3Q Adrian Pavelescu - managing director Outbox

Outbox, an agency which will gather the digital and one-to-one communication competences of Mercury360, was launched as a reaction to the diversification of advertising and communication channels, explains Adrian Pavelescu, managing director.

Why did Mercury360 decide to create Outbox as a separate digital agency at this juncture?

The decision to launch Outbox came as a natural result of constant organic growth of the digital division Mercury360. The actual launch confirms the focus on the interactive. Mercury360, which posted a turnover of EUR 14 million in 2011, is an integrated communication agency. With advertising now diversifying and adjusting to the specifics of the communication channels, players who understand the market will become proficient in each communication segment. Our focus will be to create digital communication platforms, head-to-tail online strategies. At the moment we can deliver a large pool of digital services, including web development, mobile apps, games, video, augmented reality, LBS, pQR and SMS integration. One of the ways in which one can make a difference in communication is to exploit new technologies. Outbox is one of the few agencies in Romania that has developed its own augmented reality capabilities. At this point we have several projects in development that include augmented reality components.

What can you tell me about the Outbox team?

At the moment, the team is made up of 15 people, working on a framework of client service, design, programming and social media. We have a background of direct & digital, of 121 integrated offline and online projects. Consequently, the digital team is doubled by the consumer interaction team, which provides the call-center components, promo management, prize logistics – all these processes being administered in-house.

What clients does Outbox have at the moment?

The brands we are working for are traditional clients for which the digital division has developed online competences integrated under Mercury360. Nescafe Alegria, Purina One, Gourmet, Friskies, CioccoLatte, Zuzu and Fulga are a few brands for which we are constantly developing digital projects.