Raluca Ghilea (Perceptum): “In order to survive and keep evolving, one needs to become solution-oriented, instead of crisis-oriented”

Newsroom 13/02/2019 | 13:18

Marketing strategist and entrepreneur that translates ideas and concepts into tangible results and creative initiatives for brands, Raluca Ghilea is Owner / CEO of Perceptum Concept, an agency that offers integrated marketing services, social media, content marketing, creative and public relations strategies that are customized to target today’s wide variety of communication channels. Ghilea talked with BR about 2018 in the agency, but also on the Romanian marcomm industry, and about how she sees 2019 unfolding.

By Romanita Oprea

How was 2018 for the agency?  

2018 was creative, surprising and, by all means, fulfilling. We grew as a team and we also developed our client portfolio. We are now the marketing partner of World Class Romania, we developed their #BeHealthy concept and we have been implementing it throughout a 360 national marketing campaign. We also developed our digital marketing portfolio with brand new projects that included innovative marketing tools, artificial intelligence, online-offline integration and also Live video marketing as an important part of our clients’ online community engagement.

What was the situation like for pitches?

We won important pitches on medical marketing, banking, car sharing, office design. We only accepted pitch invitations that we analysed thoroughly to rest assured that our proposal would represent added value based on our expertise in the field and our understanding of the specific industries.

How would you characterize the local communication industry in 2018 in terms of budgets, campaigns, creativity, etc? 

Definitely digital communication was the king. Budgets for Facebook & Instagram marketing were on the rise. More than that, influencer marketing was also a star of the year and brands raced to make a powerful statement through the voice of their online ambassadors. With blogger & vlogger campaigns there comes a rich video content and I am sure that video marketing will continue to dominate online traffic in 2019 also.

What were the most important changes & novelties in the agency in 2018 and how did they come to happen? 

I am proud to say that our team developed, welcoming new talented professionals. We continued with our innovative marketing approach elaborating and implementing original marketing activations such as video mapping with contour sensors and smell activators, VR Rider, the most exciting mix between planking, fitness and a thrilling virtual reality experience, holographic displays and original digital storytelling.

What were your most wanted services by the clients in 2018?

Event marketing was among the most in-demand services in 2018. From finding the right venue to maximize the effect of the brand message, to identifying the most important performance indicators in order to measure ROI correctly, finding the most effective event promotion channels and implementing the event.

How is Perceptum positioning on the Romanian marcomm market?

We are a Concept Marketing Agency. We are proud of our “firsts” as we brought the most revolutionary, internationally-awarded marketing displays on the Romanian market: the Gravity Lifter and the DreamOC. We are permanently connected to the latest international marketing trends and we adapt unique, original tools to our clients’ campaigns in order to deliver fast and durable results.  

What were the biggest campaigns you worked on?

Our biggest campaigns were those that included a multi-channel communication approach. Integrated 360 campaigns are those that ensure the most consistent brand message across all channels and generate the most powerful community engagement. Speaking of community, it is vital to target specific groups with personalized messages in order to maximize results.

What trends did you notice on the local market? 

Digitalization, influencer marketing, Social Media marketing. These are just a few of the trends that are embraced by clients and target publics as well. Automated marketing and multi-channel analytics are also growing, with programmatic marketing being the future of advertising campaigns.

What do you wish for 2019 from this point of view?  

I wish for visionary clients and for brands that seek long-term stability, awareness and success on the market. I wish for enthusiastic communities who are eager to embrace the new. Marketing is evolving and 2019 will see some great marketing developments in terms of innovative toomls and content.

Do you believe a second economic crisis will come?

World economy is at risk and people are not questioning if a new crisis will come. They are wandering how well world economies are prepared. Will it be something big? Will countries have the right weapons to fight it? Will world economies be prepared to counteract the effects of a potential new crisis?

If so, how will it affect the Romanian marcomm industry?

Consumers, especially in times of crisis, become more careful, they look for alternatives, seek for information. So I think marketing will be one of the most valuable survivors of a potential crisis. But campaigns will change, brands will need to get the absolute best out of them. In terms of creativity, efficiency, measurable results.

What have you learned from the last crisis and how prepared are you for a new one?

I have learned that in order to survive and keep evolving, one needs to become solution-oriented instead of crisis-oriented. Creativity and adaptability, excellence in client service, versatile marketing tools and positive community engagement are the best tools to fight any reticence in times of crisis.



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