Press Release

Alina Crangă joins BrandTailors as Client Service Coordinator

Beatrice Daniş Alina Crangă

Managing Partner Client Service Coordinator

Bucharest, March 22nd 2011

BrandTailors – strategic brand consulting and design firm – started a
reorganization of the team’s structure and decision-making decentralization.
Considering that every individual proves one’s value when making the most of the qualities that differentiate
and recommend them as professionals, BrandTailors rethinks its internal staff strategy by naming people on
positions that fit their occupational qualities, in order to achieve professional excellence.

To this respect, 2011 brings the first change to the company’s organizational structure, through Alina Crangă’s
comeback as Client Service Coordinator starting January 1st. Alina’s main tasks will be to coordinate the client
service and project management team, as well as overtaking a series of managerial responsibilities, like financial
and legal management, human resources and current operational aspects.

Alina Crangă joined BrandTailors team in 2007, as Account Manager, a position that she occupied until February
2010, when she left the company to join the marketing team at Tiriac Holdings, as marketing specialist. As a
client she proved to be extremely demanding regarding the projects she developed (Ţiriac Holdings is among
BrandTailors’ key clients) but at the same time pleasant and showing a great initiative of spreading BrandTailors’
values, thus proving an unparalleled passion and commitment for the company’s philosophy.

In one year after her comeback, I expect Alina Crangă to help

increase, improve and specialize the project management’s team

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 and also to facilitate the integration of new employees into
BrandTailors’s philosophy. I expect her to generate a higher level of
loyalty among our employees, managing a rigorous recruitment
process. The decision of bringing her back was based on several
reasons: her exceptional project management skills, her ability to
connect to both client’s and our agency’s team and, most of all, Beatrice Daniş
her passion and commitment to BrandTailors’ philosophy. Managing Partner

At this moment, Alina Crangă is developing new workflow strategies meant to assure more effective implemen-
tation process and minimize the development costs for the company’s projects. The purpose is to develop a
more fluid activity between creative and client service departments in order for our clients to benefit of a
maximum level of efficiency and satisfaction, taking into consideration several key parameters - quality, effective
implementation process and the project costs.

As a client service coordinator I intend to build a team of

professionals that can be able to respond promptly to a clients’
request, as well as act proactively, exactly what each client
pretends from its collaborators. In order to achieve this, I am
considering trainings for my team, as well as programs intended for
the young professionals whom we want to train to become valuable
assets, preparing them in the spirit of BrandTailors standards.
I have the strongest belief that this will lead to creating a strong
reputation for BrandTailors, as well as creating a positive image in Alina Crangă
the eyes of our present and future clients. Client Service Coordinator

Along with Alina’s comeback as Client Service Coordinator, BrandTailors will reach a new phase in its evolution,
in which the management of the company will be ensured by an extended team of specialists, having the mission
of giving the attention needed to each and every one of the managerial functions. This new strategy became
necessary as the company registered an important growth in the last two years and needs to achieve the
development objectives envisaged for the next five years.

In my opinion, the decision of bringing Alina back came after seven

years of me having double attributions, first of all as a manager
and second of all as a brand specialist. All this years I dreamt of
the moment when I would be able to dedicate myself to branding
twelve hours a day, not only six. I hope that after this
decentralization process, by the end of 2012, I will fulfill my desire
and be able to dedicate to my true passion, branding. Being
directly responsible for the first seven years of BrandTailors was as
challenging as it was as hard. I started this entrepreneurial saga
when I was 27 years old, with the courage acquired during my
10 years of experience in advertising and also with the
unconsciousness specific to every beginning. Looking back, I have
the belief that these seven years in the branding industry were very

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 responsible, as the responsibility that every parent has for his
child. I think that the moment of growing up has come for
BrandTailors, being able to disseminate and now having the ability
of using experiences determined by a large range of factors, not
Beatrice Daniş
only the ones generated by the ”parents”. Managing Partner

BrandTailors’ team comprises 18 employees, organized in two business divisions: product branding and service
branding. The financial results of the company for the year 2010 showed a 48% growth compared to 2009.

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There are some words that mean everything to us, BrandTailors professionals: strategy, vision, methodology and
effectiveness. These words have guided our steps over the last seven years, whilst we have completed over 90 projects and
changed the paradigm for over 40 product and service categories. This is what sets us apart, BrandTailors, the first brand
strategy consulting and design firm in Romania that applies and promotes a strategic approach as basis for the branding
process.

Our professional approach has enabled us to gain an outstanding client portfolio. The list has grown year after year and
looking back we are proud to have partnered with reputable companies such as The Coca-Cola Company, GlaxoSmithKline,
Intersnack, Pepsico, Lactalis, Tetra Pak, Albalact, Caroli Foods, Kandia, Azuga Waters, Titan, Țiriac Holdings, Intact Media
Group, Smartree or Petrom, to have revitalized famous brands such as Kandia, Măgura, ROM, Silvana, Zuzu, Fulga, Rarăul,
Lăptic LaDorna, Perla Covasnei, Eurovita, Antena 1, UTV, Europa FM, Radio 21, BCR Open Romania or Class Living and
created ground breaking brands, namely Azuga Apă de Izvor, HapiHap, Grania, Generis, Vibe FM or Naturlich.

As true explorers, we have always believed that our role within Romanian branding industry is to redefine its boundaries by
stepping off the beaten track and charting out new territories. Looking back now, we pride ourselves with being the pioneers
that separated product and services branding operation in order to set unparallel effectiveness standards. To this respect, in
2009 we took a step ahead the pack and established Community BrandTailors, the first Romanian digital branding
consultancy. Early this year, we re-launched our website following a novel on-line communication strategy based exclusively
on social networks.

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15 Henri Coanda St, 1st Floor

010667, Bucharest–1
Phone: (+4)-031-620-84-84 www.brandtailors.com
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