pastel and Renault Commercial Romania, partnership extended to regional level

Business, Creativity

Romanian pastel, an integrated brand experiences agency, extended its partnership with Renault Commercial Romania for the post-sales-related communication campaigns at regional level. Following a pitch for the winter communication concept, Renault Central selected pastels proposals to be present in brand’s communication campaigns from Romania, Russia and Bulgaria.

During the last 3 years, pastel developed design, video, digital and event-related projects for Renault on the Romanian market.

Renault’s ”Winter Maintenance” seasonal campaign, developed by pastel, brings into the spotlight the benefits car owners have during winter when it comes of their vehicle’s maintenance. The communication campaigns focus on the care for the consumer and safety and comfort offered by Renault Service, which are present both in agency’s concepts and the key visuals.

We were thrilled to see our proposal managed to cover the brand’s identity and to answer to the characteristics of more countries in the region in terms of consumer approach. After 3 years of local collaboration with Renault, we came to deeply understand the company’s values and to integrate them into all the visuals and concepts. But as in terms of creativity we led Renault beyond the Romanian borders, we are now even more convinced that it is important to deeply connect with a brand and to possess the know-how about the consumer and the characteristics of other countries so that the message could spread regionally

Dana Nae Popa,

Managing Director pastel

This regional expansion reveals that consumers on Romanian market start perceiving advertising differently, aligning to the perception of other markets.

We are glad to work with an agency that is so well acquainted with our values so that its message would go beyond the regional borders delivering Renault’s values to our consumers.For us, it is all about experience, not just a service offered to Renault car owners. We are very proud that the concepts developed locally with pastel were accepted by other countries in the region as well, because it is not only Renault technology that goes beyond the country’s borders, but also the creative vision

Raluca Marin,

BtoC Manager BtoC & AFS Communication, Renault Commercial Romania


pastel is an integrated communication agency, specializing in the creation of brand experiences. With 10 years of experience on Romanian market, the agency has in portfolio clients active in areas like automotive, FMCG, services, or industrial. The agency is currently offering integrated communication services for companies with activities in Romania and in region: Beiersdorf, Bonduelle, Colgate-Palmolive Romania & Poland, Dacia & Renault, Jacobs Douwe Egberts, JTI, kika Romania, Mega Image, Mondelez, Omega Pharma, Podravka, Reckitt Benkiser, Royal Canin Romania & Bulgaria, Sandoz, Sensiblu, Societe Generale European Business Services, TCC, TenarisSilcotub.

The team working on Renault’s campaigns are

  • Pastel: Irina Gîngu – Creative Director, Adrian Sandu – Copywriter, Grațiela Palan – Account Specialist, Cristina Oncescu – Senior Strategic Planner, Mihaela Stoica – Client Service Director
  • Renault: Raluca Marin – Manager BtoC et Communication APV