The Romanian advertising agency McCann Erickson won, in June, a pitch that had as stake the communication account for the telecommunications provider UPC. Winning the pitch, McCann Erickson Romania will handle the account for a period of 2 years and will launch the 1st integrated campaign for the company in September.
McCann Erickson will provide to UPC services of Account Management, creative services and will intermediate the relation with AVI and print producers, Also, the agency will offer the company online production and account management complete strategy, creation and online production services to the client, the agency mentioned, in a separate note sent to the press
It was an extremely tough process, that lasted almost three months, and that proved us not only the attention UPC is giving to choosing its communication agency, but also the importance this company gives to renewing the image of its brand. We like to build powerful brands, with local relevance, and I think we showed we have this potential with the integrated communication solution we went with at the pitch
Chief Growth Officer McCann Erickson Romania
The UPC brief asked agencies to identify a creative strategic direction that will be an umbrella to implement in all tactic campaigns of the company and to be fit to all UPC’s products during the next two years. UPC asked for a more emotional approach, more focused on the basic benefit offered by the company – the entertainment – and the emotions associated to it.
We decided to go with McCann Erickson because we wanted to work with an agency with experience on our market, and McCann’s team came with the most complex offer, that covered all the needs we included in our brief. UPC is a reliable partner for all its clients and that is why we decided to choose a reliable partner
Commercial Director UPC
McCann Erickson Romania’s team that worked on the pitch included Sagit Tzur Lahav – COO McCann Erickson Group, Beatrice Iftimi – Chief Growth Officer, Ileana Șerban Pârâu – Senior Strategic Planner, Radu Pilat – Senior Copywriter, Ion Ludosanu – Art Director, Gabriela Alexandrescu – Group Account Director and Bogdana Butnar – Managing Director MRM Worldwide România.
The UPC Romania’s team that coordinated the pitch included Dragos Militaru – Director Comercial UPC, Tim Craig – Country Marketing Director UPC Broadband and Antonela Ciucasu – Senior Marketing Manager.
UPC Romania is one of the biggest cable communication companies in Romania and offers cable and sattelite TV services, high speed internet and fixed digital telephonical services. In Romania, UPC has over 1.24M clients living in 200 medium and big towns in Romania.
McCann Erickson România has long relation partnerships with The Coca-Cola Company, Nestlé, Vodafone, L’Oréal, GM-Opel, MasterCard Europe and Tnuva. McCann Erickson Romania is part of McCann WorldGroup Romania, that also includes Momentum, Universal McCann, McCann PR and MRM Worldwide. At international level, the agency is part of McCann WorldGroup