An American-Romanian partnership, established 10 years ago by former U.S. Treasury Department official Andrew Littauer and information technology specialist Marilena Petrec, APT is an unusual hybrid, offering counsel on market access; public relations services (marketing communications, reputation management, event management and graphic design); and a human resources consulting unit that includes employee communications but also personnel outsourcing and payroll processing services. When it launched, APT was one of the first PR firms in Bucharest. It grew with its largest client HP. But today it’s one of the few independent consultancies in a market increasingly dominated by big multinational agencies.
The PR operation is distinguished in part by an exceptional graphic design unit that creates logos as well as a wide range of print materials, publishing promotional materials for the city’s George Enescu Philharmonic Orchestra—an account for eight years. Clients who come for a design project often stay for a more comprehensive communications programme. Another point of differentiation is a seasoned team of business professionals, with backgrounds in engineering, banking and IT as well as communications, a mix that helps the firm understand client challenges more broadly.
APT has a staff of 22, split between the two units, and PR fees of around €500,000. Interesting recent assignments included brand awareness programs for Piaget (a reception at the Royal Palace), Longines, Tissot (antique car race), Vacheron Constantine (Royal train trip and dinner), and Baume & Mercier (wine festival); a six-month 10-city tour highlighting banking products and services for the Romanian operations of ING bank; and membership building for the Lions Clubs in Romania. An interesting new client is Radio China International, which retained APT to promote its nightly broadcasts in Romanian.
On the international front, APT is a member of Pinnacle network of independent PR firms.