Publicis Relations: So Far and Beyond

How was 2024 from a business point of view?

I would describe 2024 as an evolving ecosystem shaped by shifting dynamics, where flexibility and patience were essential. The economic pressures of the year required constant reassessment of business models, compelling agencies to not only reconsider financial strategies but also rethink their overall approach to service delivery and client relationships. Simultaneously, the rapid pace of technological innovation made it necessary to adopt new tools to meet the increasingly complex demands of clients. Amidst all this, prioritizing employee retention and development, as well as building agile teams capable of navigating uncertainty with creativity, became crucial.

What were the most important changes & novelties in the agency in 2024?

2024 marked the first year of our new identity as a standalone agency within Publicis Groupe. We focused on merging our past strengths with new ambitions, embracing the unknown while staying true to our core: strategic, purposeful communication. Being part of a larger group enabled us to integrate a wide range of capabilities, fostering a more fluid way of working in an environment where difference drives progress. This approach not only enhanced our internal culture but also allowed us to deliver more personalized value to our clients.

Overall, I would say that last year felt both dynamic and encouraging. Today, we are proud to have a diverse portfolio, partnering with clients on a 360-degree approach, as well as managing specific communication components for others.

What do you offer differently than the competition?

What sets us apart from the competition is our people-centered approach. We rely on a strategic model that blends data with empathy, allowing us to create communication solutions that drive share of heart & mind. We’re called Relations – Publicis Relations – not because we lacked inspiration at launch, but because we value the intersection of subjectivities, which we believe can lead to change.

Generally, it was a very intense year in the PR Industry with many projects and campaigns until the last days. Was it the same for your agency?
What about the pitches you entered?

Yes, it was a period of fresh starts and laying the foundation for sustainable growth. It offered us the opportunity to engage and collaborate with clients from within the group for the first time, and also marked the milestone of securing our very first proprietary clients. Most of the pitches we entered evolved into long-term partnerships. Of course, there were a few we didn’t win, but we embraced them as lessons learned.

What did clients want?

I would say it was a balance of deep sector knowledge, proactivity, agility, efficiency, and commitment—in other words, clients wanted to feel their time and money were being wisely invested.

How did you approach them?

We did our best to be active listeners, keen observers, thoughtful, reliable and constructive partners.

What are the campaigns you are prouder of and why?

Kärcher “Kärcher cleans the world – now Brașov”
This campaign is more than just a corporate initiative; it’s a meaningful project born from the intersection of local issues and Kärcher’s brand purpose – preserving cultural heritage and public spaces. Through this campaign, we not only showcased Kärcher’s expertise in cleaning and restoration, but also fostered authentic community engagement. Seeing iconic landmarks in Brașov restored to their original beauty through collective efforts was both rewarding and inspiring, demonstrating the impact a brand can – and should – have on the world around it.

OMV MaxxMotion “Relentlessly forward with Franco Morbidelli”
This was a groundbreaking moment for OMV MaxxMotion as it ventured into professional motorcycling, shining a spotlight on a passionate and tight-knit community through a partnership with Franco Morbidelli. As a MotoGP rider, Moto2 vice-champion, and VR46 Academy alumnus, Morbidelli is one of the most beloved figures in MotoGP. This project marked the first time a MotoGP hero came to Romania, and we are proud to have been part of it, bringing together the motorsport community and offering true fans an authentic, unforgettable experience.

Regina Maria “Music to My Brain”
A collaborative effort between Publicis Romania, Publicis Relations, and Digitas, this campaign aimed to reduce MRI-related anxiety and make the medical experience more manageable for patients by using the power of music to help them prepare. The innovative audio tool, which repurposed MRI sounds, became the first of its kind launched by a healthcare provider in Romania—and beyond. Research has shown it successfully transformed the MRI experience for patients.

What do you consider to be the latest trends that are arriving in the PR industry and why? What do you believe will be this year’s mark?

AI + human insight is a trend that’s revolutionizing communication by combining the precision of artificial intelligence with the emotional intelligence of people.

Real-time crisis management: In a world that demands immediacy, handling crises today calls for honesty, speed, and transparency.

Employees as the new influencers: Their authentic voices add credibility to company messaging and play a critical role in shaping the narrative and reputation of a brand.

Success defined by relationships: Building trust comes before buying time, and conversations outweigh one-sided messages.

Purpose-driven collaborations and partnerships centered around shared values and a commitment to tackling large-scale issues are becoming a must-have.

Where do you believe to be our industry’s main problems and how can they be changed?

Overemphasis on short-term campaigns
This approach often sacrifices long-term brand building and strategic reputation management. To change it, we need to shift the focus from chasing short-term wins to fostering long-term brand narratives. It’s about adding value and building relationships, not just boosting short-term engagement.

Overreliance on Influencer Marketing
While influencer marketing has been a valuable tool, many brands are still heavily reliant on influencers to drive their message. This approach can lead to inauthentic or over-commercialized content, especially when influencers are not aligned with the brand’s values or audience expectations.

We need to rethink influencer partnerships, focusing on authentic, values-based collaborations rather than simply leveraging influencers for their reach.

Fear of Missing Out resulting in content overload
With an endless stream of content, audiences often feel overwhelmed. The focus should shift from quantity to quality – creating content that truly resonates with target audiences by being relevant and timely.

What do you believe are the major DON’TS in PR in 2025?

1. Don’t avoid difficult conversations
2. Don’t neglect real-time engagement
3. Don’t rely on outdated metrics
4. Don’t overcomplicate messaging
5. Don’t ignore micro-communities
6. Don’t overlook local relevance
7. Don’t be afraid to be brave

What drive your daily passion for PR?

For me, communication has always been a Winnicottian potential space—an area where exploration, learning, connection, idea evolution, and transformation take place.

source: Business Review by Romanita Oprea