[Article published in Media & Advertising Magazine No. 20 (255), May 27th, 2004]
Heat Advertising was founded in 2001, with a team of 6 people and 100% Romanian capital, offering complete TTL (Through-The-Line) services. The agency takes pride in it’s client portfolio: Unilever South Central Europe – Sunsilk, Rexona, Omo, Cif and Domestos – Mega Image, Johnson Wax, Astral Telecom, Henkel Bautechnik – Ceresit, Mobifon – Connex, Topway Industries - Tomi, JTI Romania, SSL Romania – Durex, Danone, to mention just a few of the prestigious companies of the Heat’s portfolio between 2001-2004.
Heat doesn’t whish to reinvent the wheel, but where case be it, to suggest the wing, and bring a solution that adds value to the product in terms of image and communication. In order to reach this goal, the team set two objectives: nurture a natural dialogue between brand and consumer, so as to create that emotional connection that leads to affinity, as well as shaping a precise identity for the brand. What make the difference between Heat and other advertising agencies? "Flexibility in offering the right solutions, innovation, lateral thinking, and, last, but not least, honesty", replies Cornel Latis, General Manager of Heat Advertising. "These attributes come, first of all, from an experienced team with years of exercising their competencies in the advertising field".
The mission of Heat Advertising is to develop efficient communication solutions that enable brands to build a natural bond with the consumer. Consequently, solutions must be legitimate from a strategic perspective, and easy to implement within allocated budget. Heat believes in ‘sparkling’ solutions; that is why the agency’s slogan is "Advertising with a spark". The ‘spark’ is what sets in motion the communication mechanisms, articulated by strategy (a good market understanding), innovation (out with mental inertness!) and pragmatic functionality (a genius idea is worthless if it’s not doable). These are the principles that govern the agency’s way of thinking and operating.
As for the long run, Heat Advertising wishes to develop a long-term relationship with its clients, fundamental for their satisfaction. "Our main objective is keeping our clients as close as possible, so that they can be directly involved in our projects", explains Cornel Latis, adding that "it is vital to develop relationships based on transparency and trust. Getting the clients’ trust is a process that implies a job well done, results that exceed expectations and handling the relationship well. These are all essential elements for an agency that is not affiliated to an international network".
oreover, the agency sets goals beyond the brief, after careful analysis of each plan, to seize positioning, communication or promotion opportunities that the client isn’t always aware of. In other words, they offer consultancy, exploiting the double perspective on market segments, thus offering opportunities that the client-company can seize.
In order to provide to its clients with an arsenal of top promotion tools, Heat has developed since 2003 a powerful Field Marketing Division, nation wide [...] with visible, if not spectacular performance, given the results and amplitude of undertaken projects. A relevant example is how Sunsilk (Unilever brand) managed to obtain the leader position on the hair conditioner market, while the Sunsilk sampling campaign Heat coordinated starting with June 2003 registered over 40% return-on-sales out of all contacted consumers. The same efficient field marketing team provides quality service to clients such as Johnson WAX or Henkel Bautechnik. [...]