Razvan Capanescu takes over as Chief Creative Officer Leo Burnett Group Romania

Business, Creativity, People

Leo Burnett Group Romania is adopting a new positioning and redefines its advertising services to serve the post-advertising era. The Romanian group reiterates its intention to grow from a creative point of view and reaffirms its competitive spirit, in an initiative headed by  Razvan Capanescu, agency’s new Chief Creative Officer

Razvan Capanescu - Chief Creative Officer Leo Burnett Group Romania
Razvan Capanescu – Chief Creative Officer Leo Burnett Group Romania


Leo Burnett is one of the agencies that made history for real in Romanian advertising. I mean one of the two. Same as in football, where the derby happens always between the 2 best since forever, not of the moment (…) in the Romanian advertising was a beneficial competition between Leo and McCann to grow the  entire industry. When I was approached by Leo Burnett Group to heat the competition again and when I found out about the new positioning which I consider – as British say – ahead of the market, I obviously became interested

I strongly believe in the new management formula, together with Boti and Andreea, and I also think you should keep an eye on us. Here we go!

Razvan Capanescu

Chief Creative Officer Leo Burnett Group

The development of the advertising services for the post-advertising comes in the same time with streamlining the client service procedure and integrating the creative process under “Bigger ideas, bigger campaigns” umbrella. The Leo Burnett Group Romania’s new mechanism, which will integrate Leo Burnett & Target’s ATL competence, iLeo’s digital one and brand activation one from Arc, will be fueled by a creative engine acted by Razvan Capanescu.

Razvan Capanescu, Andreea Boaca, Lorand Balint
Razvan Capanescu – Chief Creative Officer , Andreea Boaca and Lorand Balint – Managing Directors at Leo Burnett Group

For Leo Burnett Group, 2014 will remain in the history as the year during which we adopted a new business model, centered on the ability to offer to our clients the best solutions, really integrated and media-neutral. We brought under the same Leo Burnett Group roof three agencies – Arc, iLeo and Leo Burnett, totally eliminating the operational frictions between different specializations. We have now client service, stratey and creation in common, a single P&L and a one management team. This way, we can create fast and efficient multidisciplinary teams to work perfectly in answering any kind of brief.

The fact that Razvan joined agency’s management team as creative leader and main responsible for Leo Burnett Group’s creative product represents for us an important success on our new path as he brings within the group his direct personal experience when it comes of integrating the creative product, a neutral thinking from media’s point of view and an exceptional local and international experience

Lorand Balint

Managing Director Leo Burnett Group.

Leo Burnett Group - Pozitionarea

The change is a big challenge for Leo Burnett Group team. There are already more than two months since reinventing the business model and we decide to make changes again. Razvan Capanescu reignites, at Leo Burnett Group, the big derby of the advertising. Leo enters this way in a new era – advertising for the post-advertising era – and is prepared for this step. We will offer for our actual and potential clients accumulated resources with set objectives in order to create an exceptional product in a perfect process. Leo Burnett’s culture allows us flexibility in thinking and to be fast in action and I trust that we will succeed in this new formula

Andreea Boaca

Managing Director Leo Burnett Group

The communication of the new positioning and fact that Razvan Capanescu joined the management at Leo Burnett Group started on Leo Burnett Romania’s Facebook page, under the umbrella #ThrowbackThursday and will continue with #LeoReloaded starting October 16th.