30 years of Passion Makes Waves in Lowe Group

1993, 11 Lutheran Street, 5th floor. An office with a typewriter, a fax machine and two Macintosh computers. Enthusiasm, energy and effervescence. Lots of unknowns, but also a clear vision, plus countless discoveries and opportunities on the horizon – at the beginning of the advertising industry in Romania.

Fast-forward to present time: Lowe Group, one of the leading and most innovative communication groups in Romania, celebrates 30 years of activity and, with the concept Passion Makes Waves, sums up the entire journey as well as the essence of the group’s business approach.

Passion Makes Waves also becomes the anniversary campaign through which Lowe Group celebrates this milestone in a characteristic way, bringing together all the stakeholders who have contributed and continue to contribute to the group’s success: current employees, former colleagues, clients and other important partners. Around Passion Makes Waves, Lowe Group is building a series of activations and events about and for key people from the group’s past, present and future. The series kicked off with a Lowe Group-specific Alumni Party, which gathered current colleagues and hundreds of former employees for an evening of excitement, memories and plenty of smiles.

“One thing has always remained constant in the local advertising and communication industry: no two days are alike. Everything else has continually changed at a rapid pace: from socio-economic contexts to consumers, trends and technologies. For Lowe Group, from the pioneering stage to periods of market dominance and numerous achievements over the years, the constant has been passion. In our first 30 years, we’ve stayed one step ahead of the market, through passion embodied in campaigns that have often become best practices, while growing our clients’ brands and businesses and building strong partnerships. All of this is largely due to a singular ambition, defined by a continuous updating of skills, an obsession for relevance and a special team energy. We are already looking forward to the next 30 years with great confidence and enthusiasm,” said Veronica Savanciuc, Co-founder and President of Lowe Group.

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“It takes passion every day to stand out for 30 years. The anniversary concept speaks of the Lowe Group’s history and culture and is also a preview of the future of the group, the ethos we bring to what we do every day. We are a group that has people at its core, reinventing ourselves through the energy we bring to our ideas, while keeping the passion and curiosity that has always guided us. We thrive in tandem, and are driven by a focus on craft, creativity that brings tangible impact and the drive to bring bold and relevant ideas to life for the clients and brands we work with. All of these describe the day-to-day approach in our agencies and are the cornerstone of the initiatives we will further develop,” said Sever Savanciuc, CEO Lowe Group.

The Lowe Group story began in 1993 with Plus Advertising (currently MullenLowe Romania), one of the first full-service advertising agencies in the country. A year later, Total Media Shop (currently Initiative Romania), the first full-service media agency in Romania, took the stage. Another year later, the association with the Interpublic network, one of the largest advertising holding companies in the world, became official; and Lowe Group continues to this day to be an important partner of IPG globally. The partnership was strengthened in 2011 with the entry of Lowe PR (launched in 2006) into the Golin network, developing a new dimension to the group’s communication activity. Lowe Group marked another first with the launch of Medic One in 1999, the first agency specialized in medical and pharmaceutical communication in Romania. The most recent development came in 2023, with the launch of Path, the unit specialized in data analysis and interpretation, with strategic impact for the group’s clients.

These are just a few of the main milestones in the Lowe Group’s timeline, a group that has pioneered numerous other firsts and innovations through generations of specialists: over 1,000 employees who have been part of the group’s agencies over the years, colleagues who together have created not only successful campaigns, but also a team culture and long-lasting friendships. All this, together with hundreds of clients – partners who, through their trust, have together written one of the most successful stories not only in the local industry, but also in the local business landscape.

Today, Lowe Group means a team of over 160 passionate people with complementary know-how and talents, both for their own development and for the success of the agencies they belong to and the brands they build with their clients.