Adrian Tuluca (Propaganda): We’re navigating towards a new territory in marketing and sales, where both sales and brand evolution happen simultaneously

2023 was a very dynamic and full year, until its end. But what should we desire from this year’s reality? BR sat down with Adrian Tuluca, Managing Partner Propaganda Creative Marketing, in another series of interviews and talked about the Romanian marcomm industry, its evolution and what to be expected from 2024, at the same time not forgetting to touch the trends and agency’s side as well.

By Romanita Oprea

How was 2023 from a business point of view?

It has been a year of significant growth and a strong focus on delivering business results for our clients. Our integrated full-service agency model, which prioritizes delivering tangible outcomes for our clients, has been thoroughly validated by their satisfaction. Acting as a marketing agency, we offer our clients solid solutions in marketing, branding, digital and communication. We take full responsibility for the projects we develop for our clients and firmly believe in an ethical, results-driven approach.

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What were the most important changes & novelties in the agency in 2023?

We consolidated our agency’s key departments, primarily by hiring senior professionals with significant expertise. For instance, we welcomed Silviu Antohe as our new Executive Creative Director—a highly versatile and digitally-driven creative leader. Additionally, we appointed Madalina Rapeanu as our Strategy Director, relying on her experience accumulated over the years in our agency.

What do you offer differently than the competition?

We’ve adopted a unique business approach focused around delivering tangible business results, not just on communication elements. We take full responsibility for sales data, not just ‘brand elements data,’ emphasizing effectiveness over having the lowest prices for our services. Our priority is creating value for our clients, rather than simply cutting costs from their marketing budgets.

Clients can engage with us on a wide range of projects, including business development projects, new product launches and branding projects. Acting as senior consultants, we offer expertise beyond traditional communication briefs. As a full-service agency offering creative, strategy, media, PR and branding services, we serve as a one-stop shop for complex projects, integrating various elements seamlessly for our clients.

For instance, we were recently involved in the relaunch of Gradena, an Aquila brand. The project was very challenging, starting with business strategy and brand positioning, extending to brand platform development, rebranding, packaging design, creative execution, production of the entire campaign, and media implementation. Our comprehensive involvement ensured a successful outcome for the project.

Generally, it was a very intense year in the marcomm industry with many projects and campaigns until the last days. Was it the same for your agency?

It was an incredibly intense and productive period. Our business saw remarkable growth, exceeding 30%. We successfully executed integrated campaigns for our clients and expanded our client base. Our unique business model played an important role in attracting new clients—ones who value pragmatism, are driven by business goals and prioritize tangible results.”

What about the pitches you entered?

We have a highly effective pitch strategy that I’d love to share with you. Rather than entertaining every opportunity, we carefully select pitches based on the genuine needs of the client and how well our competencies align with those needs. Honesty is key in our approach—we value transparency and encourage prospective clients to share the truth about their projects. This honesty greatly aids our pitching process.

We’re selective about the projects and clients we engage with. For example, ethical considerations are non-negotiable for us. We don’t make unrealistic promises; instead, we focus on delivering realistic results and outline the steps necessary for a successful campaign.

What do you wish for 2024?

Our goal is to act wisely, both for our team and our clients. We believe in working together as a team to showcase our capabilities and deliver outstanding business results.

What did clients want the most in 2023? Do you see any changes in their approaches?

In the past 2-3 years, clients have increasingly sought real added value from their agency partners. They’re looking for that extra mile that can turn a good campaign into a great one. Clients are now asking more questions about expected results than ever before. They want partners who can deliver tangible outcomes and are also interested in understanding how their business is doing, not just reminding them about invoices.

What do you consider to be the latest trends that are arriving in the marcomm industry and why?

Digital and results-driven approach. We are currently living a new paradigm and there is a growing emphasis on integrated solutions that deliver measurable results. Clients now demand control over their plans, shifting away from the traditional mindset of waiting for brand evolution before expecting sales to follow. We’re navigating towards a new territory in marketing and sales, where both sales and brand evolution happen simultaneously.

Where do you believe to be our industry’s main problems and how can they be changed?

The old business model – full time equivalent, the cost per our model is dead.  In my opinion, it’s no longer relevant. Some agencies are charging as low as 18 euros per hour for DTP services, which is nearly equivalent to the cost of cleaning services at 16 euros per hour, despite requiring manpower, computers and software. Moreover, there’s a constant cat and mouse game going on between clients – who want to minimize costs and hours, and agencies – who seek the opposite. This dynamic is counterproductive, especially in pitch situations where seniors often win the pitch but juniors end up implementing the work.

How much of an important role are still having the consultancy and the strategy in 2024?

Big one with Propaganda, particularly concerning our business strategy as mentioned earlier. I firmly believe in the principle of measuring seven times before spending the client’s money.

What are the trends in media in 2024, from your point of view?

There are not trends in fact; this is the reality our clients must acknowledge first. Firstly, there’s the sold-out situation on main TV stations, particularly during prime time. This implies that securing airtime at a reasonable price becomes challenging. Additionally, the cost of TV stations has risen by 35% in recent years, while media inflation ranges between 5% to 10% annually.

What do you believe to be the main DONTs in 2024 and why?

Do not bullshit your clients! It’s essential to provide transparent and fair service at all times.

What drives your daily passion for advertising?

Curiosity. This helps me have creative ideas and always stay ahead of industry trends.