{"id":5857,"date":"2018-08-01T11:42:12","date_gmt":"2018-08-01T11:42:12","guid":{"rendered":"http:\/\/minio.ro\/?p=5857"},"modified":"2022-09-20T20:12:42","modified_gmt":"2022-09-20T17:12:42","slug":"minio-studio-doi-ani-de-succes-in-industria-de-comunicare-din-romania","status":"publish","type":"post","link":"https:\/\/minio.ro\/en\/minio-studio-doi-ani-de-succes-in-industria-de-comunicare-din-romania\/","title":{"rendered":"Minio Studio, doi ani de succes \u00een industria de comunicare din Rom\u00e2nia"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text]<a itemprop=\"url\" href=\"https:\/\/jurnaluldeafaceri.ro\/epub\/2018\/august\/minio-studio-doi-ani-de-succes-in-industria-de-comunicare-din-romania.php#\" target=\"_blank\"  class=\"qodef-btn qodef-btn-medium qodef-btn-outline\"  >\n    <span class=\"qodef-btn-text\">VEZI BROSURA<\/span>\n    <i class=\"qodef-icon-font-awesome fa  \" ><\/i><\/a><\/p>\n<p>Agen\u021bia ocup\u0103 locul 33 \u00een topul Forbes Rom\u00e2nia al agen\u021biilor de publicitate, ob\u021bin\u00e2nd anul trecut o cifr\u0103 de afaceri de 791.673 de euro.\u00a0Minio Studio este o agen\u021bie de comunicare integrat\u0103 lansat\u0103 \u00een luna februarie a anului 2016, a c\u0103rei misiune principal\u0103 este<span id=\"more-48460\"><\/span>\u00a0de a dezvolta campanii de comunicare curajoase \u0219i autentice. Activitatea sa a fost demarat\u0103 cu c\u00e2teva luni \u00eenaintea datei de lansare, timp \u00een care echipa a g\u00e2ndit efectiv strategia de business, a extras idei din brainstorming-uri inspira\u021bionale \u0219i a creat premisele concrete pentru ceea ce p\u00e2n\u0103 atunci fusese doar o viziune antreprenorial\u0103. La trimiterea comunicatului de lansare, Minio Studio avea deja un sediu nou adaptat la nevoile angaja\u021bilor, o echip\u0103 de 13 oameni care \u00eemp\u0103rt\u0103\u0219eau viziunea Minio \u0219i o identitate care comunic\u0103 \u00een direc\u021bia de agen\u021bie de comunicare strategic\u0103 full-service, preg\u0103tit\u0103 s\u0103 scrie istorie \u00een industria de advertising.\u00a0 Ast\u0103zi, la doi ani distan\u021b\u0103 de la lansare, Minio Studio ocup\u0103 locul 33 \u00een topul Forbes Rom\u00e2nia al agen\u021biilor care furnizeaz\u0103 servicii de publicitate, cu o cifr\u0103 de afaceri de 791.673 de euro la finalul anului 2017.<\/p>\n<p>\u00cen primul an, agen\u021bia a evoluat \u00een ritm alert, av\u00e2nd la baz\u0103 o experien\u021b\u0103 profesional\u0103 vast\u0103 \u00een industrie din partea membrilor echipei de management, dar \u0219i a echipelor de crea\u021bie \u0219i account management. Ioana Mucenic, CEO-ul agen\u021biei, este un antreprenor cu 13 ani de experien\u021b\u0103 \u00een industrie, av\u00e2nd prima experien\u021b\u0103 antreprenorial\u0103 \u00eenc\u0103 din facultate. 10 ani mai t\u00e2rziu a l\u0103sat \u00een urm\u0103 agen\u021bia pe care a fondat-o la 22 de ani \u00eempreun\u0103 cu partenera ei de la acea vreme, pentru a porni a nou\u0103 agen\u021bie de comunicare, al\u0103turi de Paul Cotor, Head of Creatives. Proiectul Minio Studio a pornit \u00eentr-o pia\u021b\u0103 puternic concuren\u021bial\u0103, unde statisticile dau \u0219anse de succes de 1 la 10 startup-urilor care reu\u0219esc s\u0103 supravie\u021buiasc\u0103 primului an. \u00a0Cu un capital de clien\u021bi deja format \u0219i cu o reputa\u021bie puternic\u0103 \u00een industrie, agen\u021bia a reu\u0219it s\u0103 aduc\u0103, \u00eentr-un timp foarte scurt, branduri din portofoliul unor clien\u021bi de top, lideri ai industriei \u00een care activeaz\u0103, cum ar fi Jacobs Douwe Egberts (JDE), Mondel\u0113z, Reckitt Benckiser, Hochland \u0219i al\u021bii.<\/p>\n<p>Din perspectiva strategiei de business, primul an a avut o component\u0103 mare \u00een zona opera\u021bional\u0103. Echipa s-a focusat pe organizare, pe dezvoltarea de planuri de ac\u021biune, pe crearea de procese de lucru \u0219i a unui \u00eentreg sistem de aliniere \u0219i armonizare a resurselor interne. \u00cen continuare, managementul opera\u021bional r\u0103m\u00e2ne o component\u0103 esen\u021bial\u0103 \u00een dezvoltarea agen\u021biei, chiar dac\u0103 este vorba de o industrie creativ\u0103, \u00een care accentul se pune mai mult pe libertatea de idea\u021bie \u0219i mai pu\u021bin pe excelen\u021ba opera\u021bional\u0103. Cel de-al doilea an este anul dezvolt\u0103rii, \u00een care Minio Studio a ad\u0103ugat \u00een portofoliu clien\u021bi noi, a investit \u00een reputa\u021bie, a creat programe interne de learning \u0219i a diversificat aria de proiecte. Componenta de resurse umane a fost \u0219i ea dezvoltat\u0103, echipa cresc\u00e2nd la 20 de oameni. Cu ajutorul lor a fost posibil\u0103 dezvoltarea unui sistem de lucru organizat prin care se dore\u0219te\u00a0 oferirea c\u0103tre clien\u021bi a unei experien\u021be de lucru care pune accent pe \u00eencredere \u0219i pe capacitatea agen\u021biei de a livra integrat.<\/p>\n<blockquote><p>\u201e\u00centr-o industrie creativ\u0103, dar haotic\u0103, diferen\u021ba este dat\u0103 de capacitatea de a livra un produs sau serviciu creativ, dar mai ales util\u201d, a declarat Ana Velea, Head of Operations, Minio Studio<\/p><\/blockquote>\n<p>Despre agen\u021bia Minio Studio ne-a vorbit mai \u00een detaliu Ana Velea, Head of Operations, \u00eentr-un interviu pe care v\u0103 invit\u0103m s\u0103-l decoperi\u021bi \u00een r\u00e2ndurile ce urmeaz\u0103.<\/p>\n<p><strong>Care sunt principalele servicii de comunicare pe care le oferi\u021bi clien\u021bilor dumneavoastr\u0103 \u0219i care dintre acestea de\u021bin \u00een prezent ponderea cea mai ridicat\u0103 \u00een activitatea agen\u021biei?<\/strong><\/p>\n<p>Minio Studio este o agen\u021bie de comunicare integrat\u0103, cu focus pe strategie \u0219i inova\u021bie. Suntem la grani\u021ba dintre o companie de consultan\u021b\u0103 \u0219i una de crea\u021bie strategic\u0103. Majoritatea clien\u021bilor ne implic\u0103 \u00een procesul de lucru \u00eenainte de a lansa un brief execu\u021bional, \u00een ideea de a g\u0103si solu\u021bii la provoc\u0103rile pie\u021bei \u00een care activeaz\u0103. Totodat\u0103, avem o mare pasiune pentru tehnologie \u0219i ne place s\u0103 propunem proiecte utile, solu\u021bii digitale, aplica\u021bii, platforme, dar \u0219i componente de AR, VR, Kinect \u0219i solu\u021bii noi pentru zona de shopper marketing.<\/p>\n<p>Avem abilitatea de a integra canale de comunicare \u00een campanii 360 eficiente, cu impact real \u00een business-ul clientului. Ne m\u00e2ndrim \u0219i cu solu\u021biile creative din zona de in-store, care ne permit integrarea tehnologiei \u00een experien\u021bele consumatorilor.<\/p>\n<p><strong>Care sunt cele mai de succes campanii de comunicare pe care le-a\u021bi desf\u0103\u0219urat p\u00e2n\u0103 acum \u0219i pentru ce clien\u021bi?<\/strong><\/p>\n<p>Campaniile integrate pentru clientul nostru principal Jacobs Douwe Egberts (JDE) sunt cele care anim\u0103 \u0219i implic\u0103, din punct de vedere al complexit\u0103\u021bii, o mare parte din resursele agen\u021biei.\u00a0 Una dintre campaniile cu impact foarte mare \u00een v\u00e2nz\u0103rile de produs a fost Jacobs Hot Cool. Provocarea a venit din dorin\u021ba de a g\u0103si mixul potrivit de comunicare, care s\u0103 educe consumatorii brandului despre consumul de cafea rece \u0219i cald\u0103 \u00een timpul verii, pentru a cre\u0219te consumul \u00eentr-un sezon cu v\u00e2nz\u0103ri sc\u0103zute.<\/p>\n<p>Principalele execu\u021bii au fost \u00een zona de digital. Am creat o platform\u0103 promo\u021bional\u0103 cu o sec\u021biune de jocuri. Platforma jacobshotcool.ro a livrat excelent la capitolul interac\u021biune cu consumatorii, prin cele dou\u0103 jocuri create \u201eIce Braker\u201d \u0219i \u201eJacobs Barista\u201d, dar \u0219i prin con\u021binutul de articole relevante \u0219i pentru sec\u021biunea de re\u021bete, \u00een care puteai s\u0103 propui propria combina\u021bie de cafea. Peste 220.000 de vizitatori unici s-au \u00eenregistrat pe platform\u0103, cu o rat\u0103 de recuren\u021b\u0103 de 30%.<\/p>\n<p>Am creat multiple materiale in-store, execu\u021bii speciale cu implementare \u00een magazinele top retail, investi\u021bia \u00een POPM fiind una considerabil\u0103, raportat\u0103 la bugetul anual alocat de c\u0103tre client pe aceast\u0103 zon\u0103. Mecanica promo\u021bional\u0103 a livrat premii garantate const\u00e2nd \u00een produse Jacobs \u0219i accesorii specifice de cafea, 183 de bilete la Festivalul Summerwell, iar premiul cel mare a avut 3 c\u00e2\u0219tig\u0103tori ce au putut experimenta ocazia de a vizita Ice Baruri de top din Europa.<\/p>\n<p>Spotul TV a rulat timp de 8 s\u0103pt\u0103m\u00e2ni \u0219i a fost creat in-house, iar pentru suport media am creat multiple formate de bannere online, \u00een special video. Totodat\u0103 am gestionat pagina de Facebook \u0219i campaniile din Social Media.<\/p>\n<p>Ca parte a campaniei, am organizat dou\u0103 activ\u0103ri care asigurau prezen\u021ba Jacobs la Festivalul SummerWell \u0219i la CityWave. Principala atrac\u021bie pe care am oferit-o publicului a fost mingea supradimensionat\u0103 care i-a filmat pe cei prezen\u021bi \u00een fa\u021ba scenei de la Buftea,\u00a0 \u00een timpul concertelor, dar \u0219i pe cei care s-au distrat \u00een alte locuri din cadrul festivalului, reprezent\u00e2nd astfel o premier\u0103 \u00een Rom\u00e2nia. \u00centr-o alt\u0103 zon\u0103 de activare, vizitatorii au putut face selfie 360, pe care l-au primit sub forma unui pahar de cafea, timp \u00een care barista Jacobs au f\u0103cut cafele la foc automat. Au fost printate peste 1.200 de c\u0103ni selfie \u0219i peste 3.000 de persoane au interac\u021bionat cu brandul Jacobs.<\/p>\n<p>Campania a dep\u0103\u0219it v\u00e2nz\u0103rile cu 13% fa\u021b\u0103 de sell out-ul planificat. Este un rezultat care premiaz\u0103 o colaborare de succes a echipei Minio \u2013 Jacobs.<\/p>\n<p>O alt\u0103 campanie de suflet, de data aceasta din zona de responsabilitate social\u0103, a marcat \u00eenceperea colabor\u0103rii agen\u021biei Minio Studio cu retailarul danez JYSK. Campania #NICIOSCUZ\u0102 sus\u021bine Comitetul Na\u021bional Paralimpic \u00een demersul de a ne pune \u00een mi\u0219care \u0219i de a con\u0219tientiza importan\u0163a sportului \u00een rutina zilnic\u0103. Aceasta are \u00een centru trei sportivi paralimpici extraordinari, care ne spun c\u0103 nu avem #nicioscuz\u0103 s\u0103 nu facem sport. Arian Notre\u021bu, un \u00eenot\u0103tor de 12 ani c\u0103ruia \u00eei lipse\u0219te piciorul st\u00e2ng, s-a apucat de mai pu\u021bin de un an \u0219i jum\u0103tate de \u00eenot \u0219i \u00eencearc\u0103 s\u0103 realizeze o performan\u0163\u0103 incredibil\u0103 prin calificarea la Jocurile Paralimpice de la Tokyo din 2020.<\/p>\n<p>Gabriela Constantin \u0219i Filip Ghiorghi sunt ceilal\u021bi doi eroi ai campaniei. Gabriela s-a n\u0103scut cu focomelie, o afec\u021biune care const\u0103 \u00een ata\u0219area direct\u0103 a palmelor de trunchi, \u0219i este campioan\u0103 na\u0163ional\u0103 la tenis de mas\u0103. Filip e de 24 de ani \u00eentr-un scaun cu rotile. A practicat mai multe sporturi, dar s-a oprit la tirul cu arcul \u0219i a ajuns s\u0103 reprezinte Rom\u00e2nia la zeci de competi\u021bii interna\u021bionale.<\/p>\n<p>Campania are la baz\u0103 componenta de digital, prin platforma www.nicioscuza.ro, unde utilizatorii se pot \u00eenscrie \u0219i pot semna un manifesto. Componenta vizual\u0103 include un spot principal filmat cu drona \u0219i echipamente subacvatice, \u0219i alte clipuri video care relateaz\u0103 pove\u0219tile sportivilor. Campania a fost comunicat\u0103 \u00een cele 54 de magazine JYSK din Rom\u00e2nia, prin diferite execu\u021bii in-store, postere \u0219i spoturi audio.<\/p>\n<p>\u00cen mod firesc, componenta de PR a fost foarte important\u0103 \u00een felul \u00een care s-a gestionat num\u0103rul mare de apari\u021bii \u00een publica\u021bii \u0219i canale TV. Comunit\u0103\u021bile online au fost \u0219i ele activate de mesajele inspira\u0163ionale ale influen\u021batorilor. Ne m\u00e2ndrim cu campaniile de CSR \u0219i ne bucur\u0103m c\u0103 am \u00eenceput o poveste dintr-o lung\u0103 serie, cu echipa JYSK. Le suntem recunosc\u0103tori pentru c\u0103 ne-au dat ocazia s\u0103 avem o astfel de experien\u021b\u0103 \u00eempreun\u0103.<\/p>\n<p><strong>C\u00e2\u021bi angaja\u021bi num\u0103r\u0103 \u00een prezent echipa Minio Studio \u0219i care este nivelul de preg\u0103tire profesional\u0103 al acestora? Ce programe de instruire \u0219i sus\u021binere profesional\u0103 derula\u021bi?<\/strong><\/p>\n<p>Echipa este format\u0103 din 20 de oameni \u0219i recrut\u0103m \u00eentotdeauna seniori. Viz\u0103m oameni cu experien\u021b\u0103, fie din agen\u021biile de profil, fie de pe baricada clientului. Ne baz\u0103m pe experien\u021ba oamenilor \u0219i avem o cultur\u0103 organiza\u021bional\u0103 care sus\u021bine dezvoltarea profesional\u0103 \u00een interiorul ei. C\u00e2nd sunt \u00eentrebat\u0103 la interviuri despre beneficii, povestesc \u00eentotdeauna despre programele de training \u0219i workshop-uri.<\/p>\n<p>\u00cen 2017 am dezvoltat un program intern denumit \u201eMinio Academy\u201d. Programul a avut ca obiectiv formarea unei culturi orientate c\u0103tre client, cu accent pe client service-ul oferit, dar \u0219i transmiterea de cuno\u0219tin\u021be practice din domeniul \u00een care activ\u0103m. Astfel c\u0103 pe parcursul cursurilor am avut \u0219i ateliere practice de crea\u021bie, dar \u0219i diferite jocuri de rol, care puneau accent pe comunicarea \u00een diferite situa\u021bii \u0219i cu diferite tipologii comportamentale. Este un program pe care \u00eel reinvent\u0103m cu fiecare ocazie. Anul acesta ne-am axat pe workshop-uri de design thinking, de \u00een\u0163elegere a trendurilor \u0219i ne-am uitat mult la case-uri inspira\u0163ionale.<\/p>\n<p>Cu siguran\u021b\u0103 o cultur\u0103 organiza\u021bional\u0103 a prezentului trebuie s\u0103 includ\u0103 \u0219i o component\u0103 educa\u021bional\u0103, iar Minio Studio investe\u0219te pe c\u00e2t posibil \u00een resursa uman\u0103.<\/p>\n<p><strong>Pe o pia\u021b\u0103 \u00een care competi\u021bia este ridicat\u0103, care considera\u021bi c\u0103 sunt principalele avantaje competitive ale agen\u021biei Minio Studio \u00een raport cu alte firme de pe pia\u021b\u0103 cu un domeniu de activitate similar?<\/strong><\/p>\n<p>\u00centr-o pia\u021b\u0103 at\u00e2t de competitiv\u0103 \u0219i creativ\u0103, principalul atu al agen\u021biei Minio Studio este rela\u021bia pe care o are cu clien\u021bii. Dac\u0103 aceast\u0103 leg\u0103tur\u0103 se creeaz\u0103 armonios, dac\u0103 aceast\u0103 rela\u021bie este una bazat\u0103 pe \u00eencredere \u0219i \u00een\u021belegere comun\u0103 a obiectivelor, atunci se pun bazele unei echipe care poate s\u0103 livreze strategic, creativ \u0219i eficient.<\/p>\n<p>Pentru o agen\u021bie care propune campanii cu component\u0103 de inova\u021bie, care testeaz\u0103 tehnologii ce nu au mai fost aplicate \u00een alte campanii, care livreaz\u0103 concepte creative \u0219i care \u00ee\u0219i dore\u0219te s\u0103 mi\u0219te consumatorul \u00eentr-o direc\u021bie anume, este absolut esen\u021bial s\u0103 fac\u0103 o echip\u0103 bun\u0103 cu clientul. Loializarea clien\u021bilor este un obiectiv vital pentru orice business.<\/p>\n<p>Alte avantaje competitive \u021bin de \u00een\u021belegerea pie\u021bei \u00een care clien\u021bii no\u0219tri activeaz\u0103, trendurile care \u00eei afecteaz\u0103, pentru a putea veni cu solu\u021bii strategice, executate creativ.<\/p>\n<p><strong>Cum a evoluat \u00een opinia dumneavoastr\u0103 pia\u021ba serviciilor de comunicare, marketing \u0219i advertising din Rom\u00e2nia \u0219i cum v\u0103 pozi\u021biona\u021bi dumneavoastr\u0103 \u00een acest context?<\/strong><\/p>\n<p>Publicitatea s-a schimbat foarte mult \u00een ultimii ani. Consumatorii au devenit tot mai sceptici \u00een fa\u021ba mesajelor exagerate \u0219i au \u00eenceput s\u0103 pun\u0103 un semn de egalitate \u00eentre publicitate \u0219i comunicare mincinoas\u0103.\u00a0 Sunt tot mai greu de atras \u00eentr-o conversa\u021bie, fapt ce a for\u021bat industria s\u0103 ias\u0103 din zona de publicitate agasant\u0103, \u00eentr-o zon\u0103 mult mai subtil\u0103 cu component\u0103 mai mare de strategie. Comunicarea trebuie s\u0103 fie relevant\u0103 pentru consumator, s\u0103 produc\u0103 valoare ad\u0103ugat\u0103, altfel brandurile se pierd \u00een multitudinea de promo\u021bii.<\/p>\n<p>Conceptele s-au adaptat desigur la noile tehnologii \u0219i medii de comunicare, \u00eens\u0103, p\u00e2n\u0103 la urm\u0103, orice campanie bun\u0103 porne\u0219te de la o idee. Ideea creativ\u0103 este \u00een continuare elementul diferen\u0163iator, dar capacitatea de execu\u021bie \u0219i abilitatea de a adapta o idee la obiectivele de business ale clientului, agilitatea cu care se mi\u0219c\u0103 o agen\u021bie \u0219i indicatori precum eficien\u0163\u0103 \u0219i flexibilitate sunt cele care pozi\u021bioneaz\u0103 o agen\u021bie \u00een topul preferin\u021belor clien\u021bilor. \u0218i acestea sunt atributele cu care agen\u021bia Minio Studio \u00ee\u0219i propune s\u0103 scrie o fil\u0103 de istorie \u00een industria publicit\u0103\u021bii.<\/p>\n<p><strong>Sursa:<\/strong>\u00a0<a href=\"https:\/\/bit.ly\/2Mudg0r\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/bit.ly\/2Mudg0r<\/a>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text] Agen\u021bia ocup\u0103 locul 33 \u00een topul Forbes Rom\u00e2nia al agen\u021biilor de publicitate, ob\u021bin\u00e2nd anul trecut o cifr\u0103 de afaceri de 791.673 de euro.\u00a0Minio Studio este o agen\u021bie de comunicare integrat\u0103 lansat\u0103 \u00een luna februarie a anului 2016, a c\u0103rei misiune principal\u0103 este\u00a0de a dezvolta [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":13617,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,208,571],"tags":[15,26,77],"class_list":["post-5857","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-home","category-media","category-business-en","tag-advertising","tag-design","tag-technology"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - 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