{"id":8994,"date":"2024-12-23T18:47:44","date_gmt":"2024-12-23T18:47:44","guid":{"rendered":"https:\/\/tagpromo.agency\/?p=8994"},"modified":"2026-04-01T18:57:32","modified_gmt":"2026-04-01T18:57:32","slug":"studiu-de-caz-cum-performanta-este-doar-despre-oameni","status":"publish","type":"post","link":"https:\/\/tagpromo.agency\/ro\/studiu-de-caz-cum-performanta-este-doar-despre-oameni\/","title":{"rendered":"[Studiu de caz] Cum performan\u021ba este doar despre oameni"},"content":{"rendered":"
\n

\u00centr-o industrie care necesit\u0103 un echilibru \u00eentre etic\u0103, performan\u021b\u0103 \u0219i inova\u021bie Trade Activation Group (TAG) \u0219i Japan Tobacco International (JTI) au reu\u0219it o abordare care a devenit un benchmark \u00een ceea ce prive\u0219te strategiile de consumer engagement centrate pe oameni. Timp de doi ani, aceast\u0103 colaborare a redefinit modul \u00een care activ\u0103rile de tip DTC (Direct to Consumer) pot fi implementate, cu rezultate remarcabile \u00een retail, horeca \u0219i la festivaluri.<\/span><\/p>\n

Punctul de plecare al acestei colabor\u0103ri a fost integrarea etosului global\u00a0One Team. One Conduct.<\/em>\u00a0\u2013 codul de conduit\u0103 al JTI \u2013 \u00een activit\u0103\u021bile DTC din Rom\u00e2nia.<\/span><\/p>\n

\u201eAm preluat acest set de valori \u0219i l-am transformat \u00eentr-un ghid pentru echipele noastre din teren,\u201d explic\u0103\u00a0Oana Petrescu<\/strong>, Direct to Consumer Manager.<\/span><\/p><\/blockquote>\n

Aceast\u0103 viziune centrat\u0103 pe oameni, coaching permanent \u0219i colaborare integrat\u0103 \u00eentre client \u0219i agen\u021bie a f\u0103cut ca activit\u0103\u021bile s\u0103 ating\u0103 un nou nivel de performan\u021b\u0103.<\/span><\/p>\n

\u00cen cei doi ani de parteneriat, TAG \u0219i JTI au derulat peste 100.000 ore de activare, au acoperit sute de loca\u021bii \u0219i au participat la peste 10 evenimente majore. Aceste rezultate impresionante sunt doar un aspect al succesului. Fundamentul acestei performan\u021be a fost o abordare strategic\u0103 centrat\u0103 pe echip\u0103 \u0219i implementat\u0103 la fiecare nivel al activit\u0103\u021bilor de teren.<\/span><\/p>\n

\u201eSuccesul \u00een activit\u0103\u021bile de tip Direct to Consumer (DTC) este, \u00een esen\u021b\u0103, despre oameni \u2013 despre modul \u00een care echipele din teren interac\u021bioneaz\u0103, influen\u021beaz\u0103 \u0219i creeaz\u0103 experien\u021be autentice pentru consumatorii adul\u021bi. Valorile noastre, sintetizate \u00een One Team. One Conduct., nu sunt doar un cod de conduit\u0103 global; ele devin ghidul dup\u0103 care fiecare interac\u021biune din teren este modelat\u0103. Al\u0103turi de TAG, am reu\u0219it s\u0103 transform\u0103m aceste principii \u00eentr-o realitate opera\u021bional\u0103, bazat\u0103 pe respect, transparen\u021b\u0103 \u0219i un angajament ferm de a face lucrurile corect. Doar av\u00e2nd grij\u0103 de oamenii no\u0219tri \u2013 Brand Ambassadors, manageri \u0219i echipele din teren \u2013 putem oferi consumatorilor adul\u021bi experien\u021be care reflect\u0103 cu adev\u0103rat valorile noastre,\u201d explic\u0103\u00a0Oana Petrescu<\/strong>, Direct to Consumer Manager.<\/span><\/p><\/blockquote>\n

Cheia succesului acestui parteneriat a fost strategia de recrutare bazat\u0103 pe valori, care a reprezentat \u0219i elementul central al pitch-ului c\u00e2\u0219tig\u0103tor TAG. \u00cenainte de \u00eenceperea parteneriatului, echipa TAG a realizat dou\u0103 studii de pia\u021b\u0103: unul axat pe Brand Ambassadors din industria tutunului \u0219i altul dedicat poten\u021bialilor angaja\u021bi care ar putea reprezenta noua genera\u021bie de ambasadori ai brandurilor.<\/span><\/p>\n

Rezultatele au oferit perspective extrem de interesante: Oamenii performeaz\u0103 mai bine c\u00e2nd primesc sprijin \u0219i feedback constructiv, nu sanc\u021biuni.<\/span><\/p>\n

Comunicarea clar\u0103, transparent\u0103 \u0219i cu un mesaj emo\u021bional, aspira\u021bional, atrage mai mult dec\u00e2t o abordare pur pragmatic\u0103.<\/span><\/p>\n

Beneficiile comunicate clar sunt extrem de importante.<\/span><\/p>\n

Valorile personale conteaz\u0103 cel mai mult:\u00a0oamenii \u00ee\u0219i doresc s\u0103 lucreze pentru branduri \u0219i companii \u00een care cred.<\/strong><\/span><\/p>\n

\u201eAbordarea noastr\u0103 de recrutare bazat\u0103 pe valori a fost cheia c\u00e2\u0219tig\u0103toare. Echipa JTI a \u00eembr\u0103\u021bi\u0219at aceast\u0103 viziune, iar rezultatele sunt dovada c\u0103 atunci c\u00e2nd valorile brandului \u0219i cele ale angaja\u021bilor se aliniaz\u0103, performan\u021ba devine o consecin\u021b\u0103 natural\u0103,\u201d explic\u0103\u00a0Ana Voicu<\/strong>, Managing Partner TAG.<\/span><\/p><\/blockquote>\n

 <\/p>\n

\"\"<\/a><\/span><\/p>\n

Activit\u0103\u021bile DTC sunt despre interac\u021biuni directe \u0219i autentice cu consumatorii adul\u021bi, iar succesul depinde de capacitatea echipelor de a se adapta la dinamica rapid\u0103 din teren. \u00cen special \u00een cadrul festivalurilor, unde ritmul este alert, iar schimb\u0103rile pot ap\u0103rea de la o secund\u0103 la alta, prezen\u021ba echipei de management \u00een teren devine esen\u021bial\u0103.<\/span><\/p>\n

\u201eLa festivaluri, atmosfera este intens\u0103: zeci de mii de oameni, activ\u0103ri simultane, schimb\u0103ri neprev\u0103zute. Prezen\u021ba noastr\u0103 \u00een teren pentru a sus\u021bine echipele \u0219i a le ajuta s\u0103 r\u0103spund\u0103 rapid provoc\u0103rilor a f\u0103cut diferen\u021ba,\u201d explic\u0103\u00a0Mihai Bolbe\u0219<\/strong>, 1-2-1 Manager, Direct to Consumer Division. \u201eNu este vorba doar de a rezolva probleme, ci \u0219i de a men\u021bine moralul echipelor, de a oferi suport constant \u0219i de a transforma orice situa\u021bie dificil\u0103 \u00eentr-o oportunitate de succes.\u201d<\/span><\/p><\/blockquote>\n

Aceast\u0103 abordare a permis echipelor de Brand Ambassadors s\u0103 r\u0103m\u00e2n\u0103 concentrate pe obiective \u0219i s\u0103 livreze rezultate excelente, indiferent de provoc\u0103rile \u00eent\u00e2lnite.<\/span><\/p>\n

Filosofia TAG, aplicabil\u0103 tuturor clien\u021bilor s\u0103i, este simpl\u0103: \u00eenv\u0103\u021b\u0103m din experien\u021bele negative \u0219i ne asigur\u0103m c\u0103 acestea nu se vor repeta. Abordarea \u201eA\u0218A NU\u201d este o promisiune c\u0103 TAG va face tot ce este necesar pentru ca fiecare client s\u0103 c\u00e2\u0219tige lupta cu cele mai intense momente de consum, cum sunt weekend-urile.<\/span><\/p>\n

\u201eSuccesul \u00een activ\u0103rile de tip trade \u0219i shopper marketing nu este un accident, ci rezultatul unui angajament constant fa\u021b\u0103 de valori, transparen\u021b\u0103 \u0219i sprijin,\u201d subliniaz\u0103\u00a0Ana Voicu<\/strong>, Managing Partner TAG. \u201ePrin parteneriatul nostru cu JTI \u0219i prin colabor\u0103rile cu to\u021bi clien\u021bii no\u0219tri, demonstr\u0103m c\u0103 performan\u021ba se construie\u0219te \u00eentotdeauna \u00een jurul oamenilor.\u201d<\/span><\/p><\/blockquote>\n

TAG<\/a>\u00a0este o agen\u021bie pentru brandurile care doresc s\u0103 livreze proiecte cu rezultate reale \u00een business.<\/span><\/p>\n

\"\"<\/a><\/span><\/p>\n

\n

Credits:<\/span><\/h2>\n

Echipa JTI:<\/strong><\/span>
\nOana Petrescu \u2013 Direct to Consumer Manager<\/span>
\nMihai Bolbes \u2013 1-2-1 Manager<\/span>
\nCosmin Lupascu \u2013 1-2-1 RRP Manager<\/span>
\nIonut Barcan \u2013 1-2-1 Resources Monitoring & Reporting Associate<\/span>
\nRazvan Nicola \u2013 1-2-1 Resources Monitoring & Reporting Associate<\/span>
\nDelia Motoca \u2013 1-2-1 Resources Monitoring & Reporting Associate<\/span>
\nAlina Lascu – Engagement Data Analyst Manager<\/span>
\nFlorin Pocora – Engagement Data Analyst Manager<\/span>
\nPetrica Radu – 1-2-1 Application Administration Associate<\/span>
\nDan Ivanica \u2013 Digital Ecosystem Delivery Manager<\/span>
\nPaul Virgil Stoicescu \u2013 Digital Marketing Consultant<\/span>
\nRaluca Miu -D&IT Business Solutions Analyst<\/span><\/p>\n

Echipa TAG:<\/strong><\/span>
\nAna Voicu \u2013 Managing Partner<\/span>
\nRadu Cruceanu \u2013 Head of Operations<\/span>
\nLucian Udrescu \u2013 National Manager RMC<\/span>
\nSebastian Barbu \u2013 National Manager RRP<\/span>
\nAlin Costache \u2013 Account Lead RRP<\/span>
\nIonela Cheles \u2013 Recruiter<\/span>
\nCristian Ungureanu \u2013 Head of Logistics<\/span>
\nDragos Ghita \u2013 Logistics Manager<\/span>
\nClaudia Zhilipotok \u2013 HR Generalist<\/span>
\nAnca Codreanu \u2013 Head of Financial<\/span><\/p>\n<\/div>\n

<\/div>\n","protected":false},"excerpt":{"rendered":"

\u00centr-o industrie care necesit\u0103 un echilibru \u00eentre etic\u0103, performan\u021b\u0103 \u0219i inova\u021bie Trade Activation Group (TAG) \u0219i Japan Tobacco International (JTI) au reu\u0219it o abordare care a devenit un benchmark \u00een ceea ce prive\u0219te strategiile de consumer engagement centrate pe oameni. Timp de doi ani, aceast\u0103 colaborare a redefinit modul \u00een care activ\u0103rile de tip DTC […]<\/p>\n","protected":false},"author":1,"featured_media":8997,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[38],"tags":[],"_links":{"self":[{"href":"https:\/\/tagpromo.agency\/ro\/wp-json\/wp\/v2\/posts\/8994"}],"collection":[{"href":"https:\/\/tagpromo.agency\/ro\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tagpromo.agency\/ro\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tagpromo.agency\/ro\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/tagpromo.agency\/ro\/wp-json\/wp\/v2\/comments?post=8994"}],"version-history":[{"count":5,"href":"https:\/\/tagpromo.agency\/ro\/wp-json\/wp\/v2\/posts\/8994\/revisions"}],"predecessor-version":[{"id":9002,"href":"https:\/\/tagpromo.agency\/ro\/wp-json\/wp\/v2\/posts\/8994\/revisions\/9002"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/tagpromo.agency\/ro\/wp-json\/wp\/v2\/media\/8997"}],"wp:attachment":[{"href":"https:\/\/tagpromo.agency\/ro\/wp-json\/wp\/v2\/media?parent=8994"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tagpromo.agency\/ro\/wp-json\/wp\/v2\/categories?post=8994"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tagpromo.agency\/ro\/wp-json\/wp\/v2\/tags?post=8994"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}