November 5 2018
Name: Márk Németh
Title: Head of Consumer
PRGN Agency: Goodwill Communications
Years at your agency: 7
I was working as a journalist at a print business daily when the world financial crisis hit. The editorial staff shrank and I found I had less time for the part of the profession I enjoyed the most: searching for new stories and immersing myself in them. I wanted to find a profession where I could use my experience in the field of journalism but had more perspective … and that was PR. I was lucky in that a former colleague had made the switch a couple of years prior and invited me to join Goodwill Communications. I accepted his offer and I think it was one of the best decisions of my life.
Goodwill has always had a B2B focus but my most memorable project was working on an integrated marketing campaign for our first international B2C client, Discovery Communications. It was for the “Gold Rush in Hungary” campaign, supporting the launch of the new season of Discovery’s Gold Rush TV series. The goal was to allow TV viewers to experience the everyday life of miners by searching for “gold” in the hope of earning millions. We organized an interactive, live watch-and-win game around the theme of gold hunting using an interactive solution developed by a Hungarian start-up called Duelbox, This project was a big learning experience and a big success, allowing us to use a new technology for the first time and it also marked the first campaign of that volume for our agency.
PR doesn’t exist anymore. At least not the PR we knew 15, 10, or even five years ago. Clients expect complete communication support and one-stop-shop service, and PR agencies have to adapt. We act as more of an integrated communication agency, which can provide beyond press communication support to include online and social media services, branding and employer branding counsel, media planning, marketing and influencer campaign management, etc. I think what differentiates a PR agency from a marketing agency is that there is more emphasis on the deep understanding of the client.
The next big thing in the field of communication, marketing and television will be the global expansion of interactive solutions: in a couple of years, they will be available for everyone, and this will revolutionize the sector. Interactivity is the best way to reach consumers and get the messages across: when we hear or read a message, we remember only 10 percent of the information, but when we experience it in an interactive way, this rate can be increased up to 80-90 percent.
Having regular personal contact with the client. Technology cannot substitute that. It’s also important not only to understand the business needs of the company, but also the personal motivation of every stakeholder. And from the agency side it’s crucial to have the right people in the right position with the right mandate and authority.
When David Landis and Sean Dowdall from Landis Communications visited our office in Budapest. We had a really delightful conversation, during which they shared illuminating professional stories and insights with us. I also really enjoyed a webinar about brainstorming techniques organized by the Cooper Katz* agency. Since then we’ve regularly used some of the methods they presented.
Budapest is a fascinating, vibrant city, with a myriad of “must visit” spots. If I had to pick one it would be the old Buda Castle district on the top of Castle Hill, a historical castle and palace complex of the old Hungarian kings. It gives an astonishing panorama view over the city and of the beautiful Danube River. A perfect place for a rendezvous or a pleasant walk on a sunny Sunday afternoon.
I’m a big gastro fan, I have many favorite dishes. I really like traditional Hungarian cuisine, with dishes like goulash soup, pork stew with paprika, fish soup, I love Italian food – pizzas and pasta –, I’m a big fan of steaks and burgers and Mexican food and my new fav is hummus. I think it would be easier to list food that I don’t like.
A couple of years ago – from out of nowhere – I started to paint. I made a dozen colorful acrylic paintings in a naïve style, the favorite of my friends is the “Ascension of Lulu Bunny” which raises a monument to my defunct bunny. Unfortunately – or maybe fortunately for art lovers – nowadays I don’t really have time for this hobby.
*Editor’s note: The Cooper Katz agency recently merged with another firm and is no longer a part of the PRGN network.