Lowe&Partners appointed Mircea Sebe as BTL Director, teh 1st step in consolidating and expanding agency’s BTL division as Lowe Vibe. The decision to go further with the BTL division comes naturally, as an answer to market’s needs. The last 3 years’ economic context saw a new consumer attitude in interacting with brands, BTL becoming an option more and more present in clients’ marketing mix.
If 3 years ago the advertisers were into costly mass communication campaigns to reach consumers, they understood now that they have to make a transition to more efficient and targeted promotional methods. The need to expand BTL resources comes mainly from the clients in our portfolio, but not only from them. The appointment of Mircea and the decision to expand Lowe Vibe division will help us to answer even better to new business requests
Managing Director Lowe&Partners
Mircea has over 12 years of experience in communication and solid experience in 360 / trade activation, shopper marketing, experiential and promotional marketing. He worked for clients such as Unilever, Heineken, Coca-Cola, Beiersdorf, BAT, ING, PPD (Diageo). He will have a key role in developing agency’s BTL resources. The 1st step will be consolidating the team, both in the execution and strategy sectors, but also through integrating strategically BTL activities in group’s global mix of disciplines.
BTL can’t be clearly separated from other disciplines anymore. BTL means more than the classic events or promotions…it means to help to make more efficient companies’ sales. That means perfect integration with paid, earned and owned media, and the fact that we are part of a group of companies with expertize in all communication disciplines will help us support this new approach and to offer a 360 degrees approach, that involves taking care of a brand further than the duration of an event or a promotion
BTL Director Lowe&Partners
Lowe&Partners Romania is an agency multiple awarded internationally (Epica, Clio, New York Festivals, Cresta, Golden Hammer) and locally (Effie, Ad’Or, AdPrint). The agency is present for 19 years on Romanian market and works with clients such as Bergenbier S.A., Ferrero, Unilever (Domestos, Cif, Rexona, Rama, Clear, Signal, Delikat), Johnson & Johnson, Bayer, Labormed, Pfizer or Crucea Roşie Română.
Lowe &Partners is member of the same group of companies that also includes Initiative, Brand Connection, GolinHarris, HyperActive and Medic One.