Year 0 - The Beginning
Every story has a trigger that sets off chain reactions that eventually become memorable. We are no exception, and our first page was written in 2003 by Andrei, Gratiela and Laurentiu, the founders of White Image.
The first wanted to work in communication, he couldn't get a job in an agency and he wasn't going to give up on his plan too easily. The second had a career in sales, but was ready for a new challenge, and the third had a feeling: email marketing would be a "game changer" on the Romanian market where digital agencies could be counted on the fingers, and the main source of information was bumerang.ro.
Challenge accepted! The first long-term plan is put on paper: in five years we must be market leaders in email marketing and part of the development of the local digital industry. We get down to business, we purchase a software license to start the action, and the first client to enter the White Image portfolio is Orion Electronics. Once this first "hop" is passed, potential clients begin to understand that digital is the future. This leaves behind people who are not yet willing to change, who claim that the vast majority of the target audience does not have access to email and that they should not give up on traditional promotion methods for the time being.
That's how it all started. That's how email marketing arrived in Romania because, yes, it was understood well, in 2003 we were the ones who brought the concept to our country. Even so, we never presented ourselves as a service provider, but as marketing enthusiasts. It was not an easy start in a "blue ocean", in a newly created market and in which we expected to appear at any time with increasingly stronger competitors. That's why we knew what we had to do for everything to work as we had planned: creating our own technology. And we got down to business.
But we will discuss this in the next article.
