In a new series of interviews with professionals in the Romanian communication industry, BR sat down with Aela Cotabiță, Managing Director at Highlight PR, and talked about consultancy, strategy, tactics, services, as well as about what sets the agency apart.
How did you start the year and what are your expectations for Highlight PR in 2026?
The year started strong and continues in the same direction. Many of our existing portfolio clients expanded the scope of work we manage together, which in itself is an important confirmation of the trust behind these long-term partnerships. At the same time, we began 2026 by winning two important pitches, both of which made us proud and excited for what lies ahead. On the local market, we were entrusted with the brand communication mandate for Schwarzkopf in Romania, an iconic beauty brand with a 125-year heritage. We also secured an international mandate for creative services and communication at CEE level for MSD Animal Health, one of the leading players in its industry.
For us, 2026 is very much about further strengthening and evolving the portfolio. We are focused on consolidating existing partnerships while continuing to expand into new industries and areas of expertise, a direction we have already started to actively develop. An essential part of this process is our team and the complementary mix of skills and perspectives it brings together, allowing us to approach projects in an integrated and strategic way.
The combination of trusted client relationships, new business opportunities, and expertise across multiple areas gives us strong confidence in the direction we are building.
How important is strategy for you?
You talked about consistency that builds credibility. Can you go into more detail?
Credibility is built over time through consistency: in the rhythm of communication, in the values and messages conveyed, and most importantly, in the ability to align words with actions.
You also said that the quality of PR output rarely exceeds the quality of the brief. Why is this situation happening and how do you want to improve it?
Unfortunately, even in 2026, some PR briefs still tend to be overly tactical in nature, reflecting a limited understanding of what PR can truly deliver and, as a result, underutilizing its potential.
Our approach in these situations is to go back to the drawing board together with our clients and start by clearly defining the real objectives of the project. From there, we build a strategic approach tailored to those goals, one that may or may not include the tactics initially requested, depending on what genuinely serves the project best.
We see our role primarily as consultants, not simply executors. Our added value lies in the strategic thinking and perspective we bring to every project, ensuring that communication efforts are not only well implemented, but also meaningful and effective.
How important is offering clients consultancy in 2026 and why?
For me, this has always been essential, a baseline requirement, in fact. A communication partner should first and foremost be a client’s most trusted consultant, able to provide strategic input, perspective, and recommendations. Execution and implementation are, of course, equally important, but the consultancy component is what truly helps build consistent, relevant, and long-term communication for each of our partners.
What are the agency’s most requested services? Do you want to grow more some services this year or do you want to continue on the same path?
Media relations, influencer marketing, event design and implementation, digital communication and social media content, video production, consultancy, and creative services remain the core areas we provide for our clients, the ones that have seen the strongest growth and will continue to be a key focus for us.
Our approach is inherently integrated, which is why we rarely deliver just one type of service to a client. Maintaining this holistic approach across every communication project is one of our key long-term objectives.
At the same time, as part of Highlight Group, we aim to further expand the number of projects where Highlight PR and Highlight Agency work in synergy to deliver fully integrated solutions bringing together BTL, PR, and digital under one collaborative structure. In this way, we function as one partner and one point of contact capable of addressing the increasingly complex needs of today’s marketing professionals.
What type of clients are you targeting?
We are targeting clients who are confident and assertive in expressing their needs, concise and constructive in their feedback, and who value partners and consultants that communicate with the same level of honesty and clarity, including having the confidence to say no when needed.
What are clients like in 2026?
Not very different from 2025, although with an added layer of pressure generated by the broader political and economic context, something we had anticipated and were fully prepared for. In many ways, this actually works in our favor, as it encourages more honest and transparent conversations, with a stronger focus on strategy, KPIs, and efficiency. It reinforces a way of working we already believe in: being direct, pragmatic, and focused on delivering meaningful, measurable results.
What were the trends that were on full display in recent years but you believe will no longer work in the future? Why?
I don’t believe in trends for the sake of trends. I closely follow market and technology developments to understand what is worth testing, adapting to, and ultimately integrating into the agency. For us, the focus is not on adopting every new trend, but on identifying the ones that can genuinely improve the way we work and the results we deliver.
What is your perspective on storytelling?
Storytelling is at the heart of communication and the foundation of every project we develop, regardless of the channels or tactics involved.
How do you fight the industry’s problems with talent retention and industry fatigue?
We strongly believe in work-life balance. Beyond simply mentioning it in a job posting or agency presentation, we consciously integrate it into our day-to-day approach and the way we work as a team.
What do you believe to be the main DON’Ts in 2026 and why?
In 2026, one of the biggest mistakes will be creating communication just for the sake of being visible. Don’t produce noise, be relevant. That’s where real results come from.
At the same time, don’t resist change. The industry is evolving too fast for rigid mindsets. Stay open, agile, and willing to learn new tools, new technologies, and more efficient ways of working.
And maybe most importantly: don’t confuse execution with strategy. The real value comes from knowing why you communicate, not just from being constantly present.
What do you believe will be this year’s mark (for the industry, but also for Highlight PR)?
2026 will be a year shaped by maturity, sharper selection, integration and a much stronger focus on efficiency and measurable value. Both clients and agencies are becoming far more attentive to how budgets are allocated, how strategies are defined, and, most importantly, to the actual impact communication delivers.
This means that strategic thinking, clarity of objectives, and efficiency in execution are becoming essential at every stage of a project, from the initial definition of the communication approach to the way campaigns are built, implemented, and optimized over time.
What is your secret for still enjoying the industry like in the beginning?
The only way is to have a genuine passion for the work you do and for the industry as a whole. I do believe this is an industry that requires more than simply treating it as “just a job.” The best work comes from people who truly care about what they create, who want even the smallest project to become something they can be proud of. Without that drive and enthusiasm, it becomes very difficult to build a long-term and meaningful career in communication and advertising.