Claudia Chirilescu (Spoon): All this experience must be superimposed on flexibility, in the face of a period with many changes

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 Claudia Chirilescu, Owner at Spoon, 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?

2023 was a good year for our team, a year in which the involvement of the two partners was felt in the business decisions and in the approach we had to the current projects. For me it was like a breath of fresh air to take much more into account the perspectives with which the millennial generation relates to management, to their horizontal way of discussing internally, an aspect that I have always embraced and also the more honest way, more transparent to look at each situation. This generation, together with generation Z, no longer have time for detours and deal with every situation more directly, with confidence, openness and courage. Under this sign it was 2023 for Spoon.

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

Continuing the same idea, we try new things more at Spoon, the whole team has a natural approach to the idea of permanent change. For them, who grew up in this perpetual dynamic, doing things differently this month compared to how you did it last month is something natural. So, every new tool that appeared and that promised us that it shortens our working times, that it helps us make decisions more easily, that highlights some conclusions when you work with an extended database, are aspects with which we helped and continued to play.

What do you offer differently than the competition?

I really think that at this moment the differences between the agencies are minimal. I think we all have the same work standards, we know how to manage the same types of projects, to get things done. What sets us apart is HOW we do it. And here I think the difference appears. Customers select their agency teams based exactly on these qualities.

The relationship with the agency, more formal or less formal mode of interaction, the speed in responses, proactivity or reactivity of each other. And we believe that we are a flexible team, we adapt to the needs of our clients, we are fast and empathetic. That’s why we can’t even have a very extensive portfolio of clients, because our way of working involves more agency hours and personally, I don’t want to increase the team very much. Because that would mean that this very spirit that I like would be lost. So we choose our clients carefully and give them all our attention and expertise.

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? What about the pitches you entered?

It’s an interesting situation for us. We lightly expand our client portfolio without participating in pitches. New clients come to us, clients who have either worked with us in the past, I mean the members of the marketing department or even business owners, or clients that heard about us and came because they knew exactly what they were getting.

It’s hard to market this HOW. You have to work like us to feel our approach. In words, it is complicated to describe it. I think it is more human, more personal. And these clients often tell us that “they don’t have time to pitch”. The economy is so dynamic that they want to move quickly, they know what they need and they rely on us to serve them. I think it is an ideal situation that we are in. But there are also more than 20 years since Spoon was founded and a lot of expertise and many connections have been accumulated.

And clients often have jobs that are not very “sexy” to pitch. Customers need the updating of profiles on Google, brand hygiene on search engines, performance and speed.

What do you wish for 2024?

My Spoon partners and I want to be more and more agile. To offer our clients the latest technologies available and to be there for them with answers.

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

2023 was the year of omnichannel. If 2020-2022 was under the sign of performance, the brands understood that you need a strong brand to have performance in conversions. That is, to reach your KPI at the lowest costs. Now through TikTok, a dusty brand, in which no money has been invested in the last 10-15 years, can be brought to light by an influencer looking for original content and this is how that brand becomes a star overnight. So, each brand now has to share its focus between generating sales and remaining relevant in the perception of the potential audience. With so many new brands that are launched monthly, some on the direct to consumer model, with huge digital budgets, the smartest and most relevant wins.

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

Retro cool. In the sense that a very fresh image is needed in terms of communication, graphics, and everything related to visual identity, but, doubled by a heritage or an experience that translates through history, maybe even tradition. So, a credible brand with a very fresh and vibrant image.

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

The challenge for us is not to let ourselves be led by ego. From what we have achieved in the past. Some of us have shelves with awards, but that was in the past. All this experience must be superimposed on flexibility, in the face of a period with many changes. All AI tools challenge us to demonstrate our added value. Yes, we are more than them, let’s show it together HOW.

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

I think this is the best question I received in the last year. Yes, I think that this is where the most important role of an agency will reside. We will be the ones who will no longer execute, because AI tools will do this to a large extent. We will be the ones who will decide what we do and how the tool will do it. We will know how to refine prompts and we will be the ones who will manage the artificial intelligence. Brands need consulting, there is a sea of possibilities, short time and someone must know what is the most suitable to implement it quickly. The speed with which the economy will move will be more and more rapid and our decision-making role will be crucial. Let’s know what resources there are and make them available to brands.

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

The trend of clusters is accentuated. Consumers live in parallel realities and this is due to the algorithm. Life is seen differently in everyone’s bubble. We have to understand this. The power of the influences is ever greater. They guide us and influence our decisions, but brands are already paying attention to how they use them in the communication strategy. Data privacy is important, consumers are very careful with their data and we have to be careful how we do remarketing, for example. Omnichannel remains a trend, brands keep this balanced approach between investing in the brand image through multiple tactics and sales push.

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

Always start from the premise that the consumer is at least as smart as you. The worst is when we underestimate consumers. And this kind of attitude is severely penalized by consumers through reviews and public comments on social media.

What drives your daily passion for advertising?

For me, it’s always about people and trends. I need change, it’s like air for me. And the people around me, colleagues, clients and partners. They are carefully chosen because interactions with them are important, I think there is no separation between the professional and the personal life. So, I want to be good in my life, no matter what sector I’m in.