Pastel

What Pastel does

Pastel (legal entity Pastel Age SRL) is an independent, full-service integrated communications agency headquartered in Bucharest, Romania, operating since 2004 (formally registered 2006). The firm provides end-to-end communication services spanning strategy and planning (brand, CSR, PR, social media, influencer, employer branding, shopper experience), creative and design (brand identity, packaging, website, POS), and implementation (integrated campaigns, BTL production, event management, audio-video production and post-production, PR, social media content, campaign reporting). In 2024-2025 Pastel formalized a dedicated video production offering with three packaged tiers, including an AI-assisted creative production package.

The agency serves primarily enterprise and mid-market clients, with a documented roster of more than 25 named accounts spanning healthcare (MedLife, Synevo), automotive (Renault, Trust Motors), banking and insurance (ProCredit Bank, Danubius, Societe Generale European Business Services, Uniqa), FMCG and consumer goods (Colgate, Bonduelle, Muller, JDE, Vegeta, De'Longhi), retail and logistics (FAN Courier, Sun Plaza, Tedi, Sameday), tobacco (JTI), technology and gaming (Huawei, Ubisoft), beauty (AVON Romania), and telecoms (Orange), plus select NGOs (Autism Voice, Conservation Carpathia Foundation). The firm employs approximately 29 people across creative, strategy, operations, social media, PR, and AV production, and is co-led by Managing Director Dana Nae Popa and Executive Creative Director Laura Iane.

Pastel is a private, bootstrapped company with no disclosed funding rounds or institutional investors. It generates revenue through project-based fees and retainers typical of professional services agencies, with pricing not publicly disclosed. The firm differentiates through B Corp and EcoVadis sustainability certifications, an Effie Award, Employer Branding Gala recognition, and a wholly-owned non-profit arm (pastel NGO) that has coordinated 60+ projects supporting 40,000+ beneficiaries. The agency also operates exclusively in the Romanian market, with no disclosed geographic expansion plans.

Name

Pastel

Legal name

Pastel Age SRL

Website

https://pastel.ro

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Pastel is an independent, full-service integrated communications agency in Bucharest, Romania, providing strategy, creative, and implementation services (PR, social media, events, video) primarily to enterprise and mid-market clients across multiple industries.

Ownership category

akta.pro rank

Product category

Advertising & Marketing Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Public Relations Agencies (541820)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Copywriting & Editorial Production (BPAFAIAA)

akta.pro secondary industry

Content Distribution & Syndication Services (BPAFAIAK)

Keywords

• Integrated communications agency
• Advertising services
• Public relations services
• Video production services
• Social media marketing

Headquarters

HQ city

Bucharest

HQ country

Romania

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Integrated Communication Services: Pastel generates revenue through providing integrated communication services including strategy, creative development, campaign implementation, PR, social media management, event management, and video production. Revenue is project-based and retainer-based, typical of agency billing models.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Pastel is a Romanian integrated communications agency (Pastel Age SRL) that provides end-to-end brand communications services spanning strategy (brand, communication, media), creative (design, content, AI-enhanced creative), and implementation (PR, social media management, event management, influencer marketing, production) for enterprise clients. The agency additionally offers tiered video production services through four packages (Production Package I, II, III, and Tailor-made) and serves a multinational client roster across retail, FMCG, healthcare, automotive, logistics, and NGO sectors.

Product overview

Pastel is a Romanian integrated communication agency with over 20 years of experience, offering strategy, creative, and implementation services. The core offering includes Strategy & Planning, Creative & Design, and Implementation services. The agency has a dedicated video production department offering three service packages: 'A set you won\'t forget' (location filming with award-winning directors), 'Not just a prompt' (AI-enhanced creative production), and '2D or not 2D' (2D animation). Services span integrated campaigns, PR, social media, events, digital, design, shopper experience, and internal communication.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy Services

Quantifiable outcome

• Over 40,000 beneficiaries supported through pastel NGO projects in first five years
• +5 more outcomes

Named customers28 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ARC (Association for Community Relations)coreStrategic or Co-development PartnerPastel partnered with ARC to create a fundraising campaign for producing and donating safety face shields to first responders during the COVID-19 pandemic. 4,000 safety face shields were produced and donated throughout Romania. This partnership enabled Pastel to activate its internal 'Not a month without an act of kindness' CSR program during the crisis.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• McCann Worldgroup Romania: Global integrated communications network operating in Romania with full-service advertising, PR, and digital capabilities. Directly comparable to Pastel in offering integrated campaigns to enterprise clients in Romania.
• Publicis Romania: Publicis Groupe's Romanian operation delivering creative, media, digital, and PR services. A direct competitor for the same enterprise client base Pastel serves, including integrated retainers and campaign work.
• Leo Burnett Romania: Leo Burnett's Bucharest office offers creative, digital, and integrated brand communications for Romanian enterprise clients. Competes head-to-head with Pastel on integrated campaign pitches and brand strategy work.
• Ogilvy Romania: WPP-owned Ogilvy office in Romania delivering advertising, PR, social media, and digital services. Comparable in scope to Pastel's integrated agency offering, often competing for the same multinational clients.
• DDB Romania: DDB's Romanian office providing creative, brand, and integrated campaign services. Comparable scale and service mix, often bidding against Pastel for enterprise brand mandates in Romania.
• MullenLowe Romania: MullenLowe's Romanian operation offering integrated advertising and communication services. Direct comparable on integrated campaign execution for enterprise and mid-market clients in Romania.
• Wunderman Thompson Romania: WPP's Wunderman Thompson brand offers creative, data, and technology-driven communication in Romania. Comparable in offering integrated digital and creative campaigns to enterprise clients.
• Geometry Global Romania: WPP shopper marketing and BTL agency with Romanian operations. Comparable to Pastel's shopper experience, BTL production, and event management capabilities for enterprise clients.
• Grapefruit Romania: Romanian independent integrated agency offering advertising, digital, PR, and social media services. Comparable independent positioning to Pastel, often competing for mid-market and enterprise Romanian clients.

Broad incumbents

• VMLY&R Romania: WPP's VMLY&R brand provides integrated brand experience and communications services with Romanian presence. A broader network incumbent overlapping with Pastel's integrated campaign, digital, and brand strategy offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pastel.experience
• LinkedInlinkedin.com/company/pastel

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pastel