Ioana Manoiu (GMP & U): “I’m excited about ideas, creativity and the people I work with”

2023 was a very dynamic and full year, until its end. But what should we desire from this year’s reality? BR sat down Ioana Manoiu, general manager GMP & U, 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.

How would you characterize the evolution of the Romanian PR industry?

A dynamic industry, which has grown a lot in recent years, in which players of all kinds have appeared, but in which only a few agencies make memorable and relevant campaigns.

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

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Although there are many players in the market, the last years have shown us that only 20percent of the agencies produce 80 percent of the campaigns. In the same way, the budgets of large clients are concentrated at the agencies in the top 10. It is an apparently large industry, but in fact it is small. There are few people who know how to create really valuable strategies and campaigns that make a difference. In pitches, we always meet the same 3-4 agencies. The budgets decreased in the last year, but the volumes of work increased.

What would you change in the industry and why?

I would bring people from other industries to us, to show us fresh perspectives. What we at GMP & U have done in the last year. We moved away from the narrow space of PR and became an Idea Company, hiring idea people, brand people, digital people.

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

PR departments in companies are super loaded with day-to-day jobs and they don’t have time to rise above and generate amazing work. It’s a very large volume that blocks you and you don’t have time to think about how you can make a difference. You don’t find good people at the pace you need. It is a vicious circle that we, as an agency, make daily efforts to break. Our clients work 150 percent and we try on one hand to be with them, to share the volume, but also to help them write the history of their brand. It’s a daily balance, some days it’s easier, same days it’s harder.

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

I still think it’s the most beautiful job in the world and I don’t feel any effort when I practice it. I’m excited about ideas, creativity and the people I work with. My team today is wonderful, we have a mix of experienced people and Gen Z, and I am fascinated by the way in which the two generations work together.

But agency management is also interesting. In recent years we have faced much more complex challenges, which took us out of our comfort zone and made us ambitious to explore many new territories.

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

In the area of ​​PR: crisis management, personal branding, trainings and consultancy. In January alone, we had a very large volume of crisis management projects, approximately 20percent of the PR department’s volume was in this area.

In the area of ​​integrated communication, following the rebranding, we receive many briefs of ideas, employer branding and brand strategy.

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

2023 was a year with reduced creativity, a lot of volume, rather stable turnover, but low profit due to increased costs. It was a year of long-term investments in building a new agency model. In 2024, we start to reap the rewards and it will be just the beginning of some interesting years.

What was so far the impact of your rebranding?

It was incredible, far beyond expectations. It is obvious that the market needed a new, up-to-date agency concept that would better meet their needs. We received a lot of invitations to pitches, from many areas, we selected them carefully, but where we entered, we had a 100percent success rate. In December and January, we won 5 new clients. It’s an effervescence of the beginnings at our agency, we’re back at the office, we’re creating together, it’s fun, again.

What about the pitches you entered?

We participated in 5 pitches and we won 5 new clients.

What are your goals for the agency in 2024?

To create epic campaigns that help our clients make a difference in their industries and exceed all their goals. To grow a new generation of communication professionals.

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

To complete the team with creative and interesting people from other areas, scenographers, artists, theater people, screenwriters. To build a work environment that encourages ideas and innovation and a space where talents can express themselves and grow.

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

I think there are no big differences in the quality of people and services, but probably other countries in Europe have bigger budgets.