Interview. Irina Pencea (Jazz Communications): The advertising market followed the transformation of the Romanian people

Newsroom 08/03/2018 | 18:15

With more than 15 years working in advertising at major agencies such as D’Arcy and Odyssey, Irina Pencea launched Jazz Communications in 2012, alongside Diana Benko and Valentin Suciu. Since then the firm has become one of the best known independent agencies on the market and the only one to win a Gold Cannes Lion.

 

By Romanita Oprea

How has the advertising industry in Romania changed since the launch of Jazz?

2012 was a year of fear – budgets, business plans, big decision, all on freeze. Fear of deciding, fear of taking a risk, fear of investing was felt by everybody, including us, the three crazy advertising-mad people turned entrepreneurs somewhat overnight.

2018 is a year for courage – people in the streets (quite a lot) showing the courage to take a stand for what they believe in, brands (few, it’s true) showing the courage to admit they are not perfect to the people who pay for their products, clients (few, yet again) taking risks to pilot new technologies, new platforms.

I guess the advertising market has followed the transformation of the people of Romania: it has become more discerning, with more focus on authenticity, more demanding.

 

What is Jazz’s positioning on the market today? How are you different?

We are a challenger agency. There is no secret recipe other than trying harder to make a difference on any project, no matter the budget. For us, work matters most – the work done by Jazz is our “sign” on the door. We believe we are as good as the impact of our last work. How real it was, how much it resonated with the people to convince them to act in favor of our brand.

We breed a no-bulls**t culture; we value honesty even if sometimes it works against winning business. We are collaborative by nature and we want to work with partners who enjoy sharing ideas, blending talents and nurturing diversity. Most of all we try to have an impact with our work in the lives of real people, to convince brands that they are not just ‘advertisers’ but also shapers of culture and influencers of people’s standards. The bigger the media budget, the bigger the responsibility to inspire and educate for real.

 

What is your main goal for the agency and why?

When we started, we had the ambition to prove that in Romania, we can do a better job as an independent agency than if we had worked for a multinational agency. Now, we are proud that we did not give up during the hardest times and we continued to believe that we could make it happen. After four years, the first Gold Lion at Cannes handed to a Romanian independent agency had our name on it.

Just the other week, our colleague Miruna Dumitrescu won Copywriter of the Year and Raluca Matei won Art Director of the Year, judged by the number of campaigns awarded in the monthly Top 3 Art Directors Club during 2017. At the same time, Together for MagicHome, a campaign that raised over EUR 300,000 in 23 days to build a home for the families of children with cancer, was also voted Idea of the Year.

Next, we dream of daring international brands in international markets to work with us. Whether it is only a dream or whether it will become reality, time will tell.

 

What are the main challenges for an entrepreneur in the market today?

Creating shareholder value is the by-the-book purpose of every company. Yet, for us, the shareholders of Jazz, value means purpose, impact, positive energy, before it means profit. Defining the purpose for which people will join the company. Nurturing a culture that respects and energizes its people. Maintaining a real connection with new generations and finding ways to inspire and bring their energy into the group, rather than complaining about the differences. And yes, as for all Romanian entrepreneurs, there is also the struggle of facing the unpredictability of the ever-changing Romanian legislations and regulations.

 

 What do you predict to be the main industry trends in the coming years?

Authenticity. Purpose. Entertainment.

 

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