HELLO,!

Established in 2003, Friends Advertising is presently an

affiliate of TBWA Worldwide, becoming FRIENDS\TBWA as
of May 2014.

FRIENDS\TBWA is a unique blend of local talent and

WE ARE consumer knowledge, tested on more than 1.000 projects

for companies in virtually all sectors, with relevant work
across the marketing mix, from branding to integrated
campaigns.

Key contacts:
Sorin Trnc, Managing Partner/Founder
sorin.tranca@friends-tbwa.ro

Nicu Stncescu, Managing Director#

nicu.stancescu@friends-tbwa.ro

4, Brezoianu St., 4th floor, 050023 Bucharest#

+40 31 62 00 444 \ www.friends-tbwa.ro

 !
BALLANCED
We take pride in serving a balanced portfolio of big
and small clients, local & international:

PORTFOLIO ADECCO, adidas, AGRICOVER, AZARIA, BAYER, BMW,

COMBERA, EUROPEAN DRINKS, F64, FUNDATIA
FRIENDS FOR FRIENDS, GSK, HEINEKEN, HENKEL,
iCENTRE, LOREAL, MARS, McDONALDS, MICHELIN,
MINI, PHILIP MORRIS, RIGIPS-SAINT GOBAIN,
ROREC,UNILEVER

Top 6 clients:
McDonalds - 5 years
Philip Morris 3 years
Heineken 5 years
Michelin 9 years
Henkel 21 years
Rigips - Saint Gobain 8 years
BRANDS!
WE NURTURE AT
 !
FULL-SERVICE ATL

AGENCY PRODUCTION BTL

MEDIA THE POWER OF DIGITAL

INTEGRATION

PROJECT
MANAGEMENT PR

DESIGN
NETWORK!
TOOLS
 DISRUPTION!
You cannot outperform a market by adhering to
its conventions. You have to do things differently
in order to thrive. We call it Disruption and it is at

+!
the heart of everything we do. It is designed
with one objective: growth.!

MEDIA ARTS!
hen you bring the brand idea alive in the right
W
medium and to an audience tuned in and open
to your story, then youre not doing just
advertising. Youre creating meaning. !
DISRUPTION AT WORK
Rejecting the convention and finding the big idea for our brands.
Its our starting point and guide post for the brand.
MEDIA ARTS AT WORK
Understanding the audience and using all media to tell our brands
stories; combined audience and cultural understanding and
connections strategy.
 ONE STOP SHOP
FOR CREATIVE
SERVICES

WHAT WE DO
FOR OUR CLIENTS
! SUPPLIER &
THIRD PARTY"
MANAGEMENT
FULL SERVICE
PRODUCTION &
NEW TECH

DIGITAL BTL &

THINKING & PR & SOCIAL BRAND
MEDIA
DEPLOYMENT ACTIVATIONS

MARKETING
MEDIA BUYING NATIONAL POSITIONING ADVICE &
& PLANNING CAMPAIGNS & BRANDING COMMUNICATION
STRATEGY
WHAT ELSE WE
HAVE DONE FOR OUR CLIENTS
! AUDIENCE TOUCH POINTS PLANNING (MEDIA ARTS)
RETAIL AND SHOPPER MARKETING
PROMOTIONAL MARKETING (CUSTOMER & TRADE)
FIELD MARKETING
B2B MARKETING
DIRECT MARKETING
RELATIONSHIP MARKETING
DATABASE MANAGEMENT
DIGITAL AUDITS, DIGITAL LEADS & CONVERSION FUNNELS
MOBILE & FACEBOOK APPS
BRAND DESIGN, VISUAL LANGUAGE, PACKAGING
STORE/ENVIRONMENTAL DESIGN
AUDIO-VIDEO, PHOTO & DIGITAL PRODUCTION
GOOGLE ADWORDS & OTHER DIGITAL MEDIA
 \DISRUPTION \EXPERIENCE \FAST \QUALITY \CONFIDENTIAL
We take pride in being chosen by TBWA to More than 1/3 of our 52 team members have The Client Service & Project Management Extensive experience on clients with All our crew members are trained to protect
take Disruption further. Our thinking always 10+ years of experience in advertising. team is trained with different sized clients extremely sensitive processes allows for every bit of information supplied by our
starts from an assessment of conventions The Spasic \ Tranca team is the oldest and projects so as to rise up to any a conduct that revolves around attention clients. We take pride in never have had any
and provides a clear path towards Romanian creative team, turning 17 in challenge. Good is how they are, fast is to detail. The last brochure with a type breach of confidentiality in more than 12 years
generating disruptive, transformative, new, August. what they do best. error dates back to 2005. on the market.
bright ideas.

\PLANNING
The Strategy & Research team combines 3 types of
12 REASONS WHY WE ARE PROBABLY :)
THE BEST CHOICE IN TOWN
! \BUSINESS THINKING
Before anything else, we focus on understanding your
planning, for a genuine 360 approach: Idea business needs. Art directors @ FRIENDS \ TBWA design
planning, Business Planning and Insight Planning. layouts fully aware of where the chocolate trucks come
from.

\NEW TECH \ENTREPRENEURIAL \CLEAN \GENEROSITY \CONSUMER KNOWLEDGE

We are a mixture of marketing, creative,
strategic and production specialists that aim
to design breakthrough ideas that exploit
cutting-edge materials & technology. Ask for
a credential with our latest in new tech &
media solutions.
FRIENDS \ TBWA is run by hands-on
founders, involved in day-to day thinking for
clients. So stepping into the clients shoes
and acting like wed be spending our own
money comes natural.
Eastern Europe can quite often be a
playground for debatable business ethics. If
your company is looking for a business
partner with an immaculate background,
FRIENDS \ TBWA is the right partner.
Our DNA is good, our mission is to make
better. We spend around 10% of our annual
profits through the Friends For Friends
Foundation. Plus, on average, we take 3 to
5 pro-bono projects per year, depending on
time and resources.
We use our category knowledge, meta-data
analysis, research and Disruption LIVE in
a way that allows for generous
developments, in a consumer-centric model.
In plain words, we know a lot about
consumer habits and are ready to learn
even more.
 !
HOW DO WE
MEASURE?

POST CAMPAIGN EVALUATION: #
evaluates both Client/Agency chemistry and workflow,
eliminates sandbags, strengthens communication flow



EVALUATION OF SALES & BRAND INDICATORS VS.
OBJECTIVES (OPEN AND TRANSPARENT)

 !
2014

Silver Effie (Coccolino)

Bronze Effie (Delikat)

SOME ELEMENTS Gold Young Lions Cyber - Cannes 2014

OF RECOGNITION


2013

ADC Awards (Silva)

"Beat the Drum for Change" winners



2012

AdPrint - "Print beautifies our lives" winners

McDONALDS
BREAKFAST

!
In Romania having breakfast is not a general habit,
especially out of home.

2015 campaign had the purpose to educate on what
a proper breakfast is all about, showcase the
advantages of McDonalds breakfast, and attract
people through quality demo. The situation was
approached from two fronts: #
1. a redesign of the breakfast menuboard#
2. a 360 image campaign for breakfast.



It all started with the insight that a proper breakfast
jumpstarts your day. It becomes the first thing you
think about when you wake up.#
So, wake up, because the breakfast you dream
about is at McDonalds!

WORK: 360 campaign

EUROPEAN DRINKS
FRUTTI FRESH

Determined to regain its position in the hearts of the

Romanian consumers, Frutti Freshasked us to come
up with several communication solutions.#
#
The campaign broke off the series of silly, unreal and
out-of-fashion ads that used to ran on behalf of the
brand and featured an up-lifting slice-of-life TV as the
main carrier of the new attitude - plus a few print and
outdoor executions which soon "inspired" the main
competitors to re-design their communication.

WORK: 360 campaign

CANON
IXUS

We have been working with Canon Romania for

quite a while now, supplying the client with various
ATL, BTL, PR, in-store and on-line solutions.#

Then, we have been invited to pitch regionally for

Canon IXUS. The campaign we produced some 2
months later ran in 16 countries.

WORK: 360 campaign

TERRITORY: SOUTH-EASTERN EUROPE (16
countries)
MICHELIN
CAR TIRES

For summer period, MICHELIN asked the agency for

a sales-push promotion that would be rolled-out in
13 countries.#

Based on a promise relevant and credible for all

countries MICHELIN tires provide more safety that
any other tire brand -, a prizes-winning educational
campaign was created. The promotion rewarded
those buying MICHELIN tires with instant prizes and
the chance to win Defensive Driving Courses.

WORK: Digital led campaign

TERRITORY: SOUTH-EASTERN EUROPE (13
countries)
FAN CURIER

It all began in 2006, when we re-branded and re-

positionedFAN Courier, happily partnering our efforts
withTrout and Partners.#
#
We think we did a tremendous job on this client, as
you can see it documented here. It brought the
brand incredible visibility, a lot of favorable
perception and clearly pushed the company in the
position of a market maker.

WORK: Branding, corporate materials, launch

campaign!

curentieftin.ro

Transformer Energy Supply (TES) wanted to seize the opportunity

created by the liberalization of energy and get more B2B leads,
especially SME. Leads needed not only to be generated, but also
prequalified and automated in process-wise, in order to ease the work
of the TES sales force.#
#
We created a dedicated and SEO optimized site for lead generation,
capable of serving 3 purposes: (1) educate on the meaning and
benefits of liberalization, (2) persuade visitors to become leads and (3)
process the leads. Everything backed-up by an extensive Google
Adwords campaign. #

Results: 9000 search queries in 2 months, over 1.3 million worth
of impressions and exceeded the number of leads requested by
the client by 65%, generating a 3-digit worth of qualified leads.
TES managed to convert a fair share of those leads into durable
contracts, with a 2 digit worth of lead-to-contract conversion
rate, speaking for the precision of our lead generation flow.
Overall TES was pleased with the fact that ROI expectation was
surpassed by 20%.

WORK: B2B lead-generating site, online support

campaign!
COMBERA
MINDSPACE

In 2012 Combera Group, a trade marketing

company, faced a challenging situation: it had 30
offices in 24 different European countries, with 160
people that needed to be connected, befriended and
infused with shared knowledge, without feeling
management pressure.#

We created Mindspace, a space where people are
free to share, connect and befriend around whatever
is most relevant to them: case studies or work issues
they encounter or just plain gossip and fun. Within 1
year, 95 people from all over the group had freely
joined Mindspace, producing over 850 pieces of like-
able content and over 130 showcases.

WORK: Online platform!

SILVA
LAUGHDISPENSER

It all started with the Silva laugh-dispenser, first seen

at the 2013 Comedy Film Festival in Cluj. There, a
very friendly beer dispenser would offer free beer to
consumers who showed how much they liked to
laugh, by saying a simple ha ha ha in front of the
tap. Over 2014, the special dispenser took many
shapes: scream-activated (for the Horror Movie
Festival), jazz-activated (for the Garana Jazz Festival,
where wannabe musicians played the keyboard for
complimentary beer), and even a quizzing dispenser
(who tested consumers movie knowledge quiz, for
Metropolis Film Fest or Dracula Fest in Brasov).

WORK: Brand activation!

ROMANIAN
FIRE SQUAD

In 2012 we joined The General Inspectorate for the

Prevention of the Emergency Situations in generating
awareness on the critical situation in Romania at the
moment: 1 child dies in fire accidents every week in
Romania, when left alone in the house.
More than that, the goal was to change this situation
and to let parents be aware of their children safety.
The message had to be as clear as possible and, at
the same time, it had to make an impact on people.
WHAT
The work
The experience
The team
RECOMMENDS The tools
The resources
 and a mantra
\
This is an agency for marketers with a messy hair and a hungry heart.
This is an agency for rebels, lovers and heroes.
This is an agency for foolish people that believe in the power of ideas and are ready to embrace transformation.
This is an agency for explorers of all kinds.
This is an agency for smarter brands.
This is an agency for smarter brands that aim to build a win-win relation with their consumers.
This is an agency that learns, un-learns, re-learns and is ready to share risk with its partners.
This is an agency that injects magic into marketing plans by means of soul, mastery and knowledge.
This is an agency that will question all your answers and curiously bring purpose to your business quest.
This is an agency where campaigns are hand-made by hardworking wizards.
This is an agency that gets things done.

When was the last time your agency was magic?
\THANK YOU
\
Ioana Stirbulescu
Business Development Director
ioana.stirbulescu@friends-tbwa.ro
+40 722 655 501