Tusk appoints Barbara Mróz-Gorgoń as government plenipotentiary for Poland brand promotion

The appointment

Prime Minister Donald Tusk named Dr hab. Barbara Mróz-Gorgoń as the government plenipotentiary for Poland brand promotion during a press conference on Wednesday, 29 July 2026. Mróz-Gorgoń is a professor at the Wrocław University of Economics, president of the Marka Polska Think Tank foundation, and has been advising the Polish government for some time. Tusk described her as the most outstanding specialist in brand building in Poland, citing her work on clear, attractive brands for companies and strategic promotion.

Professor, please don't blush - she is Poland's most outstanding specialist in brand building, in those attractive, legible brands for companies, in strategic promotion. She has been working with us for a long time.

The mandate

Tusk stressed the need to concentrate the efforts of various government institutions and ministries into a single, coherent program. He noted that promotional budgets are currently scattered and that the new role will unify them. The scope extends beyond tourism and national image to include promoting individual Polish brands and the country's history, as well as reinforcing Poland's reputation as a safe state.

We are talking here about promotion both for our country's tourist appeal, for Poland's image, for individual brands, for our activities, for our history.

Local content and investment

A key objective highlighted by the prime minister is the promotion of "local content." Tusk explained this means encouraging foreign investors to collaborate with Polish entities not out of obligation, but because they want to. He stated there are a hundred reasons for major players to work with Polish firms, but acknowledged that Poland has not fully mastered building that brand narrative.

One of the professor's tasks will be to make this an attractive offer, so that those who come into Poland with big money do not 'have to' work with Polish companies, but 'want to' work with Polish companies. And we have a hundred reasons why that should be so. We are just not quite able to build that brand.

The new plenipotentiary's background

Mróz-Gorgoń brings a blend of academic and practical experience. She is a visiting professor at Kasetsart University in Bangkok, an advisor to the president of Pracodawcy RP, chair of the advisory board of Kotler Impact Poland, and vice-chair of the council of the Western Chamber of Commerce. She has delivered over 20 keynote speeches, co-hosted podcasts, and conducted training for firms on both the Polish and global markets. She is the author of the book "Rebranding. Strategiczna zmiana dla organizacji" and co-author of the Polish edition of marketing fundamentals with Philip Kotler. In 2025, she was nominated by the Ministry of Sport and Tourism as an expert to an inter-ministerial team creating a coherent communication strategy for the Polish brand.

A unified story

Mróz-Gorgoń stated that Poland deserves one shared narrative and that the world should see the country's achievements beyond the lens of history or stereotypes. She indicated that the management of Poland's reputation will change, with the brand's strength being built by business, artists, cultural figures, local governments, and millions of Poles at home and abroad.

Poland deserves one shared story. The world should notice and see our achievements, not only through the prism of history or stereotypes.

The government adopted a draft regulation on Tuesday establishing the position of Government Plenipotentiary for Poland Brand Promotion. The role includes preparing a national promotion strategy, unifying communications, and strengthening the recognition of the Poland brand. The draft, prepared by the Ministry of Sport and Tourism, provides that the post is held by a secretary or undersecretary of state in the Chancellery of the Prime Minister.