Case study - media relations
1.
challenge: exposure of the ANG Odpowiedzialne Finanse brand in national media within a highly competitive market
2.
insight: leveraging the expert knowledge of ANG mortgage brokers
3.
PR activities: economic analyses based on proprietary research and rapid expert commentary
4.
results: publication reach in 2025 exceeded 60 million recipients
How did we use data and the knowledge of credit experts to join the media debate on housing?
With an extensive network of mortgage brokers across the country and access to unique, first-hand data, ANG Odpowiedzialne Finanse had the real potential to bring new quality to the public discussion on housing. The cooperation with the PR agency aimed to organize these resources and translate them into substantive analyses that would be current and useful for the media and participants in the public debate.
1.
Challenge: greater brand recognition in the media
ANG Odpowiedzialne Finanse has played a significant role in the mortgage and insurance brokerage market in Poland for years. The goal of the cooperation with the PR agency was to increase brand recognition and its media presence in a highly competitive mortgage brokerage segment.
2.
Insight: leveraging the unique expert knowledge of ANG mortgage brokers
ANG possessed a unique asset—proprietary data and the knowledge of male and female experts working “in the field”—but needed a coherent strategy to effectively introduce these resources to the media. This was especially critical as the housing market remains one of the most intensely commented topics in public debate—ranging from government programs and real estate prices to credit availability and the decisions of the Monetary Policy Council. The key task for the PR agency was to translate scattered data and “first-hand” expert experiences into understandable, up-to-date, and media-attractive narratives.
3.
PR activities: combining data with expert knowledge
Profeina designed a PR strategy based on the combination of data, expert knowledge, and current market contexts. The foundation of these activities consists of two complementary pillars of communication:
1.
Proprietary research and economic analyses – by implementing original research projects: “Credit and Relationships,” “Finance and AI,” or the periodic study “Holidays and Finance,” which has become one of the key sources of knowledge for the media regarding Poles’ holiday spending.
2.
Joining current discussions through rapid, substantive commentary from ANG’s male and female experts on ongoing events: MPC decisions regarding interest rate changes, housing programs, or credit availability for various groups (singles, young families, people earning below the national average).
From the very beginning, we have been building the visibility of ANG brokers as the “voice from the market”—people who work with borrowers every day, rather than just “desk-bound” commentators.
4.
Results: strengthening the expert position in public debate
Reach
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M+
Media publications
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+
Year-over-year growth in the number of publications
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X
Statements and analyses by ANG experts regularly appear in key opinion-forming and economic media, including Bankier.pl, Money.pl, Tok FM, Rzeczpospolita, and Puls Biznesu, as well as mass media such as Onet, Fakt, or Eska Rock. The total reach of these publications reaches a dozen or so million recipients quarterly, and in 2025 alone, it exceeded 60 million recipients (source: Mediaboard).
Thanks to the systematic use of data and “market-level” knowledge, ANG has become a recognizable and credible source of commentary regarding the availability of mortgages, as well as—more broadly—the personal finances of Polish men and women.
