Grayling has announced the launch of IGNITE CEE, a new creative and strategy hub in Warsaw, Poland. This strategic expansion aims to enhance Grayling’s creative and strategic services across Central and Eastern Europe, catering to both existing and new clients.

The IGNITE CEE team will be led by Lukasz Napora, who has served as Creative Director at Grayling’s Warsaw office for the past five years, working with brands such as Visa, BMW, TikTok, Primark, FREENOW, Tetra Pak, and Nobu.

To bolster the creative strength of the hub and support Napora, Grayling has recruited Jan Fraczek into the newly created role of Senior Creative. Previously at WebTalk and Berry Kolektyw Kreatywny agency, Jan brings extensive creative experience having worked on high profile campaigns across CEE for the likes of Heinz, BNP Paribas, Triumph, Pudliszki, and Tymbark.

IGNITE CEE will consist of a hub team in Warsaw supported by a network of Grayling data and strategy experts from 10 Central-Eastern European markets.

“The first five years of IGNITE have reinforced our conviction that the demand for creativity in communication will continue to grow. However, creativity alone is not enough; at Grayling, we place great emphasis on embedding all activities in strategy, deriving insights from data. The creation of IGNITE CEE allows us to extend our expertise to more clients in the region, enabling us to create campaigns that resonate across multiple Central European markets,” said Lukasz Napora, CEE Creative Director.

The hub will act as an extension to the IGNITE Global team, established five years ago in London, bringing together a team of over 20 strategists, creatives, data analysts, researchers, and digital marketing experts across the UK, France, Singapore, Hong Kong, and China. It includes a standalone in-house creative studio in London and Hong Kong, offering integrated design and production services globally.

IGNITE CEE will provide dedicated support across the agency’s teams including consumer PR, corporate affairs, public affairs, and digital marketing. The hub team specialises in mining audience insight, developing communication strategies, creative campaigns, experiential concepts, social media campaigns and creative content.

Reinforcing Grayling’s emphasis on audience insight, IGNITE recently launched Advantage Analytics, a proprietary methodology and diagnostic tool. This tool offers a 360-degree, data-driven assessment of brand or business health, meticulously tracking progress over time. Advantage Analytics combines digital data, proprietary audience intelligence, client and market data, and rigorous in-house expert analysis to provide comprehensive performance scores, covering brand visibility, perception, political alignment, digital asset strength, and ESG visibility.