Brand audit and repositioning for the agency Mediascope, created by Cristiana Belodan

After nearly 20 years of operating on the Romanian and international advertising market, Mediascope launched in November 2023 a brand & business perception analysis process, carried out with Cristiana Belodan.

The main objective was to structure the company at an organizational level, taking as a model the leading agencies of the international advertising industry, as well as to identify complementary services that can be added to the company’s portfolio so that they easily fold on the strengths of the agency.

Brand Consultant and Strategic Partner in Mediascope’s repositioning process, Cristiana Belodan coordinated the strategic Brand Audit, diagnosis and repositioning project that was completed in February this year. Thus, at this moment, Mediascope enjoys a new internal structure, new products and services and valuable people attracted by Mediascope’s vision of increasing its footprint in the local and regional market.

”Good things are achieved through deliberate effort and planned investment of time and resources behind strategic thinking. I believe that at the core of any strategic project for a company, a solid foundation of mutual trust is essential. Because a Brand Audit process resembles a thorough, multidimensional screening, where we examine the brand and business in close relationship with the most important stakeholders. Thus, we all become scanners in an exploratory process that involves a great deal of openness and transparency from all participants in the Audit,” said Cristiana Belodan.

For the Audit analysis, Mediascope conducted 20 interviews with the creators of the business, with key members of the internal team, business partners, local and regional clients, media specialists, former partners and collaborators whose feedback is as pertinent and useful as of those in the current portfolio.

In the case of Mediascope’s team, the conclusions and recommendations from the Brand Audit led to a natural direction of expanding the competencies and services offered to Business Partners. A stage that occurs naturally, as a natural phase of development, in the context of strengthening the team with new valuable additions for the human and professional capital of Mediascope.

Therefore, Mediascope’s positioning as a Multimedia Experiential Marketing Agency is based on the creative DNA of the agency, a tech-innovation driven culture and a team with a fresh vision, with a focus on the development of new brand experiential touchpoints to amplify the interaction with brands, in all environments where they meet their consumers.

The agency’s new strategic vision continues the current direction of Brand Management 360 by placing at the heart of creation authentic insights that connect deeply human emotions with brand experiences that surprise and inspire on another level.

“The process of strategic positioning carried out with Cristiana was like the operation of a professional with extensive experience and knowledge focused on the delivery of solutions and “ahas” that changed and improved our perspective. It validated and strengthened our business position at the level of perception by our partners and offered us a new vision of positioning the Mediascope company in the advertising & communication market.

Last but not least, this whole strategic process helped us complete the business plan and make changes at the level of the organizational structure that would contribute, in the medium and long term, to the growth of the regional footprint and turnover for the coming years, “ said Dragoș Bocai, Managing Director of Mediascope.

“We started with a Pentium 2 computer and a monitor, as you needed 2 desks to put the keyboard in 2004. We’ve always found ideas and resources to develop projects, create and make art, even with a Leaflet. Year after year the company’s activity grew, the briefs became more and more complex, and the developed projects even flew overseas, together with the company that was literally and figuratively on the wave. It seems all in a beautiful and instagrammable story, to be in trend with the current times. Then more efforts were made to make the most of every opportunity we had and thus we grew,” said Raluca Bocai, Managing Partner Mediascope, about the beginnings.

“We have grown a lot and beautifully, but the year 2023 has brought us many challenges and we have come to the conclusion that we need to reorient ourselves and find the most suitable path for the future. The company evolved and the team had to evolve along with it. I looked for solutions. And that’s how Cristiana Belodan joined us, who redefined us and successfully completed this extensive process of repositioning and structuring Mediascope for the future we propose,” completed Raluca Bocai.