About Solutions That Resonate

Laura Moisiu, Managing Director of Publicis Relations, explains the agency’s unique approach and positioning, one year after its launch on the Romanian communications market.

Forbes: In August 2023, Publicis Groupe Romania announced the launch of the agency you lead: Publicis Relations. On that occasion, you said:

“The communication of the future will focus on a deeper understanding of people. What they think, what they feel, why they behave a certain way, what motivates or demotivates them, and how they make decisions.”

How does the agency address these questions?

Laura Moisiu:

The agency I lead addresses these questions through a strategic process where research plays a key role, and it unfolds in several stages.

In practice, we start with a deep dive into data. Publicis Groupe has a data department, and we have many tools at our disposal. We look at the data through multiple lenses — I would say — to draw some hypotheses.

We then move into what we call the empathy phase. This empathy can take various forms: from one-on-one interviews to focus groups, open-ended questionnaires, and sometimes even journalistic fieldwork.

Essentially, we aim to deeply understand “the other” — the person we want to connect with in a campaign.

What does this mean? We want to understand what frustrates them, what holds them back, what they desire, and what they often don’t express openly. In other words, to find out what people feel, want, and think, we ask questions, observe, and listen. That’s what we do.

After all this research, we move into the ideation or strategic construction phase, where it’s important to make decisions. This leads us into the creative space.

In essence, it’s not just about data — it’s about how we look at the data, how we extend the story, and add new elements to the landscape to reach authentic strategic insights that form the foundation of communication building. When I say “communication building,” I mean the strategic approach.

Forbes: Are people willing to answer your questions?

Laura Moisiu:

Of course, any process involves hard work. And it’s not always easy.

But if you’re passionate about this profession, I believe you find the beauty within the work itself. If you have the desire to understand more deeply, you can craft solutions that truly resonate with your campaign audience. Nobody wants to create campaigns that go unnoticed or exist just for the sake of it.

As for the people we study, I think every person has needs, desires, frustrations. There’s always a way to connect — especially when you start from a specific brief.

Forbes: Publicis Groupe Romania also has the agency MSL The Practice. How is Publicis Relations different from MSL The Practice? Is there competition between the two agencies?

Laura Moisiu:

We are a people-centered agency with a strategic approach that blends data with elements of “science,” so to speak.

If we look at the dynamics of the divisions — because we are divisions within the group — we are at different stages. We’ve just emerged from a crystallization phase and entered an evolution phase — a phase we’ll be in for a long time, as expected. Meanwhile, MSL The Practice has long been operating at a mature stage.

What does this mean? The objectives and challenges each agency faces right now are different.

As for competition, I understand why from the outside it might seem that way. But internally, it’s different. Being part of the same group, each of us looks out for the other’s well-being and acts accordingly. We don’t step on each other’s toes or encroach on each other’s territories — there’s mutual respect.

Forbes: How has Publicis Relations evolved in the year since its launch? How were you received by the market?

Laura Moisiu:

Fortunately, we didn’t really have to do a lot of introductions — partly thanks to our colleagues in the group who supported us a lot during the launch and helped us get connected.

I want to take this opportunity to thank my colleagues Cătălin Albu and Alex Bădilă.

The past year has been very dynamic. Honestly, it felt like two years passed! (Smiles.) We participated in pitches, managed many things in parallel, and celebrated many achievements. Overall, it’s been a very encouraging year for us.

Today, we’re happy to have in our portfolio clients for whom we manage specific communication areas — like Allianz Țiriac, Ferrero Rocher, Iveco, OMV Petrom, and Visa — as well as clients with whom we work in an integrated way, such as Kärcher and Nurofen.

In other words, from more traditional PR (as some people understand it) to a reinvented form of PR that integrates various capabilities within our group, we’re able to meet both basic and advanced client needs. We cover a full range of services.

About Laura Moisiu

Laura Moisiu has been leading Publicis Relations since 2023 — an integrated communication agency, part of Publicis Groupe Romania. She has over 15 years of experience in communications, having held various roles, from copywriter to consultant and integrated communications director.

She has worked for numerous brands and companies across various industries and holds a rich portfolio of projects that have been recognized both locally and internationally in major industry competitions.

Laura holds a Master’s degree in Journalism and Communication Sciences. She is a graduate of the global AltMBA leadership and management program. In 2024, she earned her degree in Psychology and, starting September, she will begin training in psychoanalytic psychotherapy at INSIGHT – Association for the Promotion of Theoretical and Clinical Psychoanalysis.

Watch the full interview on Forbes Romania’s YouTube channel.