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Consumer Brands

Consumer Brands represent companies that interact directly with the public through products, services, and experiences. This sector includes retail, FMCG, lifestyle, hospitality, and service-based businesses. In competitive markets, brand perception strongly influences consumer choice and loyalty. In Georgia's growing consumer economy, brands increasingly seek differentiation and emotional connection with audiences. The sector is shaped by trends, media visibility, and digital engagement.


Trust, consistency, and authenticity are key drivers of brand success and old approaches are not working anymore. Consumer brands operate in fast-moving environments where reputation can shift quickly, so brands should make sure, to do everything to keep strong public presence, that also supports both growth and resilience. These days, audience expectations continue to rise across digital and traditional platforms and in this big noise, brands that communicate clearly are better positioned to adapt to changing consumer behavior.

 

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Tbilisi Referral Hospital

Tbilisi Referral Hospital

Publicity Group delivered event management and media relations services to support the rebranding of Tbilisi Referral Hospital under the initiative “Polish Professionals for Georgian People.” The project included organizing master classes and free surgeries conducted by foreign medical specialists. We facilitated high-level meetings between visiting professionals and Georgian government officials to introduce modern treatment approaches. A large-scale medical conference was organized in Tbilisi, bringing together healthcare professionals and media representatives. Publicity Group managed all media relations, including the filming of a model surgery for educational dissemination. Public service announcements were produced to inform target audiences about the initiative and hospital’s capabilities. The campaign reinforced the hospital’s positioning as a leading medical institution with advanced infrastructure and expertise.
Retail Trade Network “Populi”

Retail Trade Network “Populi”

Publicity Group provided comprehensive media services to JSC Populi, one of Georgia’s largest retail supermarket chains. Our mandate included strategic media buying, media relations, and the management of social media and online PR channels. We also delivered outdoor advertising and below-the-line communication activities to support nationwide brand visibility. The engagement focused on strengthening Populi’s public presence during a period of competitive retail expansion, paralleled by issue management needs. Consistent messaging and coordinated outreach ensured alignment between commercial objectives and public perception. Our team worked closely with Populi’s leadership to adapt communication tactics to evolving market conditions. As a result, Populi achieved enhanced media coverage and sustained public visibility across multiple communication channels, mitigating some of the issues that negatively affected the public presence.
Private Demirel College

Private Demirel College

Publicity Group delivered full-scale communication, event management, and public outreach services for the International Young Inventors Projects Olympiad hosted by Private Demirel College. The four-day international event took place at Tbilisi Mall and brought together participants from 45–50 countries, with more than 300 young inventors and approximately 350 local and international students involved. Attendance exceeded 3,000 guests, including educators, government representatives, and international partners. Our responsibilities covered the entire lifecycle of the project, from local qualifying stages to the international final event. We coordinated closely with central and local government bodies, designed and implemented the media and advertising campaign, and managed all promotional materials and digital platforms. Publicity Group also handled logistics for international delegations, including information tours across Georgia, exhibitions, workshops, and award ceremonies. Supported by Tbilisi City Hall, multiple ministries, and the European Union, the Olympiad achieved significant international visibility and positioned Georgia as a hub for youth innovation.
Network of Turkish Educational Institutions

Network of Turkish Educational Institutions

Publicity Group delivered a series of strategically designed international media tours for the Network of Turkish Educational Institutions, demonstrating our strong command of both local and international media engagement. Over the course of 12 months, we coordinated four outbound media programs that enabled Georgian journalists to experience and report on global education and cultural initiatives firsthand. In Romania, we organized two separate media trips, including a five-outlet delegation attending the International Festival of Language and Culture in Bucharest and a separate visit focused on a singing festival combined with an official meeting at the Embassy of Georgia in Romania. We led an information and education-focused media tour to Turkey for 15 media representatives, showcasing the country's secondary education system with particular emphasis on private school models and best practices.