Irina Ciocan-Stănescu (GRF+): “I believe in co-design in the agency-client team”

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 Irina Ciocan-Stănescu, CEO GRF+, 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?

The local PR industry has taken important steps in serving marketing objectives. At times, regrettably by sacrificing trust & reputation objectives.

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

Strategy needs to be protected and prioritized across industry, or it will always be the politically correct soundbite that actually comes last in terms of attention.

What would you change in the industry and why?

I would change the idea of sending out briefs, that get replied with attached PPT proposals. I believe in co-design in the agency-client team in both identifying the challenges and reaching a solution. Of course, the idea is not as simple to implement as it is easy to formulate, but we are seeing great progress with this side-by-side consultancy approach.

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

An important challenge still comes from the diversity of our industry – jumping from ideas to platforms to different markets, we need to make an effort to regain long termism and the depth of our proposals.

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

What inspires me in marketing communications, sustainability and in civic movements is the same ingredient – the change-making ambition. We are in a free, growing economy and we can, every day, to use our creative intelligence to make a product that can spark a relevant and meaningful change – for the MarComm profession, for our client’s business and for society.

What trends did you notice on the local market/and how do you intend to represent them in your agency?

First, we are seeing the consolidation of an old trend – more accountability on the core consulting product. To address this we introduced AMEC  (Association for Measurement and Evaluation of Communication) International Evaluation Framework into our main campaigns’ evaluation.

Before going into the AI trend, we are more focused on the human-centered communication. We believe in the power of emotion in creativity and we consider we have a responsibility, as communicators, to foster authenticity – from AI to humanized comms.

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

Graffiti Plus (GRF+) puts relevance at the core of the consulting product. Main services focus on communication platforms with a trust-building and relevant conversation component.

We have seen a rise in creative solutions embedded in integrated campaigns.

Crisis comms, corporate reputation building, and employer branding are an important part of our offer.

Last but not least, Sustainability & ESG products are a significant part of our portfolio.

Some figures:

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

2023 was the year of strengthening our product capabilities, with a strong focus on creative. We still have important steps to take for better integration.

End of March will bring the final results for 2023 – we are seeing an important focus (confirmed by figures) on some of the agency’s core products.

What was so far the impact of AI?

We are exploring routes to use AI to empower, not replace our capabilities. Our focus is in using reliable, responsible tools, that can be implemented at scale, rather than show off fireworks.

What about the pitches you entered?

We have refined our new business process and have a clear scale on which we decide whether we enter a pitch or not. We have extended our portfolio with important names in technology, lifestyle, creative services and NGO consulting.

What are your goals for the agency in 2024?

In 2024, the agency will strengthen our digital creative intelligence capabilities & focus on certified consulting solutions, for measurable business impact.

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

2024 will focus on integration, evaluation and measurement. We aim to offer an agile product that supports cross-functional client teams (PR, marketing, employer branding, ESG) and objectives. We also have a strong offer to support NGOs develop impactful campaigns.

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

Comparing the Romanian market to the European one, I am impressed by some areas of synchronicity – the interest in ESG, the interest for supporting integrated marketing objectives. On the other hand, evaluation & measurement, scaling influencer marketing programs and supporting leadership agenda are great examples where Western economies have made extensive progress. I consider the regional markets still have a great potential to put PR and marketing communications to work for the estimated economic growth that is still seen at rapid pace in some CEE economies.