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BR INTERVIEW. Tereza Tranakas (oxygen): "The 2018 keywords were courage, social purpose, courage, authenticity, and meaning"

A communications professional with over 17 years of expertise in integrated advertising, public relations and digital actions, Tereza Tranakas is the founder and main associate of Oxygen. Previous to oxygen, Tranakas gained experience by working in prime administration positions in well-known international manufacturers and know-how initiatives in both Romania and the USA. BR spoke to Teresa about his entrepreneurial path ten years in the past, the growth and enlargement of Oxygen to Cluj-Napoca and the local PR business in 2018-2019 and the potential economic disaster.

Romanita Oprea

2018 was the yr when Oxygen celebrated 10 years out there. In addition to this milestone, how was the yr special to you?

Ten years in the past, because of Oxygen's robust belief, communication was as necessary to manufacturers and businesses as oxygen to individuals. We grew steadily every year by being a reliable associate to our clients and delivering wonderful outcomes. Our group has loads of credit for the place we at the moment are, and in fact all the purchasers who have trusted us along the best way.

I consider that a 10-year milestone actually marks a new stage within the Company's life. We will say that we’ve got reached the subsequent degree of maturity, experience, a robust staff, and a robust and numerous buyer base. We now have robust experience in nearly each main subject, and experienced groups type strategists, senior consultants, and the proper know-how within the communications business and the newest developments and applied sciences. Extra importantly, 2018 was the yr once we moved from a public relations agency to a full-service built-in agency targeted on digital and social engagement. PR continues to be an necessary part of business, but we will now supply our clients a full range of communications providers. And it's now oxygen. Shifting forward is an exciting path.

You have got decided to increase your small business from PR now to social media, digital and video manufacturing. Why did you make this determination and how did clients react?

The business's 10-year experience is more than passion and exhausting working. It is concerning the capability to adapt to customer needs, market developments and opportunities. It's about with the ability to determine and react proactively to our clients who’re extra demanding and selective than ever. That's why it was natural to start out creating digital, social media, and content material, move to video manufacturing, construct a robust artistic division, occasions, and finally campaigns for our clients. The reaction can only be constructive for patrons as a result of they will get integrated quality providers from a reliable associate.

Final yr you additionally opened an office in Cluj-Napoca. Why did you make this determination and why particularly there?

I've seen in Cluj-Napoca for a number of years, as a result of it has develop into an unimaginable economic and social middle. Beforehand, we’ve made some tasks for Cluj-based manufacturers, akin to Banca Transylvania, and I was amazed at the improvement. Still, there were no skilled businesses to serve the growing wants of native clients. Actually, we now have complicated tasks from our Cluj-Napoca workplace for corporations with a robust regional presence, particularly in the northwestern a part of the nation. The proximity and the local group, which "speaks their language", was key. We’re the primary national company to open workplaces in Cluj-Napoca because we see nice potential for constructing and creating communications campaigns in the Transylvania region – and we see good outcomes. My companion Ruxandra Marin and his group in Cluj have already completed a substantial amount of work in the first years of local and international brands reminiscent of bigstep, Metro Techniques, KiK, hipMenu.ro and many others.

What was the state of affairs on the pitches?

We grow most of our range organically and on buyer suggestions, and we only participate selectively in the fields. Despite this, I’m completely satisfied to say that we obtained all the fields, by which we participated final yr, by profitable new (and previous) shoppers, comparable to AXN (Sony Footage), Huawei Technologies, Vivre, Femibion ​​- Dr. Reddy & # 39; s Prime Kapital or Veka Romania. I’m very pleased with our workforce for their accomplishments. As well as, the New Business Director Andreea Filip, who’s doing an excellent job of attracting the fitting clients to the agency, is investing in the victory of the new buyer.

You additionally began an agency vlog. The place did the thought come from and why?

The agency's vlog began as a video challenge to assist practice new generations of messengers within the business. We all the time speak about how we have to find new gifted and dedicated individuals who might add to the sport in the communications business, however we don’t provide sufficient help to study more and discover out if this works for them. Additionally, no one spoke about how the agency's life really is, so why don't we? With our own video production group, this was a enjoyable and fascinating expertise for all of us. Now we’re shifting in the direction of more refined content material material, so we'll see how vlog develops.

How would you describe the local communication know-how in 2018 when it comes to budgets, campaigns, creativity, and so forth.?

The brands at the moment are extra extravagant with digital media, particularly for many who wouldn’t have giant TV productions and advertisements. These brands have a number of social, braveness and creativity in budgets for creativity, content material creation and social dedication. For creativity, it was also crucial to seek out new and improved methods to succeed in the emotional aspect of the buyer, which will certainly be visible in 2019. Video continues to be on the rise, as is impressive advertising, where a big a part of the finances is used.

What were your most needed providers in your clients in 2018?

Strategy, creativity, content improvement, fame management and shopper engagement (whether social / digital channels or actual events) were probably the most sought after in 2018.

A few of our favourite campaigns are The Brave Bootcamp AXN for Sony Footage, Olympus dairy firm 10-year integrated campaign (now underway). Release Hair, Batiste Romania, Choreographer Emil Rengle, or "Personalize the SPLAT" Marketing campaign for SPLAT Toothpaste, Campari Purple Dairies, Metro Techniques & # 39; Tech & # 39; The launch of the deal Cluj-Napoca, the launch of KiK within the Romanian market, Huawei's Mate Pro Romania, Complete Romania's start-up competition for young entrepreneurs, first edition of Betano Night time Run, strategy and investment of Yasou's new Greek restaurant in Bucharest and als o is part of the launch of the BCR's George Digital platform. There have been many different nice tasks so the listing might go on and on. I’m grateful to all of our clients that they trusted us with their brand.

What were the campaigns you admired within the local business and why?

I can't keep in mind when it was achieved, however the MagiCAMP / MagiHOME campaign and many different social causes touched me. Because everyone in the business agrees, indicators that haven’t any objective won’t have a brilliant future.

What tendencies have you ever seen within the local market?

The keywords in 2018 were courage, social function, courage, authenticity, and which means. In fact, whenever you always adapt to new channels, new types of content and capturing the guts and thoughts of shoppers.

What sort of clients are you on the lookout for in 2019?

I consider we are on the lookout for what our clients are on the lookout for. As with all partnership, we also attempt for honesty, openness, respect, trust, courage, results-based considering. And final but not least, man. We’re in human business. It’s about individuals, chemistry and long-term relationships.

What do you want the native business this yr?

I consider we all have to be a bit of more humble and more supportive of each other. Give credit score if the credit score is due. Hold specializing in rising the business, enhancing ourselves, and all the time within the buyer's interest, somewhat than rewarding.

Do you consider that another financial crisis will come?

As with all financial system, there have been ups and downs through the years. It is crucial that the enterprise is healthy, versatile and constructed so that they will keep these variations. I firmly consider that Romania's long-term outlook is constructive. However we have now to unravel a couple of bumps alongside the best way. ☺

In that case, how will it have an effect on the Romanian PR business?

The constructive facet of stricter occasions is that it cleans the market of many wannabels and only probably the most strong, respected and wholesome organizations. I consider that there are established players out there who develop up in harder occasions, as we have now seen earlier than.

What have you discovered from the last disaster and how ready are you for the new one?

I started the Oxygen Agency through the disaster. It was robust, but what a fantastic experience! I’ve never misplaced faith. Ten years later, we will continue learning in mind. An important factor is to do the job properly with professionalism, passion, care and respect. Maintain your group versatile with multidisciplinary groups in a construction that may easily adapt to new market circumstances. Last but not least, humility. It will be important that the ego isn’t managed.

How has Oxygen turned you into knowledgeable? What were an important features you have got discovered from this expertise thus far?

Oxygen has crammed me professionally as a result of no other job is more likely to be. It has gained a lot experience from all areas of communication, understanding many industries, the power to work with unimaginable teams and demanding shoppers. It has been the most important challenge and one of the best achievement. It has really enriched me as knowledgeable and a human.

And as I stated, we are in human business. I have had the luck to be alongside this manner with some nice individuals who have supported me and oxygen in our improvement. So thank you. And wow, there's so much extra pleasure in front, I just can't wait!

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