\nZoltan Szigeti a pornit ca simplu angajat, a ajuns \u00een prima linie de management, iar c\u00e2nd a decis c\u0103 este cazul s\u0103 o ia de la cap\u0103t pe cont propriu, a devenit lider de pia\u0163\u0103.<\/p>\n
\nZoltan Szigeti, un t\u00e2n\u0103r cu p\u0103rul blond, ochii alba\u015ftri \u015fi o diplom\u0103 de inginer electronist \u00een m\u00e2n\u0103 bate \u00een 1992 la por\u0163ile unei companii, \u00een c\u0103utarea unui loc de munc\u0103. La sf\u00e2r\u015fitul interviului pentru compania Siemens, Zoltan Szigeti pleac\u0103 acas\u0103 cu un plan clar – peste \u015fase luni, c\u00e2nd incinta urma s\u0103 fie gata, se va \u00eentoarce, conform \u00een\u0163elegerii, s\u0103 lucreze ca inginer. La scurt timp acela\u015fi t\u00e2n\u0103r, o alt\u0103 oportunitate. Zoltan Szigeti ajunge f\u0103r\u0103 s\u0103 vrea \u00een sediul unei mici agen\u0163ii de publicitate \u015fi dup\u0103 un scurt schimb de replici cu \u015feful agen\u0163iei este angajat.<\/p>\n
\nZoltan Szigeti \u00eencepea ascensiunea \u00een lumea publicit\u0103\u0163ii, la o agen\u0163ie numit\u0103 Grafitti. F\u0103r\u0103 s\u0103 \u015ftie exact c\u0103 meseria pe care \u00eencepea s\u0103 o fac\u0103 se numea media buying \u015fi c\u0103 avea s\u0103 devin\u0103 cea mai profitabil\u0103 activitate din grupurile de comunicare, absolventul de Electronic\u0103 intrase \u00een aventura vie\u0163ii sale – lucra cu companii mari, \u00eencepea s\u0103 cunoasc\u0103 o industrie f\u0103r\u0103 rigorile angajatorilor care \u00eenc\u0103 mai lucrau dup\u0103 practicile economiei socialiste, \u00eencepuse s\u0103 c\u00e2\u015ftige mai mult dec\u00e2t s-ar fi a\u015fteptat \u015fi, cel mai important, \u00eei pl\u0103cea foarte mult ce f\u0103cea. “\u015eeful meu mi-a pus \u00een bra\u0163e trei c\u0103r\u0163i de vizit\u0103, o ofert\u0103 \u015fi m-a trimis s\u0103 v\u00e2nd publicitate”, \u00ee\u015fi aminte\u015fte Zoltan Szigeti.<\/p>\n
\nZoltan Szigeti a \u00eencheiat repede primul contract cu un importator de biscu\u0163i pe care \u00eel \u00eent\u00e2lnise la un t\u00e2rg de profil de la Romexpo. “C\u00e2nd am ajuns \u00een agen\u0163ie cu dou\u0103 milioane de lei, at\u00e2t c\u00e2t \u00eemi d\u0103duse turcul pentru a-i cump\u0103ra publicitate, toat\u0103 lumea a r\u0103mas f\u0103r\u0103 cuvinte. V\u0103 imagina\u0163i cum a fost c\u00e2nd au aflat c\u0103 vorbeam, de fapt, despre Ulker”, spune Zoltan Szigeti. Suma impresionant\u0103 pe care reu\u015fise s\u0103 o ob\u0163in\u0103 \u015fi faptul c\u0103 adusese un client important agen\u0163iei au fost prima confirmare c\u0103 talentul \u00een v\u00e2nz\u0103ri \u015fi puterea de convingere erau dou\u0103 calit\u0103\u0163i pe care le bifase deja.<\/p>\n
\nPentru Zoltan Szigeti, a urmat o perioad\u0103 \u00een care zilele erau dedicate \u00eent\u00e2lnirilor, prezent\u0103rilor de oferte \u015fi negocierilor, iar nop\u0163ile, \u015fedin\u0163elor la birou. \u00cencepea s\u0103 \u00een\u0163eleag\u0103 tot mai mult ce \u00eenseamn\u0103 de fapt publicitatea, o industrie despre care, p\u00e2n\u0103 atunci, \u00een Rom\u00e2nia nu se \u015ftia mai nimic. Nici practicieni nu existau foarte mul\u0163i, a\u015fa c\u0103 spiritul autodidact i-a fost cel mai mare aliat. “Prima noastr\u0103 \u015fcoal\u0103, ca industrie, a fost de la clien\u0163i. De la ei am \u00eenv\u0103\u0163at ce \u015fi cum trebuia f\u0103cut”, poveste\u015fte Szigeti.<\/p>\n
\nDe la s\u0103pt\u0103m\u00e2n\u0103 la s\u0103pt\u0103m\u00e2n\u0103, ideea de a-\u015fi respecta planul ini\u0163ial \u015fi a se angaja ca inginer la Siemens prindea un contur din ce \u00een ce mai difuz. Zoltan Szigeti luase microbul publicit\u0103\u0163ii, lucra cu un expat \u015fi se familiarizase, deci, cu practicile occidentale: nicio zi nu seam\u0103na cu cealalt\u0103, iar toate la un loc creau un peisaj complet diferit de cel care l-ar fi a\u015fteptat la Siemens. A\u015fa c\u0103 atunci c\u00e2nd a venit momentul re\u00eent\u00e2lnirii cu angajatorul din fabric\u0103, a spus “pas” \u015fi nu s-a mai uitat \u00eenapoi.<\/p>\n
\nZoltan Szigeti s-a transformat, \u00een anii care au urmat, \u00eentr-un publicitar \u00een toat\u0103 regula \u015fi a tr\u0103it pe viu primele afilieri ale agen\u0163iilor locale la grupurile multina\u0163ionale, o experien\u0163\u0103 realmente memorabil\u0103 \u015fi transformatoare, \u00een condi\u0163iile \u00een care capitalismul, a\u015fa cum \u00eel \u015ftim ast\u0103zi, \u00eencepea s\u0103 se desf\u0103\u015foare \u00een toat\u0103 “splendoarea” sa, iar regulile mediului de afaceri aveau s\u0103 se schimbe definitiv.<\/p>\n
\nZoltan Szigeti \u015fi-a deschis \u00een 1993 propria agen\u0163ie de publicitate. Se numea Viewpoint \u015fi a intrat din start \u00eentr-un tur de for\u0163\u0103 care avea dou\u0103 obiective: s\u0103 c\u00e2\u015ftige clien\u0163i mari \u015fi mul\u0163i. Contractele cu branduri precum Shell, Coca-Cola sau Milka l-au f\u0103cut s\u0103-\u015fi asigure un loc solid \u00een pia\u0163\u0103. Nici contextul nu putea fi mai prielnic – companiile multina\u0163ionale \u00eencepeau s\u0103 vin\u0103 \u00een Rom\u00e2nia \u015fi aveau o cultur\u0103 extrem de bine pus\u0103 la punct \u00een privin\u0163a promov\u0103rii \u015fi a comunic\u0103rii. Din fericire pentru publicitarii de atunci, aveau \u015fi bugete pe care erau gata \u00een orice moment s\u0103 le pun\u0103 la dispozi\u0163ia lor.<\/p>\n
\nZoltan Szigeti conduce acum afacerea The Group, unul dintre cei mai mari juc\u0103tori din pia\u0163a local\u0103 de comunicare.<\/p>\n","protected":false},"excerpt":{"rendered":"
Zoltan Szigeti, The Group<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3850],"tags":[8427,9121],"class_list":["post-103740","post","type-post","status-publish","format-standard","hentry","category-lideri","tag-the-group","tag-zoltan-szigeti"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/103740","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=103740"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/103740\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=103740"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=103740"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=103740"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}