Mugur Patrascu has launched Screen Native, a new model of advertising agency which he says has “digital at the core”. Patrascu started this new project, having behind a career of 16 years in the communication industry, out of which 13 were spent in the digital segment.
The new firm brings a different and fresh approach for the relation between brand and consumer in the era of digital communication, having access to a large pool of expertise, from strategy to creation, consultancy, content and implementation.
After working for clients such as Telekom, Avon, Dacia, Samsung, Bergenbier, Petrom, Orange, Vodafone, BAT, P&G, BRD, Patrascu launched Screen Native as a solution dedicated fully to the new communication reality.
Screen Native will function both as strategy and integrated communication solutions provider and dealer for content solutions from multiple sources available on the market.
“We are building strategies and deliver customized, on all screens. We are finding the people we need and we are building a story that flows naturally on all screens in our life. In a context when everything around is changing, from people to relations and the role of the brand within the community, communication must adapt to market’s needs and Screen Native is a new proposition, fresh and progressive, it means strategy, relevancy and integration. Advertising isn’t functioning on terms of classic and digital or campaigns, in classical advertising plus some digital topping or any other combinations or funny hybrids we can see out today in the city. I believe that, in 2016, advertising must be a whole, digital at the core, with ways of expression on all screens. The team must be just one, but with another dynamic and way of relating, with other resorts. The digital doesn’t exist as a separate discipline, the communication must get rid of the schizophrenia from the last decade,” said Patrascu.
In 2006, Patrascu founded the digital agency iLeo (biggest digital agency in Romania in terms of turnover for three years in the row and one of the top 3 digital agencies in terms of strategy and creative during the last 8 years).
In 2014, he sold his stake within iLeo to the Leo Burnett Romania Group and took over as digital director within Leo Burnett Group.
Two years after the transaction, he chose to set up the basis for a small team, as alternative to the standardized procedures used by big communication groups.
“I consider that, at this moment, small agencies have a solid advantage, as the percentage of specialists in a team that determine the product is considerable higher compared to big groups, where the process takes place amorphously and inflexible. I’ve decided to approach things with courage and to reinvent the communication agency. Today, in the city, there are 20 people who, individually, can cope with any big agency, in any pitch, on any stake. The individual value, seasoned with a small and flexible team, will be many times in the future the solution on this market,” added Patrascu.
He suggested the future of advertising revolves around the screens.
“We believe the philosophy of future’s advertising starts and returns to the screens we are spending more than half of life on and which we are experiencing more and more often, as the screens are the first interface in the relation with the world,” added the communication expert.