As the
visionary behind Foodwise Marketing (renamed Finewise Agency after my exit in 2023), I co-founded and led a creative powerhouse
committed to crafting meaningful, impactful brand experiences for both
international and Romanian clients.
My role encompassed both strategic and creative dimensions, positioning the agency as a trusted partner for some
of the most prestigious names across hospitality, F&B, pharma, and beauty
industries.
Key
responsibilities & achievements:
• Defined and implemented the agency’s creative vision,
brand philosophy, and long-term strategic direction.
• Led the development of integrated campaigns across
ATL, BTL, digital, and experiential channels.
• Directed cross-functional teams (strategy, design,
digital, production) to ensure brand coherence, high standards of execution,
and timely delivery.
• Cultivated strong client relationships, often acting
as a brand consultant and growth partner.
• Managed key accounts end-to-end, from pitch to
delivery, with a strong focus on creative excellence, relevance, and ROI.
Key industries
& brand partnerships:
• Hospitality: Radisson Blu
Aurum Brașov, Courtyard by
Marriott Bucharest, Hilton Garden Inn, Cortina Garden
• Food & Beverage: Campari,
Aperol, Cinzano, Smirnoff, J&B, Johnnie Walker, Tazovsky, Peroni, Timișoreana, Ciucaș, Napolact, Dr. Oetker, Macromex, Nescafé,
Maggi, Cirio, Campina, Chio, Lay’s, Pepsi, Coca-Cola, Brâncoveanu, Alexandrion Estate
• Pharma & Beauty: GSK, Pfizer,
Dona Pharmacy, Beiersdorf/Nivea
• Tech: Qualitance
As Group
Creative Director at one of Romania’s leading independent agencies, I was
responsible for defining the creative direction and overseeing the execution of
all campaigns within my group.
I collaborated closely with multidisciplinary
teams to deliver strategic, innovative, and high-performing solutions for some
of the world’s most respected brands.
Key
responsibilities & contributions:
• Led the creative strategy and execution for integrated
campaigns, ensuring alignment with brand objectives and market opportunities.
• Supervised all creative output, from concept
development to final delivery, maintaining high aesthetic and strategic
standards.
• Maintained strong client relationships, frequently
engaging in direct communication to align expectations, pitch new concepts, and
co-create solutions that addressed both short-term goals and long-term brand
vision.
• Partnered closely with client service teams to
proactively identify growth opportunities and develop creative platforms that
expanded the perceived potential of each brand.
Clients &
brands:
Coca-Cola, SCA Hygienic Products, HE Reinert, Procter & Gamble, Tetra Pak,
Dr. Oetker, Western Union, Romanian Peasant Museum, Vellant Publishing
House.
Mercanti | Business Curators of Italian Lifestyle, is a company
with accurate experience in trading and advocating local Italian brands and
products on the Romanian market.
Key fields of my
expertise: brand identity and design, events concept & implementation, digital communication, partnerships & negociation management.
Key project of 2022:
Locus | Exquisite Culinary Explorations, Abruzzo Edition, Oct 23-26
[highlight: 4-hands cooking show Davide Pezzuto (1 Michelin Star) x Radu CM
Ionescu. Details here.
My activity involved creating and managing original, persuasive and conceptually compelling work for campaigns, content and experiences, across a variety of clients.
Clients: Durex, Transylvania International Film Festival, Cinepub Festival, Dacia Renault.
Graduated under the mastery of Stefan Caltia.
Proficient in History of Arts, Painting, Graphic Arts, Restauration.
