Mall Promenada communicates on Romanian market with MullenLowe

Romanita Oprea Creativity

MullenLowe Romania will coordinate the development and implementation of Promenada Mall’s image and tactical campaigns, after winning the pitch process at the beginning of this year. Thus, MullenLowe will manage the entire ATL communication, while delivering strategy, creative, DTP, audio-video and project management services.

In order to continue our journey and deliver our values ​​to the clients, we needed a trusted partner to build true stories. We are convinced that the extensive experience and proven results of MullenLowe will help us implement projects that will attract more and more customers to the Promenada Mall and will identify with the audience that represents us,” said Ana Maria Leca, Center Manager Promenada Mall.

The retail industry is evolving under our eyes from the brick & mortar model to tech companies, from one-way communication to multi-sensorial and multi-technology. AI, VR, bots, CX have become the norm, customers demand hyper-personalized communication, the field is very agile, changeable and attractive. We can only rejoice that we will strengthen our expertise in the retail area with a new and desirable client like Promenada Mall,” added Hortensia Nastase, VP Creative Services MullenLowe Romania.

The first campaign will be on air starting this summer and showcases Promenada Mall’s new brand positioning: “It’s not for Everyone, it’s for You” with a first visual inspired from the contrasts and strong shades of summer in a fantasy fashion scene.

For tactical campaigns, the agency chose the collage as a signature and aesthetics. Firstly, the choice is a fast response solution for using stock photography. Secondly, it is a bold, organic style, always inspired by the fashion universe. Each collage is practically made with scissors, glue and much passion by one of the copywriters of the project, this time as an artist and art director – Alexandra Jitarel, an enthusiast of this style in full come-back for 2020.

The MullenLowe team for Promenada is formed by: Alexandra Jitarel (Copywriter), Andreea Roscan (Art Director), Valentin Ionescu (Art Director), Silviu Antohe (Group Creative Director), Mihai Costache (Group Creative Director), Maria Barbu (Junior Account Executive), Ana Fara (Account Manager), Andra Panaitescu (Group Account Director).