What McCANN Poland does

McCANN Poland is a full-service creative advertising agency headquartered in Warsaw (ul. Cybernetyki 19, with two co-working locations on ul. Hoża 51 and ul. Koszykowa 59) and operating as the Polish arm of the McCANN Worldgroup global advertising network. The firm delivers integrated marketing communications—strategic planning, creative development, and multi-channel execution—across ATL, BTL, digital, social media, branded content, out-of-home, and print for enterprise clients including Mastercard, Santander Bank Polska, KFC, L'Oréal (Maybelline, Elseve), XTB, Allegro, Orange, Decathlon, Żywiec, and Bank Pekao. A specialized sub-unit, McCANN XBC (ExtraBoldCondensed), operates as a dedicated integrated team for Mastercard, coordinating international projects and locally tailored creative solutions. The agency is part of the 45Avenue Group, a Polish holding structure that includes a shared-services center and the 45AI venture.

The agency's core offering is full-cycle campaign creation underpinned by McCANN's global "TRUTH TO MEANING" strategic methodology—a set of tools intended to help brands play a meaningful role in consumers' lives. No proprietary software, API, or SDK is publicly disclosed (api_exists=false); capability rests on creative talent, integrated account teams, and the broader McCANN network's methodologies and cross-border resourcing. Collaborations with sibling-network firm Weber Shandwick extend PR-led execution for selected clients such as Ekoenergetyka Polska and Reckitt. Leadership is stable and long-tenured: Wojciech Borowski has been Group CEO & Managing Director since 2013; Krzysztof Kawa has been Group CFO & COO since 2016; Bartek Klimaszewski returned as Executive Creative Director in 2024 holding 230+ career awards.

McCANN Poland generates revenue through professional-services engagements—project-based and retainer contracts with enterprise clients—sold via dedicated account teams. No pricing models, contract terms, revenue figures, or headcount are publicly disclosed. Distribution is direct enterprise sales, regional in geographic focus (Poland and CEE), with the McCANN Worldgroup network enabling cross-border campaign execution.

Name

McCANN Poland

Legal name

McCANN Poland

Website

https://mccann.pl

Company type

Private

Founded year

2013

Operating status

Operating

Short description

McCANN Poland is a Warsaw-based full-service creative advertising agency and Polish arm of McCANN Worldgroup, delivering integrated marketing campaigns for enterprise clients—most notably Mastercard via a dedicated XBC sub-unit—in financial services, FMCG/beauty, and food & beverage.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Advertising Agencies (541810), Advertising Agencies (54181), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Customer, Marketing & Sales Consulting (BPAHACAG)

Keywords

• Creative advertising services
• Integrated marketing campaigns
• Brand strategy services
• Multichannel advertising agency
• Creative agency services

Headquarters

HQ city

Warsaw

HQ country

Poland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Creative Agency Services: McCANN Poland generates revenue through providing integrated marketing communication and advertising services to enterprise clients, including strategic planning, creative development, campaign production, and multi-channel campaign execution across ATL, BTL, digital, social media, branded content, OOH, and print.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

McCANN Poland is a full-service creative advertising agency providing integrated marketing communication services to enterprise clients. The agency combines strategic planning, data-driven insights, technology, creative development, and campaign production across ATL, BTL, digital, social media, branded content, out-of-home, and print channels. It also operates a specialized dedicated team (McCANN XBC / ExtraBoldCondensed) for Mastercard and applies the global TRUTH TO MEANING strategic methodology across all client engagements.

Product overview

McCANN Poland is a leading creative advertising agency operating as part of the McCANN Worldgroup network. The agency offers a unified integrated marketing communications service providing strategy, data-driven insights, technology, and creative execution across ATL, BTL, digital, social media, branded content, and out-of-home channels. The core offering centers on award-winning campaign creation for major international brands. The agency's specialized McCANN XBC unit delivers dedicated services for Mastercard, while the TRUTH TO MEANING global methodology underpins all strategic work. McCANN Poland creates campaigns across diverse sectors including finance, food service, beauty, automotive, and e-commerce for clients such as Mastercard, KFC, Santander, XTB, L'Oréal, and Maybelline.

Differentiator

Problem solved

Functional benefit

Brands

• McCANN XBC (McCANN ExtraBoldCondensed): A specialized integrated team unit dedicated to Mastercard, enabling integration of international teams and projects for one of McCann Worldgroup's largest clients. Delivers bold, locally tailored strategic and creative solutions through coordinated global team efforts.

Products and services

• Integrated Advertising Campaigns

Quantifiable outcome

• 17 Cannes Lions and 36 shortlist nominations between 2023-2026 - best result in Polish advertising history
• +4 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• MastercardflagshipStrategic or Co-development PartnerMastercard is McCANN Poland's flagship client, for whom the agency operates a dedicated integrated team (McCANN XBC - ExtraBoldCondensed) that manages international projects and locally tailored strategic and creative solutions. The partnership has produced multiple award-winning campaigns including 'Room for Everyone', 'Where to Settle', Mastercard Music, and eSkarbonka. The collaboration spans strategy, creative development, and campaign execution across multiple markets.
• McCANN WorldgroupcoreStrategic or Co-development PartnerMcCANN Poland is part of the McCANN Worldgroup global network, utilizing shared methodologies including 'TRUTH TO MEANING' and benefiting from international team integration and project collaboration across the global network.
• Weber ShandwickminorStrategic or Co-development PartnerCollaborative projects for clients including Ekoenergetyka Polska and Reckitt, combining McCANN's creative capabilities with Weber Shandwick's PR expertise.
• 45Avenue GroupcoreStrategic or Co-development PartnerMcCANN Poland is part of the 45Avenue Group, with Group CEO Wojciech Borowski and CFO Krzysztof Kawa involved in building the group's shared services center and AI company 45AI.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• DDB Warsaw: Omnicom's DDB office in Warsaw, a direct creative agency competitor in Poland. Explicitly named in McCANN Poland management team bios as a previous employer, confirming direct talent and client overlap in the local market.
• VMLY&R Poland: WPP's VMLY&R office in Poland, offering integrated creative and customer experience services. Competes with McCANN Poland for digital-first mandates and shares an enterprise client mix across financial services, retail, and technology.
• Publicis Poland: Publicis Groupe's Polish creative network offering integrated advertising services similar in scope to McCANN Poland. Competes head-to-head for major Polish and regional enterprise accounts and operates with comparable multi-channel execution.
• BBDO Poland: Omnicom-owned creative agency in Poland with a similarly award-driven positioning and enterprise client focus. Competes with McCANN Poland in Cannes Lions rankings and for the same financial services and FMCG briefs in the Polish market.
• Leo Burnett Warsaw: Publicis Groupe's Leo Burnett office in Warsaw, a legacy creative agency brand. Operates with a similar full-service creative model and competes for the same Polish enterprise accounts, particularly in FMCG and financial services.
• Ogilvy Poland: WPP-owned full-service creative agency operating in Poland with overlapping enterprise client base and integrated ATL/BTL/digital capabilities. Directly competes for the same pitches as McCANN Poland across financial services, FMCG, and beauty verticals.
• Dentsu Creative Poland: Dentsu's creative arm operating in Poland, providing integrated advertising services to enterprise clients. Directly comparable in scale, service offering, and client mix, and part of a competing global network.
• Grey Poland: WPP's Grey office in Poland, a full-service creative agency. Competes for the same Polish and regional enterprise briefs across FMCG, financial services, and retail — overlapping with McCANN Poland's core verticals.
• Saatchi & Saatchi Poland: Publicis-owned creative network with a Warsaw presence. Competes for creative brand-building work and operates in overlapping verticals (FMCG, retail, financial services), making it a directly comparable peer for McCANN Poland.

Broad incumbents

• FP7 McCann (McCann Worldgroup): Sibling McCANN Worldgroup agency operating in other regions (notably MENA). Shares the TRUTH TO MEANING methodology and network resources with McCANN Poland, but is not a direct competitor — useful as a benchmark for how the network monetizes creative reputation across geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/McCANNPoland
• LinkedInlinkedin.com/company/mccann-poland
• Instagraminstagram.com/mccann_poland

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about McCANN Poland