Pi2

Influencer marketing has never been bigger. And the credibility lift has never been harder to earn. That's not a coincidence. It's what happens when an audience becomes literate enough to distinguish between a recommendation and a transaction.

Audiences didn't become cynical. They became better at reading the room.
They follow creators for the relationship, and they notice, almost immediately, when that relationship is being rented out.

Most brands are still writing briefs around reach and impressions. That's a visibility strategy. What actually builds trust looks different — and it starts long before the campaign does.

Our colleague, Andreea-Mihaela Gheorghiță, Social Media & Influencer Marketing Executive, wrote about what that shift looks like in practice. Read the article, in comments 👇

Clients don’t need more noise around their brands. They need to build trust and explain their why; the business gap they tried to fix.
In education, those gaps are everywhere. And two of the clients we've worked with in this space understood that better than most.
🏫 Romania Education Alliance, because private school owners across the country were building great schools alone, and nobody had offered them a serious reason to build together. Anca Macovei Vlasceanu and the team at Morphosis Capital decided that reason should exist.
🎓 Mark Twain International School Bucharest, because Romania's most ambitious families deserved a school that didn't ask them to choose between a local diploma and a global education.

Different briefs. The same starting point: a founder who looked at something everyone else had accepted and decided it wasn't good enough.

We've just published both case studies on our website. Links in the comments. 👇

A new campaign is live across social media and in-store activations produced by Sector7 HUB for Puiul de Craiesti, the premium chicken brand of our client Poultry Investment Team.

Worth a watch 👉 https://shorturl.at/hWyJf — if only to see how a boy band can make antibiotic-free chicken genuinely fun — a single hook, a retro boy band called THE PUIUȚ, and a jingle that adds a new product argument with every listen.

No fragmented messaging across formats. No complicated narrative to decode at the shelf. Just a refrain that's simple to process, easy to remember, and hard to shake.

And that was because the brief was clear: make the choice obvious in the two seconds a consumer spends at the shelf. The answer wasn't more information. It was the right one, delivered memorably.

There's a lesson in that for anyone building campaigns right now. Clarity isn't a creative limitation. It's the strategy.

More about the campaign at the link in the comments. 👇

The most common brief we receive starts with: "We need more visibility."

Sometimes that's exactly right. But more often, what's being described isn't a visibility problem. It's a trust problem. And those require fundamentally different solutions.

Reputation isn't a media relations outcome or a line item in a communications plan. It's a business asset — one that determines whether investors back you, whether talent chooses you over a competitor with a comparable offer, and whether customers stay when things get uncomfortable.

What we tell our clients: stop thinking about reputation as something you manage when things go wrong. Start treating it as something you build every day — in product decisions, in how leadership communicates, in the gap between what you promise and what you actually deliver. Communications can shape and amplify the story. It cannot manufacture credibility that isn't already there.

The brands that get this right aren't the loudest. They're the most consistent.

In our latest article, Camelia Lepădatu, Head of PR at Pi2, breaks down what building a reputation that actually holds looks like in practice — and why it starts long before any campaign does.

Link in the comments. 👇

We're thrilled to announce that Combinatul de Îngrășăminte Chimice, one of the most established producers of fertilizers and agricultural inputs in Eastern Europe, has joined the Pi2 family.

CICh makes crops grow through decades of innovation and agrochemical know-how. We make brands grow through sharp positioning and communication that lands.

Together, we're covering two of CEE's most important agricultural markets — Romania and Bulgaria — because good harvests and good PR don't stop at the border. 🇷🇴🇧🇬

All details of this partnership that's deeply rooted, and built to grow are available here: https://www.pi2pr.com/cich-appoints-pi2-as-communication-agency/.

Thank you, Nora Ionita and Combinatul de Îngrășăminte Chimice for trusting us.

13 years. Not luck. Just a good idea.

Thank you, WU Executive Academy, Ziarul Financiar, Капитал, Claudia Peter-Sharman, Alexander Damev, Adriana Codruța Georgescu, Phillip Nell!

Visibility is easy in 2026. 🔍 Trust is not. ❌

AI generates content at scale. Paid media buys attention in seconds. But credibility? That's still earned the old way; slowly, publicly, consistently.

Your brand isn't what you post. It's your pattern. What do you do under pressure? How you show up when it's uncomfortable. What credible voices say about you when you're not in the room.

The Bulgarian market knows this better than most. It's a market built on relationships, on reputation that travels faster than any press release, on trust that takes years to build and one wrong move to lose. Which is exactly why strategic PR here isn't background support, it's the engine.

In our latest blog article, Melani Pamukliyska, our PR Executive specialized in the Bulgarian market, breaks down why PR has become the system that transforms exposure into earned trust and reputation into long-term equity.
The brands that win in Bulgaria, and in CEE in general, won't just trend. They'll be trusted.

Link in bio to read the article. 👆

Pi2 meets PI. 🐔

We're thrilled to announce our new partnership with Poultry Investment, one of Romania's largest poultry producers and the force behind the beloved "Puiul de Crăiești" brand.

Yes, the acronyms align. No, we didn't plan it.

Poultry Investment is building something seriously impressive: a fully integrated chain spanning grain and feed production, hatcheries, farms, slaughterhouses, and its own retail network — across four counties in Transylvania and expanding across Southeast Europe.

Our role? Help translate a disciplined, investment-driven growth story into a clear and credible market positioning — in business and agribusiness media, with commercial partners, and in the broader conversation about the regional agri-food chain.

“Poultry Investment is a company defined by a clear, disciplined approach to growth — through integration, investment, and operational control. Our role is to help translate this into a strong and credible positioning, aligned with their business ambitions and the dynamics of a highly competitive sector,” said Camelia Mindreanu, Head of PR, Pi2.

Welcome to the Pi2 family, Poultry Investment. 🥚

📣 Thank you Economica to for highlighting this exciting partnership. Read the full story - link in comments.

Today we celebrate two things: 𝐏𝐢 𝐃𝐚𝐲 and 𝟏𝟖 𝐲𝐞𝐚𝐫𝐬 𝐨𝐟 𝐏𝐢𝟐.

π is infinite.
So is our curiosity for great stories, bold ideas and meaningful impact.

For 18 years we’ve worked with inspiring clients, brave entrepreneurs and visionary teams who trusted us to tell their stories. We are now old enough to confirm that great communication is never accidental.

Thank you for being part of the equation. ❤️

𝐂𝐨𝐦𝐦𝐚 𝐀𝐰𝐚𝐫𝐝𝐬 𝟐𝟎𝟐𝟔 are a month away, and we’re honored to serve on the jury again. It’s a timely reflection on the PR landscape in 2026 as we’re seeing firsthand how the most impactful work today combines strategy, courage, and real-world contribution. Denisa Ionașcu’s perspective captures exactly what we’re looking for: campaigns that don’t just get noticed; they matter. 🌸

Huge congratulations to Denisa Ionașcu on her first year with us. Thank you for pushing us (and the industry) toward more authentic, responsible creativity every day.

Full article below. 👇

Responsibility as Strategy: Redefining the Future of PR and Advertising In an industry long shaped by predictable formulas, the idea of a “campaign strategy” has become increasingly hollow — a checklist of objectives, messages, channels, and KPIs.