GMP PR agency launches new department for brand journalism

Newsroom 18/03/2016 | 12:06

Starting this month, GMP PR launches the brand journalism division. The department will create editorial content for the agency’s clients and will combine the communication brand strategy with the journalistic storytelling.

The brand journalism department will be run by Alexandra Olivotto, who has more than 10 years of experience in press and two in marketing and PR.

She has worked especially in the daily press (Cotidianul, EVZ), where she coordinated the cultural department and covered international movie festivals from Cannes to Beijing, but has also collaborated with publications such as Adevarul, Academia Catavencu, Romania literara, Omagiu, Le Monde Diplomatique, GQ, Dilema Veche, Esquire and Republica.

In her career as a movie critic, she realized many interview with celebrities of the likes of Monica Bellucci, Keira Knightley Vanessa Redgrave, Claude Chabrol, Lars von Trier, Woody Allen, Alan Alda, Michel Houellebecq and Eric Cantona.

“In brand journalism we think the brand communication as an editorial meeting: what stories we have, what angles we approach, what are the key words. All have to shape a dynamic story for the brand, interesting for the consumer, that can be translated and adapted depending on the communication channel,” said Alexandra Olivotto, head of the Brand Journalism Department.

“The presentation of a brand story is more complex now that it was 10 years ago. The time of advertorial and PR-istic texts has ended, the brands either deliver valuable content or nobody will read it. The creation of the department came as a natural step in this context and hiring a person with experience in both fields allows us to cover exactly the bridge between journalism and marketing,” explained Ioana Manoiu, managing partner at GMP PR.

Romanita Oprea

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