BUCHAREST—Highly-rated Romanian PR firm The Practice is to become part of Publicis sibling MSLGroup's global network.
The agency will henceforth be known as MSLGroup The Practice, after previously operating within the Leo Burnett Group in Romania. The MSLGroup integration follows the increase of Publicis Groupe's shareholding in its Romanian affiliates to 51% last year.
The country's most awarded PR firm, The Practice has been an MSLGroup affiliate since 2008. Founded eight years ago by Gabriela Lungu and Leo Burnett Romania COO Stefan Iordache, the firm is today headed by co-managing directors Oana Bulexa and Monica Jitariuc, after Lungu's departure for Weber Shandwick last year.
"The Practice is a renowned agency, known particularly for their creative PR achievements," said MSLGroup EMEA president Anders Kempe. “Since we began our formal collaboration in 2008, we have shared the same principles and, most importantly, the same attitude towards our work: we’re ambitious, passionate and tenacious."
"This insures us access to additional valuable resources and instruments, both for our team and our clients, and a new level of expertise and competences,” said Bulexa.
In 2012 the agency was ranked 13th in the Holmes Report Global Creative Index, reflecting a string of award-winning campaigns. In 2013, the Holmes Report named The Practice Eastern European Consultancy of the Year.
Last year, The Practice recorded double-digit growth, backed by such clients as Eurocopter Romania, Grolsch, GSK, Harley-Davidson, IKEA, McDonald’s, Peroni Nastro Azzurro, Renault and Samsung.