ADVERTISING WORK: Wash & Go

Wash&Go was one of my favourite brands to work on during my time at Leo Burnett Romania. Because it used to have a genuine communication and we created ourselves a new opportunity to bring this genuinity back to the brand. Wash&Go is another brand that develops its campaigns elsewhere and then only adapts the voice...

Ariel is not one of the Procter&Gamble brands in the camp of Leo Burnett – that means Leo is not the global brand agency (but Geometry Global). But, the brand managers are assigned per category in P&G (ie – Laundry in this case) and so they got to know us from working on other laundry...

Oral-B needed a campaign to increase awareness and favorability of the Romanian upper class target for the electrical toothbrushes. So, the strategic and senior creatives at Leo Burnett identified the most suitable local influencers for the target and for the brand voice: famous radio presenter Mihai Dobrovolski (Dobro) and TV actress Adela Popescu. The TVCs...

Max Factor, the premium beauty brand of Procter & Gamble, employes little to almost none traditional, ATL advertising. It is a rather PR-led brand, with a lot of in store comm back-up. This is because the brand has only a central brand management team, at Geneva, and it directly works directly with resellers. The resellers...

Mr Proper is one of Procter&Gamble brands with a smaller communication budget. Consequently, there are no local campaigns for each market, but adaptations of the central campaign. TVCs were produced in Russia and I coordinated their adaption in Balkan countries. Here’s such an example:   In other countries, the brand goes by the name of...

Blend-a-Med, the toothpaste from Procter & Gamble, is a nice product in my point of view, but it does not allocate the budget for developing tailor-made campaigns, relevant for each market. So, it mainly adapts international campaigns, such as the one with Shakira. The brand often sponsors Romanians got Talent or similar shows to communicate...