A year-long campaign for 30 years of local market performance by Lowe Group

Miruna Macsim 24/10/2023 | 11:59

Lowe Group, one of Romania’s largest and most innovative marketing and communication groups, is celebrating 30 years of performance in a characteristic manner this year, bringing together clients, employees, and other important partners of the group through a year-long anniversary campaign.


This unprecedented anniversary in the group’s history was initiated through a series of events under the Passion Makes Waves umbrella, designed to celebrate the significant contribution of those who together have written one of the most successful stories not only in the local industry but also in the local business landscape.

“30 years of success for Lowe Group means generations of advertisers who have grown and have been grown by this company, solid partnerships, and real impact made through every project developed over time. It’s a continuous wave of know-how, courage, innovation, and, of course, passion. Today, we are one of the strongest groups in Romania, and the main credit goes to our people. So, it is natural for the celebration to be mainly about them – in 2023 and beyond. I strongly believe that the most transformative period for many companies and brands worldwide is ahead. And on the celebration of the first 30 years, we look with motivation and inspiration to the future, keeping an eye on trends and consumers, developing and activating new tools and key skills that will continue to keep us at the top of the industry”, said Sever Savanciuc, CEO of Lowe Group.

The anniversary concept Passion Makes Waves summarizes the entire journey as well as the essence of the group’s business approach and materialized through a series of memorable events and amplifications. From the Alumni Party dedicated to key people from the group’s past to the vibrant Business Party and internal activations that maintained enthusiasm throughout 2023, Lowe Group demonstrated that passion, innovation, and creative impact are part of its business DNA.

A significant moment during the anniversary was Jose Miguel Sokoloff, President of MullenLowe’s Global Creative Council, making his first visit to a Central and Eastern European country. Jose Miguel Sokoloff, is not only a communication titan in the global MullenLowe network and one of the most awarded creatives globally but also a world-class thought leader and cultural personality. Originally from Colombia, through his contribution and projects for over a decade for the demobilization of FARC guerrillas from the Colombian jungle, he played a crucial role in establishing peace in the country. Jose Miguel Sokoloff brought with him to Romania the most powerful insights and lessons gathered from around the world in a series of creative sessions.

The celebration culminated in an anniversary party organized at Halele GRIRO, where over 400 guests – employees, business partners, and professionals from the media and advertising industry – came together to celebrate this achievement in an evening of art, music, and inspiration, with memorable performances. The recipe for this resounding success masterfully combined complementary skills of creativity, experiential, and PR, all based on the central ingredient: passion. Elements derived from the anniversary concept took over the industrial space on Calea Griviței through a series of animations, immersive graphic elements, decor, and sound, transforming the location into a universe of creativity.

The three decades of Passion Makes Waves were also celebrated through a dynamic team-building event themed around the Pearl Wedding concept. Brimming with energy, the event concluded memorably as employees renewed their vows and dedication to their craft. The 30th-anniversary celebration is also happening through Radio OBB 30.0, the group’s internal communication and activation platform dedicated to employees, the ones who constantly reinvent themselves and make things happen. This platform hosts a wide range of musical moments, news, dedications, contests, and DJ sessions.

With its agencies equipped with passion and know-how in all communication areas – MullenLowe, the integrated marketing and communication agency, Initiative, the media agency, Golin, for public relations, Medic One, for medical communication, and Path, the specialized unit for data analysis and interpretation – Lowe Group continues to strengthen its position as a leader in the communication industry in Romania, looking confidently and enthusiastically toward the next 30 years.

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Miruna Macsim | 28/06/2024 | 12:25
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