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. 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.