Bucegi – Inginera
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Bucegi – Inginera

The request: an integrated campaign for a younger target, while keeping close the existing consumers. Also, we had to find a solid communication platform for Pate Bucegi, something that only fits the leader of the category

The idea: whatever ritual you may have in your kitchen, one step is always the same for each and everyone – once you put some Pate Bucegi on the bread, you’ll put some more

Bucegi – Sportivul
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Bucegi – Sportivul

The request: an integrated campaign for a younger target, while keeping close the existing consumers. Also, we had to find a solid communication platform for Pate Bucegi, something that only fits the leader of the category

The idea: whatever ritual you may have in your kitchen, one step is always the same for each and everyone – once you put some Pate Bucegi on the bread, you’ll put some more

Bucegi – Magicianul
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Bucegi – Magicianul

The request: an integrated campaign for a younger target, while keeping close the existing consumers. Also, we had to find a solid communication platform for Pate Bucegi, something that only fits the leader of the category

The idea: whatever ritual you may have in your kitchen, one step is always the same for each and everyone – once you put some Pate Bucegi on the bread, you’ll put some more

Alphega
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Alphega

The request: implement the chain of independent pharmacies concept, according to the particularities of the Romanian market and adapted to the patients’ needs

The idea: we managed to reunite all the local independent pharmacy partners under the same brand umbrella. With a clear vision, we implemented Alphega’s desired brand identity to hundreds of branches, using a uniform communication style and a visual flow alike

Monkey Shoulder
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Monkey Shoulder

The request: create an visibility campaign for Monkey Shoulder’s first encounters with the Romanian public

The idea: “Urban Jungle Escape Guide”, where every modern-day “problem” has a solution… disguised as a cocktail. Our stand and activation went hand in hand, giving a real taste of the brand and making a great first impression.

Myria
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Myria

The request: a new brand identity

The idea: a simple push of the button opens up a world of infinite possibilities! We wanted to create a minimalistic and friendly logo, which, along with our new slogan – “Infinite Possibilities”, would transform Myria into the trustworthy partner for anyone’s daily activities.

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the Syndicate and Bramac: new stories, same characters

He was determined and he faced strong wind, aggressive rain and overwhelming sun in last year’s TVC and it wasn’t in vain: the analysis of the sales results and of the indicators led to bringing back the “Bramac Scottish” character. He’s continuing his “adventure” in the launching of “Bramac innovates roof surfaces” campaign.

In 2011, the story is more ample, it detects more aspects and communicates more of the Bramac brand dimensions. Now, the stakes are higher, because the surfaces that were communicated: NOVO – the new standard of roof’s surfaces, PROTECTOR and MONTERO give full meaning to the statement “Bramac innovates roof surfaces”.

the Syndicate chose to approach an emotional type of communication, bringing in forefront, besides the indisputable quality of Bramac surfaces and elegance, the out-of-the-box aspect that comes as an invite to the creativity manifestation in the construction field.

This year’s TVC finds the “Scottish man” in a more firm situation, more secure and determined, placing his steps trustfully on the houses’ roofs in a dusty city overwhelmed by sun. Positioning the character on the roofs, outline two important messages, which Bramac wants to transmit: NOVO surface is the standard of roofs and Bramac is on an ascending path of placing itself as high as possible in this particular field of activity and satisfying the consumer’s necessities.

“Bramac innovates roof’s surfaces” message is communicated in an integrated campaign on TV (Antena 3, TVR1, TVR2, Discovery, Realitatea, National TV, N24 PLUS, AXN, AXN Crime and AXN Sci-Fi), in constructions specialized print and online. Along with the www.bramac.ro website relaunch, the internet became an even more important component in Bramac’s channels of communication.

Bramac is a company that is present in countries such as: Austria, Hungary, Slovakia, Slovenia, Croatia, Bulgaria, Serbia, Montenegro, Bosnia-Herzegovina. It is present on the Romanian market for more than 15 years, placing itself as a leader in complete solutions for covers.

the Syndicate and Bramac: new stories, same characters

He was determined and he faced strong wind, aggressive rain and overwhelming sun in last year’s TVC and it wasn’t in vain: the analysis of the sales results and of the indicators led to bringing back the “Bramac Scottish” character. He’s continuing his “adventure” in the launching of “Bramac innovates roof surfaces” campaign.

In 2011, the story is more ample, it detects more aspects and communicates more of the Bramac brand dimensions. Now, the stakes are higher, because the surfaces that were communicated: NOVO – the new standard of roof’s surfaces, PROTECTOR and MONTERO give full meaning to the statement “Bramac innovates roof surfaces”.

the Syndicate chose to approach an emotional type of communication, bringing in forefront, besides the indisputable quality of Bramac surfaces and elegance, the out-of-the-box aspect that comes as an invite to the creativity manifestation in the construction field.

This year’s TVC finds the “Scottish man” in a more firm situation, more secure and determined, placing his steps trustfully on the houses’ roofs in a dusty city overwhelmed by sun. Positioning the character on the roofs, outline two important messages, which Bramac wants to transmit: NOVO surface is the standard of roofs and Bramac is on an ascending path of placing itself as high as possible in this particular field of activity and satisfying the consumer’s necessities.

“Bramac innovates roof’s surfaces” message is communicated in an integrated campaign on TV (Antena 3, TVR1, TVR2, Discovery, Realitatea, National TV, N24 PLUS, AXN, AXN Crime and AXN Sci-Fi), in constructions specialized print and online. Along with the www.bramac.ro website relaunch, the internet became an even more important component in Bramac’s channels of communication.

Bramac is a company that is present in countries such as: Austria, Hungary, Slovakia, Slovenia, Croatia, Bulgaria, Serbia, Montenegro, Bosnia-Herzegovina. It is present on the Romanian market for more than 15 years, placing itself as a leader in complete solutions for covers.

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the Syndicate creates the new design of Banca Romaneasca’s credit cards

Banca Romaneasca launched a new line of credit cards with the help of “the Syndicate” agency.

Having in mind the importance of this project and the long life of the new design, Banca Romaneasca chose the Syndicate.

The agency understood the need for a non-perishable in time concept regarding the visual aspect and the usage of a powerful symbol, easy to adapt to the whole credit card line, in a different and attractive way for the bank’s clients.

the Syndicate answered Banca Romaneasca’s clients requests, that wish to be better represented by their cards. The cards are an important holder of the bank’s message, that represents the values and the choices of its users.

The chosen formula, placed under the concept “The Light” is aspirational, using an universal, positive symbol – light – with a vast symbolic interpretation, that communicates trust, security, confort and, last, but not least, optimism.

The new line of credit cards includes the CIP technology, which will increase the safety of users’ transactions, was launched on the market in October 2010.

the Syndicate team:
Razvan Vasiloiu – Strategic Planner
Florin Olingheru – Art Director
Ileana Dumitrescu – AccountManager

the Syndicate creates the new design of Banca Romaneasca’s credit cards

Banca Romaneasca launched a new line of credit cards with the help of “the Syndicate” agency.

Having in mind the importance of this project and the long life of the new design, Banca Romaneasca chose the Syndicate.

The agency understood the need for a non-perishable in time concept regarding the visual aspect and the usage of a powerful symbol, easy to adapt to the whole credit card line, in a different and attractive way for the bank’s clients.

the Syndicate answered Banca Romaneasca’s clients requests, that wish to be better represented by their cards. The cards are an important holder of the bank’s message, that represents the values and the choices of its users.

The chosen formula, placed under the concept “The Light” is aspirational, using an universal, positive symbol – light – with a vast symbolic interpretation, that communicates trust, security, confort and, last, but not least, optimism.

The new line of credit cards includes the CIP technology, which will increase the safety of users’ transactions, was launched on the market in October 2010.

the Syndicate team:
Razvan Vasiloiu – Strategic Planner
Florin Olingheru – Art Director
Ileana Dumitrescu – AccountManager

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the Syndicate speaks out the truth

Bramac and the Syndicate decided that it’s time for the world to find out what really protects the valuable things.

Why? Because the truth was left aside for too long, creating room for compromises with other cover systems.

Because Bramac roof is a real solution to a real carefree life, in quiet and in an ideal temperature, forever.

Made from mortar and cement, at the perfect weight to resist any environment elements, once it’s placed on the house, Bramac roof ensures the client’s comfort through safety, durability and, also, the neighbors’ admiration for a beautiful house.

the Syndicate, full service ad agency, that is in charge of all Bramac’s brands assumes that this campaign won’t go unnoticed. “We are happy we managed to speak out the truth, just as Bramac does speak out the roof’s real name”, the Syndicate’s officials declare.

The campaign is on a national level and will be broadcasted on TV (TVR1, N24, National TV, Antena 3, Realitatea TV, National Geographic, Discovery, Universal Channel), print, internet, outdoor and POSM.

Bramac officials declare that the Syndicate understood the brief perfectly and were in the search for something courageous, that will draw the attention and strenghten the name of Bramac, leader on the roof market. “We are expecting, also, that this campaign to be taken over by other countries and the consumers to understand the advantages of using our roofs”, Cristiana Stoica, Bramac Marketing Director, declares.

the Syndicate speaks out the truth

Bramac and the Syndicate decided that it’s time for the world to find out what really protects the valuable things.

Why? Because the truth was left aside for too long, creating room for compromises with other cover systems.

Because Bramac roof is a real solution to a real carefree life, in quiet and in an ideal temperature, forever.

Made from mortar and cement, at the perfect weight to resist any environment elements, once it’s placed on the house, Bramac roof ensures the client’s comfort through safety, durability and, also, the neighbors’ admiration for a beautiful house.

the Syndicate, full service ad agency, that is in charge of all Bramac’s brands assumes that this campaign won’t go unnoticed. “We are happy we managed to speak out the truth, just as Bramac does speak out the roof’s real name”, the Syndicate’s officials declare.

The campaign is on a national level and will be broadcasted on TV (TVR1, N24, National TV, Antena 3, Realitatea TV, National Geographic, Discovery, Universal Channel), print, internet, outdoor and POSM.

Bramac officials declare that the Syndicate understood the brief perfectly and were in the search for something courageous, that will draw the attention and strenghten the name of Bramac, leader on the roof market. “We are expecting, also, that this campaign to be taken over by other countries and the consumers to understand the advantages of using our roofs”, Cristiana Stoica, Bramac Marketing Director, declares.

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Opinions

Our vision in words

razvan-vasiloiu-thesyndicate1-cover-800-cover-800-cover-800

Razvan Vasiloiu (The Syndicate): Dureaza cam 3 ani sa formezi un strateg. Il ajuta daca intelege ca nu e munca de birou, e o munca despre viata si oameni

In ’98, publicitatea romaneasca era cufundata intr-o ceata deasa. Ca si societatea, de altfel, dar pe noi nu asta ne intereseaza acum. Razvan Vasiloiu (Strategic Planner & co-owner, The Syndicate) atunci si-a inceput cariera in advertising: in urma cu aproape 20 de ani. A fost omul BTL-ului pana prin 2005, cand, printr-un worshop livrat bine, Mark Jeweski i-a oferit un moment de genul “ahaaa”, care l-a condus inspre strategie. In timpul in care agentiile nu aveau un departament (sau vreun om) dedicat strategiei.

Astazi, insa, ajungem treptat la zi cu strategia, nu fara niste ramasite sub forma de perceptii: e greu sa intri in strategie si iti trebuie musai background in publicitate. Cu toate ca, in esenta, jobul strategului tine de oameni. Si, desi Razvan e de acord, el isi ia juniori, de obicei, din creatie sau client service. De ce?  Pentru formularea unor directii strategice viabile. 

Nu exista o formula clara de succes pentru a forma un strateg, dar rabdarea si curiozitatea sunt importante. A, a si cititul. The Syndicate le pune in brate vreo 20 de carti must-read publicitarilor la inceput de drum. 

Strategia, anul 2005

Am inceput in strategie de foarte mult timp, eram capitanul echipei de fotbal a blocului. Cunoasterea adversarilor (competitori), a terenului de joc (pe vremea aia, fiecare avea maidanul lui, iar finala era in curtea scolii), valorile echipei proprii (avantajele competitive ale produsului), scandarile, incurajarile, culorile aproximativ aceleasi ale tricourilor (mesajele brandului) erau ingrediente indelung dezbatute inainte de meciuri.

Cu strategia in comunicare am facut cunostinta cu adevarat in cadrul unui workshop superb livrat de Mark Jeweski. Se intampla in 2005. Atunci, bucatile cu care lucrasem ceva timp s-au asezat intr-un tablou clar si tot atunci am realizat, am simtit ca asta este ceea ce vreau sa fac. Asa ca am facut-o.

Venind dinspre zona de BTL a advertisingului, lucrul asta a avut parti bune si parti mai putin bune. Expunerea noastra la ceea ce insemna strategie de brand, directie creativa, platforma de comunicare, era limitata doar la ceea ce credeau echipele de brand/marketing manageri ca e util pentru gandit activari, evenimente, promotii.

Pe termen lung, atunci cand am fost resposabil de constructia de platforme de comunicare, am realizat ca experienta de “teren” m-a ajutat sa concep strategii pragmatice, realiste, “facubile”, nu doar niste vorbe mestesugite intr-o prezentare.

Perceptia

Cand am inceput eu sa lucrez in advertising, adica in 1998, totul era o nebuloasa (judecand din pozitia de acum), dar, in acelasi timp, totul era fascinant. Se improviza rapid, functiile din agentii erau interschimbabile. Nu am o perceptie despre cum era vazut un strateg atunci, la inceput. Imi amintesc ca multe agentii nici nu aveau acest departament sau om, cred ca de-aia nu am nici idee de cum era privit strategul.

Acum, orice agentie full-service are un departament de strategie, cu un rol al strategului bine definit. Din fericire, de ceva vreme, toata lumea (atat colegii, dar mai ales clientii) inteleg si apreciaza contributia strategului, vitala pentru succesul unei campanii. Si spun „din fericire” pentru ca, inainte, unii (mai) puneau la indoiala rolul sau.

 

Cum e cu intrarea in strategie?

Sunt mai putini oameni in departamentele de strategie, poate de aceea exista perceptia ca e mai greu sa intri. Alte posibile explicatii: “e greu sa fii strateg”, “trebuie sa ai o anumita pregatire”, “trebuie sa ai un anumit fler” sunt doar simple rationalizari sau posibile incercari de a conferi o anumita aura acestui job. Revin, cred ca motivul este cantitativ.

Luam juniori sau mai bine…?

Da, am avut juniori si o sa mai am. La noi, un strateg nu se recruteaza printr-un interviu, juniorii au venit din client service sau creatie.

Nu exista retete, bine/rau, prefer ca juniorii sa aiba background in advertising pentru ca directiile strategice propuse de el/ea sa fie viabile. Juniorul in strategie, ca si seniorul de altfel, trebuie sa fie un analist-creativ, un matematician-poet, trebuie sa fie foarte curios in ceea ce priveste comportamentele oamenilor, sa aiba capacitate de introspectie, sa fie extrem de obiectiv si sa sa fie empatic si pragmatic – „trasaturi-unealta” cu care „sa mestereasca” intr-un echilibru perfect.

Pentru juniori (depinde si ce background educational au) avem un set minimum de 20 de carti pe care trebuie sa le citeasca, sa le inteleaga si le integreze. Pedagogie si practica in acelasi timp, doar ca in doze diferite, apoi munca de teren.

Avem o chestie zilnica pe care o numim “Observatia zilei”, care inseamna ca fiecare trebuie sa vina cu o observatie pe care a facut-o legata de viata oamenilor si/sau a lor. Exemplul de azi – unii soferi isi miros degetele/mana stanga atunci cand conduc “ingandurati”. Daca e utila? Ramane de vazut, eu cred ca intr-o zi, pentru un anumit brief, va fi utila.

Cam 3 ani dureaza sa formezi un strateg. Il ajuta daca e pasionat si daca intelege ca nu e munca de birou, e o munca despre viata, despre oameni.

Cel mai greu este sa inveti ca ceea ce iti place tie, ce iti doresti tu, de ceea ce ti-e teama tie nu conteaza. Nu tu esti targetul. Desprinderea asta de ego este etapa cea mai grea.

Noile generatii de publicitari

Hai sa incepem cu minusurile, ca am doar unul: prea multi publicitari tineri sau wannabe cred ca orice constructie de brand sau de platforma de comunicare incepe din si cu online-ul.

Plusuri: stiu ce vor sa fie in publicitate, sunt familiarizati cu publicitatea inca din facultate, au mai putine bariere psihologice.

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