Avon switches its media account in Romania to Initiative

Initiative România is the new media agency that, starting with May, handles strategy, research, planning and media buying offline for Avon Romania, one of the most known brands within the beauty industry.

The partnership was forged following a regional pitch that covered 11 countries, with local decision on each market. Selection process lasted 4 months and was a complex one, built on a brief with awareness generation demand for 3 categories in Avon portfolio: make-up, perfumes and skincare. Within the pitch, Initiative received 3 requirements on planning and strategy and on on media buying, which were solved according to brand’s needs and expectations, fulfilling the criteria needed to be Avon’s media agency in Romania.

Cristina Avram, Head of Marketing Avon Romania

We found in Initiative exactly the mix we were looking in our media partner: relevant experience, strong know-how, a strong understanding of the brand and ambitious proposals, customized and adressed according to our specific and needs. We are happy with out choice and we are looking forward to having many beautiful projects together. We think we chose the correct partner to support us in all our efforts and to help us grow even more in visibility

Alexandra Olteanu, Managing Director Initiative Romania

Avon is a brand with history which is present, via its beauty products, in many Romanian women’s routine. We are happy we were selecte to be together to such a renown brand and we are convinced that our partnership will have the desired results and that we will bring Avon even closer to Romanian women, as we want to consolidate and increase brand’s visibility. We are thankful for the trust we were shown and the opportunity to work with such a beloved brand that does so much for women

The teams working on the account:

Avon: Cristina Avram (Head of Marketing), Ana Nicolae (Head of Integrated Communication).

Initiative: Alexandra Olteanu (Managing Director), Andreea Dinescu (Deputy Managing Director), Cătălin Florea (Head of Product), Ruxandra Ștefan (Communication Design Director), Anca Tănase (Head of Unit & Account Director), Ruxandra Stan (Head of Media Partnerships), Cristi Lincu (Account Manager), Adelina Danilov (Media Planner), Denisa Andrei (Insights Researcher), Corina Burlan (Senior Researcher).