MISSION
Through the right touch on the projects, our mission is to identify and grow the brands’ values in order for them to shine in the long run.
VISION
We add the touch that the brands need in order for them to shine
VALUES
Empathy is our core value and our guiding light.
Vision is our super power that helps us see beyond the obvious.
Partnership – because every one of us takes full responsibility for our actions.
Passion – because we don’t want to do anything without it.
Ethics – because without it there is no long-term partnership.
MISSION
Through the right touch on the projects, our mission is to identify and grow the brands’ values in order for them to shine in the long run.
VISION
We add the touch that the brands need in order for them to shine
VALUES
Empathy is our core value and our guiding light.
Vision is our super power that helps us see beyond the obvious.
Partnership – because every one of us takes full responsibility for our actions.
Passion – because we don’t want to do anything without it.
Ethics – because without it there is no long-term partnership.
WHAT WE DO
Integrated campaigns
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WHAT WE DO
More than 20 years of communication with purpose
pastel is a communication agency shaped by people, ideas and partnerships that grow with meaning.
For more than 20 years, we evolved with the industry, learning from its changes, its challenges and the questions that continue to move it forward. Along the way, we have stayed close to what matters most to us: honest relationships, thoughtful ideas and work that creates value beyond visibility.
We believe communication has the power to bring brands closer to people, to open conversations and to create real impact when it is built with clarity, care and responsibility.
That is why we work openly, stay curious and look for solutions that make sense, for our clients, for communities and for the world around us. Every project is an opportunity to build trust, to learn something new and to leave something meaningful behind.
Our B Corp and EcoVadis certifications are part of this journey. They reflect the way we believe business should be done: with transparency, respect and the conviction that performance and ethics can grow together.
HISTORY
“Historically, much has happened, but my feeling is that we’re only just beginning and the best is yet to come.”
Dana Nae Popa
“In 2006, together with my associate at the time, I went to the Registry of Commerce in order to kick-start an advertising agency that would be different. We were both students, with a great passion for marketing and communication, with a lot of courage and energy, heeding the call of entrepreneurship. Side by side with Ioana, we led the agency together for 9 years, and, since 2015, I carried forward the pastel legacy alongside my team – with a new vision and dreaming of working with purpose on purposeful campaigns.
We grew sustainably and organically – from two employees upon founding to 30 people currently. The agency gained the trust of large companies along the way, as well as that of some whose journey was just beginning, all from very different fields. For all these we implemented campaigns on both the Romanian and regional markets, and beyond. Our signature campaigns even crossed the ocean to the US, while others received awards at various festivals in the industry.
Market dynamics, 100+ clients, more than 5000 campaigns and projects, and especially our long-term partnerships we have built with many of our clients helped us transform our agency. Although when we kick-started it our promise was to offer our clients brand experiences, currently we only still offer them if they actually solve a business need or problem for the brands we work for.”