Andreea Sofrone (MRM Romania): Clients have put a lot of focus on building stability in 2023

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 Ioana Teodorescu, Chief Growth Officer, McCann Worldgroup Romania, and Andreea Sofrone, Head of Business MRM Romania, 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?  

Ioana: It was not boring, that’s for sure. It was a year full of changes and surprises, with a lot of instability in terms of consumer spending habits, inflation, and market dynamics naturally leading to a very dynamic business landscape for communication agencies. We needed to be constantly connected to our clients’ and potential clients’ business challenges, so in 2023, this meant being extremely agile in adapting and adjusting to the continuously transforming reality.

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

Andreea: One of our key initiatives in 2023 was to evolve the agency structure. The classical way of doing things, with separate teams for ATL, digital and BTL wasn’t performing anymore. Advertising has added new norms in recent years: agility, cost efficiency and fast turnarounds. Thus, we have built and implemented a new model, where we have split the agency in client centric units, with teams of fixed and flexible resources. These new units that act like mini-agencies themselves, bringing together the best people in the agency that match those clients’ needs.

Another thing that we are proud of in 2023 was the launch of our CRM department, with a focus on Salesforce. We have observed a growing need for these types of specialized services, so it was time to invest in developing our capabilities in this area. MRM is one the most experienced and trusted commerce partners on Salesforce worldwide and we have had a lot of support and know-how transfer from the network. We are already working with a couple of our local clients on Salesforce projects and we hope to expand this line of business even further in 2024.

What do you offer differently than the competition?

Andreea: We are a global-local agency, and this makes us uniquely fit to offer an exceptional service experience to our clients, regardless of their scope, be it local, regional, or international. There is valuable knowledge and expertise we gain through local client engagements that significantly enhance our performance in the regional and global arenas. We like to think that our quick-thinking, fast-acting, challenger mindset that we’ve honed locally stands as a unique advantage in the global market. At the same time, the experience we gathered from our involvement in regional and international projects is adapted to benefit our local clients and elevate our local services, and we think that allows us to tailor our strategies to meet the distinctive requirements of each client. Often, the insights we gain from working across broader markets enable us to unlock innovative approaches for local projects.

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?

Andreea: Yes, the end of the year was quite a challenge, we filmed until the last day before vacation. There used to be a seasonality in advertising, with peaks of high volume of projects that were followed by some quieter times. But this is no longer relevant. Clients’ marketing calendars have transformed in recent years and we’re now in an-always-on type of communication. There’s a big pressure building-up because of the new age groups that are used to seeing something new on each scroll on their phones.

What about the pitches you entered?

Ioana: Although traditionally we always think about pitches in terms of Won and Lost, I personally think the only pitch you lose is the one you get no learnings from. With this in mind, all of 2023’s pitches were won because we learned valuable lessons from each one, whether it was about relationships & chemistry, business models, the value of transparency, or the importance of having the right team at the right moment. I think we won the businesses where we felt that, as a team, client and agency, we could make a difference to the brand and also enjoy working together.

What do you wish for 2024?

Ioana: I wish for more time to invest in relationships and understanding each other, fewer assumptions, and more collaboration. It works wonders when these things align.

Andreea: More briefs infused with an appetite for innovation. We have a very good team of UX & Tech specialists in the team that can build immersive consumer experiences, whether directly in digital or for BTL activations. And they are hungry to show their skills and expertise.

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

Ioana: Well, of course, I am going to say AI, first. We devoted a lot of time and energy to our teams to understand and leverage the new AI solutions which are available to help the creative process. We have dedicated experts on this topic in our network and in our agencies, globally and locally, and we’re lucky to benefit from a lot of research and inspiration in all things AI. But, of course, we’re all collectively figuring this out and learning, and I’m curious about what this year will bring.

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

Andreea: I’d say clients have put a lot of focus on building stability in 2023. This is normal coming after a very complicated couple of years, and we are happy to help them navigate in these uncertain waters. Our new agency model has helped us to give them that peace of mind that they have a reliable, knowledgeable long-term partner in us, and we can support them in finding the best solutions to their business and communication challenges.

In terms of campaign types or deliverables, I wouldn’t say there has been a big change in 2023. Maybe a bigger appetite for ATL campaigns with complex productions but also this newly acquired taste for CRM which works wonders once you understand it and use it efficiently.

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

Andreea: From my point of view, the biggest pain point is attracting young talent. I know there’s been a lot of talk about developing the new generation, but it is incredibly hard to capture and withhold GenZers attention. So, we have to keep reinventing the mentorship and growth internal programs in order to stay on top of things and ensure our younger colleagues come to the office hungry to learn and prove themselves. This has been a real area of focus for us and we are really happy with the collaborations we have had in the last couple of years with both the University of Bucharest & SNSPA and which have resulted in hiring some really cool and smart youngsters.

Secondly, it’s industry’s expectation that everything needs to happen at an incredible accelerated pace, even overnight if possible. We all have agility on our lips, but creativity doesn’t work like that. And the answer to solve this is simple, but hard, at the same time – better planning of activities.

Last, but not least, conformity – too often we start projects looking for something original, butend up doing the same recipes.

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

Ioana: I think they’re more than important, I think they’re crucial, even more so in the context of the last few years, where we saw a big shift towards more transactional approaches and more emphasis on short-term solutions. In my opinion, we need to focus on strategic guidance as an agency service because of a few reasons related to how the advertising world operates differently now. There is a significant data overload we are faced with – the sheer volume of data generated by digital platforms is staggering, and we need strategy to make sense of it at every step in the consumer journey. Another key factor, I think, is the reality that the customer journey has become more complex. Understanding and mapping this journey requires strategic thinking to ensure that communication efforts are effective and efficient, not only breaking through the clutter but also hitting the consumer’s soft spots.

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

Ioana: From what I’ve noticed so far, I think the trends are moving in the direction of simple, uncluttered designs, but also with a touch of nostalgia and retro. These are both trends I can definitely get behind, as a consumer first but also, if done right, from a positioning and differentiation point of view. But what we are also trying to push for in any branding process is a mission-first approach, looking at what we want the brand to stand for, what is its soul, and not only what trends we should follow. Trends come and go, but brand missions last.

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

Andreea: Not having a clear list of priorities – it’s very easy to lose sight of the bigger picture and the main objectives when juggling with the current volume of projects, initiatives, and opportunities. And it’s only going to keep growing. So, it’s important to remember to keep your eyes on the prize.

What drives your daily passion for advertising?

Andreea: In today’s rapidly evolving digital landscape, there’s never a dull moment. We’re constantly pushing boundaries, experimenting with new technologies, and adapting strategies to stay ahead of the curve. So, in a world where attention is scarce and competition is fierce, the challenge to stand out and make a meaningful connection is what keeps me energized and inspired.