Nielsen and the Polish Organisation of Advertisers announce strategic partnership to elevate marketing standards in Poland

Warsaw, Poland, 22.04.26: Nielsen, a global leader in audience measurement, data, and media intelligence, has today announced a long-term strategic cooperation with the Polish Organisation of Advertisers (POR).

This landmark partnership is dedicated to championing effective marketing, driving innovation, and establishing the highest industry standards within Poland’s dynamic $3.7 billion advertising market.

Launched in November 2023, POR (local WFA) has emerged as a vital, powerful new voice advocating for the interests of brand marketers in Poland and Central Europe. By cooperating with the World Federation of Advertisers’ (WFA) global network—spanning national industry associations in more than 60 countries, POR successfully filled a significant gap in the region. Prior to its inception, Poland operated without a local advertiser association, despite the immense scale and value of its annual ad spend.

The overarching goal of this new long-term cooperation is to strengthen the positions of both POR and Nielsen as foundational pillars supporting the media and advertising ecosystem in Poland.

Through this partnership, the two organisations will collaborate on several key objectives:

• Driving Industry Development: Jointly undertaking initiatives that serve the growth and maturation of the Polish advertising industry.
• Promoting Innovation: Championing forward-thinking solutions in the areas of media research and marketing effectiveness.
• Enhancing Knowledge Sharing: Facilitating access to independent expertise, data, market analyses, and overarching market trends.
• Professionalising the Market: Actively exchanging experiences and best practices to elevate the professional standards of the advertiser market.

Michal Buszko, Media Agencies & Advertisers CEE Leader, Nielsen said: “At Nielsen, we are deeply committed to empowering the industry with the clarity and insights needed to drive true marketing effectiveness. Poland is a robust, $3.7 billion advertising market that deserves world-class standards and representation. The voice and changing needs of Polish marketers are a strategic priority for us. We are thrilled to embark on this partnership with POR, as it allows us to collaboratively foster innovation, share critical market intelligence, and help Polish brand marketers navigate an increasingly complex media landscape. We look forward to this journey of close partnership and to collectively shaping a future-ready media ecosystem in Poland.”

Dariusz Maciołek, CMO BNP Paribas, President POR, added: “Since our launch in November 2023, our primary mission has been to give Polish marketers a strong, unified voice and to integrate our market into the global standards championed by the WFA. This strategic cooperation with Nielsen is a major step forward in that mission. By combining POR’s advocacy with Nielsen’s unparalleled expertise in media intelligence and marketing research, we can provide our members with the tools, knowledge, and best practices necessary to professionalise and elevate the entire industry.”

About Nielsen

Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences—now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).

About the Polish Organisation of Advertisers (POR)

The Polish Advertisers Association (POR) is the only organization representing leading advertisers in the Polish market. It brings together over 50 companies, working to create an effective, transparent, and responsible advertising environment that builds trust among the public, business partners, and policymakers. Learn more at www.por.org.pl and connect with us on LinkedIn.

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