Romanian The Practice celebrates 5 years since entering the market


Romanian The Practice started its activity on Romanian public relations market on 15 November 2006 as an entrepreneurial initiative of Gabriela Lungu – manager with experience in PR – and Ioana and Stefan Iordache, leaders of Leo Burnett Romania group.

In the start, the company had a team of 4 people and just one client. Along the time, the team varied but today The Practice has an exclusively feminine team, 16 consultants divided in 3 departments, with a medium age of 27 years old. The “oldest” member of the team is in The Practice since the 1st day, while the newest started working for the agency since November 1st.

Launched in November 2006, The Practice started working on profit only 4 months after starting its activity, with a team of 7 people and intention to hire more. At the beginning of 2007, the agency had a portfolio that included, among others, clients such as Mol Romania, Abbott Laboratories, SAP Romania, Carpatcement Holding, GE Money Romania (Domenia Credit, Estima Finance and Motoractive Leasing), Interbrew Romania (Bergenbier), Lerida (Bombay Sapphire, Bacardi, Martini and Dewar’s), Brailact (Brenac) and Erudio Association (Erisma)

The first awards received by The Practice were at Romanian PR Award.

Partner for Romania of Publicis Consultants Worldwide since January 2008, The Practice  manages, during the year, to have the biggest business increase, of 66%.

2008 was also the year of the 1st international awards for The Practice, starting with Sabre Awards and continuing with European Excellence Awards.

The 1st international competition we participated was SABRE Awards. We entered the competition fearful, with the complex of the Romanian small agency that was trying to compete with the giants of international PR. We came home with 3 trophies, among which the big prize of the competition, Platinum for the best PR program of the year in Europe, Africa and Middle East. It was an absolutely magic moment for our team, both I and my colleague Oana Bulexa had tears in our eyes on the stage! It was for the 1st time a Romanian agency was winning a Grand Prix in an European competition.

Gabriela Lungu

In 2009, the agency enters top 10 PR companies in Romania in terms of turnover and, in 2010, a change of shareholder structure sees Oana Bulexa receiving 5% of The Practice, as a recognition for her efforts in developing The Practice.

In 2010, The Practice received accolades at Cannes Creativity Festival,  Lion in PR competition. At the end of the year, the agency launches the events department and the online PR department, the last managed by Monica Jitariuc.

This year was also good for Gabriela Lungu’s agency, with The Practice attracting new clients – such as IKEA and organizing popular campaigns and projects. Also, a 1st in awards: the agency won the 1st Global Sabre for Romania, at Global Sabre Awards.

After working with tens of clients during the years, The Practice has now in portfolio names such as Avon, Carpatcement, Colour, Cord Blood Center, Eurocopter, GlaxoSmithKline, Gusto Pufuleti, Hochland, IKEA, ING Bank, Medas, Peroni, RMGC, Smartree, Starbucks, Varta, Trilulilu and others.