3. 1. Agency Overview
• Founded in 1998, Babel Communications is a full services agency, independent,
energetic and creative.
• Babel Communications provides a full range of services and it is recognized for its
proactive, creative approach to client handling: the highest level of attention, our best
advice and our most diligent efforts.
• Our expertise is in Building & Constructions, Banking, FMCG, IT& Telecommunications,
Media.
• Starting with May 2008, the agency is owned in majority and managed by Raluca Simu,
ex Communication and Marketing Director of Millennium Bank and ABN AMRO Bank.
Calin Diaconu, founder of the agency, is part of the managing board and offers his over
14 years of experience to the benefit of clients.
Alin Gherman is the new GM bringing his experience of over ten years in the field with
multinationals such as P&G.
• In 2008, Babel started the discussions with Springer & Jacoby, one of the most famous
and creative German agency, in view of establishing a strategic partnership. Presently,
Babel has a bilateral cooperation agreement with Springer & Jacoby.
• Since January 2009 Babel is ISO 9001 certificated.
4. 1. Agency Overview
BABEL
Communications
Client
Strategy
Service
Creative Production PR BTL Media
7. 3. Babel’s Vision
Core Strengths & Values
We deliver excellence by focusing on five key principles:
1. Knowledge and Insight - Babel has more than 10 years experience in the advertising
industry: this enables us to create accountable and flexible multi-channel
communication strategies for every client.
2. Consumer Focus - Rather than adopting a “brand-led” approach to our methodologies,
all our advertising models and tools are fundamentally consumer-focused.
3. Creativity - We propose creative and impact solutions in all areas of expertise.
4. Flexibility and Dynamism - The departments of Babel Communications work within a
young and dynamic structure. They meet the need for flexibility, intelligence and
accountability.
5. Methodological and Financial Rigor - we consistently deliver value for our clients and
excellent growth rates. We are rigorous both in the way we work with and report to
clients, as well as in the way we constantly evaluate the success of every part of the
communication process.
8. 4. Babel’s Divisions
Client Service Department
Motto: “We serve our clients’ business, not our clients”
• We administrate advertising projects and advertising budgets.
• We ensure the communication flow between every department of the agency and
the clients.
• We conceive communication strategies and budgets.
• We collaborate with all the other departments in the best interest of our clients
and present the result to the clients.
• We design and implement efficient strategies.
• We use our knowledge and experience to provide cost effective communication
services at a high quality level.
9. 4. Babel’s Divisions
Client Service Department
• It is our belief that each client is unique and we put a great deal of effort into
understanding their individual needs.
• We try to understand our clients' business objectives and strategies, as well
as their ways of working.
• We regard each client relationship as special, tailoring our programs as
required.
• We strongly encourage long-term professional relationship with our clients, as
this approach brings a series of important benefits on both sides.
10. 4. Babel’s Divisions
Client Service Department
The Process of Building Integrated Campaigns
BRIEFING Competition
Briefing
Analysis
Objectives
STRATEGY
Post
Evaluation
CLIENT SERVICE
PROCESS Strategies
Execution
Tactical
Plans
Creative
Approach
IMPLEMENTATION
11. 4. Babel’s Divisions
Strategic Department
Motto: “The farther backwards you can look, the further forward
you are likely to see” Sir W. Churchill
Our methodology is the result of a combination of research and insights and it is
based on three main pillars:
Total understanding of the consumer
Total rigor in strategic planning, maximizing insights, creativity and
consumer effective solutions
Total accountability via measurement system
By using this process, we establish clearly a strong link between communications
and business results.
12. 4. Babel’s Divisions
Creative Services
Motto: “While the motto of the 1990s was ‘culture’, the motto of the
21st century seems to be ‘creativity ‘”
Our product is IDEAS:
• Business IDEAS
• Brand IDEAS
• Strategic IDEAS
• Famous IDEAS
19. 4. Babel’s Divisions
PR Department
Our PR services
PR
Media Crisis CSR Internal
Consultancy
relations management Programs Communication
20. 4. Babel’s Divisions
PR Department
Motto: “If our clients succeed, we succeed”
• Great PR is about connecting with people, not just communicating with them.
• Our PR team creates relevant, bold, successful media-neutral solutions that add
to the value and profitability of our clients' corporate and product brands.
• We are always looking for that creative breakthrough – something that will set
our client apart from everything else.
• Babel Communications PR consultants have an average experience of 5 years in
PR, and most of them have a journalistic background.
• Our Senior PR Lifestyle & Technology consultant, Loredana Oproiu, has over 6
years of experience in media and communication. A previous lifestyle journalist,
Loredana entered PR in 2005 and she worked for technology clients such as
Philips, HP, Cisco, Sony Ericsson.
22. A Christmas Tree for all Romanians
• Nominated at SABRE Awards 2008 for two
categories: “Best PR Project in South Eastern
Europe” and “Publicity Stunt”
• Nominated at CIPR Excellence Awards 2008, in
the Broadcast Category
• Winner of Silver PR Award 2008 in the
Corporate Communication category
23. The project
• Millennium BCP launched a subsidiary in Romania in October 2007, on a market with
more than 40 brands.
• The bank entered Romania with a generous and human-related positioning, rooted in
the bank’s philosophy - “life inspires us” and offered Romanians the highest
Christmas Tree in Europe built in Bucharest’s Unirii Square. The Tree gave people a
reason to be proud and opened their souls to the magic of Christmas.
• The project succeeded to become a landmark for Bucharest and had international
media exposure.
24. Research and planning
• Primary research sources
– Brand benchmarking
– Media content analysis
– Media consumption research
• Secondary research resources
– Other similar Christmas Tree projects in Portugal and Poland to evaluate the
possible PR challenges
– Statistics about traffic downtown Bucharest
– Public Opinion Barometer of the Open Society Foundation
• Conclusions of the research confirmed that the project should address Romanians’
decreasing self-pride and invite them experience the positive celebrity of being the
hosts of the most spectacular Christmas Tree in Europe.
25. Campaign stages and tactics
• Press Conference to launch the project - October 18, 2007
• Internal communication for staff and poster campaign in the branches for clients
• Informal meetings and media pitches: October 28 – building the metal structure;
November 26 – rising of the star in top of the tree; November 28 - rising of the lighting
panels; November 29 – light tests
• Launch day on December 1 (National Day of Romania, the traditional timing of
illuminating Bucharest for season celebrations) - public event and live TV broadcasts
• Ongoing Realitatea TV media partnership and photo contest
• Charity campaign – “Give a toy for the children without Santa” - December 10 - 21 2007
• Closing the project - Press Release announcing the disassembling of the tree
26. Results – The Brand
• 77% awareness about the highest Christmas Tree in Europe, measured
within core target as described above, compared to a planned 70%;
• 42% of those who were aware about the project linked the tree to the bank,
compared to a planned 40%
• 52% of total respondents highly appreciated the project as a positive
involvement of the bank in social life
27. Baneasa Shopping City
• Baneasa Shopping City, „the
most eagerly awaited fashion
mall from Romania” situated
in the Baneasa Commercial
Area of the Baneasa Project
opened its gates on the 17th.
• The Grand Opening event
has been separated into: the
Press Conference and the
VIP Evening Event.
• The special guest at the
opening event was Eva
Herzigova. Other VIP’s: Irina
Schroter, Doina Levintza,
Catalin Botezatu, Oana
Roman, Catinca Roman,
Camelia Sucu, Zina
Dumitrescu, Andreea Esca
etc
28. 4. Babel’s Divisions
BTL Department
Motto: “The price of greatness is responsibility”, Sir W. Churchill
• We have one of the most experienced BTL teams on the market, which has
developed projects for Henkel, Praktiker, Government of Romania,
International Summit (Mr. Bush visit to Romania), Enescu Music
Festival, JVC, SME’s Fair (TIM) for the Commerce Chamber of
Bucharest, Glasscorp, etc.
• Our main metrics for a successful event are:
Attendants vs. invitees ratio
Media coverage
360O feedback analysis (satisfaction index)
29. 4. Babel’s Divisions
BTL Department
Examples of Major Successful Corporate Events
Ceresit Caravan – 11th of August – 6th September 2008
• The concept “Full shot with Ceresit” (“Suteaza si Ceresit te premiaza”)
• Location: 64 building sites in Constanta, Galati, Bacau, Iasi, Brasov, Sibiu, Cluj
Napoca, Timisoara, Bucuresti
• Attendants: 8000 construction workers
30. 4. Babel’s Divisions
BTL Department
Examples of Major Successful Corporate Events
Glasscorp Launch – 20th of June, 2008
• launch of the new glass company in Buzau
• ratio attendants/invitees: 0.8
• coverage in business, generalist and financial media (still gathering the articles)
• event organized in three weeks
31. 4. Babel’s Divisions
BTL Department
Examples of Major Successful Corporate Events
Launching of the new production unit Henkel - October 10th 2007:
• Location Campia Turzii (Cluj)
• 150 guests: mass-media (national & local), Henkel’s partners & clients
32. 4. Babel’s Divisions
BTL Department
Examples of Major Successful Corporate Events
Henkel Dealers’ Event – December 2005
• 300 guests, Palatul Parlamentului
33. 4. Babel’s Divisions
BTL Department
Examples of Major Successful Corporate Events
Jose Carreras Event – 19th of December 2004
• event developed under the high Patronage of the President of Romania
34. 4. Babel’s Divisions
Media Department
Motto: “What you see is what you get…
and more”
• Strategic Planning We believe that returns
- Recommendations must be quantifiable and
- Annual flowchart development accountable.
- TV rating forecast
- CPP forecast We combine innovation and
imagination with
• Negotiation with the Media channels: measurement and
- For the Annual budget evaluation.
- Renegotiating in case of any changes
- Solve current questions of placement
• Detailed media planning
• Post-buy reports
• Competitors analysis
35. Contact:
Alin Gherman – General Manager
Mobile: 0723 282 353
Email: alin.gherman@babel.ro
Laura Ilie – Head of Strategy and New Business
Mobile: 0723 399 143
Email: laura.ilie@babel.ro
Address: Babel Communications, 5 Cpt. Demetriade Street,
District 1, Bucharest
Web: www.babel.ro
