie komunikacji by by\u0107 efektywnym i \u015bci\u0105gaj\u0105cym uwag\u0119.<\/p>\n<p>My\u015bl\u0119, \u017ce dobre kampanie reklamowe wracaj\u0105 do \u017ar\u00f3de\u0142 czyli warto\u015bci pomys\u0142u, kt\u00f3ry \u0142\u0105czy kwestie komercyjne z elementami spo\u0142ecznymi. To bowiem daje zdecydowanie lepsze wyniki w przekazach transmedialnych. Media spo\u0142eczno\u015bciowe nie dziel\u0105 si\u0119 normalnymi reklamami, chyba \u017ce je wy\u015bmiewaj\u0105. Kampanie ciekawe, pomys\u0142owe, zaskakuj\u0105ce czy dobrze skonstruowane opr\u00f3cz kupionych zasi\u0119g\u00f3w zyskuj\u0105 niebagatelny buzz organiczny. O to warto walczy\u0107.<\/p>\n<p style=\"text-align:justify;\">Na filmie zaprezentowane s\u0105 wszystkie kampanie nagrodzone z\u0142otym EFFIE w tym roku. Chcia\u0142bym wyr\u00f3\u017cni\u0107 trzy z nich, kt\u00f3re najbardziej przypad\u0142y mi do gustu:<\/p>\n<p style=\"text-align:justify;\"><strong>JBB Ba\u0142dyga,<\/strong> za \u015bwietne wykorzystanie regionalno\u015bci, kt\u00f3rej jest niewiele w komunikacji FMCG. Szczeg\u00f3lnie gratuluj\u0119 odwagi, poniewa\u017c doskonale rozumiem ryzyko i obawy jakie podejmuj\u0105 polskie firmy rodzinne przy kompleksowych dzia\u0142aniach reklamowych na du\u017c\u0105 skal\u0119.<\/p>\n<p style=\"text-align:justify;\"><strong>mBank<\/strong>, za pomys\u0142 wykorzystania potencja\u0142u rocznika 1999. Ten ciekawy pomys\u0142 mo\u017cna w zasadzie kontynuowa\u0107 co roku i insight wydaje si\u0119 by\u0107 niewyczerpany. Pierwszy bank to powa\u017cna sprawa w \u017cyciu m\u0142odego cz\u0142owieka.<\/p>\n<p style=\"text-align:justify;\"><strong>Philips<\/strong> i projekt monitoringu powietrza, za tw\u00f3rcze wykorzystanie insightu. Powietrze mamy zanieczyszczone w Polsce od dziesi\u0105tek lat, ale dopiero teraz zacz\u0119li\u015bmy powa\u017cnie o tym rozmawia\u0107. Oczywi\u015bcie to wzbudzi\u0142o potrzeby konsumenckie dotycz\u0105ce monitoringu powietrza, rynek oczyszczaczy i tak dalej. Typowe cechy powstawania nowego rynku. Philipsowi uda\u0142o si\u0119 dobrze wej\u015b\u0107 w ten insight i mam nadziej\u0119, \u017ce projekt b\u0119dzie kontynuowany.<\/p>\n<blockquote><p>Gratuluj\u0119 wszystkim nominowanym i nagrodzonym. Warto pami\u0119ta\u0107, \u017ce sama nominacja do EFFIE ju\u017c jest doskona\u0142ym wyr\u00f3\u017cnieniem dla marketera oraz agencji i wszystkich zaanga\u017cowanych w realizacj\u0119 projektu.<\/p><\/blockquote>\n<p style=\"text-align:justify;\">Dzi\u0119kuj\u0119 SAR za zaproszenie i zgod\u0119 na publikacj\u0119 nagrodzonych film\u00f3w.<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/_psGhrEJGkE?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=pl-PL&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>Gala EFFIE \u015bci\u0105ga najcz\u0119\u015bciej najwi\u0119cej uwagi bran\u017cy marketingowej. Tutaj bowiem nie ma opowiadania bajek, licz\u0105 si\u0119 twarde fakty. Kt\u00f3re z [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":1,"featured_media":6701,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_exactmetrics_skip_tracking":false,"_monsterinsights_skip_tracking":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","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":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","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-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":"","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-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":"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":""},"mobile":{"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":""}},"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[747],"tags":[43,44,124,143,869,179,868,323,369,376,877,549,566],"class_list":["post-6625","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-agencja-reklamowa","tag-agencje","tag-case-study","tag-customer-experience","tag-cx","tag-effie","tag-empatia","tag-konkurs","tag-marka","tag-marketing","tag-marketing-services","tag-reklama","tag-rynkologia"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.4 - aioseo.com -->\n\t<meta name=\"description\" content=\"Gala EFFIE \u015bci\u0105ga najcz\u0119\u015bciej najwi\u0119cej uwagi bran\u017cy marketingowej. Tutaj bowiem nie ma opowiadania bajek, licz\u0105 si\u0119 twarde fakty. Kt\u00f3re z projekt\u00f3w okaza\u0142y si\u0119 najbardziej skuteczne? Jakie nowe modele komunikacji zastosowano i czy te eksperymenty przynios\u0142y zamierzony efekt? Sprawd\u017amy. Zawsze w przypadku tego konkursu mam typowy dylemat. Czy warto by\u0107 finezyjnym, kreatywnym, przekraczaj\u0105cym granice? Czy lepiej\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Jacek Kotarbi\u0144ski\"\/>\n\t<meta name=\"google-site-verification\" content=\"GTM-WLPB9GD\" \/>\n\t<link rel=\"canonical\" href=\"https:\/\/kotarbinski.com\/blogomarketingu\/zlote-effie-czas-pokazac\/\" \/>\n\t\t<meta name=\"generator\" content=\"All in One SEO (AIOSEO) 5.0.4\" \/>\n\t\t<meta property=\"og:locale\" content=\"pl_PL\" \/>\n\t\t<meta property=\"og:site_name\" content=\"kotarbinski.com \u2022 Jacek Kotarbi\u0144ski Jacek Kotarbi\u0144ski | Blog o marketingu\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"Z\u0142ote EFFIE czas pokaza\u0107 \u2022 kotarbinski.com\" \/>\n\t\t<meta property=\"og:description\" content=\"Gala EFFIE \u015bci\u0105ga najcz\u0119\u015bciej najwi\u0119cej uwagi bran\u017cy marketingowej. Tutaj bowiem nie ma opowiadania bajek, licz\u0105 si\u0119 twarde fakty. Kt\u00f3re z projekt\u00f3w okaza\u0142y si\u0119 najbardziej skuteczne? Jakie nowe modele komunikacji zastosowano i czy te eksperymenty przynios\u0142y zamierzony efekt? Sprawd\u017amy. Zawsze w przypadku tego konkursu mam typowy dylemat. Czy warto by\u0107 finezyjnym, kreatywnym, przekraczaj\u0105cym granice? Czy lepiej\" \/>\n\t\t<meta property=\"og:url\" content=\"https:\/\/kotarbinski.com\/blogomarketingu\/zlote-effie-czas-pokazac\/\" \/>\n\t\t<meta property=\"og:image\" content=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2018\/11\/blog-jacek-kotarbinski-blog-o-innowacje-marketing-effie-2018-polska-min-2.png\" \/>\n\t\t<meta property=\"og:image:secure_url\" content=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2018\/11\/blog-jacek-kotarbinski-blog-o-innowacje-marketing-effie-2018-polska-min-2.png\" \/>\n\t\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t\t<meta property=\"og:image:height\" content=\"640\" \/>\n\t\t<meta property=\"article:published_time\" content=\"2018-11-14T23:05:43+00:00\" \/>\n\t\t<meta property=\"article:modified_time\" content=\"2019-02-17T15:17:13+00:00\" \/>\n\t\t<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/sztukamarketingu\/\" \/>\n\t\t<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n\t\t<meta name=\"twitter:site\" content=\"@kotarbinski\" \/>\n\t\t<meta name=\"twitter:title\" content=\"Z\u0142ote EFFIE czas pokaza\u0107 \u2022 kotarbinski.com\" \/>\n\t\t<meta name=\"twitter:description\" content=\"Gala EFFIE \u015bci\u0105ga najcz\u0119\u015bciej najwi\u0119cej uwagi bran\u017cy marketingowej. Tutaj bowiem nie ma opowiadania bajek, licz\u0105 si\u0119 twarde fakty. Kt\u00f3re z projekt\u00f3w okaza\u0142y si\u0119 najbardziej skuteczne? Jakie nowe modele komunikacji zastosowano i czy te eksperymenty przynios\u0142y zamierzony efekt? Sprawd\u017amy. Zawsze w przypadku tego konkursu mam typowy dylemat. Czy warto by\u0107 finezyjnym, kreatywnym, przekraczaj\u0105cym granice? Czy lepiej\" \/>\n\t\t<meta name=\"twitter:creator\" content=\"@kotarbinski\" \/>\n\t\t<meta name=\"twitter:image\" content=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2018\/11\/blog-jacek-kotarbinski-blog-o-innowacje-marketing-effie-2018-polska-min-2.png\" \/>\n\t\t<script type=\"application\/ld+json\" class=\"aioseo-schema\">\n\t\t\t{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/zlote-effie-czas-pokazac\\\/#article\",\"name\":\"Z\\u0142ote EFFIE czas pokaza\\u0107 \\u2022 kotarbinski.com\",\"headline\":\"Z\\u0142ote EFFIE czas pokaza\\u0107\",\"author\":{\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/author\\\/admin\\\/#author\"},\"publisher\":{\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/#person\"},\"image\":{\"@type\":\"ImageObject\",\"url\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/wp-content\\\/uploads\\\/2018\\\/11\\\/blog-jacek-kotarbinski-blog-o-innowacje-marketing-effie-2018-polska-min-2.png\",\"width\":1024,\"height\":640},\"datePublished\":\"2018-11-14T23:05:43+00:00\",\"dateModified\":\"2019-02-17T15:17:13+00:00\",\"inLanguage\":\"pl-PL\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/zlote-effie-czas-pokazac\\\/#webpage\"},\"isPartOf\":{\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/zlote-effie-czas-pokazac\\\/#webpage\"},\"articleSection\":\"MARKETING, Agencja reklamowa, agencje, case study, Customer experience, cx, EFFIE, empatia, konkurs, marka, marketing, marketing services, reklama, rynkologia, Polski\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/zlote-effie-czas-pokazac\\\/#breadcrumblist\",\"itemListElement\":[{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/#listItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/\",\"nextItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/category\\\/blog-marketing-innowacje-trendy-rynkologia\\\/#listItem\",\"name\":\"BLOG\"}},{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/category\\\/blog-marketing-innowacje-trendy-rynkologia\\\/#listItem\",\"position\":2,\"name\":\"BLOG\",\"item\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/category\\\/blog-marketing-innowacje-trendy-rynkologia\\\/\",\"nextItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/category\\\/blog-marketing-innowacje-trendy-rynkologia\\\/marketing\\\/#listItem\",\"name\":\"MARKETING\"},\"previousItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/#listItem\",\"name\":\"Home\"}},{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/category\\\/blog-marketing-innowacje-trendy-rynkologia\\\/marketing\\\/#listItem\",\"position\":3,\"name\":\"MARKETING\",\"item\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/category\\\/blog-marketing-innowacje-trendy-rynkologia\\\/marketing\\\/\",\"nextItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/zlote-effie-czas-pokazac\\\/#listItem\",\"name\":\"Z\\u0142ote EFFIE czas pokaza\\u0107\"},\"previousItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/category\\\/blog-marketing-innowacje-trendy-rynkologia\\\/#listItem\",\"name\":\"BLOG\"}},{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/zlote-effie-czas-pokazac\\\/#listItem\",\"position\":4,\"name\":\"Z\\u0142ote EFFIE czas pokaza\\u0107\",\"previousItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/category\\\/blog-marketing-innowacje-trendy-rynkologia\\\/marketing\\\/#listItem\",\"name\":\"MARKETING\"}}]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/#person\",\"name\":\"Jacek Kotarbi\\u0144ski\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/zlote-effie-czas-pokazac\\\/#personImage\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b6384e37effa1a9e2f1c3c801d681718ea920cb5f6182d83ec593a89b2867e39?s=96&d=blank&r=g\",\"width\":96,\"height\":96,\"caption\":\"Jacek Kotarbi\\u0144ski\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/author\\\/admin\\\/#author\",\"url\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/author\\\/admin\\\/\",\"name\":\"Jacek Kotarbi\\u0144ski\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/zlote-effie-czas-pokazac\\\/#authorImage\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b6384e37effa1a9e2f1c3c801d681718ea920cb5f6182d83ec593a89b2867e39?s=96&d=blank&r=g\",\"width\":96,\"height\":96,\"caption\":\"Jacek Kotarbi\\u0144ski\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/zlote-effie-czas-pokazac\\\/#webpage\",\"url\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/zlote-effie-czas-pokazac\\\/\",\"name\":\"Z\\u0142ote EFFIE czas pokaza\\u0107 \\u2022 kotarbinski.com\",\"description\":\"Gala EFFIE \\u015bci\\u0105ga najcz\\u0119\\u015bciej najwi\\u0119cej uwagi bran\\u017cy marketingowej. Tutaj bowiem nie ma opowiadania bajek, licz\\u0105 si\\u0119 twarde fakty. Kt\\u00f3re z projekt\\u00f3w okaza\\u0142y si\\u0119 najbardziej skuteczne? Jakie nowe modele komunikacji zastosowano i czy te eksperymenty przynios\\u0142y zamierzony efekt? Sprawd\\u017amy. Zawsze w przypadku tego konkursu mam typowy dylemat. Czy warto by\\u0107 finezyjnym, kreatywnym, przekraczaj\\u0105cym granice? Czy lepiej\",\"inLanguage\":\"pl-PL\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/#website\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/zlote-effie-czas-pokazac\\\/#breadcrumblist\"},\"author\":{\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/author\\\/admin\\\/#author\"},\"creator\":{\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/author\\\/admin\\\/#author\"},\"image\":{\"@type\":\"ImageObject\",\"url\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/wp-content\\\/uploads\\\/2018\\\/11\\\/blog-jacek-kotarbinski-blog-o-innowacje-marketing-effie-2018-polska-min-2.png\",\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/zlote-effie-czas-pokazac\\\/#mainImage\",\"width\":1024,\"height\":640},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/zlote-effie-czas-pokazac\\\/#mainImage\"},\"datePublished\":\"2018-11-14T23:05:43+00:00\",\"dateModified\":\"2019-02-17T15:17:13+00:00\"},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/#website\",\"url\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/\",\"name\":\"Jacek Kotarbi\\u0144ski kotarbinski.com\",\"alternateName\":\"kotarbinski.com\",\"description\":\"Jacek Kotarbi\\u0144ski | Blog o marketingu\",\"inLanguage\":\"pl-PL\",\"publisher\":{\"@id\":\"https:\\\/\\\/kotarbinski.com\\\/blogomarketingu\\\/#person\"}}]}\n\t\t<\/script>\n\t\t<!-- All in One SEO -->\n\n","aioseo_head_json":{"title":"Z\u0142ote EFFIE czas pokaza\u0107 \u2022 kotarbinski.com","description":"Gala EFFIE \u015bci\u0105ga najcz\u0119\u015bciej najwi\u0119cej uwagi bran\u017cy marketingowej. Tutaj bowiem nie ma opowiadania bajek, licz\u0105 si\u0119 twarde fakty. Kt\u00f3re z projekt\u00f3w okaza\u0142y si\u0119 najbardziej skuteczne? Jakie nowe modele komunikacji zastosowano i czy te eksperymenty przynios\u0142y zamierzony efekt? Sprawd\u017amy. Zawsze w przypadku tego konkursu mam typowy dylemat. Czy warto by\u0107 finezyjnym, kreatywnym, przekraczaj\u0105cym granice? Czy lepiej","canonical_url":"https:\/\/kotarbinski.com\/blogomarketingu\/zlote-effie-czas-pokazac\/","robots":"max-image-preview:large","keywords":"","webmasterTools":{"google-site-verification":"GTM-WLPB9GD","miscellaneous":""},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/kotarbinski.com\/blogomarketingu\/zlote-effie-czas-pokazac\/#article","name":"Z\u0142ote EFFIE czas pokaza\u0107 \u2022 kotarbinski.com","headline":"Z\u0142ote EFFIE czas pokaza\u0107","author":{"@id":"https:\/\/kotarbinski.com\/blogomarketingu\/author\/admin\/#author"},"publisher":{"@id":"https:\/\/kotarbinski.com\/blogomarketingu\/#person"},"image":{"@type":"ImageObject","url":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2018\/11\/blog-jacek-kotarbinski-blog-o-innowacje-marketing-effie-2018-polska-min-2.png","width":1024,"height":640},"datePublished":"2018-11-14T23:05:43+00:00","dateModified":"2019-02-17T15:17:13+00:00","inLanguage":"pl-PL","mainEntityOfPage":{"@id":"https:\/\/kotarbinski.com\/blogomarketingu\/zlote-effie-czas-pokazac\/#webpage"},"isPartOf":{"@id":"https:\/\/kotarbinski.com\/blogomarketingu\/zlote-effie-czas-pokazac\/#webpage"},"articleSection":"MARKETING, Agencja reklamowa, agencje, case study, Customer experience, cx, EFFIE, empatia, konkurs, marka, marketing, marketing services, reklama, rynkologia, Polski"},{"@type":"BreadcrumbList","@id":"https:\/\/kotarbinski.com\/blogomarketingu\/zlote-effie-czas-pokazac\/#breadcrumblist","itemListElement":[{"@type":"ListItem","@id":"https:\/\/kotarbinski.com\/blogomarketingu\/#listItem","position":1,"name":"Home","item":"https:\/\/kotarbinski.com\/blogomarketingu\/","nextItem":{"@type":"ListItem","@id":"https:\/\/kotarbinski.com\/blogomarketingu\/category\/blog-marketing-innowacje-trendy-rynkologia\/#listItem","name":"BLOG"}},{"@type":"ListItem","@id":"https:\/\/kotarbinski.com\/blogomarketingu\/category\/blog-marketing-innowacje-trendy-rynkologia\/#listItem","position":2,"name":"BLOG","item":"https:\/\/kotarbinski.com\/blogomarketingu\/category\/blog-marketing-innowacje-trendy-rynkologia\/","nextItem":{"@type":"ListItem","@id":"https:\/\/kotarbinski.com\/blogomarketingu\/category\/blog-marketing-innowacje-trendy-rynkologia\/marketing\/#listItem","name":"MARKETING"},"previousItem":{"@type":"ListItem","@id":"https:\/\/kotarbinski.com\/blogomarketingu\/#listItem","name":"Home"}},{"@type":"ListItem","@id":"https:\/\/kotarbinski.com\/blogomarketingu\/category\/blog-marketing-innowacje-trendy-rynkologia\/marketing\/#listItem","position":3,"name":"MARKETING","item":"https:\/\/kotarbinski.com\/blogomarketingu\/category\/blog-marketing-innowacje-trendy-rynkologia\/marketing\/","nextItem":{"@type":"ListItem","@id":"https:\/\/kotarbinski.com\/blogomarketingu\/zlote-effie-czas-pokazac\/#listItem","name":"Z\u0142ote EFFIE czas pokaza\u0107"},"previousItem":{"@type":"ListItem","@id":"https:\/\/kotarbinski.com\/blogomarketingu\/category\/blog-marketing-innowacje-trendy-rynkologia\/#listItem","name":"BLOG"}},{"@type":"ListItem","@id":"https:\/\/kotarbinski.com\/blogomarketingu\/zlote-effie-czas-pokazac\/#listItem","position":4,"name":"Z\u0142ote EFFIE czas pokaza\u0107","previousItem":{"@type":"ListItem","@id":"https:\/\/kotarbinski.com\/blogomarketingu\/category\/blog-marketing-innowacje-trendy-rynkologia\/marketing\/#listItem","name":"MARKETING"}}]},{"@type":"Person","@id":"https:\/\/kotarbinski.com\/blogomarketingu\/#person","name":"Jacek Kotarbi\u0144ski","image":{"@type":"ImageObject","@id":"https:\/\/kotarbinski.com\/blogomarketingu\/zlote-effie-czas-pokazac\/#personImage","url":"https:\/\/secure.gravatar.com\/avatar\/b6384e37effa1a9e2f1c3c801d681718ea920cb5f6182d83ec593a89b2867e39?s=96&d=blank&r=g","width":96,"height":96,"caption":"Jacek Kotarbi\u0144ski"}},{"@type":"Person","@id":"https:\/\/kotarbinski.com\/blogomarketingu\/author\/admin\/#author","url":"https:\/\/kotarbinski.com\/blogomarketingu\/author\/admin\/","name":"Jacek Kotarbi\u0144ski","image":{"@type":"ImageObject","@id":"https:\/\/kotarbinski.com\/blogomarketingu\/zlote-effie-czas-pokazac\/#authorImage","url":"https:\/\/secure.gravatar.com\/avatar\/b6384e37effa1a9e2f1c3c801d681718ea920cb5f6182d83ec593a89b2867e39?s=96&d=blank&r=g","width":96,"height":96,"caption":"Jacek Kotarbi\u0144ski"}},{"@type":"WebPage","@id":"https:\/\/kotarbinski.com\/blogomarketingu\/zlote-effie-czas-pokazac\/#webpage","url":"https:\/\/kotarbinski.com\/blogomarketingu\/zlote-effie-czas-pokazac\/","name":"Z\u0142ote EFFIE czas pokaza\u0107 \u2022 kotarbinski.com","description":"Gala EFFIE \u015bci\u0105ga najcz\u0119\u015bciej najwi\u0119cej uwagi bran\u017cy marketingowej. Tutaj bowiem nie ma opowiadania bajek, licz\u0105 si\u0119 twarde fakty. Kt\u00f3re z projekt\u00f3w okaza\u0142y si\u0119 najbardziej skuteczne? Jakie nowe modele komunikacji zastosowano i czy te eksperymenty przynios\u0142y zamierzony efekt? Sprawd\u017amy. Zawsze w przypadku tego konkursu mam typowy dylemat. Czy warto by\u0107 finezyjnym, kreatywnym, przekraczaj\u0105cym granice? Czy lepiej","inLanguage":"pl-PL","isPartOf":{"@id":"https:\/\/kotarbinski.com\/blogomarketingu\/#website"},"breadcrumb":{"@id":"https:\/\/kotarbinski.com\/blogomarketingu\/zlote-effie-czas-pokazac\/#breadcrumblist"},"author":{"@id":"https:\/\/kotarbinski.com\/blogomarketingu\/author\/admin\/#author"},"creator":{"@id":"https:\/\/kotarbinski.com\/blogomarketingu\/author\/admin\/#author"},"image":{"@type":"ImageObject","url":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2018\/11\/blog-jacek-kotarbinski-blog-o-innowacje-marketing-effie-2018-polska-min-2.png","@id":"https:\/\/kotarbinski.com\/blogomarketingu\/zlote-effie-czas-pokazac\/#mainImage","width":1024,"height":640},"primaryImageOfPage":{"@id":"https:\/\/kotarbinski.com\/blogomarketingu\/zlote-effie-czas-pokazac\/#mainImage"},"datePublished":"2018-11-14T23:05:43+00:00","dateModified":"2019-02-17T15:17:13+00:00"},{"@type":"WebSite","@id":"https:\/\/kotarbinski.com\/blogomarketingu\/#website","url":"https:\/\/kotarbinski.com\/blogomarketingu\/","name":"Jacek Kotarbi\u0144ski kotarbinski.com","alternateName":"kotarbinski.com","description":"Jacek Kotarbi\u0144ski | Blog o marketingu","inLanguage":"pl-PL","publisher":{"@id":"https:\/\/kotarbinski.com\/blogomarketingu\/#person"}}]},"og:locale":"pl_PL","og:site_name":"kotarbinski.com \u2022 Jacek Kotarbi\u0144ski Jacek Kotarbi\u0144ski | Blog o marketingu","og:type":"article","og:title":"Z\u0142ote EFFIE czas pokaza\u0107 \u2022 kotarbinski.com","og:description":"Gala EFFIE \u015bci\u0105ga najcz\u0119\u015bciej najwi\u0119cej uwagi bran\u017cy marketingowej. Tutaj bowiem nie ma opowiadania bajek, licz\u0105 si\u0119 twarde fakty. Kt\u00f3re z projekt\u00f3w okaza\u0142y si\u0119 najbardziej skuteczne? Jakie nowe modele komunikacji zastosowano i czy te eksperymenty przynios\u0142y zamierzony efekt? Sprawd\u017amy. Zawsze w przypadku tego konkursu mam typowy dylemat. Czy warto by\u0107 finezyjnym, kreatywnym, przekraczaj\u0105cym granice? Czy lepiej","og:url":"https:\/\/kotarbinski.com\/blogomarketingu\/zlote-effie-czas-pokazac\/","og:image":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2018\/11\/blog-jacek-kotarbinski-blog-o-innowacje-marketing-effie-2018-polska-min-2.png","og:image:secure_url":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2018\/11\/blog-jacek-kotarbinski-blog-o-innowacje-marketing-effie-2018-polska-min-2.png","og:image:width":1024,"og:image:height":640,"article:published_time":"2018-11-14T23:05:43+00:00","article:modified_time":"2019-02-17T15:17:13+00:00","article:publisher":"https:\/\/www.facebook.com\/sztukamarketingu\/","twitter:card":"summary_large_image","twitter:site":"@kotarbinski","twitter:title":"Z\u0142ote EFFIE czas pokaza\u0107 \u2022 kotarbinski.com","twitter:description":"Gala EFFIE \u015bci\u0105ga najcz\u0119\u015bciej najwi\u0119cej uwagi bran\u017cy marketingowej. Tutaj bowiem nie ma opowiadania bajek, licz\u0105 si\u0119 twarde fakty. Kt\u00f3re z projekt\u00f3w okaza\u0142y si\u0119 najbardziej skuteczne? Jakie nowe modele komunikacji zastosowano i czy te eksperymenty przynios\u0142y zamierzony efekt? Sprawd\u017amy. Zawsze w przypadku tego konkursu mam typowy dylemat. Czy warto by\u0107 finezyjnym, kreatywnym, przekraczaj\u0105cym granice? Czy lepiej","twitter:creator":"@kotarbinski","twitter:image":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2018\/11\/blog-jacek-kotarbinski-blog-o-innowacje-marketing-effie-2018-polska-min-2.png"},"aioseo_meta_data":{"post_id":"6625","title":null,"description":null,"keywords":null,"keyphrases":null,"primary_term":null,"canonical_url":null,"og_title":null,"og_description":null,"og_object_type":"default","og_image_type":"default","og_image_url":null,"og_image_width":null,"og_image_height":null,"og_image_custom_url":null,"og_image_custom_fields":null,"og_video":null,"og_custom_url":null,"og_article_section":null,"og_article_tags":null,"twitter_use_og":false,"twitter_card":"default","twitter_image_type":"default","twitter_image_url":null,"twitter_image_custom_url":null,"twitter_image_custom_fields":null,"twitter_title":null,"twitter_description":null,"schema":{"blockGraphs":[],"customGraphs":[],"default":{"data":{"Article":[],"Course":[],"Dataset":[],"FAQPage":[],"Movie":[],"Person":[],"Product":[],"ProductReview":[],"Car":[],"Recipe":[],"Service":[],"SoftwareApplication":[],"WebPage":[]},"graphName":"","isEnabled":true},"graphs":[]},"schema_type":null,"schema_type_options":null,"pillar_content":false,"robots_default":true,"robots_noindex":false,"robots_noarchive":false,"robots_nosnippet":false,"robots_nofollow":false,"robots_noimageindex":false,"robots_noodp":false,"robots_notranslate":false,"robots_max_snippet":null,"robots_max_videopreview":null,"robots_max_imagepreview":"large","priority":null,"frequency":null,"local_seo":null,"breadcrumb_settings":null,"limit_modified_date":false,"open_ai":null,"ai":null,"created":"2021-01-28 16:43:45","updated":"2025-07-27 18:52:19","focus_keyword":null,"additional_keywords":null,"truseo_locale":null,"seo_analyzer_scan_date":null},"jetpack_publicize_connections":[],"jetpack_shortlink":"https:\/\/wp.me\/paKYj5-1IR","jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2018\/11\/blog-jacek-kotarbinski-blog-o-innowacje-marketing-effie-2018-polska-min-2.png","_links":{"self":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts\/6625","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/comments?post=6625"}],"version-history":[{"count":2,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts\/6625\/revisions"}],"predecessor-version":[{"id":6702,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts\/6625\/revisions\/6702"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/media\/6701"}],"wp:attachment":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/media?parent=6625"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/categories?post=6625"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/tags?post=6625"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}