Orange reconfirms Initiative as its media agency in Romania

Initiative, media agency part of Lowe Group, continues to manage the media activity for Orange in Romania, from strategy to research, planning and buying, after winning the latest pitch, organized by the telecommunications operator in the first half of this year.

The process took place over a short period of time and consisted of two stages, strategy and media buying respectively. The strategy stage has included specific challenges and requirements, both in terms of nationally optimizing a wide mix of media channels, as well as by stimulating creativity and the agency’s out of the box thinking by setting up special solutions to achieve specific objectives of sales. For the media buying test, Initiative team addressed two complex scenarios, which included TV, digital OOH, classic OOH, cinema and radio. 

Alexandra Olteanu, Managing Director, Initiative Romania.

“In the 18 years since we have been working together, we have developed and diversified, together with Orange, a variety of mixes and formats to maximize the exposure of the brand and achieve the company’s objectives. As we expected, the pitch process was another proof of exigency and professionalism from the company and we are glad that we managed to present fresh, creative and applied proposals, in line with the expectations and requirements of the selection scale”

Andreea Dinescu, Deputy Managing Director, Initiative Romania.

“With the best strategy and the most competitive buying offer, resources, tools and planning perfectly optimized for the set objectives, we were chosen as winners. We are proud that we managed to prove again the capabilities and competences of our team and happy to strengthen the relationship with one of the oldest partners in our portfolio, an industry leader in Romania and an exceptional team of professionals”

Orange is the leader of the telecommunications market in Romania, present on the market for 25 years, during which it made digital premieres and transformed technology into a lifestyle. Together with Orange, Initiative will continue to set up media campaigns for the company’s products, services and initiatives, in order to bring consumers and businesses closer to everything that matters to them.  

Initiative team working on Orange account consists of: Andreea Corboş, Valentina Chirică, Alina Sanda, Liliana Pîrvu, Sandra Voicu, Cătălin Florea, Ruxandra Ştefan, Ana Andrei, Denisa Andrei, Cosmin Oţel, Răzvan Simionescu, Ruxandra Stan, Alex Miu, Andreea Varlan, Cătălina Ghiță, Andreea Dinescu, Alexandra Olteanu.