Episode Summary
In this episode of An Agency Story, host Russel Dubree sits down with Oana Borcoman, founder of Evoke, an experiential marketing agency based in Houston, Texas. Oana shares her unconventional path from hospitality and wine expertise to building a hybrid agency that blends creative events and promotional strategy.
The episode dives deep into how Oana’s immigrant roots fueled her ambition, how the pandemic completely dismantled her original business plan, and how she rebuilt it into something stronger, anchored in both passion and purpose.
Episode Highlights:
- How Oana’s sommelier background helped her land high-profile early roles and ultimately fueled her credibility in marketing.
- The reality of launching an agency without a portfolio or clients and how she overcame it.
- Her dramatic pandemic pivot from high-end events to sourcing PPE.
- Why promotional products became the core of her business and how she reframed her agency’s identity to match.
- A raw, personal look at how her parents’ immigrant sacrifice inspires her daily drive.
Agency Info
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Company: EVOKE: An Experience Agency
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Guest: Oana Borcoman
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Year Started: 2018
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Employees: 1-10
Key Takeaways
Reinvention Doesn’t Mean Starting Over, It Means Refocusing
When the pandemic wiped out all of Evoke’s 2020 events, Oana didn’t fold. Instead, she used the promotional product side of her business, originally an afterthought, as a lifeline. This forced pivot revealed a more sustainable and scalable path, eventually leading to a more defined agency vision: impacting the full customer experience, not just events.
Say No to Projects That Derail Your Focus
In her early months, Oana said yes to anything she could get, digital marketing, unrelated events, and more. In hindsight, she sees this as a distraction. Her advice: if a project doesn’t build your portfolio, connect you to your ideal client, or stretch your craft in the right direction…say no.
The Best Agencies Are Built Around Clarity
Evoke’s early messaging around “experiential marketing” didn’t resonate with the local Houston audience. Oana quickly learned that a confused pitch stalls sales. Her solution? Anchor the agency around a simple, tangible concept: creating memorable brand experiences through events, gifting, and promo.
Passion Fuels Longevity, Not Just Profit
Even though promotional products now make up the majority of Evoke’s revenue, Oana refuses to give up the creative event side. She sees her hybrid agency model as a differentiator and a way to preserve her joy and inspiration. Profit may keep a business alive, but passion gives it identity.
Immigrant Drive is an Underrated Superpower
Oana’s family immigrated from Romania, her parents leaving behind medical careers to give her and her brother a better life in the U.S. That story fuels everything she does: “I have to make it exponentially bigger, so that their sacrifice wasn’t in vain.” That mindset shapes not just her business, but her resilience.
Show Notes
Instagram: @evokeexperiences
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