Leo Burnett & Target plans to obtain more international projects

Starting May 2013, Lorand Balint has become the new managing director of Leo Burnett & Target, with a mission to develop the agency’s growth strategy, especially in the new business area, and consolidate the business on new communication trends. He answered some questions from BR about his vision for the future of the company. 

What are your priorities at the helm of Leo Burnett & Target?

We want to develop in three main directions. First of all, internationally – by growing the number of projects delivered to other markets and/or regions. Today, we are delivering projects for countries such as the UK, the Netherlands and Belgium. But we are also targeting international Leo Burnett clients and atypical clients in other countries. Secondly, another direction is shopper marketing, and here I am referring to boosting the role we play in store in converting consumers into buyers. Last but not least, the B2B approach. We will pay much more attention to B2B marketing.

Will you bring new people onto the team? 

We will continue to strengthen our team by bringing in new senior colleagues in the creation and shopper marketing segment, but also by attracting young people with growth potential, future Burnetters.

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What would you say are the weak points that need improving?

The weak point is the market we operate on – which I am defining, in a nutshell, as “the Vaslui county of Europe”. If you think about it, there are countless similarities between the role that Vaslui plays in Romania and the role that Romania plays in Europe. The challenge for my generation is whether we want to become Cluj,  Brasov or Sibiu, or remain stuck in the present reality.

A first step is to wonder what each of us has done that is smart, interesting or innovating in the past 12 months: a box of matches that is different, an innovating flyer, a pilot project from which we have learnt new things. There are about 5,000-10,000 people working in the industry. Some things will pile up in a year’s time.

otilia.haraga@business-review.ro