Pi2

Some client relationships don't feel like client relationships after a while.

WU Executive Academy has been part of the Pi2 story since the beginning and watching what they've built in Romania and Bulgaria over the years is one of those quiet professional prides that doesn't always make it into a post, but deserves to.

This month, we were proud to support a new round of the WU Executive MBA scholarships awarded in partnership with Ziarul Financiar in Romania and Капитал in Bulgaria, and evaluated by a jury of business leaders who understand exactly what executive education is worth.

And this year, the milestone was bigger than usual. 20 years since the first class in Bucharest. Two decades of executives who went back to school not because they had to, but because they chose to, and came out with something that doesn't expire.

The rooms in these pictures say it better than we can. The energy of people who are serious about where they're going.

To the WU Executive Academy team, the media partners and the community of over 550 alumni who made this happen. Thank you for letting us be part of it.

Here's to the next 20. 🎓

This week, Dr. Oana Talpoș, Executive MBA was recognized as one of Romania's Top Young Managers - one of the most respected acknowledgments in the local business community, in a ceremony presented by Cristian Hostiuc, Editorial Director of Ziarul Financiar and Ioana Matei, Editor in Chief of Business Magazin.
Oana has recently been appointed Vice President of Cosmo Pharm - the first Romanian company to introduce the concept of food supplements on the local market and has been supporting consumers for over 30 years. With GMP-certified production, a portfolio of over 200 products, and a presence that goes well beyond Romania's borders, Cosmopharm is one of those companies that built an entire category - and is still leading it.o

We were proud to be in the room. And prouder still to call Cosmopharm a client.

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. 👆