How do you keep the brand memory in a period dominated by the importance of price?

2000 – “In-store Alternatives” was a plea for nuanced trade communication and offered numerous arguments, ideas, and inspiring examples for developing alternatives to the excessive focus on communicating price offers or other types of financial advantages. TMC 2025 speakers and partners reminded, through their presentations and activations at the event, that brands – whether product or retail – mean authentic values, a strong and distinct personality and, equally important, a solid, lasting emotional connection with shoppers.

The current trends in marketing and trade marketing were well outlined in the communications delivered by Bogdana Gheorghe (RetailZoom), Mihaela Alexandru (To Know) and Traian Năstase (iSense Solutions), while Dana Nae Popa (Pastel) conducted an interesting analysis of the promotions that received the most votes at the last five editions of the PIAŢA Awards. Nicoleta Scarlat (Eisberg), Gabriel Petcu (Ursus Breweries), Noemi Varga (dm drogerie markt), Elena Filip (EFWords / PR Sezamo), Teodora Migdalovici (TheAlternativeSchool / Cannes Lions) and Alexandra Moisescu (Young Lions 2025 winner) spoke about alternative communication options, centered on brand values.

At TMC 2025, Milka, the strongest confectionery brand (PIAŢA Awards 2024), announced its entry into the croissant segment, with Milka Choco Croissant. Also on this occasion, InventivePlus and Piaţa launched the collaborative podcast channel, Piaţa Talks.

Attractive, inspirational and relevant activations for the power of brands were offered by the partners of the #14 edition of TMC: Milka, Oreo, 7Days, BeanZ Café, Ursus, Peroni Nastro Azzurro, Kozel, Eisberg, Caroli, Aqua Carpatica, InventivePlus Marketing Agency, Seqbyte Solutions, MPC Trade Marketing Services, ClubAntreprenor.ro, Economistul, Club Economic, The Diplomat-Bucharest, Sustainable Romania, SpotMedia.