How PR agencies adapt marketing messaging for Poles?

Discover how PR and marketing agencies tailor campaigns for Poles through cultural insight, transcreation, local humor and platform-specific strategies!

The Mermaid Monument in Powiśle – located on the banks of the Vistula River, right next to the Świętokrzyski Bridge. It is the last monument in Warsaw to have been erected before World War II.

Successful marketing to Polish audiences requires cultural adaptation, not just linguistic conversion. Here’s how agencies approach it.

Going beyond Polish translation for Poles = invest in a local transcreation

Direct translation can sound stiff or unnatural in Polish. Marketing agencies use transcreation, a creative adaptation process that preserves the intent, tone and emotional impact of the original message while making it feel native to Polish speakers.

For example, English slogans that rely on puns often don’t work in Polish. Instead, copywriters may craft a completely different phrase that evokes the same sentiment.

Respecting formality and politeness. Poles like it!

Polish has a formal/informal distinction in pronouns ("Pan/Pani" vs. "Ty"), and the wrong choice can alienate your audience.

• Formal tone works best for financial services, healthcare and official communication.

• Casual tone resonates with younger audiences, lifestyle brands and social media content.

  
  

Agencies carefully decide which register to use based on brand positioning and audience age group.

Tapping into national values

Polish audiences respond well to messages that reflect:

• Family and tradition - many brands highlight holidays, multi-generational bonds and heritage.

• Resilience and pride - campaigns that acknowledge Poland’s history and cultural identity can create strong emotional engagement.

• Quality and craftsmanship - local and artisanal aspects often appeal to consumers.
  

Adjusting humor and tone

Polish humor tends to be subtle, ironic and sometimes self-deprecating. Agencies avoid overly slapstick or aggressive humor that might feel foreign. Memes, wordplay and cultural references often draw strong online engagement - but must be locally relevant.

Optimising for the digital landscape

Poland’s social media habits differ from other markets:

• Facebook remains a dominant platform, especially for community groups and events.

• Instagram and TikTok are popular with younger demographics.

• YouTube is a major channel for tutorials, reviews and influencer content.

  
  

Agencies adapt messaging formats and lengths to suit these channels - short, catchy clips for TikTok vs. more narrative-driven stories for YouTube.

Localising visuals and symbols

Visual cues matter as much as language. Agencies swap out generic imagery for photos that reflect Polish architecture, landscapes and everyday life. Colors, symbols, and even seasonal references are tailored to match local expectations - for example, holiday campaigns often feature St. Nicholas Day (6 December) alongside Christmas.

Being mindful of sensitive topics

Certain political, historical or religious themes can be sensitive in Poland. Agencies ensure campaigns avoid unintended controversy by consulting local cultural experts and conducting audience testing.

Marketing in Poland isn’t just about speaking Polish - it’s about thinking Polish. The most effective agencies blend cultural insight, linguistic nuance, and local media expertise to create campaigns that feel authentic, relevant, and inspiring. For brands looking to expand into this dynamic market, working with an agency experienced in Polish cultural adaptation can make the huge difference!