Graffiti BBDO helps Foreign Policy Romania to connect local and global elites  

Creativity, Media

Romanian Graffiti BBDO signs a campaign to connect local and lobal elites for Foreign Policy Romania.

Foreign Policy is a magazine published, in Romania, by Adevarul Holding and which is created by global elites for global elites and its editorial content is meant to open minds, open new perspectives and help understanding today’s world.

Foreign Policy raises above the difficulties that print publications are facing, coming up with valuable content and has educational character even beyond its pages. It is the voice of an establishment that offers a vision over the world. Foreign Policy is a magazine that revives the nostalgia of books and, in the same time, is a mandatory professional instrument for decision makers and experts, professionals from different areas, and also a study support for teachers and students. In terms of the challenge addressed to an advertising agency, Foreign Policy Romania needed a promotional campaign to raise to product’s standards

Eleodor Ghenoiu,

Strategic Planner Graffiti BBDO.


The campaign is conceived in 2 parts: one to increase awareness and a second one for readers loyalization (by increasing the number of paid subscriptions. The executions used during the 1st stage of the campaign are signed by Bob Toma, Head of Art Graffiti BBDO, and dramatized an extremely actual context: on one hand, the fact that everyone wants to know what happens in Ukraine and, on the other hand, the context of the global financial power, controlled by women like Janet Yellen and Christine Lagarde.


The communication mix includes print, online and OOH, directed towards the target publics. The print executions are present, since April’s beginning, in all premium publications published by Adevarul Holding (Adevarul, Dilema, Historia, Știință și Tehnică, Adevărul de Weekend), while the OOH ones are present in the educational centers from Bucharest, with Cluj scheduled to follow.

The teams working on the campaign included

  • Graffiti BBDO: Bob Toma – Head of Art, Vlad Lazar – Creative Director, Andreea Popa – Copywriter, Celia Draganoaia – Copywriter, George Popa – Art Director, Eleodor Ghenoiu – Strategic Planner, Oana Preda – Client Service, Ada Teslaru – Idea Catalyst
  • Adevarul Holding: Raluca Enache – Brand Manager Foreign Policy Romania, Mircea Ionescu – Marketing Manager Adevarul Holding, Petre Munteanu – Editor in Chief Foreign Policy Romania