The selection decision resulted from a single step, which included rigorous analysis and validation criteria. Apart from the strategic and creative exercise, the agency’s capabilities, the teams' experience of managing complex businesses and, last but not least, the way of structuring and sustaining the idea in a simple form relevant to business objectives were taken into account.
"We had the joy of working on a very well-structured client brief, with clear objectives - a rather rare situation with pitches of recent years on the local market. Thus, we were able to look for differentiating solutions for the brand,” Ștefan Chirițescu, Head of Strategy, Centrade Group, explains.
"We felt a special energy from the creative people on this project and we believe that the solutions we will implement will not only make ENGIE a brand present in all Romanians homes, but also in their hearts," Mihai Gongu, Executive Creative Director Cheil | Centrade, continues.
From the agency's part, the process was coordinated by Carmen Miruță, Business Director, Cheil | Centrade:
"ENGIE is a client with whom the entire team had chemistry from the very beginning. The Cheil | Centrade strategy relies on long-term partnerships, in which we can build and develop solid brands, with strategically designed, highly creative actions that respond to business needs and objectives. We relied on our experience of managing such partnerships, showing deep understanding of the ENGIE business within the complex landscape of the industry, by providing differentiating strategic and creative solutions."
Amalia Anghel, Manager of Corporate and Brand Communication department that is responsible for the strategic vision and social responsibility of the ENGIE brand in Romania, said: “We chose Cheil | Centrade because they were able to understand very well both the context in which we communicate and the complex issues we are trying to answer, presenting a creative solution relevant to the brand and also full of emotion. At the same time, we are glad to work with a team of senior consultants with whom we will create successful campaigns together."
Mihai Marinescu, Director of Customer Solutions ENGIE Romania, added: “In an increasingly competitive business context, it is important to come up with a new, innovative approach that will place our most important partner at the center: the client. The Cheil | Centrade team will help us take important steps in this direction.”
The ENGIE group is active in Romania in three sectors: natural gas, energy and energy services. ENGIE Romania is the main subsidiary of the Group in Romania and owns Distrigaz Sud Rețele, ENGIE Services, ENGIE Building Solutions, Alizeu Eolian and Brăila Winds. The company operates in the areas of natural gas distribution and supply, electricity supply, technical services for natural gas and thermal power plants, and electricity production. ENGIE Romania and its subsidiaries serve a portfolio of 1.8 million customers, operate a distribution network of about 19,600 km, own two wind farms with a total capacity of 100 MW and have 3,900 employees.
ABOUT CHEIL | CENTRADE
Present for more than two decades on the local market, Cheil | Centrade is the new regional communication hub for South-East Europe of the Cheil Worldwide network headquartered in Seoul, with the main office in Bucharest and local offices in Belgrade, Zagreb and Budapest. Centrade is part of the international holding company Centrade USA - with operations in Bucharest, Houston, and Zagreb, alongside Chainsaw Europe, Kubis Interactive, Cable Direct, and Epidemic Worldwide.
Awarded at prestigious festivals worldwide, such as London International Awards or Cannes Lions and regionally - Eurobest or Golden Drum, Cheil | Centrade creates brand strategy, integrated campaigns, digital content and design for a diverse portfolio that includes prestigious brands such as Engie, Samsung, Raiffeisen Bank, Dr. Oetker, Mondelez, Rewe Group - - Penny Market, Dr. Reddy's, Grampet Group, Point PickUp, etc.