The Practice about the Gusto puffs campaign: ROI is 4 to 1 for the owner

PR agency The Practice, part of communication group Leo Burnett, has so far won three prizes at international PR competitions with the launch campaign. How did the agency end up taking over the account? The collaboration between Gusto puffs producer, Phoenix company, and PR agency The Practice started over a year ago, in May, at the recommendation of Publicis Romania advertising agency.

Four communication agencies contributed to developing the pro optimism campaign for Gusto puffs. Publicis advertising agency created two TV spots which ran in parallel based on a media mix put together by Optimedia company, both agencies being a part of Publicis communication group. The PR campaign was conducted by The Practice, while interactive communication agency iLeo provided the online support of the PR campaign, both being part of Leo Burnett communication group.

Media exposure enabled the campaign to have an overall audience of over 15 million people and contributed to a sales rise in a very difficult year.

"We cannot reveal the campaign's budget, but we had a very good return on investment, of around 4:1," says Gabriela Lungu, managing partner of The Practice.

Last year, Phoenix posted a 19 million-euro turnover, similar to the 2008 level in euros, and recorded an 8 million-euro business in the first five months of the year, 6.5% more than in the similar period of last year.