TBWA and FRIENDS Advertising to merge and form one agency

TBWA Bucharest, part of TBWA Worldwide and the local independent agency FRIENDS Advertising, announced on Thursday that they will combine their operations in Romania.

The newly combined Agency, which will trade as FRIENDS TBWA\Bucharest, will take responsibility for TBWA’s existing local and international client base in Romania, governed by an affiliation agreement.

The business will be headed by the FRIENDS management team, and it is anticipated that a substantial number of TBWA employees will be moved into the FRIENDS Advertising’s office close to the Old Town of Bucharest.

TBWA’s current Managing Director in Bucharest, Doris Danner, will assist with the transition of business to FRIENDS

Sorin Trâncă, Managing Partner and founder of FRIENDS Advertising, said

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“TBWA is the perfect partner, with some of the most exciting creative agencies worldwide, a great client base and cool strategic tools such as Disruption®.”

Doris Danner, also holding a Regional Director’s role for Europe, added:

“It is great to have FRIENDS join the TBWA family. They are as passionate about the business as we are and their appreciation of creativity make them the ideal partner for us in Romania. This was clear from the moment we met first.”