Frag Out! Magazine

PS. G4D does not engage in activities related to Black PR, troll farms, etc. KJK - Kystjegerkommandoe: the reconnaissance-strike unit of "coastal rangers" during a film shoot at the Royal Norwegian Air Force range on Tarva Island. Branding photo session for the Polish backpack manufacturer, Wisport. not mean that G4D would not en- gage in short-term activities, en- compassing specific tasks limited in time and scope. WHO IS BEHIND G4D? To say that G4D is a subsidiary of Graffiti Films is an understatement. The agency is driven by individuals who, due to their past experiences combined with a passion for mili- taria, have the ability to connect the seemingly distant worlds of military and marketing. With years of involvement in the pro-defense environment, shooting sports, tactical training with instruc- tors from special units as well as our experience gained from working on marketing campaigns for major civil market players (Orange, Pepsi, Amazon, Rossmann, Nestle, Play, Żywiec, Lotto, Orlen and many oth- ers), we are able to deliver top-quali- ty services to the defense sector. The core of the company consists of individuals professionally engaged in creative work (Creative Director, Copywriter), strategy and media planning as well as photo and vid- eo production. Overseeing all agen- cy work and tasks is the role of the Account Director (somewhat like a liaison officer), who is responsible for communication between the agency and the client. The team is, of course, supported by a range of specialists in specific fields. These individuals are selected according to the tasks set before the agency. They can be photographers and filmmakers (e.g., drone pilots) with specific specializations or special- ists in website optimization, graphic designers representing the required style for a particular task, anima- tors, composers, etc. In summary: the core of the com- pany consists of people actively training in tactics, participating in tactical shooting competitions such as Light Infantry Challenge or Oper- ation Fury. The supporting element of the agency consists of experts selected with specific tasks in mind. QUO VADIS G4D The agency does not hide its inter- national ambitions. Experiences from cooperation with companies from Norway, the UK or Sweden open up broad perspectives for collaboration with the European market. There is also a project in- volving collaboration with partners from Ukraine (but, as in the case of many G4D activities, it must remain confidential). Currently, the company has no in- tention of actively targeting com- panies from the American market. The overseas market is entirely different from the European one. It has been saturated for years with specialists in "military" marketing. Over there, professional business- men have long known that external communication is an indispensable element of any successful venture. This goes for large corporations, such as Airbus, as well as small spe- cialized companies, such as Ferro Concepts. The way the US Army, Air Force or US Navy promote themselves is an entirely different ball game too. In the USA, promotion departments for all military branches have been collaborating with the world's larg- est advertising agencies for years, planning their marketing campaigns for long periods of time, taking into account demographic factors and all the latest tools. For example, Americans are not afraid to promote their military in collaboration with TikTok influenc- ers (whereas in Europe, TikTok and the military are still a taboo subject), computer game producers or fiction filmmakers. What is fascinating is that Americans very well under- stand such concepts as "grassroots efforts" - aimed at young people who will reach draft age only in a few years (an equivalent of running recruitment campaigns among high school students in our case). Or the concept of "market building." Can you imagine, for example, the Polish gun market - young, in the early stages of development - where distributors, representatives, pro- ducers and sellers, plus schools, clubs, and media - all work towards promoting shooting, while ensuring that every year, there are more new people in the market? This in return translates into better business for everyone, including the shooter (the client) who gains ac- cess to more developed services. It's hard to imagine in some countries Yet, in the case of mature markets, joint action by seemingly competi- tive parties is something obvious… Regardless, G4D faces many chal- lenges in both the European and the Polish markets Best regards, G4D Team REPORT

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