Magazine: Passion. Strategy. Content.

What does it take to turn a small project company into a key market player in 15 years? Morpho thinks all you need is passion, a strategy and quality content – says Andrea Döbrögi, Morpho’s boost strategy director.

– What changed in the last years and what stayed the same in the life of Morpho?

Andrea Döbrögi: – Both the market and the agencies changed a great deal. We already have a 40-strong team. 15 years ago we only worked for IT companies, now our customers include Tesco, Richter, Magyar Suzuki Zrt. and ThyssenKrupp Ferroglobus. What didn’t change and we think won’t change in the next few years is quality content and the knowledge we have about our partners, which is so important in producing such content. Based on what we know about our customers, we can customise our messages for the different target groups and communicate them in the channels we prefer.

– What differentiates Morpho from other agencies?

A.D.: – All kinds if people work at Morpho: economists, creative specialists, graphic designers, political scientists and marketing manager. What we have in common is the passion for communication. We don’t perform tasks, we want to make an impact. This is made easier by the fact that our average partnership lasts 4.5 years.

Nóra Hevesi, communications director of Tesco Hungary: – There are two things that are different when cooperating with Morpho: one is the overall work atmosphere – we are all open, willing to try new things we haven’t used before; the other one is that we can look on each other as partners, so we are working together already from the first step.

– What are you the most proud of from your cooperation?

N. H.: – Tesco’s communication in social media in general, and of the fact that some of our projects ended up as the basis of the company’s communication at regional level.

A. D.: – It is definitely worth mentioning the Tesco stand at the OMÉK trade fair in 2015. Tesco was present as Hungary’s biggest wine retailer and the stand’s design relied on Morpho’s wine-themed infographics.

N. H.: – My personal favourite is one of our latest projects, the Perfectly Imperfect campaign for fruits and vegetables that don’t look so good but are absolutely edible. We organised a discussion event for representatives of the press, where they had the chance to have a nice meal cooked from these products.

– Which direction is the communication market taking and what are the next trends according to Morpho?

A. D.: – If major trends are considered, a conscious attitude is more and more important when planning a campaign and selecting the tools to be used. A growing number of companies in the Hungarian market realise that there is great value in turning employees into brand ambassadors. This has its effect felt not only in the HR market but also in sales. Opinion leaders have become an integral part of PR and communication. This is an area that we focus more on now than before.

N. H.: – This is exactly why we love to work with Morpho: they are always familiar with the latest trends and tools. They present them to us regularly and make recommendations tailored to our needs.