Bucharest, February 25, 2025
MullenLowe Romania strengthens its strategic and creative product by appointing Alex Petrescu as Creative Director and expanding the partnership with Simina Leotescu as Strategy Director on key accounts. These moves reflect the agency’s commitment to act as a strategic partner to its clients by integrating strategic thinking into all processes and stages of work, thus generating a positive impact on clients’ business.
“In a competitive landscape where creative excellence and strategic thinking constantly set the bar high for our business partners, we are strengthening our team with two exceptional professionals recognized for their value and impact in the industry. Alex and Simina form a team with top-notch expertise and I am extremely happy to start the year with a strong force, in a Business-Strategy-Creative 3.0 formula”, said Cristiana Belodan, Managing Director MullenLowe Romania.
Alex Petrescu, the new Creative Director of MullenLowe Romania, comes with a valuable experience and an atypical career path in the field of advertising. A graduate of the Faculty of Automatics and Computers at Polytechnic University Bucharest, Alex worked in IT before transitioning to advertising. He started as a strategist and moved into the creative field, where he held the role of Creative Strategist. The campaigns he has coordinated or been directly involved in have won major awards at the most prestigious international and local creative, design and strategy festivals, including Cannes Lions, Golden Drum, LIA, ADC*E, Eurobest, Red Dot and Effie.
“I’ve never been a textbook Creative Director. Because advertising has always carried me between two worlds. That of strategy, where data and insights shape ideas. And creative, where ideas take form and impact. And I was almost always being told I had to choose between them. Being stubborn, I chose not to choose. Because I enjoy the mental balancing act between logic and imagination far too much. After all, that’s what relevant advertising achieves. And I’m glad to finally have the opportunity to work at MullenLowe Romania with Simina. I’m sure that our affinity for simplicity, correct problematization and clean tensions will help us make MullenLowe’s creative-strategic product one of the best in the country and in the region”, said Alex Petrescu, Creative Director MullenLowe Romania.
With 25 years of experience, Simina Leotescu has traveled an equally atypical but also hybrid professional path, passing through diverse roles such as strategy director, agency manager, entrepreneur and collaborating teacher. Regardless of the title worn, she has always had a strategist’s DNA and a constant and deep interest in “growing” – whether it’s a brand, a department, a place, an idea or student thinking.
“Simon & Garfunkel, Starsky & Hutch, Beavis & Butt-Head, Dolce & Gabbana, Jordan & Pippen: a short list from the long list of duos. We all know the special power of a duo and, in our field, the essential relationship between an art & copy. I firmly believe that a creative director and a strategy director need to be as welded as an art & copy. And I’m glad that, with Alex, no matter if it’s “mine” (ego), the “no, yes” (constructive debate) comes in, and “to be right” is replaced by “to be the most suitable, best” solution or idea. I’d like to emphasize that this atypical partnership attracts me also because of the trio that has just joined us: an atypical creative director, an atypical strategy director, an atypical agency manager, all with a background as strategists and a great love for creation“, said Simina Leotescu, Strategy Director MullenLowe Romania.
Over the course of her career, Simina has worked with over a hundred brands in various industries, from global names such as McDonald’s, Pepsi or HBO to local names such as Rienergy, Furazolidon, Napolact, Boromir, Radio Guerrilla or BCR. The campaigns she has directly contributed to have won over 20 Effie awards, as well as numerous creative awards, both nationally and internationally. She was selected as one of the women from the creative industries in Romania to be recognized at Cannes and has been a judge at the Effie Awards for over 15 years.
By consolidating its leadership team, MullenLowe Romania reaffirms its position as a strategic and creative partner for clients, and also as a market shaper and creator of innovation, which aims to deliver integrated and multi-channel communication solutions based on data analysis and relevant insights. The agency recently launched, with the support of Path and iSense Solutions, the Empathy IndexTM, a proprietary tool that analyzes the relationship between empathy and brand performance. The study highlights the perception of Romanian consumers on brands, placing Gerovital, Nivea, Napolact, Kinder and Heineken among the most empathetic.
The agency also accelerated the development of the Events & Experiential division, marking significant growth through large-scale local and national projects for clients in retail, FMCG, agribusiness, financial-banking and medical.
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About MullenLowe România
For 32 years in Romania, Mullen is an integrated marketing and communication agency, which aims to keep its entrepreneurial creativity mentality and dynamic spirit. The agency positions itself as a challenger to the traditional modus operandi in the creative process and adopts a working model based on integration and holistic perspective on communication.
Mullen’s creative product is designed as a business solution and not just communication in partnership with customers, through creative thinking, media innovation and a customer journey that differentiates our customers’ brand in the intense competitive landscape.
Mullen Romania is part of the international network MullenLowe Global, one of the largest communication networks worldwide, with over 90 agencies in America, EMEA and APAC, one of the holdings of Interpublic Group of Companies. In Romania, the agency is part of Lowe Group, one of the most important communication groups on the market.
For more information, visit romania.mullenlowe.com, the Mullen Facebook page or the MullenLowe Romania LinkedIn page.