Posted by Corina Barladeanu on Nov 1, 2010
2activePR’s approach is based on two-way communication, the idea that organizations need to engage their key stakeholders in dialogue, establishing long-term relationships based on mutual trust. With that philosophy, 2active is one of a handful of firms bringing a sophisticated western approach to an emerging market, providing a wide range of services that includes media relations, event management, corporate and consumer communications, internal communications, perception and image audits, media monitoring and publishing. While the firm’s initial focus was on consumer goods, it has expanded to serve clients in healthcare, technology, real estate and construction, and financial services and over the past 12 months has expanded its investor relations capabilities, with a particular emphasis on the IPO market.
Known for its close relationships with traditional and new media and for its creative approach, 2active has succeeded in attracting a number of blue-chip multinationals to its client roster: Procter & Gamble (for seven brands), Glaxo SmithKline, Bristol-Myers Squibb, Holcim, adidas, and Coty. In addition, the firm picked up the Lockheed Martin Aeronautics account as well as new business from Emerson, Credit Zone, InCity, and Opalescence, contributing to growth of around 30 percent last year and an impressive 60 percent increase in the first six months of 2008, bringing fees to around €1 million. The strongest growth came in the healthcare sector, although there were several real estate and construction projects and a number of launches in the consumer goods category.
2active is one of several Romanian firms to make an impact in the SABRE Awards competition over the past couple of years, picking up a trophy (as well as an IPRA Golden World award) for its work on behalf of Ursus SAB Miller last year. Among the most interesting assignments of the past 12 months,, 2active supported GSK’s European Week for Cervical Cancer Prevention, BMS activities for World Hepatitis Day, and a number of Romanian IPOs. Says Paul George, vice president at CPR Worldwide, a division of Fleishman-Hillard that subcontracted with 2active for Hepatitis B education efforts: “Hepatitis B is a significant problem in Romania with some seven percent of the population chronically infected. Not only has 2ActivePR’s program been effective in raising awareness and building advocacy and influencer relationships in Romania, it has contributed to a broad global effort to get those at risk for the disease tested and treated. We continue to applaud the high level of professionalism and high quality standards of our Romania colleagues. The firm’s continued efforts are vitally important to addressing the disease burden in Romania.”
The firm works primarily in the Romanian market but has also handled some pan-regional work for P&G and is the local affiliate of Omnicom-owned Fleishman-Hillard.