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Press Release

BrandTailors appoints Andreea Florea as the new coordinator

of the Brand Strategy Department

Beatrice Daniș Andreea Florea

Managing Partener Brand Strategy Coordinator

Bucharest, 27th April 2011

BrandTailors – strategic brand consultancy and design firm – continues the
internal process of organisation structure rethinking and decision-making
decentralization by appointing Andrea Florea at the head of Brand Strategy
Starting May 1st 2011, Andreea Florea holds the Brand Strategy Coordinator position within BrandTailors,
overseeing the strategy development process for all brand consultancy, digital branding and brand
communication projects.

“ Andreea’s leadership style, charisma and self-confidence make

any team member to follow her in all activities she carries. She
succeeds in offering admirable brand solutions for all the projects
that she coordinates, setting the correct premises for a perfect
synergy between the client’s know-how and the intuition of
BrandTailors consultants and designers. These are some of the
reasons to have determined me to appoint Andreea as Brand
Beatrice Daniș
Strategy Coordinator.  Managing Partener

The need for this change came with the increasing number of clients willing to further partner with
BrandTailors team for consolidating their brands previously developed or adjusted by the same branding
professionals. The brand consolidation process consists in maintaining the brand coherency, by creating digital
branding or brand communication programs in line with the brand strategy previously outlined.
“ In my new position as coordinator of the strategy department
at BrandTailors I can only reaffirm the pride of being part of
the best Romanian branding team. The biggest challenge of
all in my new position is to pass on my passion for branding
and the commitment to professional excellence I was taught by
Andreea Florea
BrandTailors clients and team members. Brand Strategy Coordinator

Aside from the role of coordinating the entire strategy department, Andreea will be responsible for developing
product branding strategy projects and mentoring the new talents to further join BrandTailors’ strategy

“ Identifying and bringing up your own successor is in my opinion

the biggest challenge and reason of admiration for any head of a
company. Today, I strongly believe that Andreea is the person that
can successfully replace me when she will feel prepared to do it. I
trust that with such a young management team BrandTailors will
certainly continue to further pioneer the effervescent Romanian Beatrice Daniș
branding industry. Managing Partener

Andreea Florea joined BrandTailors in September 2008, as an Office Manager and in just 6 months she took
over a Project Manager position, an intermediate step towards becoming a Brand Consultant for both product
and service branding projects. So far, Andreea has contributed to the creation of such brands as: Naturlich,
Azuga Apă de Izvor, Covasna Tărâmul Apelor, Generis or HapiHap and to the consolidation of Raraul, Laptic
LaDorna, Antena 1, BCR Open, Fulga, Kandia or Magura.

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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, Intersnak, Pepsico, Lactalis, Tetra Pak, Albalact, Caroli Foods, Kandia, Azuga Waters, Titan, Ţiriac
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
România or Class Living and created ground breaking brands, namely Azuga Apa de Izvor, HapiHap, Grania, Generis,
Kand’Or, 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
Fax: (+4)-031-620-84-87 2/2

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