Marketing and brand communication are evolving faster than ever before. Artificial intelligence, data, new channels, and changing audience expectations make effective marketing today not just about technology — but above all about people, emotions, and authenticity.
To better understand these changes, our marketing team — Emilia Kacperczyk and Ela Ziomek — took part in the PRO Experts Days IX conference, organized by PromoTraffic at Google Campus for Startups in Warsaw — a unique space that brings together entrepreneurs and innovators from across the Central and Eastern European region.
A Meeting of People Who Shape the Future of Brands
The conference brought together experts, leaders, and practitioners from some of Poland’s leading brands. Among the speakers were Martyna Dziubek – Head of Marketing & NPD at YOPE and Małgorzata Wierzbicka – Chief Marketing Officer at ERLI.pl, who shared their stories and professional experiences.
Martyna Dziubek showed that a brand can become a true love brand – close, genuine, and inspiring. She spoke about how to build an emotional bond with audiences while maintaining a balance between trends (such as AI!) and the authentic values of a brand. She also highlighted the importance of consistent design and social initiatives in creating an image that people genuinely love.
Małgorzata Wierzbicka, on the other hand, shared her expertise in omnichannel strategies, communication, and digital transformation, demonstrating how to effectively combine data, customer experience, and emotion in building the brands of the future.
It was precisely this fusion of technology and authenticity, emphasized by the speakers, that made the biggest impression on us.
Authenticity as the Strength of Brands
During the PRO Experts Days IX conference, organized by PromoTraffic at the Google Campus for Startups in Warsaw, our marketing team – Emilia Kacperczyk and Ela Ziomek – drew inspiration from leaders who are shaping the future of brand communication. What impressed us most were the stories about authenticity, emotions, and relationships – values that also form the foundation of effective communication at UNIA Grains. As UNIA Grains, continuing the legacy of ARAJ, we have been building strong and lasting relationships with our customers for over 30 years, based on trust, expertise, and partnership – values that remain relevant no matter how the world changes.
Energized for the Future
Participating in PRO Experts Days IX was an immense source of inspiration and reflection for us – a chance to see how knowledge, technology, and emotion can come together to shape brand communication. We return with the conviction that authenticity and relationships are not just buzzwords, but a real driving force for growth – both in marketing and in agriculture.
Because no matter the industry, every good story begins with people who truly believe in what they do.
