Big brands come to us with the same question. How do we become more relevant online without losing what makes us a serious brand? We've been answering it for Seventeen years, independent since 2013.
We started inside the Leo Burnett Group in Bucharest, with big-agency standards and big-brand clients from day one. Our job was to get digital taken seriously in meetings where the TV script always came first.
Publicis merges all its Romanian agencies into one group. We go independent instead and put everything into digital and social. The standards stay the same, with far fewer people between an idea and a yes.
A year after going independent, we're named Agency of the Year. Ideas built for digital from the start beat the rest of the field.
Two years later we set a record at the IAB MIXX Awards Romania, winning more awards than any agency in the competition's history. Its juries judge results as well as execution.
The year everyone moved online, we bring search, performance media and data in-house. Now the people making the campaigns can see what those campaigns did in search, on social and in sales. It changes how we plan. We start with what people are searching for and finish with what actually changed in the numbers.
The strategist and the person editing the reel sit at the same table, so what we decide about a brand is exactly what ends up in its feed. Seventeen years on, banks, telecom operators, food brands, phone makers and retailers keep coming back.
The meetings I remember from 2010 all looked the same. A long table, a TV script in the middle of it, and digital on the last slide, if there was time.
We were a small team inside the Leo Burnett Group, trying to move those digital slides further up in every presentation. Back then, I learned something I've never stopped believing. Big brands don't run out of ideas. They lose them, quietly, somewhere between the brief, the legal review and the fourth round of feedback.
The work that made it always had someone behind it who refused to let go. Usually, a brand manager or a marketing director. One afternoon, one of them showed us a campaign on her phone. Her teenage daughter had scrolled past it in under a second. “She didn't hate it,” she said. “She just didn't notice it was for her.”
That sentence changed how we work. We stopped making ads for social, and started making things people actually want to watch. The kind they stop for, send to a friend, and remember when they're standing in front of the shelf.
Getting seen is hard. Becoming the brand people choose is the real work.
Honestly, it's also the best part of the job.
Seventeen years in, I still want to be in the room when it happens. Ideally, with you.
You have targets to hit, people to convince and a legal team with opinions. We've been in those meetings for seventeen years. We help you sell the idea internally, have answers ready before the questions come, and get the campaign made without it being watered down.
See it at UniCredit BankA bank campaign that made it through compliance with its humour intact.The people who wrote the proposal are the ones who run your account. We don't hand you over to a junior team once the contract is signed. Call them any time and they'll know exactly where things stand.
See it at XiaomiA phone launch you could sing along to.We agree scope and timings early, and the plan stays where you can see it. You'll always know what's in progress, what we need from you and when it's ready. We save the surprises for the ideas.
See it at HochlandA fresh love story for a familiar cheese.If a brief needs a second look, we say so and explain why. You get a recommendation we'll stand behind and a simple way to test it. Agreeing with everything would be easier, and of no use to you.
See it at MüllerZero added sugar. Zero chance you'll forget it.The first three months look much the same for every client. They're the first full cycle of our Brand Relevance System.
We talk to the people who make the decisions, and go through what's been done so far and what the numbers say.
We agree the problem, the audience, why people should choose your brand and how we'll know it's working.
We make the ideas and content, plan the media and agree approval points in advance.
We look at how people responded and tell you what we'd do next.
Over 80 awards across strategy, creative, digital and PR. The ones we're proudest of went to campaigns that also sold.
