OFFICE INTERIOR DESIGN GOES GREEN, CHILLS OUT
WHERE ROMANIA TALKS BUSINESS July, 2017 / Volume 21, Issue 6
www.business-review.eu
6 x
EMAG AIMS TO BECOME ‘GO-TO’ PLATFORM FOR RETAILERS
22xx
LOBBYING PRESENCE YIELDS CONCRETE IMPACT
28xx
MEDIA AGENCIES REBRAND AND SHINE
30xx
PESTER POWER PREVAILS
www.business-review.eu Business Review | July 2017
EDITORIAL 3 REAL ESTATE
• Editorial •
6 Office interior
Anda Sebesi
design goes green, chills out
• Editor-in-Chief •
10 Anchor Grup turns its attention to housing
COVER STORY
Kids wield the buying baton
12 Advertising to kids: does pester power work? LOBBY 28 Burson Marstellar Brus-
Those with at least one child at home are fully aware of the major
sels CEO: Lobbying presence yields concrete impact
influence they have when it comes to shopping. Flooded by a huge amount of information about thousands of products that are best suited for their newborn, toddler, tween or teen, parents often need to distinguish their impulse of buying “the best” for their
MEDIA & MARKETING
children from what they really need. In today’s world where little kids and tweens have buying power to the tune of USD 1.2 trillion per year – a figure that isn’t just about how much kids buy themselves, it also includes the degree to which they are influencing their parents’ purchases, you start wondering who has the real power when it comes to shop-
30 Media agencies rebrand and shine
32 Onika Simon on honestly disruptive strategy
ping? You may say it’s the kids. And, what if you were to find out that 60 percent of all tweens today have substantially influenced their parents’ final decision on which car to buy? Then kids have the power for sure! Marketers invest huge amounts of money in marketing to children, rolling out on TV, radio, digital, merchandising and on
CITY 36 Orchestral feat
virtually every other media channel. Their early access to technol-
achieved at TIFF this year
ogy enables new generations of kids and tweens to have a great say
38 Love and more love
in the decision-making process. However, even though companies flood the market with products for children of all ages, parents expect the advertising message to have a positive impact on their kids, the future generation of consumers. At least, this is all they can do in a world dominated by brands and advanced technology.
at Sibiu International Theater Festival
40 What doesn’t kill you makes you stronger
42 The Mummy
FOUNDING EDITOR: Bill Avery, EDITOR-IN-CHIEF: Anda Sebesi, DEPUTY EDITOR-IN-CHIEF: Simona Bazavan JOURNALISTS: Georgiana Bendre, Georgeta Gheorghe, Otilia Haraga, Romanita Oprea, Ovidiu Posirca, Oana Vasiliu, HEAD COPY EDITOR: Debbie Stowe COPY EDITOR: Eugenia Pupeza, PHOTO EDITOR: Mihai Constantineanu, ART DIRECTOR: Raluca Piscu PUBLISHER: Bloc Notes Media, ADDRESS: No. 10 Italiana St., 2nd floor, ap. 3, Bucharest, Romania, LANDLINE: Office: 031.040.09.31 EXECUTIVE DIRECTOR: George Moise, BUSINESS DEVELOPMENT DIRECTOR: Oana Molodoi, SALES DIRECTOR: Ana-Maria Nedelcu MARKETING: Marius Andronic, Patricia Neamtu PRODUCTION: Dan Mitroi, DISTRIBUTION: Eugen Musat ISSN NO. 1453-729X EMAILS: editorial@business-review.ro, sales@business-review.ro, events@business-review.ro
www.business-review.eu Business Review | July 2017
4 NEWS
WHO’S NEWS
Tudose’s appointment became official following swift
BR welcomes information for Who’s News. Submissions may be edited for length and clarity. Get in touch at simona.bazavan@business-review.ro
consultations with president Klaus Iohannis, who claimed that Romania needed a new government fast in order to prevent the political crisis from spilling into the economy. In 2016, the prime-minister designate had asked for the withdrawal of his PhD title, as
Ravinder Takkar will step down as CEO of Vodafone Romania, thus ending a three-year term. He will go on to serve as chairman of Vodafone Group Services, Regional Business Development, responsible for representing Vodafone’s interests in India. Takkar joined the mobile operator in 1994 and has held a variety of senior roles in both Vodafone Group and its joint venture companies. This includes the positions of enterprise business unit director and strategy director of Vodafone India and group product development manager for Vodafone Live. Before coming to Romania he was CEO of Vodafone Partner Markets.
he was accused of plagiarism. PM-designate Mihai Tudose was minister of economy in the former government
Romania’s ruling coalition topples its own government, moves to appoint new PM
page 5
Academy of Intelligence (ANI), which is run by the Romanian Intelligence Service (ANI). The ANI has been embroiled in political scandal in recent years, after journalists revealed that a series of high-ranking politicians got their PhD titles here. Journalists wrote that several
By Ovidiu Posirca
PhD theses by politicians appeared to be plagiarized. Asked why he thinks he
Mihai Tudose was the PM
and the Alliance of Liberals and
designated by president Klaus
Democrats, which currently
is right from the role of PM,
Iohannis to form a new govern-
holds the majority in Parliament.
Tudose said that he is recom-
ment, less than two weeks
The coalition turned against him,
mended by the “labor strength,
after the Parliament voted to
citing a slow implementation rate
experience (…) we are talking
oust PM Sorin Grindeanu from
of the governing program.
about results.” Tudose will
However, Tudose, who was
form his new cabinet which
part of Grindeanu’s government,
will have to pass the Parlia-
had a poor performance at the
ment’s vote. He is set to replace
the political support of the
Ministry of Economy, according
Grindeanu, who survived less
Social Democratic Party (PSD)
to an internal review of the PSD.
than 6 months in power.
power, following a conflict Anca Rarau has been appointed advisor to the BCR president, Sergiu Manea. She will relocate to Cluj, while Ionut Stanimir, the bank’s communications director, will take on the interim coordination of the marketing division which she previously headed. Rarau has over 20 years of experience in marketing, having joined BCR in the autumn of 2012. A graduate of the Faculty of Economics at Babes-Bolyai University in Cluj, with an EMBA from the National Conservatoire des Arts et Métiers in Paris and a master’s from the Bucharest Academy of Economic Studies, Rarau will continue to work in the areas of brand strategy and advisory.
He got his PhD at the National
with the ruling coalition. Grindeanu fell after losing
Blue Air to invest over USD 600 million in new planes By Georgeta Gheorghe Romanian low cost carrier Blue
six amount to USD 600 million.
Air plans to add six Boeing 737
Right now we do not have any
MAX 8 planes to its fleet, in
bank loan. (...) All we know is
a leasing deal valued at more
that the deposit was already paid
than USD 600 million.
from company money,” Gheor-
“The catalog prices for the
ghe Racaru, the general manager
Romanian low-cost carrier Blue Air plans to go public by 2020
www.business-review.eu Business Review | July 2017
NEWS 5 It opens the door for immense new possibilities for our customers, for the way they live and work. High speed, mobility, security, intelligent devices, they all have some limitations today, but 5G will give a new perspective and solutions to these current challenges,” said Miroslav Majoros, CEO, Tele-
5G opens new development avenues for mobility, security and smart devices
Private telecom sector and regulatory agency in Romania pave way for 5G adoption
kom Romania. The public consultation launched by the National Authority for Administration and Regulation in Communications (ANCOM) will organize a competitive selection procedure to test the feasibility for the granting of usage rights for several
By Georgeta Gheorghe
radio frequency bands that
In June, Telekom Romania and
Gbps. The trial demonstrated 5G
will also be used to implement
Ericsson conducted in Bucha-
capabilities over a prototype test
new generation technologies,
rest the first 5G live demonstra-
bed, including tests on speed,
known as 5G or IMT-2020.
tion in South Eastern Europe
latency and beam forming,
and Romania’s telecom regula-
achieving aggregate speeds of up
subject of the consultation
tor launched a public consulta-
to 24 Gbps, over 60 times more
contribute to providing the
tion on how to grant new rights
than the current local highest
spectrum resources needed
to use the radio spectrum.
commercial 4G speed, with an
for the efficient development
indicative latency of at least half
of communications services,
five different cases exploring
of what is seen in current mobile
in the context of the surge in
the usage capabilities of 5G
networks.
mobile internet use, but also
During the demonstration,
technology were showcased:
“Besides its superior attri-
“The bands that are the
for the implementation of new
5G speeds, two cloud robotics
butes, more importantly, this
generation technologies known
and two smart city solutions.
technology, will create a shift in
as 5G or IMT 2020,”ANCOM
Peak data rates went up to 24
mind-set for the entire society.
said.
of the airline operator, told News.
routes in 16 countries.
ro newswire. He added that Blue
of Blue Air on the stock ex-
buying two additional planes of
change, Racaru suggested that it
this type.
might happen around 2020. Established in 2004, Blue
to lease another twelve Boeing
Air operates out of Romania
737 planes to support the expan-
(Bucharest, Bacau, Cluj-Napoca,
sion of the business.
Constanta and Iasi), Cyprus (Lar-
Racaru said that Blue Air is
Sinziana Pardhan is P3’s new acquisitions director in Romania. She has an extensive background in investments, acquisitions and disposals, having worked for real estate consultancy Colliers for nine years. Over the years Pardhan has also worked for SOPOLEC and the Romanian Green Building Council and has been involved in consultancy assignments with the US Department of Commerce.
When asked about the listing
Air is analyzing the option of
The company is also looking
Irina Dimitriu has taken over the role of head of the real estate practice of Reff & Associates, the law firm representing Deloitte Legal in Romania. She replaces Robert Ionita, who has joined NEPI as legal director. Dimitriu has over 12 years of experience in the acquisition, financing and development of highprofile real estate projects. Her key areas of expertise include transaction structuring, energy and infrastructure developments, construction, urbanism and permitting, as well as coordinating due diligence teams.
naca), Italy (Torino) and Great
set to register a turnover of EUR
Britain (Liverpool). In 2016, Blue
400 million this year, while the
Air became the biggest Romanian
number of passengers will reach
airline carrier, overtaking for
around 5 million, which would
the first time national air carrier
be a growth of 35 percent versus
Tarom in terms of passengers
2016. The company covers 100
transported.
Constantin Bratu has been appointed head of the communication department of Coca-Cola, as public affairs & communication manager for Romania and Moldova. He is replacing Miruna Smeureanu, who has been coordinating the company’s marketing department since March. Bratu has previously worked as head of corporate affairs for British American Tobacco and as general director of the Romanian Brewers Association.
www.business-review.eu Business Review | July 2017
6 OFFICE FORWARD
Office interior design goes green, chills out The office is increasingly becoming a tool for attracting and retaining valuable employees as well as conveying company identity. But how exactly are local firms using interior design to reach these goals and what new trends are shaping up? By Simona Bazavan will be even more when it comes to the actual time spent at the office or the work schedule, which will directly impact the concept of an office building itself,” he says. A greater focus on the environment and sustainability, the changes brought about by technological advances, the increase in the retirement age, and some opting for lower pay in favor of a set of “soft values” that have to do with enjoying day-to-day life are other factors impacting the office environment, Courtesy of Morphoza
adds Mirona Craciun, brand manager of interior workspace solutions provider Kinnarps Romania. “All this dictates a holistic approach to the working environment, encouraging employers to create spaces where their emCompanies look for offices that spur creativity and inspiration, say consultants
T
ployees are not simple pawns, but members of a community where they feel important and useful,” she tells BR. Most importantly, perhaps, is the fact
he office environment is changing,
generations, new lifestyles and the new jobs
that offices are increasingly used as a tool to
and how it is doing so has to do with
being created, Ovidiu Sandor, the developer
attract and retain valuable talent. This is par-
more profound shifts in the way peo-
behind the EUR 130 million ISHO project in
ticularly the case for industries such as shared
ple live and work, say real estate representa-
Timisoara, tells BR. “The traditional working
services, outsourcing, IT, and banking, Chris-
tives. The office building concept as we know
environment is being improved and inte-
tophe Weller, managing partner of workplace
it is transforming under the influence of new
grated. There already is flexibility and there
consultancy & design firm Corporate Office
www.business-review.eu Business Review | July 2017
OFFICE FORWARD 7 socializing among them,” reveals Calfa.
Solutions (COS), tells BR. “Finding skilled
creased privacy, better management of noise,
talent in key cities such as Bucharest, Cluj,
increased need for collaborative spaces and
Timisoara and Iasi is becoming ever more
areas where employees can rejuvenate during
Romania as well is hot desking, a practice
challenging, so smart-thinking organizations
their working day,” he comments. Bringing
where an employee no longer has a fixed work
are taking a much deeper look at their office
managers outside of their enclosed offices and
station but is encouraged to work from more
design and budget, unlike five years ago when
into the open space has been a challenge, but
informal areas, such as meeting rooms and
it wasn’t such an issue,” he outlines.
experience shows that many now appreciate
even in relaxation areas such as the cafeteria,
the improved connection and collaboration
adds Calfa. It is a way firms make sure that for
ing their approach to their offices’ interior
with team members and people from different
their employees, no one day is like any other,
design when they relocate, while others
departments, adds Angelescu.
she explains.
All this means that companies are chang-
are opting to upgrade their existing ones to reflect some of these principles. The objectives clients mostly have in
New interior design trends for office spaces are dictated particularly by the needs of Gen-
All in all, innovation is the word to best describe the way local companies are approach-
eration Y, for whom the working environment
project are boosting communication and
matters considerably,
collaboration among various teams, increas-
points out Calfa. Be it a
ing productivity by generating new working
coffee shop or reading
processes or accelerating old ones, and raising
room at the office, such
employee satisfaction with the working envi-
details can end up mak-
ronment and the company in general, Diana
ing the difference in the
Calfa, managing partner with architecture
retention process.
Courtesy of Kinnarps
mind when planning a relocation or redesign
and interior design company Morphoza, tells
Another important trend catching on in
As they become
BR. The end game for all that is to increase
aware of this, Roma-
employee attraction and retention, she adds.
nian companies are
“Besides all the benefits strictly related to
aligning themselves
working processes and productivity, lately
to international office
employees also see office design as a tool that
design trends. “Principles such as flexibility,
ing their offices, and some of the projects of
transmits organizational values, both inter-
communication and technological power are
local firms offering interior design solutions
nally to employees but also externally to cli-
thus incorporated into office design projects,”
and other connected services for office spaces
ents. Creative office design can also obviously
adds the managing partner. All this means
reflect that, say market representatives. “It
act as a differentiation factor,” she notes.
that open-space working environments will
is fair to say that Romanians’ enthusiasm for
remain a widespread approach to interior
creativity and inspiration has enabled us to
OPEN SPACE WITH A TWIST
design. “They stem from democratic and
be part of some unique designs and concepts
The latest trends in interior design stem from
collaborative principles to which companies
that have now become the envy of many large
the challenge of putting in place attraction
are increasingly committing. Open informal
organizations’ sister companies in other parts
and retention initiatives, while at the same
spaces thus eliminate, figuratively and liter-
of Europe. Romania is pioneering office space
time managing the open-space model now
ally, communication barriers between team
and the requirements include an open license
very common in most organizations, Andrei
members. More and more, even meeting
to innovate, inspire, differentiate and encour-
Angelescu, architect and manager of the
rooms and gaming or social kitchens are turn-
age improved productivity and entrepreneur-
architecture and design department at COS,
ing into open and friendly spaces that spur
ship,” asserts Angelescu.
tells BR. “With this comes the need for in-
employee creativity, inspire them and boost
Some of the projects COS has recently
www.business-review.eu Business Review | July 2017
Courtesy of COS
8 OFFICE FORWARD
LOOSER PURSE STRINGS
taurants, cafés, banks and so on is being up-
Not only do companies
are being added, which contribute to and help
understand the benefits
define a modern way of life. “In other words,
of upgrading their office
new office buildings are adapting to a contem-
environment, but they
porary lifestyle, and the fact that a developer
are also willing to loosen
doesn’t deliver square meters but an environ-
the purse strings for
ment that creates, enhances or facilitates a
such investments. An
certain living and working lifestyle is truer
adequate office design
than ever,” he concludes. “Office spaces are
project requires exten-
already part of value creation, helping to
sive human, financial
recruit, enforce the brand and provide visible
and time resources, but
sustainability credentials, and the trend will
it still comes at a lower
continue,” Sorin Visoianu, country manager
graded, he adds. Fitness and cultural services
completed have been defined by adopting
cost than working in a dysfunctional space
operations Romania with Immofinanz, tells
the company’s innovative approach and
that causes stress, frustration, lost time and
BR.
translating that to a highly customized office
discontented employees, and companies now
environment such as the new OLX offices, he
see that, argues Calfa.
explains. Elsewhere, such as in the case of de-
There is actually a financially measurable
Given that the needs and wellbeing of their employees has become crucial to companies and office spaces are a key element in that, it
signing the Euromaster offices, it was about
return on investment, so “even CFOs are sup-
is no longer enough for a developer to have
“ensuring office space is more than a desk
porting the quality and sustainable approach
a building located in a very good area, with
and meeting rooms, but an innovative way
to new office investment,” adds Weller. The
good transport connections, he notes.
of approaching the typical office open plan
figures back this claim.
Nowadays many top-line company
“Allocated budgets vary depending on the
headquarters include relaxation and gaming
that enables productive human interactions,
company’s relocation or renovation strategy,
rooms, social hubs, well-furbished, modern
focused work, rejuvenation and safety,” says
the available space, how complex the project
lunch areas and workplaces that provide an
Angelescu.
is and the number of employees. Costs start
airy and nature-like environment and so on,
from EUR 350/sqm and can go beyond EUR
adds Visoianu. “As such, the support and
and turning it into an innovative landscape
One example of an innovative project that
600/sqm,” says Calfa.
Data Romania’s office space in Cluj-Napoca.
COS works for both large
“In this particular case the client wanted an
corporations as well
inspiring design that would stimulate its em-
smaller, local compa-
ployees’ creativity and innovation capacity.
nies, its value of projects
The solution was to turn an entire floor into a
thus ranging from about
spaceship boardroom. We later replicated this
EUR 30,000 to well over
‘into the future’ theme on all the other floors
EUR 1 million, says the
through various elements. Perhaps the most
company’s managing
remarkable were two functional robots which
partner.
Courtesy of Immofinanz
Morphoza was involved in was designing NTT
were later included in the company’s communication campaign,” she comments. Kinnarps, on the other hand, says that
DEVELOPERS CHIME IN Office buildings are
a more unusual requirement for an office
changing both on the
design project they came across was that of
inside and the outside,
creating an unconventional relaxation area
note developers.
based on nature. “We came up with the idea
“The most recent office projects focus on
availability of the landlord is essential for companies to be able to implement these
of a central garden directly linked to the open
having more shared space, on connectivity
facilities, and to always be able to adapt to the
space area. In order to visually separate the
and interactivity. This is based on a mixed
needs and demands of their employees,” he
relaxation areas from the formal space, we
concept that just like an ecosystem brings
says.
had the idea of a suspended modular wooden
together in a harmonious and complemen-
structure from where plants can be hung.
tary manner various functions – working and
formed five of its local office buildings based
This turned into a suspended garden that left
living, a service mix that matches a certain
on an international office concept it calls
beneath a generous and flexible area that can
lifestyle and meets the demands of active
myhive. The idea behind it is to offer tenants
be furnished according to the client’s needs,”
people of the 21st century,” says Sandor
what it calls a desirable social space rather
recalls Craciun.
The now traditional service mix of res-
As part of all this, Immofinanz has trans-
than a simple workplace.
www.business-review.eu Business Review | July 2017
9 - ADVERTORIAL -
6 Tips to Update Your Workspace for the Office Renaissance When designing spaces for today’s employee, the best result is human-centered, a workplace crafted to mentally excite and engage, physically comfort and emotionally support busy workers. Incorporate spaces that allow people to work in whatever posture works for them – lounging, standing, perching, walking or sitting upright. 3. Take Cues From Nature More than just adding plants -- which is important – seek variation over uniformity. Incorporate naturally complex materials, lots of different shapes, forms, patterns and textures. 4. Embed Performance The most inviting and inspiring spaces need to help people make meaningful progress on their work. Integrate technology that makes it easier for people to collaborate, that
Copyright: Steelcase
encourages movement and makes it easier Take a moment and describe what comes
needs of today. The spaces for the new office
to get into focus. Help people find their
to mind when you think of a modern room.
need to combine an updated look with an
favorite places to get work done and provide
Your brain may conjure up images of thin,
authentic employee. Beautiful spaces are only
a feedback loop to the organization about
sleek furniture, and minimalist decor. Now,
worth investing in if they are also productive.
what spaces work.
instead of thinking about the room, turn
The Steelcase Design Studio considered the
your thoughts to the modern man or modern
entirety of the person when putting together
5. Add Needed Privacy
woman. He or she may be rushing to the next
the below tips for modernizing your workspace.
Balance the desire for openness with the
meeting, all while preparing mental talking
Emotionally, how people feel in the space, was
human need for solitude. Create spaces that
points, answering a text message and having
considered important along with employees’
support focused work as well as rejuvena-
a “casual” yet critical off-line conversation
physical health and people’s ability to focus and
tion.
with a co-worker. Is your image of a modern
solve problems. With a view of workers’ holistic
room supporting the modern worker?
wellbeing, Steelcase’s team of designers created
6. Promote Personalization
six suggestions for how to update your work-
Create spaces that feel bespoke to the orga-
place for the office renaissance:
nization and the individual. Prioritize self-
When designing spaces for today’s employee, the best result is human-centered,
expression and authenticity over perfection.
a workplace crafted to mentally excite and engage, physically comfort and emotion-
1. Democratize the Space
ally support busy workers. Mobile tech-
Similar to a healthy ecosystem in nature that is
Modernizing the workplace doesn’t need to
nologies promised workers the ability to be
biodiverse, create a range of spaces that support
feel intimidating or overwhelming. By keep-
productive on the go. But, it’s not enough.
different types of work that people can choose
ing the holistic wellbeing of people top-of-
Needs for collaboration, team building and
to work from, regardless of where they fit within
mind, your workplace can be at the forefront
individual focus are just a few of the reasons
the organization’s hierarchy. Large team meet-
of the office renaissance, becoming a place
employees are coming back to the office.
ings, small group conversations and private mo-
where everyone wants to be.
The elevated importance of the workplace is
ments to focus all support the modern worker’s
creating an office renaissance.
needs.
As employees return to the office, the workspaces of yesterday won’t meet the
2. Support Multiple Postures and Movement
www.business-review.eu Business Review | July 2017
10 REAL ESTATE
Anchor Grup turns its attention to housing Affan Yildirim, general manager of Anchor Grup, talks to BR about the company’s plans to expand its footprint into Bucharest’s residential segment this year and his outlook on the local real estate market through to yearend. By Simona Bazavan
ABOUT Affan Yildirim Affan Yildirim has served as CEO of Anchor Grup since April 2015, having previously acted as CFO and interim GM. He has an extensive professional background in the financial field, real estate, retail and office development. Over the years he has been in charge of several large projects and has also shown an entrepreneurial spirit. Yildirim started his career with PwC in 2004 as audit manager. Between 2011 and 2012 he was VP and CFO of Credit Europe Leasing IFN Romania. The Anchor Grup head graduated in Finance and Business Administration from Marmara University in Turkey.
our current estimations, the project is due to be completed in the last quarter of 2018.
Are you looking at starting other projects on the local market? For 20 years now we have been one of the most active real estate players in Romania; we’re always open to new opportunities and challenges. Apart from the new residential compound, we are developing the concept for a residential project of approximately 200 apartments in two buildings. We’re waiting for our permit for the first building and we intend to begin construction works by this summer. This project will target the midmarket segment. Furthermore, we have several plots of land on which we plan to develop a series of luxury residential projects. Constructions works are planned to begin towards the end of 2018.
How do you expect the local real estate market overall to evolve by yearend and where do you see growth coming from? Last year you announced plans to invest in a residential project. What is the project’s status and when do you plan to deliver the first units?
The new residential complex will include 188
The growth of the local real estate market
apartments in four buildings containing a
that was characteristic of 2016 will continue
basement and six floors, and it will have the
in 2017, according to our predictions. This
same quality elements as InCity Residences,
sector is expanding at a fast rate, hence the
A new housing project will be developed on
including some luxury ones. The apartments
increase in prices that was invoked by BNR as
an 8,000 sqm plot of land that was left after
will be delivered with a ready set-up and
a low intensity risk. But this is not the same
the demolition of the former Select factory,
furbished kitchen. The majority will have
market as in 2008. Nowadays, just like us,
located between the InCity complex on Calea
three rooms, but there will also be studios
most developers look at the long term and
Dudesti and the RATB Dudesti roundhouse.
and two-room flats available. According to
privilege sustainable investments, not just
www.business-review.eu Business Review | July 2017
REAL ESTATE 11
short-term opportunities, because they want
an office space, a retail space or an apart-
expanded, occupying now over 1,350 sqm and
certain, long-term earnings. Furthermore,
ment; they focus on the entire experience
200 sqm, respectively.
more experienced investors are entering the
and on the benefits it provides them with.
market. This means that it will become more
This means that developers have to keep
sqm) will open outlets in Bucuresti Mall. Over
sustainable and further consolidated. The
their eyes on all these factors external to the
the next few months, the mall’s customers
growth in real estate is fueled by the increase
project.
will also be able to purchase items from Buzz,
In June, Aperto (700 sqm) and Taksim (105
Triumph, Inmedio, Douglas and Tommy
in private consumption, which also seems to be continuing this year.
How did your two local malls perform in the first half of the year?
Hilfiger Kids.
Which of the market’s main segments do you think will perform best this year and why?
Very well. The occupancy rate stands at 97
augurated Triumph (60 sqm), dm drogerie
percent in Bucuresti Mall and 95 percent in
markt (270 sqm) and Banca Transilvania (80
Plaza Romania, and negotiations are under
sqm),while Fun Planet (260 sqm) and Il Passo
According to our research, office and residen-
way for the leasing out of the remaining
(85 sqm) have relocated and reopened this
tial will be on the rise in 2017. The first one
spaces. There was also an increase in footfall.
year with their latest concepts. Since May, the
At Plaza Romania, in 2017 we have in-
customers of the mall have been able to enjoy
attracts the second and vice versa, just as the
the food of Pep & Pepper (125 sqm).
entities that are of use to entire communities
Which are the most active retailers in terms of expansion and what are the latest changes you have made to the two malls’ tenant mix?
and change the urban landscape for the bet-
We are working on optimizing our tenant
Restaurant Mesopotamia and Donuterie.
ter: one is in charge of an office building next
mix in both malls. So far in 2017, in Bucuresti
to a shopping center, another implements a
Mall, we have inaugurated Anna Cori (115
future, Plaza Romania will accomodate the
housing project nearby.
sqm), Pravalia cu Retusuri (30 sqm), Hip-
Bucharest Passport Office, on 860 sqm, lo-
poland (730 sqm), dm drogerie markt (300
cated on the second floor.
second gravitates toward shopping centers. Therefore, this is a time for developers to work closely in order to create symbiotic
The arrival of new investors does not
As for the near future, by the end of summer, three new operataors will complete the food court mix at Plaza Romania: Taksim Also, we can announce that in the near
Moreover, in September, Farmacia Tei (750
mean that there will be a decrease in the
sqm) and Nissa (120 sqm). Media Galaxy has
quality of projects, because buyers, like ten-
completely refurbished its store on the third
sqm) and a Bebe Tei store (1,750 sqm) will be
ants, are becoming more and more sophis-
floor, Paul Bakery has reopened based on a
inaugurated. Overall, 20 more outlets will
ticated. They no longer want to buy or rent
new concept, while Mango and Musette have
open in Bucuresti Mall and Plaza Romania.
12 COVER STORY
www.business-review.eu Business Review | July 2017
ADVERTISING TO KIDS: DOES PESTER POWER WORK? From food, clothes, toys and games to professional services, like education and healthcare, babies that become children then teens, have a wide range of industries concentrated around them, meant to ease both their and their parents’ lives. Players spend huge amounts on advertising in an attempt to convince parents that their product or service is best for their children. But who holds the power in the purchasing process: kids or their parents? By Anda Sebesi
www.business-review.eu Business Review | July 2017
COVER STORY 13
www.business-review.eu Business Review | July 2017
14 COVER STORY
F
or decades,
ally per child in a middle-
children have
income (USD 59,200-USD
been the source
107,400), two-child,
of big business for many
married-couple family.
companies selling toys,
Middle-income, married-
games, clothes and now,
couple parents of a child
lots of high-tech goodies.
born in 2015 may expect
Marketers have tried to
to spend USD 233,610 for
treat kids as young adults,
food, shelter, and other
unleashing an array of ad
necessities to raise a child
campaigns designed to get
through age 17. This does
them to buy or pester their
not include the cost of a
parents.
college education.
According to a report
As pundits say, the
published by Digitas, part
current marketing strate-
of the global ad giant Pub-
gies focus on some basic
licis, today’s little kids and
sentiments that kids have
tweens have buying power
such as fear, anger and joy.
to the tune of USD 1.2 tril-
“The strongest influence
lion per year. The same re-
on purchasing a product
search says that this figure
comes from joy: joy of eat-
isn’t just about how much
ing, playing, being strong,
kids buy themselves. It
getting attention or influ-
also includes the degree to
encing others,” says Diana
which they are influencing
Paula Stoian, psychologist-
their parents’ purchases.
psychotherapist, coach and
For instance, 60 percent of
representative of “Centro
all tweens today have sub-
di Terapia Strategica” from
stantially influenced their
Arezzo (Italy) in Romania.
parents’ final decision on
According to her, chil-
which car to buy.
dren need to be part of a
As pundits say, kids
group and often they buy
today are treated more like
a specific brand just to do
adults than ever before. In
so or to make friends. “By
school and at home, they
consuming a product, chil-
are exposed to more adult
dren try to create autono-
topics like poverty, war,
mous spaces where there is
the environment and climate change. In addition, because they are
no room for the authority or the influence of their parents. Usu-
treated more like adults, the result is that they are showing prefer-
ally what parents defy or consider unhealthy, children love,” adds
ences for adult things.
Stoian. She emphasizes that parents who spend less time with their
Every year, children and their parents are bombarded with ad-
children, spend more money on them due to the resulting guilt.
vertising announcing the latest and greatest the toy industry has to offer. Toy manufacturers try to convince parents that their children
ROMANIA IS ON THE SAME WAVE
absolutely need these new toys.
Technology is part of our life more than ever and children of all ages
It has been estimated that the toy market garners an approxi-
are exposed to it and to its implications on their personal develop-
mate revenue of more than USD 80 billion on an annual basis
ment. According to a study conducted by iSense Solutions for Lowe
worldwide. Around a quarter of this estimated total is derived from
Group last fall, the average age when children get devices is 8.5 for a
the North American toy market. The revenue obtained from the sale
tablet, 9 for a computer, 10 for a smartphone and 11 for other smart
of games and toys within the United States alone was estimated to
devices. “Children are exposed to technology in their early child-
have reached USD 23 billion by the end of 2014.
hood which generates changes in the behavior of young generations
Last but not least, according to a study called “The Cost of
and in the decision-making process in a family. Seventy-one percent
Raising a Child” conducted by the US Department for Agriculture
of parents said that they asked their children what products should
(USDA) in 2015, a family spent approximately USD 12,980 annu-
buy while 51 percent of them consider them very persuasive. Our
www.business-review.eu Business Review | July 2017
16 COVER STORY
THE EVOLUTION OF TRADITIONAL TOYS, BY CATEGORIES, BETWEEN 2017 AND 2020 CATEGORY AND CURRENT MARKET SHARE (%)
FORECAST
+80% +6,3% +5,3% -4% -5% -5% -17%
63,7 Different toys (sports, dynamics, for newborns)
16,5 Instruments, vehicles and weapons
15,6 Dolls and plush toys
2,3 Society and interior games
1,16 Construction sets and models
>0,2 Puzzles
>0,2 Card games
Source: Data aggregated from public sources (Statista, Euromonitor, INS, Minister of Finance) by Perceptum
stake is to understand the factors that influence the new behavior
Evaluation of medical services within the National School for Public
models and identify hints that can guide us in preparing some
Health, Management and Improvement of the Medical Sector Bu-
actual, long-term communication strategies for the next genera-
charest (SNSPMS). Over 12,000 children have been born in Baneasa
tions of consumers,” said Adela Preda, digital creative strategist at
Maternity up to now, of which 2,200 were premature ones.
Profero. The study analyzed the behavior of children aged between 5-7, 8-12 and 13-16 in a digital environment. Children on the local market have been a source of big business
The public educational system is in the same shading cone as the medical one, with many parents considering private education as a valid option for guiding the professional path of their children.
for many companies across many sectors, from food, toys, cosmet-
According to the most recent data released by the National Insti-
ics, care products, clothes, books and audio books to medical and
tute of Statistics (INS), quoted by Mediafax, about 17,000 children
educational services. Next, H&M, Mothercare, Zara Kids, Mango,
were registered in 310 private kindergartens in 2014 and 61 private
Cocodrillo, Lego, Imaginarium, Jumbo, just to name few, are some
educational institutions have opened their doors for students from
of many global brands that made their entrance on the local market,
primary and middle schools. As for private high schools, only 2.1
either with a traditional store or using the online channel to sell
percent of Romanian students were enrolled.
products for children of all ages. Even hypermarkets like Cora,
One significant step in this huge industry dedicated to kids was
Auchan or Carrefour have set up specific areas for food and non-
made with the entrance of Bebe Tei on the local market. The store,
food products and clothes for children.
based on the concept of “all under the same roof” posted a RON 54
As a result of decreasing confidence in the Romanian public
million turnover last year, according to Ziarul Financiar. At present,
medical system, many parents decided to invest more in the safety
Bebe Tei operates through its three locations in Bucharest in Militari
of their newborn or unborn children and benefit from premium
Shopping Center, Sun Plaza and a showroom located on Lacul Tei
medical care and housing offered by private medical players. As a
Boulevard. Roxana Maftei, the founder of Bebe Tei and Farmacia
result, in recent years, almost all the private healthcare clinics and
Tei stated last year for Ziarul Financiar that the company intended
networks completed their portfolio with medical services dedicated
to launch a 3,000 sqm Bebe Tei store in Iasi and another one in
to children, from maternities to pediatric clinics and hospitals.
Constanta.
For example, 3,051 babies were born last year at Regina Maria Baneasa Maternity, representing the second largest number of
TOY STORY
newborns registered in Bucharest both in the public and private
The local toys industry is one of the hottest sector on the local
medical system, according to the data of the Center of Research and
market, with Jumbo, Imaginarium, Noriel and Lego just to name
www.business-review.eu Business Review | July 2017
OPINION
Diana Paula Stoian, psychologist-psychotherapist, coach and representative of “Centro di Terapia Strategica” from Arezzo (Italy) in Romania
Who dictates in the purchasing decision process: the kid or the parent?
COVER STORY 17
the few, making big plans for the local market. Even international private investors scanned this market, with Polish Enterprise Fund VII being such an example. The private equity fund managed by Enterprise Investors (EI) signed an agreement to acquire 100 percent of shares in Noriel Group last year for an undisclosed sum. The sellers were the Constantinescu family, Noriel’s founding entrepreneurs, and Balkan Accession Fund, a private equity fund advised by Axxess Capital. As part of the deal, EI will provide EUR 2 million funding to support further development. With a network of 47 stores in 27 cities and a strong online platform, Noriel is the leader in the toys retail market in Romania. In 2015, Noriel’s sales grew by 26 percent, to approximately EUR 30 million. “We will strengthen the management team with industry experts and we will support the further rollout of Noriel stores throughout the country in order to double the number of shops in the coming years,” stated Serban Roman, country director at Enterprinse Investors. Along the same line, Jumbo is another significant player on the Romanian toys market. Despite only having seven stores in
The architects of the consumerist culture – those who manufac-
Bucharest, Pitesti, Ploiesti, Timisoara, Arad and Oradea, the Greek
ture, commercialize and promote products – have discovered the huge
retailer posted RON 217 million turnover in 2015 and had over 40
potential that kids may have. They became the channel between con-
percent market share. According to local media, Jumbo intends to
sumption and family, the bond between advertising and the parents’
open two new stores in Constanta and Suceava this summer. As a
wallet. This is the reason why the so called “commercialized childhood”
recent study conducted by KeysFin found, from the 2015 turnover
became a phenomenon because, while parents are flooded with infor-
perspective, Jumbo is followed by Intertoy Zone (RON 117 million),
mation distributed on media or social channels, he or she asks how the
Lego Romania (RON 75.5 million), Noriel Impex (RON 35.9 mil-
room of their children will look like, what car will they use to transport
lion), Brick Depot (RON 13 million), J&M (Ron 11.7 million), Netzah
them, what accessories should they buy for their baby or kid. And this
Game (RON 11.3 million) and Tritex Design (RON 9.5 million). “The
is happening because it is very difficult to stay away from the “working
entrance of Jumbo in Romania back in 2013 was a significant point
and spending” lifestyle.
for the local toys market. Through its format and wide offer, it
Since 1920, advertisers have made use of their alliance with mothers,
managed to rewrite the standards in this sector in a short time,”
convincing them that their products are good for their kids (“gate-
adds the analysts of KeysFin.
keeper model”). This is happening today too, especially when it comes
According to them, the local toys market will reach its histori-
to products for newborns or kids up to two years. However, this model
cal peak this year, based on an increasing demand. The research-
became almost obsolete in an age where advertising has direct access
ers found that the cumulated turnover from both the production
to children because they spend a lot of time at the TV, on the internet
and retail of toys reached RON 715.8 million in 2015, four times
or are involved in the shopping sessions together with their parents.
higher than in 2010. Also, the profitability of the sector reached
In this situation, the consequence is that both the power of acquisi-
significant peaks, from RON 11.3 million in 2010 to RON 72 million
tion and the influence of the children have exploded, with marketing
in 2015. “Both manufacturers and retailers capitalized the increase
and advertising bringing their contribution to their transformation in
effectively of the income posted by families with children. The
autonomous, determined and decided consumers! Companies make advertisements especially for children because
sustained promotion on all media channels – TV, radio, print, online, stores, outdoor – is proof in this regard. The marketing poli-
they buy. For example, at international level, every half a second, a
cies became more effective and now we have TV channels for kids
Barbie doll is sold. As early as 2003, it was noticed that 80 percent of the
where games and toys are marketed,” say KeysFin representatives.
global brands adopted a strategy that targeted children aged between
The global toys and games market reached USD 100 billion last
9-13 (“tween strategy”) for food, music, fashion, culture and even for
year and, according to analysts, it is estimated that it will exceed
more expensive products designed for adults like electronic devices,
USD 135 billion by 2020. This growth is the result of the increase
cars and hotels. So it is no wonder that in the US alone, at least 62 per-
of the purchasing power, innovation, technological advance and
cent of the acquisitions of SUVs and minivans are influenced directly by youngsters or by advertisements that present happy kids in such cars.
the increasing appetite of both children and adults to buy toys and games.
Plus, since 2004 in the “influence market” industry kids aged between 4 and 12 determined adults to make purchases worth USD 330 billion and influenced expenses of another USD 340 billion.
ROMANIAN PARENTS EYE PRIVATE EDUCATION Education is one of the crucial pillars that establishes the solid
www.business-review.eu Business Review | July 2017
18 COVER STORY
THE MOST IMPORTANT RETAILERS OF TOYS IN ROMANIA (2015 TURNOVER)
to the school, and to have a more open and direct communication with teachers and directors, focusing on the education and protection against alcohol and drug consumption and other behaviors that can have a negative impact on them,” adds Gardescu. She highlights that today there is a wider group of young parents that invest more in education, are involved in the educational experience of their children and realize that they have a crucial contribution to it. As for the marketing messages, Gardescu says that parents need to be listened to and be told the truth about the school and what it can or can’t offer. “At present parents are much more educated and critical with the messages they get. They can easily identify both the standard messages and those that are not in line with reality,” concludes the representative of the American International School of Bucharest.
Total ->EUR 109.5 million
CHOOSING TO BE RESPONSIBLE For Ana Maria Florea Harrison, writer and owner of Riki&Friends
Jumbo (EUR 47.5 million) Intertoy Zone (EUR 25.6 million)
the idea of determining a responsible behavior towards pets and animals in general has been the main drive for putting into practice The Adventures of Riki, a book published back in 2013 by Curtea
Lego Romania (EUR 16.5 million)
Veche Publishing. Her inspiration was Riki, her own 14-year-old
Noriel (EUR 7.8 million)
dog. The book got a nomination at the Bun de Tipar Gala in 2014 in
Toys & Games (EUR 7.7 million) Nicoro Toys (EUR 4.1 million)
the “Best book for kids in Romania” category. Recently, she published the first bilingual edition of “The Adventure of Riki” (French and Romanian). “The Romanian edition of The Adventures of Riki is recommended by many teachers, and there are schools that choose
Source of data: data published on the website of the Minister of Public Finances quoted by Perceptum.
it for study in a specific week. Plus, many schools and kindergartens invite me with Riki to read to them and tell them about animals,” says Harrison. She adds that a publishing house included a text
foundation of a future adult. At present, many Romanian parents
from the Romanian edition of her book in an auxiliary manual of
choose to enroll their children in the private educational system.
Romanian Language and Literature. “My book, including the bilin-
“Usually parents choose private education because they want an
gual edition is now part of the libraries of many schools, including
educational system that focuses on student and a curriculum adapt-
the Anna de Noailles French High School in Bucharest,” adds the
ed to his or her individual needs of learning. They want a school
writer. Speaking of the benefit that The Adventures of Riki brings to
oriented towards academic performance, personal development
children, Harrison says that she wants people and children to learn
and discovery of passions along with well-trained and motivated
how to be gentler with animals and make them understand that
teachers who are able to use complementary educational strategies
they are like human beings. “Riki is a real character, not a Superman
and have access to diverse and interactive teaching materials,” says
one and thus doesn’t do imaginary things. Children need imaginary
Cristina Pop, director of communication and admission at Avenor
stories, but they also need real ones about characters with which
College. She adds that when it comes to education, parents strike
they can identify. They discover and learn through the eyes and the
a chord with authentic messages that are in line with their values
soul of a dog how to behave in different circumstances. They learn
and principles. “When telling the story of your school, it is crucial to
simple but important things. The realism and the honesty of the
help parents find their place in this story,” adds Pop.
stories inside the book are its main added value,” adds Harrison.
As Catalina Gardescu, director of admission and external relations at the American International School of Bucharest highlights,
KIDS LIKE THE MARKET NICHES
Romanian parents want “something different” for their children
Back in 2014, when Luiza Willems, entrepreneur and designer at the
than what the public system can offer: smaller classes, modern
Family Fashion tailor shop decided to set up her own business and
facilities, the possibility to apply what they learn and to encourage
give up her 13 years of corporate life, the concept of family fashion
their creativity, supporting the child and leaning on the social-emo-
was quite nonexistent on the local market. She found a specific
tional aspects of his or her life, encouraging the learning process and
market niche and started by creating mother-daughter clothes
creating an educational environment where the kid can participate
based on a mix of factors: her passion for fashion combined with
with joy, learning foreign languages and getting certificates with
her ambition to create clothes, her experience in the marketing field
international recognition. “Plus, parents want to be more connected
and as a mother of two daughters. “In December 2015, I leased a
www.business-review.eu Business Review | July 2017
COVER STORY 19
Cristina Pop, Avenor College
Catalina Gardescu, AISB
space and made my own tailor shop. I continued to work with other
increase by 10 to 20 percent this year. “The Family Fashion concept
tailor shops until I created my own team of tailors with whom I cre-
appeals both to children and their mothers. When creating clothes
ate the mini-series and the dresses made to order. For large projects,
that need to be suitable for both a child and an adult, I pay attention
that involve hundreds and thousands of items, like my partnership
to design, the moment of wearing it and comfort. While girls strike
with Cora Romania for mother-daughter sets and school uniforms, I
a chord with color and design, mothers need to be sure that their
collaborate with factories,” says Willems. Her initial investment was
kids feel comfortable wearing that dress and that it can be cleaned
about RON 1,000 in 2014 while the total investment for setting up
easily,” says the entrepreneur. As for her marketing strategy, Wil-
the tailor shop reached about EUR 10,000. Last year, Family Fashion
lems says that often it is based on an emotional communication, as
posted a EUR 110,000 turnover, and Willems expects her business to
children that wear her creations don’t know to read.
TYPES OF FAMILIES: Hyper-protective family: they focus on health, food, look, scholar activity and how their kid socializes. It makes all the efforts to buy clothes of the latest fashion, have extra-curricular activities and the latest gadgets.
Democrat permissive family: all the members of the family have the same rights. The kid becomes in time “the small tyrant” that gets everything he or she wants from their parents, as a result of the debates in the family where “democracy is the most valuable thing”.
Family that makes sacrifices: they focus on the opportunity of the kid to get affirmation. Through their kid, parents satisfy their need to exceed their emotional, professional and social status. All the resources of the family are at his or her disposal.
Discontinuous model. In their day-to-day interactions, parents can pass from a firm attitude to a flexible one or from valorizing the kid to criticizing them. In their need to valorize their children, they will put all the material privilege at their disposal.
Family that delegates. Children will capitalize their relationship they have with their grandparents and parents so that they will get as much as possible, especially making use of the emotional squeeze.
The authoritarian family. They focus on respecting some very rigid rules and on obedience of the kid. They put pressure on scholarly, sporting and social performances. The financial resources are allotted strictly in direct correlation with his or her achievements. Source: Diana Paula Stoian, psychologist-psychotherapist, coach and representative of “Centro di Terapia Strategica” from Arezzo (Italy) in Romania
www.business-review.eu Business Review | July 2017
20 TRAVEL
Sunny days ahead for Romania as a travel destination 2017 could be a turning point for the local travel market should it manage to take full advantage of the favorable context, Javier Garcia del Valle, CEO of travel group Happy Tour, tells BR. By Simona Bazavan
The number would be even higher should the local authorities finally solve the problem of the road infrastructure, notes the executive. “If I want to put together a tour around Romania I cannot do it based on the distances. I have to build it based on the roads. This is a problem because Romania is a country to visit in ten days with proper roads,” he says, adding that at the moment tours that foreign tourists take leave out important parts of the country such as the north. Romania is now Happy Tour’s second largest leisure market. “France holds first position mainly because we are the only authorized tour operator for Disneyland Paris and therefore for us France is a key market nowadays. But if we leave this aside then Romania is our biggest growing market with a 28 percent increase in the first quarter.” He believes it could
M
grow overall this year by a level similar to the 40 percent posted in 2016, should everything
ore locals and foreign tourists are
infrastructure is developing too, little by little
choosing to spend their holidays in
– probably not at the speed that we all want,
Romania, due to both internal fac-
fall into place. “There is a momentum that we really need
but it is happening. More and more we’re see-
to take advantage of because everything is
tors and concerns about security elsewhere,
ing new hotels and better service, although
in our favor. The external situation is not the
says del Valle. One reason is that Romanians
there is still a need for better training in ser-
best, as elsewhere security is an issue. Over
have more money to spend on travel fol-
vice delivery,” he says. Hopefully, the rising
here prices are good and Romania can boast
lowing the pay hikes and VAT cuts of recent
demand will not artificially inflate hotel rates,
an authentic travel experience, unlike other
years, points out the CEO. The increase of the
especially when it comes to foreign tourists,
places in Europe that are flooded with tour-
minimum wage in particular has made it pos-
stresses the Happy Tour head.
ists. All this represents an opportunity, so let’s
sible for a new segment of Romanians to af-
The number of foreign tourists coming to
makes sure that we use it. And let’s make sure
ford a holiday and local destinations are their
Romania has been increasing too, especially
we promote Romania as a destination,” he
first choice. Even if the average local tourist
from countries with good flight connections
urges.
remains price sensitive overall, there are also
to Romanian cities. “What I am seeing is
tourists with higher than average budgets
groups coming from abroad. This is the seg-
10 percent last year to some EUR 50 million.
who prefer a domestic holiday after years of
ment that we have to target. Individuals will
All of the company’s business contributed to
going to now established travel destinations
keep coming but their budgets will probably
the growth and del Valle says the same should
such as Greece or Turkey.
be lower. We’re seeing an increase in traffic
happen this year. The expected growth rate
from Germany and other countries,” adds del
for 2017 is above 11 percent and so far the CEO
Valle.
says the company is ahead of target.
It also helps that there are more options to choose from locally, goes on del Valle. “The
Happy Tour saw its turnover increase by
www.business-review.eu Business Review | July 2017
BEVERAGES 21
EcoCap’s taps into Eastern European market, pushing for mainstream expansion Based in Bologna, Italy’s ‘packaging valley’, EcoCap’s is the company behind the protective aluminum foil that seals the top of San Pellegrino’s colorful fruit beverage cans. Through a recent partnership with United Romanian Breweries Bereprod (URBB), the company entered the Eastern European market in a bid to make the technology it developed a worldwide standard in the beverage industry. By Georgeta Gheorghe which means that is tamper evident. In fact, every time someone removes the Ecocap, it is impossible to replace it again on the can, and this is a further warranty for the final customer,” Cassoli explains. The company operates exclusively out of Bologna, where its factory is located. Currently employing 35 staff, EcoCap’s posted a EUR 11 million turnover in 2016 and expects a 10 percent increase this year. “Our business model is different from common packaging machinery companies, because we do not offer only the EcoCaps themselves, but also
T
EcoCap’s seeks to attract clients from the Eastern European beer market
EcoCap’s sealing units. As such, we are also able to offer different types of services beside
he recyclable aluminum foil, called
company’s biggest client. For the next ten
technical assistance. For instance, we give
Ecocaps, protects the beverage from
years following its launch, EcoCap’s did
support in the designing of the Alu-Lid, in
any contamination, from the moment
not conclude any partnership, something
some marketing campaigns and also when
it leaves the production line, throughout
Cassoli puts down to the reluctance of the
it comes to logistics,” the company’s brand
storage and until it reaches the consumer.
shareholders to take on risks. “At that time,
manager tells BR.
The aluminum foil is set through thermoseal-
the company was managed by a group of
ing, without the use of glue, by machines
shareholders, including my family. However,
countries and has entered the Romanian
that EcoCap’s produces in Bologna and sells
the holders of the majority share were afraid
market via its Turkish connection. “We have a
to beverage companies. The solution was
to offer and promote our system worldwide,”
great partnership with Turk Tuborg in Turkey,
developed and patented by EcoCap’s partner
Cassoli argues. Things changed in 2013, when
which has been very important in starting
Carlo Innocenti at the end of the ‘90s when
the Cassoli family purchased the majority
the relationship with URBB. Furthermore, we
cases of contaminated cans were detected
stake and started looking for opportunities to
also have a good partnership with Turkey’s
in Europe. “All these cases brought up the
expand their client base. “Since then we have
Anadolu Efes Group,” Cassoli explains. The
problem of the can top, which is exposed to
found new customers, and now our system
company’s recent partnership with URBB
the environment and everything that lies on
is a must in some countries,” added Cassoli,
opened the doors to the Eastern European
it, would then come in contact with our drink
who argues that the green factor is a top sell-
beer market, which, he argues, holds tremen-
and our mouth,” EcoCap’s brand manager
ing point of the product. “Aluminum is 100
dous potential. “Eastern Europe is a huge
Jacopo Cassoli explains.
percent recyclable, and it can be disposed
market, as the beer consumption per capita is
and restored an infinite number of times. As
higher than in the rest of Europe. Moreover,
receiving the patent for the technology,
both the lid and the can are made of alumi-
cans, in general, also in what concerns soft
EcoCap’s was created and, in 2003, delivered
num, they both have the same waste disposal
drinks, have a great presence thanks to their
the first unit to mineral water brand San
method. That is why the consumer can leave
cost-effectiveness,” he explains, adding that
Pellegrino. Part of Nestlé Waters, the iconic
the Ecocap attached to the can or inside
the company’s ambition is to make the tech-
Italian brand has remained until today the
the can. Moreover, the material is flexible,
nology mainstream.
The invention enjoyed a flying start. After
Currently, EcoCap’s is present in four
www.business-review.eu Business Review | July 2017
22 ONLINE
eMAG aims to become ‘go-to’ platform for retailers Online retailer eMAG, controlled by the South African Naspers group, is looking to reach the EUR 1 billion milestone in sales this year through a combination of acquisitions and investments in the marketplace platform, which handled 1.9 million orders last year. By Ovidiu Posirca
Florin Filote, eMAG Marketplace
I
Iulian Stanciu, eMAG
t might look as if eMAG is trying to gobble
widest traffic channel, which has more than
technology last year, in external technology,
up the Romanian e-commerce market,
20 million visits each month, exceeding by far
equipment and in platform software develop-
where it already holds a commanding po-
the top 10 Romanian malls’ monthly traffic,”
ment. Out of this figure, EUR 5 million went
he added.
into the marketplace.
sition, and also to challenge the shiny retailers in shopping malls. “For businesses, the platform is a channel
And the growing importance of the plat-
HOW THE RETAILER MONETIZES THE PLATFORM
form is seen clearly in eMAG’s overall results.
worth exploiting to increase revenue from selling products, simply because it offers
The online retailer takes its cut from each
EUR 100 million and over 1.9 million orders
one-click access to 500,000 unique custom-
sale recorded on its platform. Commission
for marketplace partners,” said Filote.
ers each day and hassle-free listings in more
varies from 7 to 25 percent, depending on the
than 1,600 product categories,” Florin Filote,
product category.
director of eMAG Marketplace, told BR in an interview. The platform currently hosts 3,500 sellers
Filote says that eMAG’s commissioning
“In other words, we generated more than
The platform has been growing fast since 2015, when it got almost 1,000 stores to sell their products through eMAG infrastructure.
policy is based on the costs its partners have
The figure doubled the next year and the
or would have when selling through vari-
same expansion is expected for 2016.
and more than 1.4 million products. Filote
ous sales channels. “We keep in mind the
says that eMAG wants to reach 7,000 partner
rental costs for offline stores as well as the
wants customers to have a complete shop-
stores this year.
costs a partner would have online to become
ping experience on its platform, creating an
relevant,” he added.
ecosystem that of late includes even its own
“Through eMAG Marketplace, we want to make available to all Romanian businesses the
The retailer invested EUR 24 million in
The retailer, headed by Iulian Stanciu,
delivery services.
www.business-review.eu Business Review | July 2017
ONLINE 23
Filote said that auto, home & deco, chil-
marketplace in the first year since launch, ac-
the past few years there have been issues in
dren & toys, fashion and sport are the catego-
cording to eMAG. In this category, the retailer
the industry, which is trying to keep up with
ries that have posted high sales and look set to
reduced the commission in order to attract
surging demand in the e-commerce sector.
continue to do well on the marketplace.
more Romanian producers. One of the firms selling through eMAG’s
Earlier this year, eMAG invested EUR 1.7 million in Zitec, a Romanian IT company
HOW COMPANIES GET ENROLLED
infrastructure is Care Spot. The online store,
eMAG has developed a clear policy when it
specialized in the beauty industry, gener-
comes to the retailers that it accepts on its
ated 47 percent of its total revenues through
ment is part of a new strategy for eMAG, to
sales platform, and some companies have
the marketplace in 2016. Representatives of
support entrepreneurial firms in Romania,
been rejected.
the company said they are able to sell their
what is for sure is that Zitec will use the
“Registration on the eMAG Marketplace
products to clients in Bulgaria and Hungary
money to hire more people, expand across
platform is very easy; all you have to do is fill
through the platform, while the website also
Romania and create a department tasked
in a form with the company’s profile on the
targets clients in Italy.
with attracting EU funds and grants.
website and send us some documents. After
“While up to now we have focused on
founded by Alexandru Lapusan. Although it is too early to say if this invest-
The group headed by Stanciu might have
a short period of evaluation and validation of
cosmetics and perfumes, in the future we
chosen Zitec because the Romanian company
the profile, the partner store can display its
want to sell fashion and jewelry products,”
is an active buyer of stakes in other emerg-
products directly on the site in the proper sec-
representatives of Care Spot told BR. They
ing firms across the globe. Its investments
tion. At the moment eMAG Marketplace is the
added that perfumes are the most popular
include Zipongo.com (the US), cosQuare.
simplest way to start selling products in less
with foreign buyers.
com (the Netherlands) and publishing house HAC!BD (Romania).
than 30 days,” said Filote. He added, “One of our selection criteria
Zitec also develops mobile solutions,
is to meet the quality standards for products
MOVING INTO THE DELIVERY MARKET AND TARGETED INVESTMENTS
which are becoming the main channel that
and services. This means describing the
Since the start of the year, eMAG has made
generates sales for eMAG.
product characteristics accurately, quality
some surprising moves, taking over a Roma-
“E-commerce has entered the mobile
pictures, customer reviews, and compliance
nian firm that focuses on same-day deliveries
era and this trend will continue. The mobile
with delivery commitments.” The director
and investing in another IT firm specialized in
phone has become the mall in our pocket and
says that the retailer imposes a mix of quality
online apps.
in 2017 we expect over 70 percent of eMAG’s
standards for its products and for those on the
The retailer took over an 80 percent stake
traffic to come from mobile devices. It’s a
marketplace. Asked if there have been retail-
in Sameday Courier and the fresh funding
market with significant growth potential,”
ers whose requests have been turned down,
will be used for new investments in technol-
Stanciu told Bursa newspaper in early June.
Filote says there has been “a relatively small
ogy and the network for deliveries across
number of rejections on the platform”.
Romania.
At the start of this year, the e-commerce
eMAG’s move into the delivery sector un-
The growth of the local e-commerce market will remain in double digits for the next year, according to estimates. The Association
player launched a separate initiative called
derpins its efforts to keep up with the number
of Online Stores in Romania (AMRO) fore-
Open Romania which targets small business
of orders, which grew by 50 percent year-on-
casted that the industry will double its value
owners, including NGOs. Some 400 small
year, said Stanciu. The retailer works with
by 2020 from the EUR 2.5 billion estimated
producers were set to be enrolled on the
a series of delivery firms in Romania and in
for this year.
www.business-review.eu Business Review | July 2017
24 ENERGY
Utilities boost investments to cater for digital client amid market liberalization With the liberalization of electricity prices for Romanian households set to be completed this year, utilities are investing in new technology as users can switch more easily to new suppliers. Although gas prices for individual consumers will be fully liberalized by 2021, companies are already developing new solutions to allow households to keep their consumption under control in real time. By Ovidiu Posirca
Utilities are boosting investments in mobile solutions
T
he main utility firms in Romania are
we offer our clients a wide array of prod-
starting to install tens of thousands
ucts that they can get from a single supplier
continue to provide personalized packages of
of smart meters in households across
alongside the digitalization of processes and
services for consumers.
Szabo added that the firm’s strategy is to
the country, paving the way for differentiated
the reduction of time spent paying bills,�
pricing mechanisms and the easier transition
Cornelia Szabo, CEO of CEZ Vanzare, told BR.
off a digitalization process, firstly by expand-
of consumers from one supplier to another.
The company supplies both electricity and
ing its payment infrastructure through part-
gas in Romania.
nerships with retailers and by boosting online
“We are focusing on integrated services;
Elsewhere, Electrica Furnizare has kicked
www.business-review.eu Business Review | July 2017
ENERGY 25 she added.
operations. The company has also launched
also generate most of the consumption, for
a mobile app through which households can
households the government has intervened
track their consumption in real time and
to delay this process. What we know for sure
be taken into account by households that
make payments faster.
is that electricity prices for individuals will
want to switch to another electricity supplier.
“For the period 2017-2018, the digitalization process will include the redesign of the Virtual Office, so that it corresponds to the
be fully liberalized, while for gas, the process should be finished in four years. “Progress on gas price liberalization for
And there are other provisions that should
For instance, consumers that opt to change their electricity supplier can’t return to the regulated tariffs imposed by the
households stalled in mid-2014 and the
Romanian energy regulator ANRE, according
seek the assistance of utilities if they need a
deadline for completing the deregulation was
to Electrica Furnizare. In addition, although
handyman or to check the health of electric-
extended from 2018 to 2021. The authorities
households can switch to another sup-
ity or heating equipment in their home.
considered the original timetable for price
plier, the electricity distributor will not be
liberalization too aggressive and demand-
changed.
new visual identity launched with MyElectrica (the mobile app – e.n.), as well as the implementation of web services based on open standards, which will allow the exchange of information with other automatic systems, in real time,” Electrica Furnizare representatives told BR. The company will also provide energy audit services and enter on the market for the maintenance of electricity installations within homes. In fact, almost all the utility firms have recently been launching auxiliary services, this being a new market in which companies can differentiate themselves. Consumers can
In the meantime, Electrica Furnizare says
“The supplier can’t influence the number
that it is planning to enter the gas supply
ing for households with fragile incomes,
market. This is a medium-term project and
even though measures to protect vulnerable
and duration of power outages or the quality
the company suggested that in this way it can
consumers were taken,” said experts from
of electricity, and can’t change the recon-
further enhance the portfolio of services it
the International Monetary Fund (IMF) in a
nection times through the contract. Against
provides to clients.
report published this May, following a review
this backdrop, the analysis of all commercial
mission in the country.
and contractual conditions is essential for
This spring, Italian Enel, one of the key players in the electricity sector, also an-
Electrica Furnizare claims that the de-
each supplier, aside from the price criterion,
nounced that it would provide gas supply
regulation of the energy markets allows users
contractual provisions and the capacity of
services in Romania.
to switch their suppliers, with the ultimate
the supplier to meet all its obligations during
goal of lowering bills and selecting packages
its validity period, which are elements of ut-
customers, there is a new world that we can
of offers that meet their consumption needs
most importance in the decision to select an
still explore. We have basically been doing a
better.
electricity supplier,” said Electrica Furnizare
“Regarding our interaction with our
lot in terms of applications for the benefit of our customers, through which we can track your bills and consumption, on an online
However, Szabo of CEZ Vanzare says there are some pitfalls. “A trap in this change of supplier is the
officials. Meanwhile, companies are investing heavily in developing smart metering sys-
basis, with your smartphone, and even give
way energy prices on the free market are
tems in Romania. Enel has announced that it
instructions to your heating and air condi-
communicated, as the supplier often does
will have 300,000 smart meters installed for
tioning through smart thermostats and smart
not provide all the components that will
its clients, out of which 150,000 will be rolled
cooling,” Eric Stab, chairman & CEO of Engie
be included in the bill. In addition, other
out this year. This process is set to continue
Romania, part of the French utility group,
contractual provisions regarding cancelation
in the coming years as the company has 2.8
said during the Country Focus Community
or potential price changes are significant for
million clients across the Romanian regions
Forum, organized by BR mid-June. Stab was
the client and need to be taken into account
in which it operates.
outlining the steps pursued by the company
when the contract is negotiated (…) In the
on the digitalization front.
first stage, the low price of electricity charged
20,000 smart meters this year, and another
Elsewhere, German E.ON aims to install
by some suppliers played an important role
350,000 in the 2018-2020 period. By 2020,
FRESH CHALLENGES FOR CONSUMERS ON DEREGULATED MARKET
in selecting an offer, but considering the
the company wants to have 600,000 such
evolution of prices so far, it is not the only
meters in its network, following an invest-
Although the gas and electricity markets have
selection criterion, with the stability of the
ment effort of EUR 39 million that kicked off
been fully deregulated for companies, which
supplier and prices gaining a bigger share,”
in 2014.
www.business-review.eu Business Review | July 2017
26 BR EVENTS
Foreign investors grappling with overheated local labor market The planned public sector wage hike and the underdeveloped infrastructure in some regions of the country are among the crucial challenges faced by the main foreign investment communities looking to create new jobs in Romania.
Mihai Constantineanu
By Ovidiu Posirca
Panelists concluded that Romania’s economic outlook is positive but investors require more stability in policymaking
A
s the government plans to increase all public sector pay by
and Industry in Romania (CCIFER), said that to solve this challenge,
25 percent from January 2018, executives from some of the
companies have to increase staff productivity.
largest foreign firms in Romania say they have to focus even
more on retention strategies. “This will increase the imbalance between the supply and demand
“We need to find ways to compensate for the sharp increase in the human factor. If it is too sudden, we won’t get enough of a productivity gain and it will pose a financial challenge. The second way to solve
of talent and people in the private sector. But here we face a dilemma.
this dilemma is by striving to be a preferred employer (…) It’s not all 7
On one hand, investors in Romania see for sure the need for stronger
about the money, it is about the culture you provide, the development
social cohesion through higher wages. They see the need for conver-
opportunities,” he added.
gence in Romania with the European Union (…) On the other hand,
Making a company stand out to new candidates also means that
we need to protect our margins, because with a higher margin we hire
companies might further intensify their recruitment programs in
more people, we develop people, we invest in capacity,” said Francois
universities.
Coste, CEO of Groupama Asigurari, during the Country Focus Com-
Francois Bloch, CEO of BRD-Groupe Societe Generale, said that
munity Forum, organized on June 13-14 by Business Review maga-
there is a lot of talent that should stay in Romania and work for
zine. The French insurer has 2,100 employees in Romania, of whom
companies with Romanian or foreign capital. “Through innovation
600 are contractors
and investments, we will enable productivity gains in various sectors
Coste, who is also president of the French Chamber of Commerce
again, through which we can compensate for the increase in salaries,”
www.business-review.eu Business Review | July May2017 2016
said Bloch.
COVER BR EVENTS STORY 27 14 Companies from Germany, Austria and France have been among the strongest supporters of the local vocational education system, and
HOW TO GET MORE EMPLOYEES IN THE PRIVATE SECTOR
classes with students enrolled in such programs have emerged across
The draft bill for the new wage structure in the public sector was
the country. Companies have been struggling for years to find, for
voted in by MPs in early June, but has to be signed into law by the
instance, enough welders and mechanics, and employers hope that
president, Klaus Iohannis, before it can be enforced. The government
vocational training could help them fill the skills gap.
has already pushed back the deadline for the wage hike from this July to the start of next year.
“We have to open the country to foreigners. We have to do this in the next two to three years,” said Anastasiu.
The draft bill has raised concerns among economists, who have warned that the spike in the payroll could push Romania’s budget
MOVING AWAY FROM THE LOW-COST MODEL
deficit above 3 percent. The cost of the new draft bill will amount to
With public sector wages poised to rise sharply, which will also put
more than 8 percent of GDP annually.
ongoing pressure on the private sector to move in the same direc-
“It is worrying that the high economic growth comes
tion, representatives of investment communities talked
with a high deficit,” said Carmen Marcus, economic
extensively about Romania’s transition from a low-
counselor at the European Commission.
cost economy.
Eric Stab, president of the Foreign Investors
“Romania is progressively losing this low-
Council, added that there is a pretty broad
cost advantage,” said Marcus of the EC. She
consensus that some wages in the public
added that there is a clear sectorial shift to
sector have to rise, citing the situation of
services.
teachers and doctors. However, he shared
Stab, also chairman & CEO of Engie Roma-
the story of an investor who claimed that
nia, added that generally speaking, foreign
it had become “pretty much impossible” to
investors are optimistic about Romania, noting
hire people in Timisoara. The western city has
that there is room for improvement in terms of
attracted massive investments in the automotive
foreign direct investments per capita.
and IT sectors and its proximity to the border makes
“If you look at FDI stock per capita, it is the
it attractive for industrial groups that need to move
lowest in Romania, around EUR 3,100, compared to
freight by road fast. “The soaring salaries that companies are complaining about
neighboring countries: in Bulgaria it’s more than EUR 5,000, and in the Czech Republic more than EUR 9,000,” said Stab, citing the
would not be a problem if productivity was growing similarly or more
results of a study conducted by the University of Economic Studies
strongly” said Gerd Bommer, commercial counselor at Advantage
and the FIC.
Austria. He commented that Austrian companies see the potential in longstanding operation in Romania to stay for good and profit from the strong domestic market and growth. Bommer went on to say that Romania faces a workforce mobilization problem and that there’s a need for government actions to bal-
In addition, with the rising automation trend, low-income jobs might be the first ones to go, according to commentators. “Romania was a low-cost country, but this is changing,” said Pierre Moussy, economic counselor at the French Embassy in Romania. He suggested that everything related to research and development and
ance the lack of skilled workers. The government has taken the first steps to promote the relocation of employees, for instance by subsidizing the rent paid by an unemployed person who gets a job far from home, in another city. However, the bigger problem is that some counties, especially in eastern Romania, where there is a chronic lack of transport infrastructure, are not able to attract investors that could develop large-scale projects.
innovation should be increased. The state continues to provide support for investors looking to de-
Representatives of foreign investment communities say that the
velop projects in Romania. There are two state aid schemes, one to at-
Romanian diaspora, which comprises roughly 4 million people, is a
tract labor, where there is still money, and the second for investments
source of valuable talent that has been somewhat ignored up to now.
in assets, for which competition for projects has begun, according to
Dragos Anastasiu, president of the Romanian-German Cham-
Iulian Sorescu, associated partner at Noerr Finance & Tax.
ber of Commerce and Industry (AHK Romania), said that the labor
“There are still investments higher than EUR 10 million coming
market has been literally blocked in the past six months as demand
into Romania for expansions,” said Sorescu. He added that companies
far outstrips supply. “We could do more but we don’t have people,”
are waiting for the call for applications for the state aid scheme for
said Anastasiu, adding that there is an insufficient number of skilled
assets.
employees with the right mindset. “Companies have to wake up and do something. We have to invest
“What we have in Romania compared to other countries is a high level of financing,” said the partner, adding that the 50 percent state
in people through education,” said the AHK Romania head, speaking
aid for investors in certain parts of the country helps Romania’s state
about the dual education program in Romania.
aid scheme become more attractive than others in the region.
28 INTERVIEW
Burson Marsteller Brussels CEO: Lobbying presence yields concrete impact In Brussels, lobbying is a crucial element of the decision-making process, as it helps stakeholders make their interests and concerns known to EU-level decision makers, allowing the latter to draft legislation that affects millions in a well-informed manner. Over 100 Romanian entities are registered in Brussels, however, many public actors, such as the country’s regions, are not represented. In Romania, legislative proposals to regulate lobbying dating from 2010 and 2011 have been roadblocked, with the past three governments giving a negative opinion. Karen Massin, CEO of the Brussels chapter of Burson Marsteller spoke to BR about the importance of lobbying in a transparent and regulated framework.
www.business-review.eu Business Review | July 2017
ABOUT Karen Massin, CEO, Burson Marsteller Brussels Karen Massin manages pan-European projects towards regulators, industry, NGOs and media. She has played a key role in relaunching Burson-Marsteller Brussels as a public affairs and communications agency in 2016. She rose through the ranks after starting off as an intern and, when she was appointed CEO in 2014, became one of the few female executives under 40 in Belgium.
By Georgeta Gheorghe
www.business-review.eu Business Review | July 2017
INTERVIEW 29 It is up to each Member State to be involved
believe that this is due to a certain openness
Why is it important for Romania to lobby in Brussels? Who should be lobbying on behalf of Romania?
and a willingness for more dialogue on the
Many laws and standards in Romania origi-
transparency there is, the better.
part of the European institutions regard-
nate from European legislation. This is why
ing the legislative process. EU laws have an
Romanian industries that are impacted by
impact on more than 500 million people, with
European legislation must be there at the Eu-
What key elements should be included in lobbying regulation according to you?
European standards directly applicable to
ropean level to ensure that the specific nature
I understand that in Romania you already
member states and their citizens. European
of the operation of their sector is taken into
have a voluntary system in place and that
institutions have understood that it is better
account. For example, you do not recycle the
the Government introduced a public register
to try to do the right thing by taking the neces-
same way in Romania, Germany or Italy.
of meetings with interest representatives in
How is lobbying regarded in Brussels? Lobbying is seen positively in Brussels. I
sary time (normally it takes 2 to 3 years) and
in the proper functioning of their institutions at national level. In my opinion, the more
September 2016.
consult all relevant stakeholders so that the
Is Romania lobbying enough in Brussels?
In Brussels, together with the European Pub-
law is drafted in the best possible way and can
It’s hard for me to have a full perspective. I
lic Affairs Consultancies’ Association (EPA-
be rapidly introduced afterwards.
understand that 114 Romanian lobbying enti-
CA), we have worked to clarify the definition
ties are registered on the EU Transparency
of lobbying and created a Register to answer
Why is the Brussels lobby model functional?
Register, from nurses, to music, transport and
questions such as what interests are being
telecoms. Romanian regions are not repre-
represented at EU level? Who represents
Two reasons. The process is open to every-
sented, unlike other European regions. Other
those interests, and on whose behalf? With
body and it is transparent.
industry sectors may be missing out as well.
what budgets? The EU has also developed a
First, many organizations are represented
Direct presence in Brussels offers a direct
Code of Conduct and an alert and complaints
here and can communicate with EU institu-
learning process with a concrete impact. Of
mechanism. I think these are a good start.
tions: trade associations, companies, NGOs,
course, most of the federations and NGOs
trade unions, regions, governments, con-
have Romanian members so I would think
sultancies, law firms, foundations and think
their interests are being represented too. That
Why do you think in Romania lobbying is mistaken for influence peddling?
tanks. Second, we operate in a transparent
said, I am not sure they are sufficiently active
As far as we are concerned, as lobbying pro-
and legitimate framework. European institu-
and make their voice heard enough through
fessionals, we operate a transparent and le-
tions are in favor of lobbies who provide infor-
these channels or directly towards EU institu-
gitimate business. The European institutions
mation and inform policy-makers. A website
tions.
are in favor of lobbies as they provide infor-
has been created - the EU Transparency Register- that allows lobbying entities to declare
mation and inform policy-makers. Corruption
Could the Brussels model be implemented in Romania?
and influence peddling are therefore not part
who they are working for and the amounts they receive for carrying out this work. This
According to the same survey I mentioned ear-
are acts punishable by law.
registration then allows them to have access
lier, a lack of transparency is most commonly
to the European Parliament buildings and to
cited as an example of poor lobbying practice.
Why is transparency important?
meet high-ranking Commission officials. You
I think it is good to create a framework and
Lobbying is a very interesting activity and I
can see the stats on who is lobbying in Brus-
mechanisms so that politicians can openly
am happy to be able to work in the profes-
sels on the above-mentioned website.
and transparently consult with all stakehold-
sion in Brussels. Lobbying can only function
ers and interested parties. These mechanisms
well if it is linked to transparency and trust
What industries are most active when it comes to lobbying in Brussels?
should be improved to ensure that the consul-
in the system. According to our 2013 survey,
tations take place in the right environment,
public affairs agencies have a good reputation
It is not only industries that are active; it’s also
which means in a transparent manner.
according to respondents in Romania. They
of the work of the lobbyist. Moreover, these
are rated as mostly transparent lobbyists (40
NGOs, trade unions, governments, regions…
Why is it important for lobbying to be regulated in Romania?
percent seeing them as ‘transparent’ or ‘very
EU discusses together to create/harmonize policies or legislation. These areas include
I can’t really speak for Romania. What I know
them as ‘effective’ or ‘very effective’).
environment, energy, healthcare, technol-
is that the European Commission is going to
ogy, transport, food, social affairs, financial
propose the establishment of compulsory lob-
services, agriculture and trade. You can find
bying rules at the European level that would
a list of the industries and NGOs perceived as
affect Member States like Romania to a certain
Did you lobby in Romania or on behalf of Romanian political actors and companies? For what client/industry?
the most efficient in A Guide to Effective Lob-
extent. The introduction of compulsory rules,
When we lobby, we contact officials and poli-
bying in Europe – The view of Policy-makers,
applicable to all, would bring everyone to the
ticians in Brussels and a number of countries.
a survey we did on lobbying that included
same level and would probably improve the
We have contacted Romanian officials from
Romania, available on our website.
perception of lobbying in Romania.
time to time, although not often.
Entities are lobbying in policy areas where the
transparent’) and effective (55 percent seeing
www.business-review.eu Business Review | July 2017
30 MEDIA
Media agencies rebrand and shine The value of the Romanian media market will amount to EUR 403 million in 2017 and, if this pace of growth will be sustained in the following years, the market is expected to reach the 2008 peak once again by 2020, shows Initiative’s Media Fact Book 2017. By Romanita Oprea their focus into delivering content, optimizing the user experience, creating customer value and developing advocacy programs, alongside their traditional areas of strength,” added Bonori. The Zenith logo is reinterpreted under the shape of an inspirational structure and the new range of colors, fonts and images shapes a distinct tone of the Zenith brand, at a global level, wanting to keep the message consistent, understandable and confident. The agency landed on “ROI+,” an approach that aims to solve business challenges through a consultancy approach. Alongside offering value optimization, communications planning, content creation and data analytics, Zenith wants to be “an agency of trusted advisors,” using advanced communication models, data and automation, such as machine learning, to help clients. Alexandra Olteanu, Initiative Media Romania
INITIATIVE – CONCENTRATING ON CULTURAL BRANDING
is always evolving and changing, the me-
I
aims to solve the clients’ business challenges
announce its global rebranding, a new agency
dia agencies are the ones making waves
through advanced communication models.
positioning to be adapted to the changes of
these days. At the end of spring and start of
In this context, the new Zenith mantra be-
the global media industry. Therefore, the Ini-
summer, three big, important, multinational
came about “combining data, technology and
tiative network will concentrate on creating
media agencies announced their rebranding.
specialists in order to explore new opportuni-
cultural branding around the brands in their
The series of rebrandings started with Zenith
ties, to find solutions to complex challenges
portfolio, in order to help clients differentiate
Media, which announced a new approach
and to raise the clients’ business results.”
on the markets they are present in.
n a very effervescent media market that
Soon after, Initiative, part of the IPG MediUnder the ROI+ name, the new approach
abrands group, was the next media agency to
in media communication, supported by the
As Vittorio Bonori points out on Zenith’s
re-launch of their brand identity, positioning
blog, new technology has created new oppor-
the manner in which we are building the
and the network’s platforms. The action was
tunities for brands to engage with consumers
campaigns for our clients, they would be
coordinated by Vittorio Bonori, global brand
– and vice versa. Consumers expect to be able
memorable in the long-term. Lately, we have
president of Zenith, and represents the most
to discuss, research and buy products and
observed that consumers are adopting more
important moment in the network’s devel-
services at any time and in any place; their
and more methods to reject or simply forget
opment, after the launch of the ROI Agency
relationship with brands extends way beyond
about the advertising messages. The brand
positioning in 2002. “Our vision is to offer
paid advertising. “This means that share of
advertising that media agencies used to con-
our clients growth in business results and for
experience, not share of voice, is the new
centrate on in the past is no longer sufficient
this, a new manner of work that harmonizes
currency of brand growth, driven by commu-
for the clients’ objectives, therefore heading
technology and innovation is needed,” said
nications. Agencies that seek to deliver prof-
towards cultural branding is a necessary and
Bonori.
itable growth for their clients must extend
natural change, especially for a dynamic me-
“We promised ourselves that, through
www.business-review.eu Business Review | July 2017
MEDIA 31
dia agency such as Initiative,” added on her turn Alexandra Olteanu, managing director at Initiative Romania. With Initiative’s new global positioning, the agency’s members in Romania have committed to help the brands in their local portfolio to integrate more easily into communities and enhance the user experience, with direct impact in both KPIs and preference at shelf. According to Alexandra Olteanu, cultural branding refers to media communication being built based on its association with trends or icons to which consumers resonate – either characters, moments, places, events, lifestyle influences etc. – which are representative to a certain culture or micro-culture to which they have a special meaning. “There are a few local brands that are focusing their communication – especially in terms of advertising – on values or icons that are representative for their target or
Andras Vigh, Blue 449
brands that are leveraging certain Romanian holidays, but there is still a huge potential not being seized at the moment. At the same
OPTIMEDIA BECOMES BLUE 449
and customized approach in communication,
time, as I said before, this trend is more
June brought the last rebranding in the
in an important CEE market. Romania will be
common in advertising, but not very visible
media agencies’ scene so far, with Optime-
our 15th market, and the 23rd office,” said An-
when it comes to media. However, we believe
dia, the media agency part of Publicis One,
dras Vigh, Blue 449 global brand president.
cultural branding should be integrated in
changing its name to Blue 449. The rebrand-
any media campaign that is aimed at bring-
ing is part of a larger transformation process
connections. It has full access to Publicis
ing long-term results for clients,” explained
in all markets where the group operates, with
Groupe’s resources, whilst keeping the ‘open
Olteanu. The values on which the present
the goal of adapting Publicis One’s global
source’ philosophy at the core of its opera-
Initiative identity are built are courageous
and local resources to the clients’ needs.
tions. “Blue 449 brings a breath of fresh air
approach of the media context, creativity and
Optimedia has operated in Romania for the
to a grown agency, remarkable through
exceptional building, a lot of dynamism and
last 20 years.
continuity and team stability. In addition, it
flexibility, but also perfect execution of the
Blue 449 was launched two years ago by
Blue 449 is a dynamic brand with multiple
brings something fresh to the group level.
ZenithOptimedia as the ‘open source’ media
Now we have three strong media agencies in
agency and now has a global presence across
Romania, with precise positioning but which
recent years, increasingly more consumers
13 important international markets and 23
complement each other and form the stron-
have been adopting various ways of rejecting
offices, under the lead of Andras Vigh, global
gest pool of buying in Romania. Last but not
or evading advertising messages. Well, while
brand president. The ‘open source’ principle
least, this Blue 449 launch in Romania also
advertising can be ignored or blocked, culture
found its analogy in the technology field and
brings me personal joy because it’s one of the
cannot. Culture is memorable, generating
it is determined by the basic programming
first in the CEE,” added Maria Tudor, chief
messages that activate the part of the brain
code specially created to allow constantly
media officer at Publicis One.
responsible for long-term memories. To help
spreading, adapting and expanding on a large
our clients leverage this opportunity, we are
scale. This principle became the Blue 449
body art and ideas represented by the blue
now more craft-focused than ever, with 4
philosophy and carries the spirit throughout
color, and the usage of data and technologies
main values at our core: Fearless in our ap-
their collaborative and client-focused ap-
implied by the number 449. This number is
proach/ Brilliant in our work/ Dynamic in our
proach. ‘Collaboration’ is the main concept of
just one digit away from the true blue color
design/ Seamless in our execution,” explained
this new type of business approach.
(represented by the number 450 on the color
media campaigns. What will actually change and evolve? “In
the Initiative Romania’s managing director.
“Our main goal is to set a consistent global
The name and the visual identity em-
spectrum) and therefore Blue symbolizes the
All this, while on the inside, Initiative devel-
footprint as the Open Source media agency
state of being a step away from perfection,
oped a new set of unique media tools which
and we are making quick progress towards
i.e., the state in which the agency constantly
are helping them in to reach the brands’
this. The launch of Blue 449 in Romania en-
strives for development, problem solving and
objectives.
ables us to offer our clients a truly innovative
continuous performance improvement.
www.business-review.eu Business Review | July 2017
32 INTERVIEW
Onika Simon on honestly disruptive strategy Considered an unorthodox strategist, Onika Simon has been directing how global brands and businesses evolve for over 15 years. With experience in the UK, USA and Germany, Onika is currently running her own business, Spokehub. Business Review met with her at Bucharest’s Unfinished festival.
ABOUT Onika Simon Born and educated in London, she studied Philosophy at the University of Manchester, and then began her career with the WPP Group in New York. on Monday September 10th, 2001. Her talent for connecting behavior patterns with design opportunities, has led to successful product, marketing and business innovations for Adidas, Apple, Levi’s, Red Bull, Samsung and the French Ministry of Defense.
By Romanita Oprea
How did you decide to take this professional path and how has it changed through the years? I started my career in 2001. The defining event of that year was 9/11 and I actually moved from the UK to New York in the first week of September. My first day of work, in an advertising agency, was on a Monday in September and the second day of my career was 9/11. When I look back on the last 16 years, every important decision I took in my career can be traced back to that moment, because it was a moment when all systems were in crisis. My very first impression about work was that is all about the people. It’s all about emotions, connections and confronting people. New York was a very interesting place to be. Some people lost an entire team, some lost their families; they were walking on the streets crying. It was a crazy time to be in the City. It really shaped the way I worked because I realized in that moment that, projects who wouldn’t improve people’s lives, wouldn’t hold any interest for me. Ever. I knew that I had to learn a skill, to develop an area of expertise. Here I learned the first and biggest lesson of my whole career: if I couldn’t find a way to improve people’s lives
Valerie Schmidt
with my work, I was going to be unfulfilled.
How do you think the job of the planner has changed through the years and how do you see it evolving? Planning as a discipline really comes from the world of advertising. “Mad Men” is the classic system of advertising agency life. Planning,
www.business-review.eu Business Review | July 2017
34 INTERVIEW
You were talking about the idea of being disruptive. Where did it come from? Disruptive is becoming a very popular word and, as soon as people started to say “disruptive design”, “disruptive innovation”, “disrupting a technology,” I started to ask myself what it actually means. My friends and I cannot watch unsustainable things; we cannot watch bad things without saying anything. This comes from being in New York in 2001: when everything fell apart, everybody was in mourning; Andrei Gindac
complete strangers would ask you if you were ok. Being able to cut through all the social labels and help someone is disruptive, but for a good purpose, and it’s something that I Unfinished Festival: all eyes and years on the speakers
learned just by doing. If you see somebody in distress or troubled, just do something!
as a discipline, initially was only for com-
able than what you make. The possibility for
munications; it was “what do we need to
different people to work together and bring
ness world, it becomes disruptive, because
know about people in order to use the right
their own perspectives is going to be the big-
businesses and society deliberately have
language and place the communication me-
gest shift in the creative industries. People
ethics and rules, to run smoothly. If the [dis-
dia in the right place?” And that was it. That
can keep their titles, as long as they bring
ruptiveness] is for a higher purpose (justice,
is where planning comes from. But strategy
more meaning and communicate better. That
community justice, balance), it’s always
is a lot broader. It’s about figuring out how to
is the next step.
worth doing.
communication, product, service, a process,
What do you think are the skills that actually make a good strategist?
How do you persuade a client who is not open to new ideas and innovation?
etc. Strategy is a lot broader and within it are
The biggest skill, which I have never been
I’ve been working in this business for 16 years
many, many disciplines. I studied philoso-
good at and I am still working on, is listening.
and, with time, also come confidence and
phy, but strategy also bends into ethics, log-
You know when you go to school and you
trust. If I’ve been working for that particular
ics, psychology etc., but it’s ultimately about
get a report card from your teacher - I have a
person for 6-7 years, that person also knows
human minds. Strategy is like a label stand-
stack of them, each one stating that I have to
that my style is brutally honest.
ing over many disciplines and this is where I
learn how to listen. My favorite teacher used
I think you have to decide what your sig-
see everything going. I don’t think that stu-
to say: “She doesn’t listen, she just waits
nature is. Why should people call you and
dents will have to grab as many disciplines
to speak.” And that ties into another skill
not another person? Especially if you are
as possible, but what I do see happening, and
that strategists have but is also a weakness:
a consultant, it doesn’t matter what your
what I think is really exciting, is that they are
strategists have to always keep the end goal
expertise is. It was very uncomfortable in the
more students and people already working
in mind, so the reason I am a bad listener
beginning of my solo project to realize that
in the creative industry that understand the
is because the second I think I’ve heard the
people would call me only when they were
real need for interdisciplinary collaboration.
answer, I stop listening to the rest. I just want
really upset and wanted my honesty. People
I am not saying that everybody has to learn
to jump to the end.
call me when they want to change direction,
If you take those principles into the busi-
tie observations about systems and people and societies into any outcome, whether it’s
a little bit of architecture, but I am saying
If the researcher comes back to me and
when they actually break something.
that architects need to come to the table and
tells me a story about a consumer, I am
“it’s not about what you make, but about
already thinking about what it’s going to turn
how you think.” If industries would shift
into; therefore I tune the volume down and
What services do you offer your clients and which countries are they mostly from?
from looking at the output to looking at the
start thinking about the solution. This skill is
The cool thing about consulting and strategy
method and the journey, that is where real,
also valuable, because sometimes creatives
consultancy is the range of projects, which
amazing innovation happens. Right now, art-
go off on a tangent, they come back with a
are pretty much infinite. Ultimately, my ser-
ists focus on what they make, on what they
product that is beautiful, but that has no con-
vices are advice, research and defining a way
build; everybody is focused on the objects
nection to what is actually needed. There-
forward (helping people understand their
and the outcomes, whilst the process is way
fore, it’s also the strategist role to point out
current position, decide their future position
more valuable. How you think is more valu-
the end goal, the destination.
and how to get there).
www.business-review.eu Business Review | July 2017
36 FILM
Orchestral feat achieved at TIFF this year Transylvania International Film Festival (TIFF) was full of surprises this year, offering a great selection of movies and special events. By far the most exceptional one was 1927’s Metropolis silent movie screening at the Banffy Castle, accompanied by the Transylvania State Philharmonic Orchestra in Cluj-Napoca, scoring the original music composed by Gottfried Huppertz, conducted by the German conductor Stefan Geiger. How was all this possible? Business Review talked with Oana Andreica, the musical secretary of the philharmonic to find out all the details. By Oana Vasiliu Who came up with the idea of Metropolis, the Transylvania State Philharmonic Orchestra and Stefan Geiger? Firstly, it was about the collaboration between Stefan Geiger and our philharmonic; we had already staged The Adventures of Prince Achmed (2013) and Pandora’s Box (2015) with him. When we invited him back to Cluj, he had the idea of doing something in collaboration with the German Centre and TIFF. But, the idea of which film should be presented came from the German Centre. They were already in contact with the Friedrich Wilhelm Murnau Foundation, which has a significant part of Germany’s movie heritage under their jurisdiction. But the biggest advantage was that Stefan Geiger already knew our orchestra and our team, so he said that Metropolis can be done without any worry.
Tell me more about the process of re-creating Metropolis at Banffy Castle with the philharmonic. The idea was launched last year, when the negotiations were settled with the German Centre. What was for sure, Stefan Geiger was “booked” to conduct our orchestra for a movie. After consulting with TIFF management, there were three movies on the shortlist, but Metropolis became the lucky winner. Our orchestra found out in late February this year that they would bring to life Fritz Lang’s Metropolis.
How many musicians were in the orchestra
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FILM 37
The dystopia created by the expressionist director Fritz Lang had new meanings through the grand interpretation of the Cluj Orchestra and a new record for TIFF was reached with over 2,000 people present in the beautiful open space at Banffy Castle.
Photos from page 37: Chris Nemes
Launched in 1927, Metropolis has influenced not only modern cinematography, but also pop culture, which has, along the way, borrowed and reinterpreted many of the symbolic elements used by Fritz Lang to illustrate the society of 2026. With a portfolio of tens of projects of sound portrayal of cinema masterpieces, conductor Stefan Geiger has been conducting the Youth Symphony Orchestra of Bremen since 2002, and was chosen the main conductor of the National Symphony Orchestra of Panama, Brazil for the 2016/2017 season.
for this concert?
orchestra who performs live. Just to have a
The Transylvania State Philharmonic Orches-
brief understanding of what’s happening on
tra had over 63 artists for this event, but it
stage, underneath the silver screen, in a nor-
In terms of space, was the open air from Banffy Castle friendly for the orchestra, or not really?
was a reduced version of the official score.
mal score, the woodwind and brass sections
In terms of acoustics, the sound was incred-
We had fewer strings in the distribution, but
have seven up to ten pages; for Metropolis,
ibly good. This helped both the orchestra and
the whole woodwind and brass sections were
there were over 80 pages, which is a huge
the conductor, but there were some things
there because everyone is needed. We got
test of physical endurance. Also, there were
to consider. Our artists had to get used to the
lucky with a great technician, who helped us
few rehearsals, namely three, and the dress
space, particularly with the fact that they had
amplify to make up for the “lack” of strings.
rehearsal with the movie included only took
to perform in the grass. It was even a problem
place a short time before the final concert.
with the contrabass because it has to be fixed
Is Metropolis’ score adaptable for any orchestra or does it have specific recommendations?
Without any false modesty, there aren’t many
in its endpin and on a normal stage, they have
orchestras who can perform perfectly under
some special boards. All in all, they discov-
these circumstances. But our orchestra is ma-
ered that soil and grass can be good allies for
The answer is no. First of all, this particular
ture and very united, so this is why they can
classical music.
score is a physical endurance test for any
easily perform such complicated pieces.
www.business-review.eu Business Review | July 2017
38 THEATRE
Love and more love at Sibiu International Theater Festival Over 70,000 people attended the Sibiu International Theatre Festival daily, known also as FITS. Curious eyes, mesmerized tourists and amazed kids were simply enjoying the outdoor shows, while the luckiest ones had tickets booked in advanced to one of the performances: Mikhail Baryshnikov, Beijing People’s Art Theatre, Pippo Delbono, Andalusian Flamenco Ballet, Silviu Purcarete, Yamamoto Noh Theatre, Robert Wilson, Brenda Angiel Aerial Dance Company, Batcheva, Kibbutz Contemporary Dance Company, Vertigo Dance Company, Gigi Caciuleanu Dance Company, just to name a few.
Sebastian Marcovici
By Oana Vasiliu
churches and a section of performances for
global meeting of artists and audi-
the NATO soldiers in Romania,” sums up Con-
ence, under the sign of love. We set up
stantin Chiriac, the festival’s president.
Adi Bulboaca
“
The 24th edition of FITS proposes a
a competition with ourselves, i.e. that the Festival would grow both qualitatively and quantitatively from one year to the other. We are presenting 503 events from 72 countries in
Highlights of the festival
71 venues, with an estimated average number
BRODSKY/BARYSHNIKOV. This performance
of 68,000 spectators per day. Besides the
is a one-man show based on the poems of
sections created over time, (…) this year we
Nobel laureate Joseph Brodsky, staged by
Baryshnikov. Conceived and directed by
are adding organ concerts in Transylvanian
the well-known ballet dancer, Mikhail
Alvis Hermanis, noted Latvian director of
www.business-review.eu Business Review | July 2017
THEATRE 39
The New Riga Theatre, “Brodsky/Barysh-
that has been working with Pippo Delbono
visually inspiring approach to the philosophi-
nikov” is an emotional journey deep into the
for many years. “Vangelo” takes its cue from
cal and poetic text” which Cage based on a
poet’s visceral and complex compositions.
the atmosphere of Enzo Avitabile’s music,
complex time length scheme similar to some
Performed in Russian, Brodsky’s mother
explains the official booklet of the festival. It
of his music. “Cage’s text is charming, often
tongue, Baryshnikov recites a selection of
is rich in poetic overtones, but also markedly
amusing, often quotable, equally often inten-
his long-time friend’s poignant and eloquent
reveals the memories of its Croatian perform-
tionally infuriating and profoundly thought
works. His subtle physicality transports the
ers who lived through the traumatic events
provoking. Yet his theatre is non-narrative,
audience into Hermanis’ reverent imagining
of a cruel war that has reshaped the history,
only understood by experiencing it, living it”,
of Brodsky’s interior world.
places and boundaries of their native land.
as described by the festival’s officials.
Absolutely amazing performance.
HORSES IN THE SKY. For everyone in the
NAHARIN’S VIRUS. Ohad Naharin doesn’t
Maria Stefanescu
Dragos Dumitru
Sebastian Marcovici
HUMANS. FITS has also a contemporary
need any description, yet, we would like
world, the Kibbutz Contemporary Dance
circus section, where companies from all
to point out his outstanding choreography
Company should mean perfection. These art-
over the world mesmerize the audience with
which continuously impresses the public.
ists use their whole body to dance, from the
outstanding performances. Australian Circa
Naharin’s restaging of his 2001 celebrated cre-
bottom of their feet, to the top of their head.
Ensemble’s Humans represents a stirring
ation makes use of Peter Handke’s play, “Of-
The name of this performance comes from a
journey of what it means to be human, ex-
fending the Audience”. For Naharin, the play
song by Canadian band Thee Silver Mt Zion
ploring the physical limits of their bodies as
rejects all that is conventional in theatre, and
Memorial Orchestra. It also evokes thoughts
they are pushed to the extreme. The ten art-
takes a saw to the branch it sits on. Within
of the Horsemen of the Apocalypse and the
ist team of Circa Ensemble basically connects
this process, a kind of void is created-a very
end of days, presenting fear, but also tender-
each moment with the next one, in a heart-
interesting space for exploring movement.
ness. What’s more, although the performance
stopping performance: these people aren’t
has amazing key moments for individuals
humans. Their bodies seem to be as light as
and couples, the story remains for the entire
a feather while creating a human body tower
ensemble. And there are also the fluttering
of about two, three and at one point even
hands, a symbol of artistic director Remi Be’er
four layers, not to mention how they revital-
creation.
ize acrobatics, hand-to-hand partnering,
VERTIGO 20. This is a festive production,
pyramid building, Banquine and Risley.
VANGELO. Pippo Delbono returns to FITS Paul Baila
LECTURE ON NOTHING. As a homage to rev-
Sebastian Marcovici
which weaves together twenty years of the Vertigo Dance Company’s creations from its
with Vangelo, another theatrical experiment.
Mihaela Marin
inception. Choreographer Noa Wertheim follows the trail of pebbles she laid, as if re-deciphering the secret of time. As stitches between the private and the public are
Vangelo is a choral work, which began as a
olutionary composer John Cage, Robert Wil-
unraveled, she moves from real to surreal,
contemporary opera. It first took shape in
son performs Cage’s “Lecture on Nothing”,
from intimate to theatrical, from impalpable
Zagreb, performed by the orchestra, choir,
one of the central texts of twentieth-century
to tangible. The Vertigo 20 unique body lan-
dancers and actors at the Croatian National
experimental literature. The production has
guage offers a spectacular staging of rituals.
Theatre, together with the acting company
been described as being an “acoustically and
www.business-review.eu Business Review | July 2017
40 REPAT EYE
What doesn’t kill you makes you stronger In our second monthly column reflecting on the Romanian experience from the perspective of a native whose life has primarily been spent abroad, BR’s resident repat will temporarily fill the expat’s shoes by musing on life back home, more specifically, car registering hell. By Eugenia Pupeza
I
got my driver’s license 18 years ago, in Italy, so I am no novice to bureaucracy, or chaotic driving for that matter. Or so
I thought. The past month and a half as a car owner and traffic participant in Bucharest have tested me in many ways, as I motivationally sing Gloria Gaynor’s I Will Survive before approaching the Arc de Triumph roundabout intersection and the Piata Eroilor subway-building nightmare.
1
THE LOCATION
But today, a short story about how I came into the legal possession of my vehicle – I call it “How to Test Your Every Last Nerve” or “Arm Yourself with a Phenomenal Amount of Patience”. As in every country (though in this case, I can only speak of experiences in Italy and the US), when you purchase a car, you
1
2
3
4
have to register it at the respective Registry of Motor Vehicles. Simple? Perhaps everywhere else. In Romania, the friend from whom I was purchasing the car and I are wandering around the Pipera DRPCIV (where basically every car-related transaction occurs in Bucharest and Ilfov), when we are approached by a woman yelling “ACTE!” (papers) in the middle of the street, next to the crosswalk. We say yes, and follow her into the building across from the Pipera DRPCIV.
2
THE TOOLS
After many twists and turns past insurance brokers of every kind, we sit down at a table and she starts to place a Contract for Selling/ Purchasing into a typewriter. Yes – I said a typewriter. My friend gives her the papers, I give her my ID, she asks us the sale price of the car and types away, as we stare in awe at
www.business-review.eu Business Review | July 2017
REPAT EYE 41
each other, at her, at each other. “Is this legal?
had never really had to wait very long. Five
up at 5pm – certain of my victory. I go to print
Can this really be how things are done?” our
minutes to reissue my birth certificate, 10
a number at the machine – all numbers for the
silent gazes ask. However, being so awestruck,
minutes to get my passport, 10 minutes to
day have been given out. #Killmenow #fml
neither my friend nor I can say a word. Fol-
convert my driver’s license from the Italian
lowing what seems like an eternity of typing,
one to the Romanian one. So all I would have
revealed. Apparently, the driver tells me,
we are asked to sign the contract, pay for the
to wait here would be maximum one hour. I
because the “environmental stamp” and hefty
insurance, pay her the broker’s fee for prepar-
would do it during my lunch break. The fol-
tax have recently been removed, everyone
ing our documents and are rushed on our way.
lowing day I arrive ready to take my number
and their long-lost grandmother are regis-
“So, we go to the police with the contract and
to wait in line – it says 524. I feel a chill go
tering their used cars. He tells me to get an
that’s it?” we ask. Of course not – my friend
down my spine. Could my luck finally have
appointment online. Not possible – appoint-
must go the District 2 Public Finance Adminis-
run out? I look at the screen that displays the
ments are only available after a one and a half
tration to renounce ownership of the car and
numbers being served – it says 128. It seems
month wait, whereas I have to register the car
get the contract signed and stamped. She does
like I’ll need an actual strategy this time. I put
within 30 of signing the contract.
so the next day – it only takes four hours of
the license plates back on the car.
waiting in line.
The opening times for the Pipera DRPCIV
I take an Uber home and the mystery is
4
VICTORY
Step 3, I must take the signed contract to
are 7am – 9pm. I’ll come in the morning at
Finally, I do what every Romanian does when
my District 1 Public Finance Administration
6am, I resolve. That way, I’ll be among the
in need of help – ask the family. The follow-
section so that I can assume legal ownership
first in line for sure. The following morning I
ing day my cousin goes to the Pipera DRPCIV
and pay taxes. I go the following morning at
take the license plates off the car once more.
at 1pm, gets a number and brings it to me at
8am – only 20 people in front of me!!! – I re-
I show up at 6am – people scattered every-
work. At 5pm, I take the number back to the
joice. I leave the office three and a half hours
where. Is there a line, I ask. No, but there’s a
Pipera DRPCIV, wait one hour and everything
later, much less joyful.
list that was started at 2am as people show up.
is solved. I have that “on top of the world”
I look at the list – 167 people in front of me so
feeling that I imagine one gets when climbing
no way I can make it to work by 8am. I put the
Mount Everest; where else can you get such
Finally, Step 4, the final step, taking all the
license plates back on the car. New strategy –
a feeling from a few dealings with public ad-
documents and the old license plates to the
I’ll come after work and wait in line as long as
ministration offices? Moral of the story – if you
Pipera DRPCIV. Despite hearing horror stories
it takes since they close at 9pm. The following
don’t work for it, you don’t feel you earned it,
of public administration office lines, I myself
day, I take the license plates off the car. I show
and family is everything.
3
THE WAIT BEGINS
www.business-review.eu Business Review | July 2017
42 FILM
The Mummy DIRECTOR: Alex Kurtzman STARRING: Tom Cruise, Annabelle Wallis, Sofia Boutella, Jake Johnson, Courtney B. Vance, Marwan Kenzari, Russell Crowe ON AT: Movieplex Cinema, Grand Cinema & More, Grand VIP Studios, Happy Cinema, Cine Globe Titan, Hollywood Multiplex, Glendale Studio
T
The finer points of the plot are easily lost as the film veers between genres. There’s Indiana Jones/Da Vinci Code-style adventuring, sci-fi-esque elements like mechanical spiders (who seem to have followed Cruise from Minority Report), horror, the supernatural, action sequences and general Tom Cruiseness. Shaun of the Dead-type zombie humor is thrown in as well, as characters get dragged
om Cruise battling ancient Egyptian
over to the dark side. And why do Jekyll and
zombies? It may sound ludicrous –
Hyde pop up out of nowhere?
and parts of this mishmash of a movie
The patchwork nature of the narrative
indeed are, but the fun stunts and Cruise
makes sense if you know that this is the first
doing what he does best – racing around as a
in the planned Dark Universe franchise, under
cocky but redeemable charmer – help offset
whose umbrella various monsters are poised
the nonsense.
to blockbust in the coming years. This also
Back in the prehistoric day, a pharaoh
helps explain the closure-no closure nature of
enrages his daughter-heir by remarrying and
the ending. Proceedings throughout are fairly
having a son. Denied her birthright to succeed
silly, but in a Mummy reboot one wouldn’t
her father, Princess Ahmanet (Sofia Boutella)
expect anything less.
embraces the dark side, makes a pact with the
Counterbalancing the film’s flaws is
Egyptian god of death and murders her entire
Cruise’s likeability: he’s played versions of
family. As punishment, Ahmanet is mum-
this part most years since he was a teenager
mified alive, buried, and left to suffer for all
(he’s now, unbelievably, in his mid-50s and
eternity.
still getting away with it) and could prob-
Back in the present day, mercenaries Nick
ably do so in his sleep. The star enjoys some
(Cruise) and Chris (Jake Johnson) are capering
sparky chemistry with his (much younger)
around Iraq, stealing and selling antiquities.
love interest Jennifer, and while their re-
One of their daring raids leads to the discov-
lationship isn’t on as equal a footing as his
ery of an unusual tomb, which catches the
recent pairing with Emily Blunt in Edge of
interest of attractive archeologist Jennifer
Oblivion, the archeologist at least has attitude
(Annabelle Wallis). Cavalier Nick inadver-
and a proper job. Aside from star power,
tently causes a commotion that busts open
action-adventure flicks of this sort rely on
the tomb – and guess who pops out!
their stunts, and these are also impressive
Newly released into the modern world,
enough. Set variously in the Middle East
Princess Ahmanet must feast on the living to
and London, the film makes good use of its
boost her own life force, while searching for a
striking locations for the set pieces, both the
special gem that will allow her to resume her
real-life and the supernatural ones. An aerial
evil reign over the world – or something like
sequence near the beginning is particularly
that. Meanwhile, London scientist Dr. Jekyll
well executed and thrilling.
(Russell Crowe), who seems to have wan-
The Mummy is not a memorable movie
dered in from a different movie altogether,
– partly because it borrows heavily and is
leads a secret organization that is trying to
therefore reminiscent of so many other
stop her. And Nick keeps having weird visions
productions – and nor is it one you’d rush to
of Ahmanet, who seems to have developed a
see again. But Cruise and co, including the an-
liking for him since he accidentally released
cient zombies, will largely keep you on board
her from centuries of entombment.
throughout this divergent ride.
FILM REVIEW
By Debbie Stowe
www.business-review.eu Business Review | July 2017
44 RESTAURANT REVIEW
HERE BIG AMBITIONS GO AWRY
I
>>> EMTE, Calea Floreasca 77, tel 0799 385 585 <<<
feel sad writing this, for I really want
ever wondered why squid is prepared the
dish was patronizingly dumbed down to
this place to succeed. But, I found a
whole world over with onion, garlic, wine
Romanian standards by omitting hot chillis,
major error on every dish I tried, which
and herbs? The answer is simple: without
cumin and fresh coriander. By now, I was aware that I was as eating
had the house gotten it right, they would
the aforementioned, squid is unpleasantly
have been sensational. So near, yet so far.
overpowering. But the house missed out on
my way through the menu in the hope of
It lives on Floreasca, in the company of the
the above, together with all the seasoning
finding one perfect dish. So I settled for a
coolest bar/restaurant neighbors in town.
and simply added an exotic touch of black
crispy beef burger. It was almost a classic,
If you don’t know it, Floreasca is rapidly
ink from a cuttlefish, with the result being
sexed-up beef burger with salad, bacon,
becoming the center of social gravity for
another soggy bread bun base.
crispy onion, mayo and ketchup. With
people who have grown up and are tired of grubby, seedy Lipscani. So I told Blondie that we were going to a burger bar, at which point she wailed “I’ve never had a Big Mac and I won’t pollute my taste buds
They were generous with their black ink as they added it to all their fish burgers, namely salmon with rucola, lime chutney and oyster sauce, and sea bass with mayo, pickled red onions and cucumber.
minced high quality sirloin beef, what could possibly go wrong? Plenty! For the house is out to impress you by cooking all its beef dishes in Wagyu beef lard. Wagyu is Australian beef from the four primary
Well,
breeds of Japanese cows
with one now”. I intoned
which produce the
that we were going
finest, most exqui-
to whoof gourmet
site and expensive
burgers - and by gourmet, they cer-
beef in the world.
tainly were! Each
But the cow’s fat
dish comprised of
which has been
2-3 small burgers,
rendered (fried) down to produce
crowned by a bun
the lard is far from
(either green, white
fine and exquisite.
or black) of superb quality. The creative thought in designing the menu has to be applauded, as do the prices, which are a bargain. So away I went to a duck burger - minced
In fact, it is downright
could
unpleasant, which explains
anything go right? Yes and no,
why it is omitted from every fine
for Blondie ordered BBQ spare ribs which
kitchen restaurant which you will ever
she loved. A rack of 10 ribs, slow cooked to
encounter. Rather than enjoying the sensation of
(tocata) duck topped with fried foie gras
perfection. She grinned in satisfaction as a
and layered with crispy onion, plum jam
trickle of BBQ sauce ran down her chin, which
fine minced sirloin beef, all I could taste
and pomegranate sauce, all for a mere RON
reminded me that we were not given a neces-
was the overpowering lard. I could weep
38. This would be fine on a plate, but having
sary finger bowl. But this dish was spoiled
tears of frustration at the silly mistakes the
been ‘burgered up,’ gravity took its toll and
by the addition of pomegranate sauce to the
house made on everything we sampled. It
the duck juice, jam and sauce dripped into
BBQ sauce, with a horrible result. Pomegran-
would be so simple to put it right and I hope
the bottom bun, rendering it a mushy bread
ate has no place in a European kitchen and
they do so.
of terrible sweetness. Yes, that great combo
should be confined to Asian cuisine alone.
was not meant to be all mixed together at
I was desperate to find something right,
I feel affection for EMTE, for it puts me in mind of the terrible school reports I
so I ordered a safe lamb taco. But they still
got as a kid, throughout my entire child-
messed up, because the lamb was an inspira-
hood. Year after year, my tutors repeated
squids and at a bargain price of RON 38, I
tional choice, but they just had to goof up by
“he doesn’t pay attention,” “he should try
could not see how the House could pos-
serving the corn taco chips soft (too much ex-
harder,” ”he can do better.” I apply this to
sible make a profit at this price, but I was
posure to air) rather than crispy and crunchy.
the house.
not about to complain. However, more
Worse still, the minced lamb had no season-
problems spoiled my treat. Have you
ing whatsoever and this red hot Mexican
the bottom of the dish. Not nice. Now off to a squid burger - with 3 huge
Michael Barclay Mab.media@dnt.ro
www.business-review.eu Business Review | July 2017
46 CITY
Cultural calendar Evanescence concert June 29, Arenele Romane
By Oana Vasiliu
BUZZ CEE, meaning Buzau Inter-
including rock, indie, hip hop,
national Film Festival, represents
electronic and reggae, as well as
a new film festival, which already
art installations.
started in southeast Romania, JazzTM
offering an impressive line-up of films of all genres, with spec-
Depeche Mode July 23, Cluj Napoca
for the city that hosts it and
tacular results for a region that
strengthens its identity. JazzTM
typically doesn’t have a tooth for
American rock band Evanes-
comes to celebrate the vibrant
cultural events.
cence, one of the most well-
cultural energy of Timisoara
known rock bands in the world,
and we can only confirm. At this
returns to Romania. Formed in
edition, Thomas de Pourquery
1995, by singer/pianist Amy Lee
& Supersonic, Monty Alexander
and guitarist Ben Moody, the
Harlem Kingston Express, The
returns to Romania, this time to
band sold millions of albums over
Chick Corea Elektric Band, Miles
Cluj Napoca, ending the band’s
the years, and received many
Mosley feat. The West Coast Get
European tour organized to pro-
nominations and international
Down, Bill Laurance and China
awards, including two Grammys
Moses are among the bands who
in 2004 for their famous song
will be jazzing up Timisoara.
Bring Me To Life. 40 VIP Meet & Greet special packages are available for the band’s dedicated fans.
Jazz in the Park June 26-July 2 Cluj Napoca, several locations
Sibiu International Street Art July 3-9 Sibiu, several locations There will be colors and artists and a new perspective to the beautiful city of Sibiu. Old walls, be prepared! Beautiful colors will inject you with life.
setup has arrived in Romania.
Garana Jazz Festival still nurtures
The concept was first born in
the passion for jazz and nature
New York in the 80s, where small
along with the freedom of bring-
scenes, dance floors and vintage
ing these two elements together
fairs appeared, while in the
in a unique festival experience.
evening, a big concert stage was
The festival will remain faithful
set up for the music lovers. Long
to its initial mission of revealing a
story short, go to Cluj and enjoy
distinctive universe where inspir-
Jazz in the Park.
ing artistic encounters are made
Jazz in the park
For four years now, a new jazz
Garana Jazz Festival July 6-9 Garana village, Semenic Mountain, Caras Severin County
possible.
JazzTM June 30-July 2 Timisoara, several locations A festival becomes a symbol
BuzzCEE Film Festival July 4-9 Buzau, several locations
Electric Castle
Electric Castle July 12-16 Bontida village, Cluj county
English band Depeche Mode
mote their latest album, Spirit. “This is not an album to listen to if you are remotely worried about The festival is a unique festival
the state of the world right now,”
experience that combines music,
notes Clash Music portal, but the
technology and alternative arts.
band is legendary, so it’s not to be
It features many genres of music
missed.