Petros Heracleous: ORB Is Committed to Providing Top-Quality Service to Our Valued Customers

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The General Manager of ORB Shares His Personal Aspirations Alongside the Company’s Objectives, Encouraging Cypriot Businesses to Embrace Innovation and Demonstrate Courage

ORB Communications, a boutique agency with a fresh take on marketing and communication, stands out for its holistic 360° approach. This philosophy not only champions what is best for the brand and its consumers but also personalizes communication across all media. Recently, Petros Heracleous stepped into the role of General Manager, bringing a new dynamic to the team.

In our interview with Petros, he delves into his objectives as General Manager, emphasizing the enhancement of team harmony and company growth. Additionally, he shares his perspective on client relationships, highlighting the importance of addressing unique client needs, and offers advice to Cypriot businesses on staying ahead in a rapidly evolving marketing world. Lastly, the General Manager advocates embracing innovation and leveraging communication expertise to set businesses apart in the competitive market.

Petros, you recently assumed the role of General Manager at ORB Communications. What are your goals?
Each company is a living entity, comprising individuals with diverse knowledge, skills, talents, and requirements. At the same time, each one is a distinct personality, interacting within the whole, just as it happens in society.

My goals, as General Manager, have to do, on the one hand, with strengthening the harmonious coexistence of all those who make up the ORB Communications family and, on the other hand, with the development of the company itself. These will be achieved through actions to be taken along four axes, which can be summarised as follows: the institutionalisation of procedures to make the execution of tasks more smoothly, the development of teamwork, the cultivation and development of our people and their talents, with the ultimate result of increasing the company’s profitability.

ORB emphasizes a 360° marketing and communication strategy. Can you elaborate on how this philosophy differentiates ORB from traditional agencies?
At ORB Communications, we advocate for a comprehensive, integrated approach to marketing and communications, encompassing a 360-degree perspective on marketing and communication. This philosophy underscores our receptiveness to novelty and innovation, integral qualities that define our work and its outcomes. Grounded in these principles, we devise optimal communication campaigns tailored to the brand and its clientele. Maintaining our “boutique agency” character, we have developed partnerships with selected clients covering a wide range of Cypriot business and building on our achievements, we are committed to offering the highest level of personalized service to our clients. We design true 360-degree strategies, having previously analysed the client and their audience from every angle. This is why we strategically design engaging activities and campaigns that not only resonate with emotions but also forge strong connections between the audience and the brand, fostering long-lasting relationships built on trust and loyalty.

In your journey, you have studied both political sciences – history and conflict resolution. How did this influence your approach to marketing and communications?
Communication and advertising are based on reliable consumer insights, which are not formed overnight but rather through an ongoing process shaped by our dynamic socio-political and economic environment.

This is where my academic background equips me with the necessary tools to understand insights and beliefs deeply, as they form the essence of effective communication strategies. Furthermore, recognizing that each individual perceives things from their unique standpoint—an essential facet of ‘conflict resolution’—has significantly influenced my ability to grasp insights from diverse audiences. This has also helped me cultivate the empathy necessary for overseeing a diverse team successfully.

In your experience, what differentiates a ‘’difficult’’ client from an ‘’easier’’ one in the context of your work?
Customers vary not in terms of being easy or difficult, but rather in the unique needs they present, each posing distinct challenges for us. As we strive to identify and address these needs, encountering occasional difficulties is inevitable. Nonetheless, a skilled communication professional remains committed to finding solutions aimed at realizing the shared objectives of the communication company and the client, namely, the successful execution of the communication campaign.

What advice would you give to businesses in Cyprus to stay ahead in the rapidly evolving world of marketing and communications?
As I mentioned previously, ORB Communications places a strong emphasis on innovation and actively invests in exploring emerging tools.

Our overarching objective is to consistently deliver standout results for our clients and their audiences. Consequently, my guidance to businesses in Cyprus revolves around this central theme: embracing novelty and heeding the insights of communication experts. I also encourage them to embrace the implementation of innovative ideas, as this is what sets them apart from competitors. Moreover, it is crucial to recognize that reaping the benefits of innovation requires investment. With a well-defined strategy and the appropriate partnerships, this investment is poised to yield substantial returns.