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June 27, 2022

Initiative Romania becomes the new media agency for Avon Romania

Initiative Romania is the new media agency that, starting with May, will provide strategy, research, planning, and offline media buying services for Avon Romania, one of the most famous brands in the beauty industry.

The partnership resulted following a regional pitch held in 11 countries, with a local decision in each market. The selection process lasted for four months and was a complex one, built on a brief with the requirement of generating awareness for three major categories in Avon’s portfolio: make-up, perfumes, and skincare. The Initiative team received three planning and strategy tests, plus a media buying test, which were solved according to the expectations and needs of the brand, thus fulfilling the selection requirements for the media agency in the Romanian market.

“We found at Initiative the exact mix that we were searching for in our media partner: relevant experience, strong know-how, a good understanding of the brand, and ambitious proposals, personalized and addressed according to our specifics and needs. We are delighted with our choice and eager to have as many beautiful projects together as possible. We believe that we have chosen the most suitable partner to support us in all our endeavors and to help us increase our visibility even more”, said Cristina Avram, Head of Marketing, Avon Romania (photo).

“Avon is a brand with history, present in the routine of many women in our country. We are glad that we were selected to be the partner of such a renowned brand, we are convinced that our partnership will have the desired results and that we will bring Avon even closer to the women in Romania, by strengthening and increasing the brand’s visibility. Thank you for the trust and the opportunity to work with such a beloved brand that does so much for women”, added Alexandra Olteanu, Managing Director Initiative Romania.

Avon is a brand that has been present on the Romanian market for already two decades, a time in which it created one of the largest communities of women, developed and supported campaigns and initiatives that contribute to their independence, a better life, and a high standard of living. Together with Initiative, the brand continues its mission of supporting women and approaching beauty differently.


Avon team: Cristina Avram (Head of Marketing), Ana Nicolae (Head of Integrated Communication).


Initiative team for Avon: Alexandra Olteanu (Managing Director), Andreea Dinescu (Deputy Managing Director), Cătălin Florea (Head of Product), Ruxandra Ștefan (Communication Design Director), Anca Tănase (Head of Unit & Account Director), Ruxandra Stan (Head of Media Partnerships), Cristi Lincu (Account Manager), Adelina Danilov (Media Planner), Denisa Andrei (Insights Researcher), Corina Burlan (Senior Researcher).


 About Initiative


Initiative is one of the largest independent media networks in the world, providing specialized planning and buying media services, strategy, media consulting and new media.

Initiative is a member of the Interpublic Group of Companies and is affiliated with the International Initiative Worldwide network. In Romania, Initiative is a member of the group of companies that also includes the MullenLowe, Golin and Medic One agencies.


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