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The Practice

Holmes Report

At last year’s SABRE Awards dinner in Venice, a small and largely unknown Romanian public relations firm, The Practice, beat out competition from the best multinational agencies and the most respected independent firms in the U.K., Germany, France and other developed markets to take home the platinum award for the best public relations programme conducted in the EMEA region in 2006.  

The winning programme was conducted by The Practice on behalf of InBev’s Bergenbier brand, and involved an integrated grassroots campaign that ultimately persuaded the Romanian government to establish a new national holiday, Man’s Day, which men across the country are likely to celebrate with copious consumption of the client’s products. It was a campaign that underscored the quality of creative work coming out of the Romanian market (perhaps because it’s small enough that clients are not afraid to be bold in their objectives and ideas) and also pointed to the emergence of a new generation of Romanian firms offering a sophisticated strategic corporate reputation services that extend far beyond product publicity. 

Launched by entrepreneur Gabriela Lungu, former managing director of Ogilvy PR Bucharest, in partnership with the Romanian operations of Leo Burnett, in November 2006, The Practice has quickly grown from a team of four consultants and a single client to become a team of 10 (including junior partner Stefania Starvrositu), serving 17 clients including MOL Petroleum Products Romania, Carpatcement Holding, GE Money Romania, SAP Romania, InBev and Harley-Davidson and—new over the past 12 months—Alcatel-Lucent, Hochland, Strauss Group, World Vision and Plaza Centers. By the end of 2007, fees were around €750,000 and The Practice was being hailed as “the most spectacular evolution of a PR company in

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