The Dentsu agency network has confirmed the continuation of its cooperation with the Hungarian energy giant MOL Group. The original contract from 2024 has been extended for another two years based on previous results, cementing the strategic partnership in media buying and strategic planning until May 31, 2028. This extension covers all key markets in the Central and Eastern European (CEE) region.
The collaboration includes a comprehensive portfolio of media activities in the markets of the Czech Republic, Slovakia, Hungary, Croatia, and Poland, as well as in other countries in the region where the MOL Group operates. The agency will continue to ensure continuity in brand communication and the implementation of campaigns adapted to the specificities of individual local markets.
According to Dentsu representatives, the ability to unify a strategic approach across the region was key in the past period. The agency implemented campaigns for MOL utilizing modern technologies, such as CGI (Computer Generated Imagery) effects or weather ads (advertisements that respond to current weather). It also participated in communicating projects such as MOL Talent, a competition aimed at supporting young talents.
Pavel Bílek, Client Management & Brand Lead Dentsu Czech Republic, stated regarding the future direction of the cooperation:
“Our goal for the upcoming period is to continue delivering effective media solutions that will support the ambitious goals of the MOL Group in the dynamically changing energy environment.”
MOL Group is one of the leading integrated oil and gas companies in the CEE region, and its transformation in connection with the transition to more sustainable sources requires a specific communication strategy. The extension of the contract with Dentsu is intended to ensure stability and efficiency in reaching customers at the growing number of service stations and within the supplementary services that the group is developing under the Fresh Corner brand.
In its strategy for MOL, Dentsu has long focused on aligning the group’s global goals with local relevance. Maintaining continuity in media services should also help more effectively respond to current challenges in the energy sector and strengthen the brand’s position in newly acquired markets where MOL has expanded in recent years.