Aela Cotabiță (Highlight PR): I hope in 2024 we will see more creative, disruptive, authentic campaigns

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 Aela Cotabiță, Managing Director Highlight PR, in another series of interviews and talked about the Romanian PR 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 would you characterize the evolution of the Romanian PR industry?

It is always adapting and evolving in tandem with global shifts. As such, it has matured significantly, consistently reinventing itself to remain in sync with the evolving world.

This ensures that it remains adept at delivering communication that is both relevant and authentic, staying true to its core mission, at the same time succeeding at still being one of the most captivating fields to work in.

What determined you to choose PR as a career?

Serendipity best describes it. On the final day of high school, I stumbled upon a poster promoting SNSPA and their Public Relations School. Until then, I had been geared towards pursuing a business diploma, with a focus only tangentially related to communication.

From that time on, everything seemed to align seamlessly. It was the early days of advertising in Romania, and our education benefited greatly from professors who were actively involved in the industry. During my third year at University, I delved into the field professionally, and I’ve never left the communication industry ever since.

How would you characterize the industry right now (creativity, budgets, strategy, etc)?

There is room for more creativity, even though there have been some memorable campaigns recently. The shifts in technology and the rise of influencers have led to the creation of somewhat of a „template”, a standard in approaching communication campaigns in the past years. I hope 2024 will bring a change to that and we will see more courageous, disruptive, creative, authentic campaigns, that can better deliver on earned media and organic reach.

What would you change in the industry and why?

Nowadays, the borders between the communication specialties are blurring more and more and soon enough we might not know where advertising ends and PR starts.
Nevertheless, I would like to see the industry be more open to integrating new perspectives from areas that would help it grow and become more creative and integrated as an overall approach.

What are the main challenges right now in your opinion, in the industry?

Talent attraction is probably one of the most important challenges and it impacts the communication industry as a whole, not just PR.

Nevertheless, we have managed to have a great generational mix within our current team, covering a variety of complementary capabilities. At Highlight PR we are really keen on growing a team of professionals that are in-touch and always up to date with the new technologies and trends in communication, offering a fresh and authentic approach.

What still inspires you and gives you drive and joy in PR and why?

I do not think I can pinpoint a singular answer to this. I think it is a wonderful profession, that presents you with many different challenges that put your creativity and resourcefulness to test, give you the opportunity to always grow, learn and find new ways to look at a narrative and make it authentically and relevant.
I find joy in addressing every communication challenge that comes our way, alongside with our team of great passionate communicators, each of them bringing a unique perspective and experience to the table.

What are the agency’s main services required by the clients and why?

Among the top services required are the creative concept and strategic approach, alongside drafting of media relations and influencer campaigns, brand communication, employer branding, internal communication and PR events.
We have developed (and continue to focus on growing) projects in the video area, integrating modern and, at times, unconventional visual tactics to the campaigns and projects we implement.
We approach each project from an integrated perspective, reflecting our team members’ competencies.

How was 2023 in terms of creativity and projects, turnover, etc?

2023 was a year of growth for Highlight PR in all aspects, from the team structure and capabilities to the variety of projects and the turnover.

We had our fair share of projects and campaigns where we put our creativity to work and presented the brand stories in a memorable way. We launched Knorr Fix, creating a partnership with Macanache, together with crafting a dedicated song and video.

Another project that we are really proud of is the integrated communication campaign Skin is the Limit for NIVEA presenting the range of products to the younger generation in a fresh and catchy way. And those are just to name a few of our agency’s last year’s successful campaigns.

What are your goals for the agency in 2024?

Our 2024 objectives include consolidating Highlight PR’s market position, expanding the client portfolio and executing diverse projects that reflect the full range of our team members’ competencies. The focus is on integrated communication campaigns, brand communication, internal communication, employer branding, digital, and social media.

What are the changes you intend to bring to the agency in 2024 and why?

More diversity in terms of types of projects, and, hopefully, at least a handful of disruptive ones, that would fully reflect the competencies and passion of our team. We are also interested in taking part in festivals and important events and conferences, to make our mark on the industry.

Where do you see the Romanian PR industry compared to the European one?

In terms of services and capabilities, I do not see any relevant differences. The results that the Romanian agencies brought from the international festivals they participated at in the past years are a real proof of our local creativity, strength in strategy and consultancy. Maybe we need a little more courage in our daily approach to projects and in convincing clients to be a little more open to disruptive ideas. Overall, probably the main difference relays in the budgets allocated, which are definitely higher on other markets.

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