Cristian Stoicescu (Cromatic Studios): „ We empowered our clients to navigate uncertainties with assurance”

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 Cristian Stoicescu, business development & partner Cromatic Studios, 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 pivotal year for our company. Initially, it was marked by stress, fatigue, and challenges. However, as the year progressed, I was able to pivot and refocus on a new vision for the company, one that we are currently in the process of implementing.

To be candid, it hasn’t been easy, but navigating these challenges is an integral part of the entrepreneurial journey. We’re embracing a new culture and expanding our horizons, fueled by the resilience and determination of our team in overcoming obstacles and pursuing our goals.

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

Last year we decided to launch a new department, having in mind two main reasons for our decision. The first one was business related: we wanted to further develop the recurrent services and we were sure we were going in the right direction. The second one was organic as we develop strong brands, we create very expressive content, and we lacked the connection between those two very important aspects.

What do you offer differently than the competition?

I think that what makes us different is a combination of factors. One is our process. We involve the client a lot and make sure at every stage that he is understood and that his vision is translated into the brand. Then there is our permanent drive towards extraordinary things and the opening to the avant-garde. We are not easily satisfied and are always connected to what is happening in the local and international market. We constantly analyze and propose innovative creative executions, but, at the same time, we make sure they are anchored in the market – MAIA (most advanced, yet acceptable)

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?

While we did undertake several notable TV campaigns last year, we made a deliberate decision to prioritize rest and rejuvenation. Therefore, we closed our doors on December 22nd, allowing our team to enjoy a well-deserved vacation, before returning refreshed and ready to tackle new challenges on January 8th.

What do you wish for 2024?

We want to put more emphasis on sustainability and to create a dedicated department. It is something we have been thinking of for some time now, as we want to create more valuable and impactful content for clients, therefore, having a very sustainable approach.

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

In 2023, the primary demand among clients centered around the pursuit of risk-averse solutions. This trend was particularly pronounced in Romania, which leads Europe in risk aversion. Factors such as the lingering effects of the pandemic and the evolving economic landscape contributed to an intensified cognitive bias towards risk avoidance. Consequently, we observed a notable shift among entrepreneurs towards prioritizing safety over more innovative or bold strategies.

As a branding studio renowned for our structured approach, we found ourselves uniquely positioned to address this prevailing mindset. Our meticulously crafted branding process served as a beacon of reliability for clients, instilling in them the confidence needed to make decisive choices for their brands. By offering a dependable framework, we empowered our clients to navigate uncertainties with assurance, thereby fostering trust in the creative process and facilitating confident decision-making.

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

When contemplating the latest trends emerging in the marketing communications industry, one cannot overlook the profound impact of Artificial Intelligence (AI). AI is poised to become increasingly prevalent in the marcomm sector, revolutionizing the way brands engage with their audiences.

Last year, we showcased an innovative exploration of Branding with AI at Romanian Design Week. Since then, the technology has advanced at an astonishing pace, rendering many of our previous conclusions obsolete. The potential applications of AI in marketing are virtually limitless, with transformative implications for how brands strategize, create, and deliver content.

At our studio, we’ve recognized the importance of AI in shaping the future of marketing. As a result, all of our designers undergo training in AI, ensuring that we remain at the forefront of this technological revolution. I firmly believe that AI is not just a passing trend but an indispensable tool that will redefine the landscape of marketing communications in the years to come.

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

Identifying the main challenges within our industry, I pinpoint two key areas of concern:

Limited Budgets: In Romania, many businesses allocate constrained budgets to marketing activities, posing a significant hurdle to executing robust and impactful marketing campaigns. These financial limitations can impede innovation and hinder the ability to effectively compete in the market, ultimately constraining growth opportunities.

Consumer Behavior Shifts: The landscape of consumer behavior is in a constant state of flux, driven by evolving preferences, technological advancements, and societal changes. Marketers must continuously adapt to these shifts to remain relevant and resonate with their target audiences. Failure to stay abreast of changing consumer dynamics can result in missed opportunities and diminished market relevance.

To address these challenges, I advocate for a twofold approach:

Prioritize Customer-Centric Strategies: Marketers should invest time and resources in gaining a deep understanding of their customers’ needs, preferences, and behaviors. By adopting a customer-centric approach, businesses can tailor their marketing efforts to align more closely with consumer expectations, thus maximizing the impact of their campaigns.
Strategic Budget Reallocation: Given the constraints of limited budgets, it’s imperative for marketers to allocate resources strategically. This involves conducting thorough analyses to identify high-impact areas where marketing investments can yield the greatest returns. By reallocating budgets based on insights derived from consumer research and market analysis, businesses can optimize their marketing spend and achieve better results.

By embracing these strategies, marketers can navigate the challenges posed by limited budgets and shifting consumer behaviors, driving sustained growth and competitiveness in the industry.

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

In an era characterized by rapid change and uncertainty, a robust strategy serves as a stabilizing force, enabling businesses to adapt and thrive amidst shifting dynamics.

The cycle of observation, understanding, planning, execution, and learning forms the backbone of strategic decision-making. Each phase informs and enriches the next, creating a continuous feedback loop that fosters continuous improvement and adaptation.

In essence, consultancy and strategy are not just important in 2024; they are indispensable. By embracing strategic thinking and seeking expert guidance, businesses can navigate the complexities of the modern marketplace with confidence and resilience, positioning themselves for long-term success.

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

In 2024, I see two prominent trends that will be shaping branding:

1. Personalization at Scale: Brands are leveraging data analytics and AI to deliver tailored experiences to consumers across various touchpoints, enhancing engagement and loyalty.

2. Brand Activism and Purpose-Driven Marketing: Consumers expect brands to take a stand on social and political issues. Brands that authentically align with a clear purpose and advocate for social causes build stronger connections with consumers.
These trends emphasize the importance of relevance, authenticity, and societal impact in driving brand success.

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

In 2024, the main “don’t” in branding is the lack of authenticity. In an era where consumers value authenticity and transparency, brands must avoid inauthentic or misleading messaging. Failing to align brand actions with stated values erodes trust and damages brand reputation.

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