pastel, together with its clients Avon and Jacobs Romania, is participating in the Brief Marathon event organized by the Faculty of Communication and Public Relations (FCRP) at SNSPA Bucharest. The project is dedicated to first-year students specializing in Advertising and Communication and Public Relations, who are challenged to solve briefs received from communication agencies and their clients.
Through this initiative, the FCRP professors from the Images and Symbols in Advertising course aim to bring students into real situations in the world of communication and advertising, encourage them to work in teams, and stimulate their strategic thinking and creative spirit. This is also an excellent opportunity to put into practice what they learn at university, to directly engage with the job market, and get accustomed to the requirements of a brief.
“We enthusiastically accepted the invitation to the Brief Marathon because it reminded me of my own student days when I co-founded pastel agency. I’m always happy when my colleagues and I can support the academic environment and involve students in the agency’s life. Brief Marathon is a natural continuation of the pastelZ program, the mini-agency we opened last summer, exclusively dedicated to students whom we recruit and work with side by side for three months. I can’t wait to see who we’ll meet this time, what ideas and approaches we’ll discover,” says Dana Nae Popa – owner & managing director of pastel.
The first meetings between the students and the agency and client teams took place at the beginning of March when the two briefs were presented, one for the Avon brand and one for Jacobs Romania. Replicating the dynamics between agency and client, the meeting also included a debriefing session with questions and answers.
“The students’ energy and the atmosphere at the briefing sent us back to college, to the school benches. It was a very pleasant experience that we definitely want to repeat. The proactivity, desire to learn, and involvement of the students confirmed that Generation Z will be part of the new creative team of colleagues in the industry. Jacobs is a coffee brand loved by the younger generation, with products dedicated to a dynamic lifestyle. We support young people not only with consumption opportunities but also with projects that can encourage and support their development,” adds Diana Iordache – Brand Manager Instants Category, Jacobs Romania.
“Curiosity, proactivity, and energy – that’s how I can describe the Brief Marathon experience at the Faculty of Communication and Public Relations at SNSPA. We are pleased that we can pass on to Generation Z what we have learned over the years in the field of communication. This generation is a very important source of inspiration for the AVON brand, we relate to young people as current and future consumers, and we hope that they will also be our colleagues in the near future,” adds Ana Nicolae – Head of Integrated Communication, Avon Romania.
“At FCRP, we build learning experiences in partnership with profile agencies and companies so that our students can practice what they study at university, combining theory with practice. Within the Brief Marathon, first-year students specializing in Advertising and Communication and Public Relations learn to solve briefs, work in teams and interact with professionals in the field. We are glad to have the support of pastel, Avon, and Jacobs Romania in this project, and we hope to continue our collaboration in the future,” says Alina Bârgăoanu – Dean of the Faculty of Communication and Public Relations of SNSPA.
Future advertisers have two months to work with coordinating professors to solve their tasks and create the best campaign strategies. The final presentation will take place between April 26th and May 3rd, when the teams enrolled in the marathon will present the proposed strategies to the agency and clients.
Faculty of Communication and Public Relations, SNSPA, course Images and Symbols in Advertising:
o Prof. univ. dr. Alina Bârgăoanu
o Conf. univ. dr. Corina Buzoianu
o C.D.A. Drd. Roberta Răducu
o C.D.A. Drd. Ligia Stroe
o Diana Iordache – Brand Manager for the Instants Category
o Dumitru Cristea – Trade Marketing Activation Specialist
o Ana Nicolae – Head of Integrated Communication
o Cornelia Tone – Corporate & Product PR Lead
o Dana Nae Popa – Owner & Managing Director
o Laura Iane – Creative Director
o Georgiana Ivan – Social Media Specialist
o Andreea Rîșcu – Account Manage