Brand Activation Strategy – understand brands’ efforts to build a powerful relation with their target

Cristina Blanaru Marketing

Brands Activation Strategy, an new Smark KnowHow event – will take place on June 15th and targets marketing professionals in Romania, aiming to make the participants understand which are the efforts brands are making in order to build a powerful relation with their target, through brand activations, from defining the communication platforms until implementation, no matter it is about image campaigns, promotions or sponsorship.

The event is structured in 3 panels and brings together professionals from market research, marketing strategy, advertising, media, events and so on.

During the 1st panel, Sorel Radu (Owner eResearch), Oana Davidoglu (Personal Care Category Marketing Manager Unilever), Razvan Capanescu (Creative Director Publicis), Andrei Jianu (Communication Planner Zenith Romania), Monica Tanasoiu (Client Service Director Mercury 360) and Camelia Popescu ( Advertising Manager Cora Romania) will speak about what brand activations represent as part of a brand’s marketing or business strategy, how you build a long term relationship with the target, and which are the different roles of each of the actors involved in creating this relationship: research agency, client, creative agency, BTL or media agency.

The second panel makes the step from strategy to implementation, with examples of different approaches and communication channels used to reach to the target: in-store, online, events sponsorship, unconventional or integrated strategy. Successful examples from brands active on Romanian market will be presented by Dan Burlacu (Consultant Trade Marketing & Distribution), Razvan Opran (Owner The Mission), Petronela Ionescu (Brand Communication Director Leo Burnett), Razvan Matasel (Managing Partner Arsenoaiei & Matasel), Adrian Alexandrescu (Managing Partner Interactions).

The last panel of the event will take debate format, bringing face to face representatives from research agencies, clients, BTL and media agencies, marketing & communication strategists. They will discuss and debate the role of brand activations within the general marketing strategy and the way they manage to create engagement and transform into actions for optimum results on long term (increasing brands image and increase brands sales). During this panel, the talks will be between Andrei Iordache (Client service/Business development Daedalus Millward Brown), Simona Panait (National Marketing Manager Coca-Cola HBC Romania), Ioana Mucenic (Managing Partner Pastel Age), Marilena Gheorghe (Client Service Director Grup Sapte), Rares Pivniceru (Communication Manager Zenith Romania).

Organized by Smark, Brands Activation Strategy is an event that has as partners IQads, Money.ro, Realitatea.net, Agrafa and Bestjobs.