Turning industry expertise into a thought leadership campaign that built credibility and opened conversations with creative agencies.
INDUSTRY
Software Development
AREAS
Content Strategy / Thought Leadership / Brand Marketing / Performance Creative
The challenge
Panowie Programiści wanted to strengthen its position as a trusted technology partner for creative and advertising agencies.
Rather than relying on traditional outbound marketing, we saw an opportunity to create something genuinely valuable for the industry. The goal wasn't simply to publish a report—it was to build credibility, create meaningful relationships with agency leaders, and start conversations with future clients.
The strategy
We designed the Trendbook as a collaborative industry project rather than a one-way publication.
Over +20 marketing and creative leaders from companies including Netflix, Saatchi&Saatchi, Storytel, Brand24, Publicis Worldwide, and DDB shared their perspectives on the future of Martech, making the report both practical and highly credible. To increase engagement, we transformed the content into an interactive digital experience enriched with video case studies, alongside a premium printed edition for clients, prospects, and contributors.
The launch was supported by a multi-channel campaign spanning social media, paid advertising, PR, email marketing, and a live premiere event.
My role
I led the project end-to-end, from defining the concept and content strategy to coordinating expert contributors and executing the launch campaign.
I managed relationships with industry experts, oversaw the editorial process, developed the distribution strategy, and coordinated every communication channel to maximize the report's reach and business impact.
What I delivered
The project combined thought leadership, content marketing, and community building to position Panowie Programiści as a trusted technology partner for creative agencies.
A flagship industry report featuring insights from 20+ senior marketing and creative leaders.
An interactive digital experience supported by video case studies and a premium printed edition.
A multi-channel launch campaign across social media, paid advertising, PR, email marketing, and a live premiere event (including campaign creative as all the social media assets were designed by me).
A thought leadership platform designed to strengthen relationships with existing partners and create new business opportunities.
Impact
The Trendbook became a valuable brand-building asset that positioned Panowie Programiści as a credible voice in the Martech space.
The campaign brought together 20+ senior industry experts, generated 40+ attendees at the premiere event, and sparked dozens of organic LinkedIn posts from contributors, extending the report's reach through trusted industry voices. It also secured media coverage and created new opportunities for business conversations with creative agencies.
