PDKY: A Stronger, More Streamlined Brand
Positive Adamsky, now known as PDKY, has announced a comprehensive brand renewal. The new abbreviation, formed from the letters of Positive Adamsky, supports international positioning and further develops the agency’s brand identity.
“This update is not just about the logo and name; PDKY is also innovating in its organizational and business operations” - said Bálint Hinora, Group CEO. “The group now operates under a holding structure and has introduced a C-suite (Chief) system to its management. This ensures more unified processes, higher-quality assurance, and a professionally streamlined operation. Our new visual and verbal identity is also reflected in the concept of our renovated headquarters, all of which more strongly and clearly conveys who we are and what we stand for.”
The new brand promise, “Expect the Unexpected,” reflects the ability to adapt to unexpected situations, which has become a daily necessity in today’s unpredictable world. In this chaos, the only viable strategy is to become even more unpredictable.
“Global politics, economics, and social trends constantly present new challenges. We find ourselves daily in situations we never anticipated, sometimes even unimaginable ones, raising the threshold of stimulation” - said Ádám Vaszary, CEO of the creative agency. “PDKY not only embraces the unexpected but makes it tangible. It’s no longer enough to adapt; you must foresee, react, and, if possible, shape unpredictability. ‘Expect the Unexpected’ embodies this mindset and value proposition: we help you navigate chaos, find your place within it, amplify your message—and even show you how to take an unexpected step yourself. We believe the era of ‘better safe than sorry’ is over. Welcome to the age of unpredictability.”
The agency aims to offer creative solutions to its clients that align with this credo. To achieve this, PDKY has hired Vilmos Farkas as its new Creative Director. With over 25 years of professional experience, Farkas has excelled at numerous advertising agencies. He has worked at BBDO Budapest, the predecessor of Publicis Groupe’s Leo Burnett, and later played a significant role at Bold. His campaigns have won numerous international and domestic awards, including two Cannes Lions Bronze accolades.
“I joined with the goal of fostering a spirit of international-level creativity at Positive Adamsky (PDKY). Advertising must have an impact and be visible, and unexpected solutions are far more effective than conventional patterns. It requires surprising perspectives, communication channels, or mechanisms never seen before. At the same time, it’s essential to understand that the most important metric of an agency’s success is its clients’ business achievements, so creativity cannot exist for its own sake. This requires a different mindset, supported by an environment where ideas can be born without anxiety” - said Vilmos Farkas.
The agency presented the visual content of the rebranding through a unique photo series created in collaboration with photographer Zsófia Sivák. Capturing moments with agency employees, the photos reflect surprising, shocking situations, much like the strongest messages in the advertising industry.
“Creating a visual world that simultaneously builds on documentary realism and the shocking power of surrealism was an exciting challenge for me” - said Zsófia Sivák. “Under the concept of ‘Expect the Unexpected,’ we focused on the unexpected—creating visual situations that disrupt the ordinary and encourage free association. We deliberately played with exaggerated, caricatured elements while leaving room for improvisation to preserve the spontaneity of the moments and maintain the dynamism of the images. Although this work differs from my previous realist themes, it fits organically with my vision—exciting things always happen at the intersection of reality and imagination.”
The photo series will be available on pdky.hu and at the agency’s headquarters on Délibáb Street.