Alina Tudose, CohnandJansen JWT: “We want to take part in as many regional pitches as posible”

Alina Tudose (in picture), head of strategy & managing director, CohnandJansen JWT, tells BR that the creation process is going from local to regional. The agency recently won two major accounts that have just taken up its headcount, and is currently implementing a campaign for Petrom on TV, radio, online and gas stations.

By Otilia Haraga

At the start of the year, you said digital would represent 30 percent of the agency’s turnover. How do you see the 2013 estimated turnover mix now?

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For 2013, we estimate a turnover of EUR 3 million. However, digital has not grown as estimated: we are at approximately 20 percent of the total (we do not do digital production, only the idea development part). We have instead won clients in the retail and activation side, which has grown more than expected.

What major trends are you seeing in the local advertising industry ?

An important trend involves multinational companies and is the regionalization of creation. We are talking about European pitches, implementation kits and freedom of creation in the case of promotion mechanics and/or retail activations. For Romanian entrepreneurs, I believe what counts the most is the strategic solution that sometimes comes out of the comfort zone of agencies – it can come from a product, a brand or from using media channels. The agencies should instead adjust to the role of consultant.

In January, you obtained the Young & Rubicam license in Romania. What has happened since then in terms of new clients, campaigns and people?

The most important client we have won since affiliating with Y&R is Danone, for which we are developing projects for all the brands in its portfolio. This year we also won the retail side for the Vodafone account. These two clients have grown the agency’s creation and client service teams by seven people in total. Currently, there are 42 people working in the agency and we are looking for a social media manager.What we want to do more and more is participate in as many regional pitches as possible, and try to win them. 

otilia.haraga@business-review.ro