Post by Stefan Kutlak

FY26 ends with external recognition — a national award for the work driving CZSK Windows Pro refresh! 🥈 A big shoutout to 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝗲𝗿𝘀 — winners of 𝟮𝗻𝗱 𝗽𝗹𝗮𝗰𝗲 𝗶𝗻 𝘁𝗵𝗲 𝗕𝟮𝗕 𝗰𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝗮𝘁 𝘁𝗵𝗲 𝗟𝗲𝗺𝘂𝗿 𝗔𝘄𝗮𝗿𝗱𝘀, the Czech Republic's most prestigious PR prize, for the campaign built for eD system and Microsoft. 👏 IT isn't the sexiest topic to win PR prize for! Here's why this is bigger than it looks. 👇 The Lemur Awards are national benchmark for communication, judged across 𝘁𝗵𝗲 𝗲𝗻𝘁𝗶𝗿𝗲 𝗺𝗮𝗿𝗸𝗲𝘁 — global brands, institutions, sports, culture, NGOs and the best agencies in the country. This year: 𝟯𝟮𝟲 𝗲𝗻𝘁𝗿𝗶𝗲𝘀. 𝟭𝟲𝟱 𝗽𝗿𝗼𝗷𝗲𝗰𝘁𝘀. 𝗔 𝗿𝗲𝗰𝗼𝗿𝗱 𝟵𝟭 𝗷𝘂𝗿𝗼𝗿𝘀. Scored on creativity, execution, and — the part I care about most — 𝗿𝗲𝗮𝗹 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗶𝗺𝗽𝗮𝗰𝘁. So this isn't an internal metric. It's an 𝗶𝗻𝗱𝗲𝗽𝗲𝗻𝗱𝗲𝗻𝘁, 𝗺𝗮𝗿𝗸𝗲𝘁-𝘄𝗶𝗱𝗲 𝗲𝗻𝗱𝗼𝗿𝘀𝗲𝗺𝗲𝗻𝘁 𝗳𝗿𝗼𝗺 𝗼𝘂𝘁𝘀𝗶𝗱𝗲 𝗼𝘂𝗿 𝗼𝘄𝗻 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝘆 that the work actually moved the needle. And it did: ▪️ 𝗖𝘇𝗲𝗰𝗵𝗶𝗮 𝗯𝗲𝗰𝗮𝗺𝗲 𝘁𝗵𝗲 #𝟭 𝗳𝗮𝘀𝘁𝗲𝘀𝘁 𝗺𝗮𝗿𝗸𝗲𝘁 𝗮𝗰𝗿𝗼𝘀𝘀 𝗮𝗹𝗹 𝗖𝗘𝗠𝗔 𝗱𝗲𝘃𝗲𝗹𝗼𝗽𝗲𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝘀 in Windows Pro refresh. ▪️ eD system 𝗿𝗼𝘀𝗲 𝘁𝗼 𝘁𝗵𝗲 #𝟭 𝗪𝗶𝗻𝗱𝗼𝘄𝘀 𝟭𝟭 𝗣𝗿𝗼 𝗱𝗲𝘃𝗶𝗰𝗲 𝗱𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗼𝗿. ▪️ Not a one-off — sustained campaign across 𝘁𝗵𝗿𝗲𝗲 𝗰𝗼𝗻𝘀𝗲𝗰𝘂𝘁𝗶𝘃𝗲 𝗾𝘂𝗮𝗿𝘁𝗲𝗿𝘀 with 6 months prep. The idea began at our team meeting. To succeed in the 𝗕𝟮𝗕 𝗺𝗮𝗿𝗸𝗲𝘁 𝗶𝗻 𝗖𝘇𝗲𝗰𝗵𝗶𝗮 𝗮𝗻𝗱 𝗦𝗹𝗼𝘃𝗮𝗸𝗶𝗮, we knew we first had to make the topic visible and relatable, past the IT channel to commercial companies. And we didn't guess — the campaign was built on 𝗿𝗲𝗮𝗹 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝗲𝗿𝘀 𝗿𝗮𝗻 𝗮𝗺𝗼𝗻𝗴 𝗦𝗠𝗕 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀. I'm grateful eD system — my distribution partner and parent of Insighters — took that idea and ran with it, proving the rare ability to 𝘀𝗲𝗿𝘃𝗲 𝘁𝗵𝗲 𝗜𝗧 𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗔𝗡𝗗 𝗿𝗲𝗮𝗰𝗵 𝘁𝗵𝗲 𝗲𝗻𝗱 𝗺𝗮𝗿𝗸𝗲𝘁 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗽𝗿𝗼𝗳𝗲𝘀𝘀𝗶𝗼𝗻𝗮𝗹-𝗴𝗿𝗮𝗱𝗲 𝗣𝗥. This win belongs to a team. 👏 Josef Mik and Pavla Šeborová, who took the stage; Jana Bartakova, Jan Kroupa and Martin Plesný, who carried the campaign; Marcela Křišťanová at Microsoft, who orchestrated every moving part; and Honza Novák & Lucie Adamkova for creating innovative environment. My takeaway: 𝘁𝗵𝗲 𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗱𝗼𝗲𝘀𝗻'𝘁 𝗷𝘂𝘀𝘁 𝗽𝘂𝘀𝗵. 𝗗𝗼𝗻𝗲 𝗿𝗶𝗴𝗵𝘁, 𝗶𝘁 𝗰𝗿𝗲𝗮𝘁𝗲𝘀 𝗽𝘂𝗹𝗹 — 𝗿𝗲𝗮𝗹 𝗱𝗲𝗺𝗮𝗻𝗱, 𝗮𝘁 𝘁𝗵𝗲 𝗹𝗲𝘃𝗲𝗹 𝗼𝗳 𝘁𝗵𝗲 𝗲𝗻𝗱 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿. The next chapter raises the stakes. At Microsoft we now have genuinely transformative stories with 𝗖𝗼𝗽𝗶𝗹𝗼𝘁+ 𝗣𝗖𝘀 𝗮𝗻𝗱 𝗛𝘆𝗯𝗿𝗶𝗱 𝗔𝗜 — and SMBs need to hear them. 𝗪𝗶𝗻𝗱𝗼𝘄𝘀 𝗶𝘀 𝘁𝗵𝗲 𝗰𝗮𝗻𝘃𝗮𝘀 𝗳𝗼𝗿 𝘆𝗼𝘂𝗿 𝗔𝗜 — the platform businesses build on to transform and keep pace with innovation. That's what I'm most excited to bring next. 🚀 #PR #B2B #CenyLemur #eDsystem #Windows11 #CopilotPC