After 30 years of working within media agency structures and completing the international expansion of the Polish independent group Group One, Jakub Potrzebowski is entering a new stage of his professional career. One of the most experienced executives in the Polish advertising and media market announces active investment activity and strategic advisory support for the development of media, social media, and technology projects.
— For several years I have been preparing myself for a new role as an investor operating in the new technologies and media market. Media have absorbed 30 years of my career. Now it is time for a change. I have been involved in the development of media, technology, and IoT communication projects in Poland, as well as in scaling media businesses across European markets. Now it is time for new challenges in the role of an investor — says Jakub Potrzebowski.
Potrzebowski’s new activities will focus on media and technology projects on both a local and European scale, including ventures related to digital media, the advertising market, and new forms of communication. As he emphasizes, the decision to move into an investor role coincides with significant structural changes taking place across the market.
In Potrzebowski’s view, the consolidation of the European media market in 2026 is becoming increasingly evident—through acquisitions, the merging of media groups, and strategic fusions of advertising and technology services. This process is leading to a smaller number of stronger players and greater capital concentration, which is expected to help European companies compete more effectively with global platforms and increase efficiency in the world of digital content and advertising.
Experience now working for investment
For more than three decades, Jakub Potrzebowski has been one of the most recognizable and respected figures in the Polish advertising and media market. He served for many years as a member of the governing bodies of the International Advertising Association (IAA Poland) and was also a member of the Polish Business Roundtable. Over the years, he has built a reputation as a marketing and media expert who combines strategic insight with hands-on market practice.
His books have accurately documented and interpreted changes in marketing communication—from the growing role of celebrities in social life (“Celebrities on the Attack. The Celebrity Effect as an Effective Marketing Communication Tool,”2010) to legislative changes and the widespread adoption of product placement (“Product Placement as an Effective Marketing Communication Tool,” 2011).
As emphasized by Dr. Olga Dąbrowska-Cendrowska of Jan Kochanowski University, “Celebrities on the Attack” helps readers better understand the relationship between advertising strategies and the presence of celebrities in the media. One of the book’s key strengths lies in its authors—practitioners with many years of experience in the advertising industry. Drawing on numerous examples from Poland and abroad, Jakub Potrzebowski and Robert Niczewski explain the mechanisms shaping relationships between celebrities, consumers, and the media.
Three decades at the center of the market
— Media were the core business of Jakub Potrzebowski for more than 25 years — confirms Jacek Olechowski, partner and CEO of the Mediacap holding and former president of IAA Poland. — The transition to the role of investor may prove to be a natural step in the further development of his career, allowing him to fully leverage his experience and network of relationships — he adds.
As early as 2010, Karolina Korwin-Piotrowska wrote about the strength of Potrzebowski’s ties to the media market, emphasizing that “Celebrities on the Attack” was the first such comprehensive analysis of the symbiosis between the lives of stars and the advertising industry. As noted by the Plejada.pl portal, the publication was an attempt to address the impact of celebrity culture on society, supported by numerous examples from both the Polish and global markets.
Between 1996 and 2013, Jakub Potrzebowski was responsible for building and developing one of the largest media agencies in Poland—ZenithOptimedia. He was the only Pole to sit on the international ZenithOptimedia Worldwide committee, a London-based advisory body evaluating strategic projects on global markets.
Group One as a completed chapter
From 2013 onward, Potrzebowski co-created the project to build the largest independent marketing communication group in Poland—Group One—and led its international expansion. Today, operating under the House of Communication banner, Group One brings together a broad group of MarTech companies, technology firms, and creative agencies working together to achieve clients’ business objectives.
— My mission has been accomplished. I completed a ten-year project with results exceeding expectations. Group One remains an independent entity, with international partners and offices in many cities around the world. This is a source of pride—not only personal, but for the entire Polish advertising community. We have shown that a Polish company can set trends in global media markets — emphasizes Jakub Potrzebowski.
Potrzebowski’s move into the role of investor represents the transfer of thirty years of operational experience to the capital and strategic level. This shift may prove significant for media and technology projects seeking not only funding, but also know-how and an international growth perspective.
