Masa Rotundă Imaginea de ţară
Vineri, 23 octombrie 2015, 17.20-19.30
Sala de Lectură a Facultății de Litere (str. Edgar Quinet, 5-7, Facultatea de Litere, etaj 1)
Promovarea de ţară este una dintre temele recurente pe agenda publică în România postcomunistă, ea generând ample dezbateri şi devenind treptat o problemă publică, de interes pentru întreaga societate. Dezbaterile au vizat de cele mai multe ori campaniile de comunicare sau conceptele guvernamentale de promovare a României, mai ales în contextul aderării României la UE şi al migraţiei masive ce a urmat şi a declanşat noi discursuri pe tema imaginii României şi a românilor în străinătate. În ultimii ani, însă, asistăm la o emergenţă a unor campanii si concepte foarte diverse de promovare directă sau indirectă a României iniţiate de tot mai mulţi actori non-guvernamentali. Campania Why don’t you come over (Gândul & GMP), campaniile Rom (McCann Erickson), campania de comunicare a Festivalului Enescu (OMA Vision), sau proiecte precum Travelers of Bucharest, #enjoyBucharest sau Digital Travel Conference sunt doar câteva dintre iniţiativele ce generează discursuri alternative despre promovarea României şi care au din ce în ce mai multă vizibilitate în spaţiul public.
Ne propunem, aşadar, să discutam în cadrul mesei rotunde despre aceste noi tendinţe în practicile de promovare de ţară, cu atât mai mult cu cât şi în literatura internaţională de specialitate există dezbateri curente despre diversificarea şi nevoia de integrare a practicilor de promovare de ţară (nation branding, public diplomacy, public relations for nations) şi despre schimbările de paradigmă, prin apariţia unei multitudini de actori într-o zonă considerată până de curând ca fiind mai degrabă rezervată guvernelor.
Agenda Masa Rotundă Imaginea de ţară
17.20-17.30: Introducere Dr. Alina Dolea (Visiting Scholar, Universitatea din Fribourg, Elveția/ Lector Asociat, Universitatea din București) & Dr. Raluca Moise (Lector, Universitatea din București)
Partea 1. Promovarea imaginii României: de la instrumente inovatoare la campanii integrate
17.30-17.40: Ioana Mănoiu (GMP PR): Why Don’t You Come Over?
17.40-17.50: Diana Ceauşu (McCan Erickson), Cultural provocation: how to rally a nation around your vision
17.50-18.00: Oana Marinescu (OMA Vision), Festivalul Enescu, cel mai important brand cultural al României
18.00-18.10: Alex Filip & Toma Nicolau (Eventur): Romania, efficiently promoted through online marketing tools!
18.10-18.20: Charlie Ottley (Wild Carpathia): Presenting Wild Carpathia
Partea a 2-a. Tendinţe în promovarea de ţară
18.50-19.00: Codrin Scutaru şi George Carpov (McGuireWoods Consulting): A Nation’s Reputation and influencing factors
19.00-19.10: Alina Sîmpetru (Wild Carpathia): The sustainability of country branding projects
Participanti Masa Rotundă Imaginea de ţară
George joined McGuireWoods Romania in March 2015 as coordinator of Strategic Communications Department. In this capacity, he assists clients with all corporate communications related matters, also providing support for stakeholder engagement strategies. He has over 10 years of experience with major international and local Public Relations consultancies and has also worked with key multinational companies in Romania. George is also a promoter of CSR field, working with various organizations willing to develop their corporate citizenship approach.
Diana Ceauşu leads the department of strategy and research within McCann Bucharest, the most awarded advertising agency from New Europe. In her more than 10 years of experience, Diana proved that branding and communication strategies that have a broader cultural vision and the courage of spin conventions are the most efficient tools a brand can use, contributing to significant business growth and awareness. During last 5 years, the local client portfolio has included a relevant number of international and global brands, reason for which Diana has to make non-stop travels between countries, cultures and different markets, each of them with equivalent challenges. Diana has gained the richest record of efficiency from Romanian market, her awards including the first Cannes Effectiveness obtained by Romania for the Vodafone campaign “Ghita Ciobanul”, 4 Grand Effies (the highest distinction granted within Effie Festival), Warc Award for Innovation. In 2013, Business Magazin has included her among the first “Most Powerful Women in Romania”. McCann Bucharest has long-term partnerships with the most important companies in the market: Vodafone, The Coca-Cola Company, MasterCard Europe, KFC, Mega Image, Strauss, Heineken, Kandia Dulce, Dedeman, KFC, Nestlé, L’Oréal.
Alex Filip has founded Eventur Bucharest in 2012, an agency specialized in events and marketing online consultancy in touristic field, with a relevant portfolio of events and important partners. At the beginning of 2015, he initiated the project Travelers of Bucharest that he currently coordinates with Dragoş Asaftei.
After a brief period of time as a journalist and five years as a PR professional in a multinational advertising agency, Ioana founded GMP PR in 2005. Under the influence of the creatives she has been working with until that time, Ioana came up with a fresh vision in communication and consequently GMP PR wouldn’t miss the awards stages of both local and international PR festivals. The agency has been rewarded in competitions like Sabre Awards, European Excellence Awards or Romanian PR Awards. “Best use of PR Evaluation”, “PR Innovator of the Year”, “Newcomer European Agency of the Year” or “Romanian PR Agency of the year” are some of the distinctions the agency received in time. With a team of 30, GMP PR is currently offering PR consultancy for clients like: Petrom, GlaxoSmithKline, Henkel, Ursus Breweries, Casa de Insolvență Transilvania, Groupama, Scandia, FrieslandCampina. Ioana Manoiu was twice selected as the PR professional with the biggest notoriety in local PR industry according to the Unlock Market Research study coordinated by BIZ Magazine. Ioana is a graduate of the MBA Executive Program at Berlin School of Creative Leadership and has a Professional Certificate in Management at Open University Business School (Codecs). In 2011, Ioana represented Romania as a member of the jury at the Cannes Lions, world’s most important creativity festival.
An expert in strategic communication for the political, diplomatic and high-level institutional environment, Oana Marinescu creates and implements communication, PR & public affairs strategies with vision and credibility. Due to a heightened sense of situational and contextual awareness, Oana has set off in the last decade a refreshing long-awaited change to the Romanian landscape of public debate, policy making, public perception and cross-cultural understanding. For her the question is never who’s going to let me, but who’s going to stop me now. As the founder and managing director of OMA Vision since 2010, a strategic communication and public affairs consulting company, Oana lives by the belief that good communication is based on values – on sharing and standing by your own values, while understanding and respecting those of the people with whom you are communicating. And that a little empathy can go a long way.
Toma Nicolau is an ex-performance sportsman, currently blogger and social media consultant in sports marketing. His portfolio includes an impressive number of online campaigns, in collaboration with the most important brands that activate in Romania. Starting 2013, he is main partner Eventur, agency that organizes events as Bloggers Lan Party, #enjoyBucharest, #tenDubai or #priNeamt.
As well as being a writer and presenter for the Travel Channel and a poet praised by Prince Charles, Charlie Ottley runs www.forge.tv which specializes in broadcast and corporate film production for clients ranging from local and regional government to the army, Islay distilleries, environmental firms and marine based companies, both in the UK and overseas. The Wild Carpathia TV series was born when he fell in love with Romania, in 2011, and has grown into the most viewed TV program featuring Romania. The latest episode is to be launched in 2016.
Codrin Scutaru joined McGuireWoods Consulting Romania in July 2015 as a senior manager. Codrin, who most recently served as Romania’s State Secretary and Deputy Minister of Labor, is an experienced public affairs professional who possesses a deep understanding of public policy, social policies, domestic politics and European affairs, as well as excellent communication skills. He assists clients with political analysis and business risk assessment matters, and is responsible for business development efforts in strategic sectors. Prior to his tenure as State Secretary and Acting Deputy Minister of Labor with the Government of Romania, he served in a number of other government positions including Social Policy Advisor at Prime Minister’s Office, Policy Advisor for European Integration to the Minister of Labor and Policy Advisor to the Minister and State Secretary of Education. Since 2010, he has acted as a political advisor to the President of the Conservative Party. Codrin has also worked closely with the European Commission, the International Monetary Fund and the World Bank, being Romania’s official representative at various formal meetings. In between his governmental assignments, he served as the managing partner of his own public affairs company where he provided public affairs and public relations advisory services to several European clients, including large financial and information technology companies. As a political consultant, Codrin advised top Romanian politicians and provided specialized services in local, parliamentary and presidential elections. He also spent three years as a senior scientific researcher at the Romanian Academy’s Quality of Life Research Institute and has served as a university lecturer since 2012. Codrin is one of Romania’s preeminent sociologists and political consultants and is often invited to appear on mainstream television to discuss political and social matters. He is also a frequent contributor to newspapers and trade journals penning articles on scientific, sociological and political matters, and possesses an active social media presence.
Alina is a leading brand and communication strategy expert with 18 years experience, having contributed to the birth, re-birth and success of Romanian legends such as Connex , Rompetrol and Petrom as well as to successful implementation of global strategies with brands such as Pepsi, Coca-Cola, ING, RBS Bank, Mars, P&G, JTI, BMW, Beko, Henkel, Beiersdorf, etc.
Her experience as Head of Strategy and Managing Director of advertising agencies D’Arcy, Merlin and TBWA\Merlin is doubled by working as consulting strategy and PR expert on EU-funded educational, labour and tourism projects, including the current campaign for the Romanian Tourism Brand. In recent years, alongside a new entreprenorial venture with Romanian design, Alina has been active in phylantropy and CSR prohects in partnership with OMV/Petrom, Wild Carpathia, The European Nature Trust and The CSR Agency.