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Minio Studio and BAT Romania won 4 prizes at the Employer Branding Awards

During the first edition of the Employer Branding Awards that took place on 29 September 2022 in Bucharest, the strategic creative agency Minio Studio and BAT Romania received four awards for the campaigns carried out this year. The Employer Branding Awards event was launched this year during the 9th edition of the most important employer branding event in Romania, Employer Branding Conference. The Employer Branding Awards aims to recognize projects, campaigns, and individuals that have supported the development of employer branding within companies operating in the local market and to reward companies for their efforts to enhance employee experience and increase job satisfaction

The awards won by Minio Studio and BAT Romania come as a natural continuation of a solid collaboration between the two partners for over 4 years and concern the BAT Global Graduate and BAT Internship Finance campaigns.

BAT Global Graduate won 2nd prize in the Best Use of Social Media in an Employer Branding Campaign category & 3rd prize in the Best Employer Branding Campaign Targeting Gen Z category.

BAT Internship Finance was awarded 2nd prize in Best Employer Branding Campaign Targeting Gen Z and 3rd prize in Best Use of Employee Generated Content in an Employer Branding Campaign.

„BAT has continually implemented programs aimed at entry-level candidates who want to advance quickly in a work environment built on diversity, collaboration, team spirit, and striving to become better every day. The awards we received once again confirm that what we do is beneficial, as does BAT’s recent designation as the most valued employer in the local FMCG segment in the global Randstad Employer Brand 2022 study. It is also a source of pride for us that about 50% of our colleagues have been working in the company for at least 10 years and almost 80 of our colleagues were hired 25 years ago and continue to work in one of our entities in Romania”, said Diana Diaconu, Senior HR Business Partner, BAT Romania.

Foto © Evensys

At the Employer Branding Conference, Ioana Mucenic, CEO Minio, alongside Crina Ardeleanu, Employer Branding Manager, and Ana-Maria Vasile, Talent Executive at BAT Romania, gave a presentation on recruiting GenZ employees, how this generation reacts to recruitment ads and what attracts their attention during such a campaign.

The presentation was based on a study carried out exclusively for this event, using eye-tracking and facial decoding technologies that Minio Studio owns in its laboratory. The study shows how GenZ (relevant 18-25) young people look at job advertisements, what is their emotional impact when interacting with these ads, and what their points of interest are. The study presented can be seen here.

„We appreciate BAT’s openness to using innovative technology to find out relevant information that you can’t get otherwise. We are one of the few agencies in the region offering this biometric testing service,” said Ioana Mucenic, CEO of Minio Studio.

Foto © Studiu Minio Studio & BAT

About the winning projects:

Global Graduate – Career Accelerator
Foto © BAT Global Graduate

BAT runs an annual recruitment program for entry-level candidates called Global Graduate. The evaluation and recruitment process is complex and includes steps tailored to the specific needs of the business while giving candidates a glimpse of a possible career within the company.

However, as there are dozens of entry-level programs run by all major employers, BAT Romania wanted to differentiate its professional offer, and the solution developed with Minio was to translate very clearly and simply what the benefits of the Global Graduate program entail, using Social Media as strategic support in promoting this message.

The success of the campaign came from the way the program’s objective was translated to the local audience, namely as a career accelerator that gives you the chance to become a manager in 18 months, paid from day one, but also learning continuously. The creative content combined the useful with a sense of pride, piqued young people’s interest, and encouraged participation, thanks to the creative and strategic social media approaches. At the same time, the campaign followed BAT’s vision of becoming a learning partner, and an advocate for young people at the start of their careers.
derulează anual un program de recrutare pentru cei aflați la începutul carierei, numit Global Graduate. Procesul de evaluare și recrutare este complex și include etape adaptate nevoilor specifice ale business-ului, oferind în același timp candidaților o privire asupra unei posibile cariere în cadrul companiei.

BAT Internship Finance
Foto © BAT Internship Finance

At BAT, internship positions are important because they provide a foundation for junior positions. On the other hand, young GenZs want a simple process and genuine communication, they want to know what’s really going on in the company and they immediately detect impersonal language. We set out to show them on a real level what life as an intern at BAT is like, with the help of someone like them, namely Raluca, who has gone through the same process and can tell the story naturally, avoiding the awkwardness of being put in front of the camera for directed lines.

The campaign includes 8 never-before-seen videos with bloopers from the main character giving testimonials about her job at BAT. Each video started and ended with these candid bloopers from Raluca on topics relevant to the future candidate, such as: what the program entails, whether it’s paid, how it works; how the recruitment process goes; what the support system is like within the company; what colleagues are like.

Foto © Evensys



Minio Studio is a strategic creative agency. Launched in 2016 by Ioana Mucenic and Paul Cotor, the agency now has a team of 20 professionals, complemented by a large ecosystem of collaborators with specific expertise. In 2020, Minio Studio was the most awarded local independent agency. In just three years, the agency has accumulated over 20 awards and another 24 nominations in communications festivals. As a point of differentiation, Minio Studio is also the only agency in the region with its own integrated biometric testing lab, allowing the agency to evaluate its creativity from a consumer perspective.

ABOUT BAT in Romania

  • BAT has been present in the Romanian market for 25 years. BAT’s impact on the Romanian economy over this period is €125 billion*.
  • In 2021, BAT is the largest contributor to the state budget, for the second consecutive year. The company paid almost 11 billion lei to the state budget last year.
  • BAT is the leader of the Romanian tobacco market, with a share of more than 50%.
  • BAT is active in Romania through the Ploiesti factory, the group’s second-largest factory in Europe, the distribution company BAT Trading, and the integrated services center in Bucharest – Global Business Services (GBS).
  • BAT is a strategic employer in Romania, creating almost 3,000 well-paid jobs across its three companies in Romania.
  • BAT generates a further 30,0000 jobs indirectly through its supply and distribution chain.
  • The number of BAT employees has grown steadily, on average by around 10%, in each of the 25 years of the company’s existence in Romania.
  • The number of BAT employees has grown steadily, on average by around 10%, in each of the 25 years of the company’s existence in Romania.


BAT is a leading, multi-category consumer goods company whose stated goal is to build A Better Tomorrow™ by reducing health impacts, which includes a commitment to offering adult consumers a diverse range of low-risk products*.

The company continues to make it clear that smoking causes major health risks and that the only way to avoid them is to quit. BAT encourages those who continue to smoke to switch completely to scientifically proven low-risk* alternatives. To achieve this, BAT is transforming itself into a truly consumer-centric, multi-category consumer goods business.

BAT aims to have 50 million consumers choosing its products that do not involve burning tobacco by 2030 and to generate £5 billion in revenue from the new categories by 2025. BAT has set itself a series of ambitious sustainability targets, including achieving carbon neutrality for Goals 1 and 2 by 2030, eliminating single-use non-needle plastic, and using only reusable, recyclable, or compostable plastic for its packaging by 2025.

BAT employs over 52,000 people and operates in over 175 countries. BAT Group generated revenues of £12.87 billion in the first half of 2022 and a profit from operations of £3.68 billion.

The company’s strategic portfolio includes its global cigarette brands and a growing category of low-risk** tobacco and nicotine products, as well as traditional non-burning tobacco products. These include e-cigarettes, tobacco heating products, modern oral products, including nicotine products for non-tobacco oral use, as well as traditional oral products such as snus and moist snuff. After the first half of 2022, BAT recorded 20.4 million users of non-tobacco-burning products, an increase of 2.1 million from the previous year.

*According to analysis carried out by the independent market research and consultancy group CIVITTA.

**Based on existing evidence and assuming a complete switch from smoking to these products. These products are not risk-free and addictive.