Lowe & Partners expands Lowe Vibe, its BTL division and appoints Mircea Sebe as BTL Director
Bucharest – January 13, 2012 – Lowe&Partners appoints Mircea Sebe as BTL Director, as the first step towards the consolidation and expansion of its BTL Division called Lowe Vibe. The agency’s decision comes naturally in response to the needs of the market. The economic context of the last 3 years has developed a new attitude of the consumer towards its interaction with brands that is why BTL has become a more present option in clients marketing mix.
„If three years ago advertisers chose expensive campaigns in the media to reach consumers, they now have understood that we must make a transition to more effective methods of promotion, very targeted. The necessity of extending BTL resources comes firstly, from the clients, from our portfolio, but not only. Mircea’s appointment and the decision of expanding Lowe Vibe division will also help us to be more prepared for the new business requests”, said Oana Cociasu, Managing Director Lowe & Partners.
Mircea brings to the agency over 12 years of experience in communication and a solid expertise in 360 activations/ trade, shopper, experiential and promotional marketing. He worked on accounts such as: Unilever, Heineken, Coca/Cola, Beiersdorf, BAT, ING, PPD (Diageo). A first step will be to strengthen the team, both in the execution, but also in the area of strategy and strategic integration of BTL activities in the overall mix of group disciplines.
“The BTL can no longer be clearly delimited from other disciplines. BTL means more than the classical events or promotions … it means helping the company’s sales process to happen more efficiently. It means perfect integration with paid, earned and owned media and the fact that we are part of a group of companies with expertise in all disciplines of communication, it will help us support this new approach and offer 360 degree services, which require care for a brand beyond the
duration of an event or a promotion” said Mircea Sebe, BTL Director Lowe & Partners.