Lowe & Partners won Praktiker account
Bucharest, January 23, 2012 – Following a pitch held in late 2011, Praktiker Romania, one of the largest German DYI network, has selected Lowe & Partners to provide integrated creative services, communication strategies, BTL and digital services.
“The year 2012 represents a milestone for Praktiker. We will continue repositioning on the DIY Romanian market and we will strengthen the position we have built over 10 years of local market presence. Therefore, we wanted a communication partner that understands our business that is why we appreciated the relevance of the concepts, the originality and the creative solutions proposed by Lowe and GolinHarris. The winning agencies have impressed us with a cohesive strategy and a good understanding of both our communication needs and Praktiker’s consumer desires ” says Mirela Ochiană, Marketing Manager Praktiker Romania.
Eight agencies participated in the selection process organized by Praktiker, each having the opportunity to submit 3 original proposals related to the brief released by Praktiker. After the elections , Lowe & Partners has become the company’s creative agency and GolinHarris Bucharest will coordinate and implement their PR strategy, integrating traditional media and communication in the digital environment. Together, the two agencies will put to good use all the resources of Lowe group in order to offer Praktiker an integrated platform of communication, including strategy and research, mobile marketing and BTL.
“We were very interested in working with a local DIY market leader because we are aware of our training and expertise. So, when we received the invitation to participate at Praktiker’s selection, we boarded the train without hesitation. We worked hard for this
pitch and we had a team of key professionals , seniors, strategically selected from several areas of activity (creative, PR, digital, strategy) we were rationally and emotionally involved and that was reflected in the creativity and the relevance of the proposal that won the pitch ” said Raluca Negoiţă, Group Marketing Director Lowe.
The team involved in the winning pitch consists of Razvan Dumitrescu – Strategy Director, Michael Fetcu – Creative Director and Elena Cernatescu – E-thinker of the Lowe & Partners and Manuela Zidaru – PR Innovation Manager of GolinHarris.
Praktiker became a Romanian DIY market leader, having the largest network of shops and the most dynamic expansion. Currently, the company has 27 stores in the country and in Bucharest .Praktiker Romania offers over 40,000 products including: building materials, interior and exterior decorations, sanitary products, furniture, electronics and appliances and gardening products.