Carina who always puts ON in passion
For example, here is a rare picture of a young creative team holding on to their passion.
Now that you know I'm using humour as a self-defence mechanism, let's meet me.
I'm Carina, I'm 36 in life and 12 in advertising, I passed the impostor syndrome a few years ago when I started my 1st managing role @one of the most important local agencies -KUBIS.
Ok, boring, what role?
Group Creative Director for 4 years, followed by the Creative Directoh-oh-oh-r title for another year🤘 After managing a team of 8 creatives, arts and copywriters, it was time for me to on-board for the next challenge, one that brings me in the privileged position of leading a team of 14 creatives, from junior teams to mid and super senior ones, including group creative directors, and, of course, to my current title that makes all the moms jealous (not including mine, I hope) ⬇️⬇️⬇️
Creative Director @McCann Worldwide Bucharest, the most awarded agency in CEE, wow 🤯
TOV: brutally honest
Once upon a time...
There were detergent ads. And there was also Carina.
And Carina hated the detergent ads she saw on TV. She thought that benefits don't have to be shown only through a woman who tries to rip off a sheet and, of course, she can't, because the detergent keeps the fabric strong, just like when you bought it (or received it as a wedding gift). She thought that advertising had to be sexier since it is mostly shown in entertainment breaks.
With that being said...
I started off as a Strategic Planner in Publicis Romania and after 2 years I went on the creative side, since I couldn't stop thinking in executions. Which I later found out was wrong even for a copywriter.
So, after 4 years of copywriting in two local agencies where I managed to correct and improve my conceptual thinking and ideation processes, I became a GCD at the biggest independent agency in Romania where I passed my know-how to the teams I've managed for 4 years, followed by 1 year as a Creative Director at the very same agency. Next, a new opportunity arrived, one that makes my mom proud and other moms jealous: Digital Creative Director at McCann Worldwide Bucharest. Hi!
I also have a passion for innovation, so I've tried to use it as much as possible in various projects that you will also find in my porto-passion-folio.
👏👏👏
Since we reached this far, it is time to thank the creator of the creator.
So, thanks, mom!
