Cheil | Centrade strengthens its Creation and Strategy departments

Maggie Hanson Business, Creativity, People, Women in Business

Cheil | Centrade, the hub for Southeast Europe of the global Cheil Worldwide network, is adding three new professionals to its middle management team.

Denisa Armașu joins Cheil | Centrade, after 16 years in multinational and independent agencies, where she coordinated both digital and integrated communication campaigns on global and local accounts, including the “Half Full” campaign for Coca-Cola, noted in the Cannes Lions and Golden Drum. As Group Creative Director, Denisa will coordinate the creative activity for the accounts of First Bank, NN Asigurări, Ursus Breweries, and the ANAIS Association from the agency’s portfolio.

Denisa Armașu, Group Creative Director Cheil | Centrade.

“As a Conservative graduate, I can say that I found here, in Cheil | Centrade, a team that works together as a perfectly synchronized orchestra – both individual effort and teamwork matter enormously. We already have important campaigns underway, which we hope will become part of pop culture,” 

Raisa Soare – Șendroiu is the new Group Creative Director for the Samsung account, the brand around which the Cheil Worldwide network was born in Korea in 1973. Raisa joins the Cheil team after a journey through multinational and independent agencies, coordinating branded digital content and Above The Line campaigns.

Raisa Soare – Șendroiu, Group Creative Director Group Cheil | Centrade.

“I joined the Samsung team right at the beginning of the pitch for probably the most important launch of the year, successfully implemented in the only ambigram palindrome date for many years from now. I found here people full of positive energy, passionate about all things GenZ, gaming, and the latest social trends, along with a client who is not afraid to approve courageous work. I am sure that we will do #Epic things together ”

Miruna Baias is the new Strategy Head of the agency on the entire portfolio of local and regional brands. With a unique background that combines the experience in auditing and business consulting with that of brand strategy and communication, Miruna has signed the strategic direction of several campaigns awarded for efficiency at the Effie Awards in recent years.

Miruna Baias, Strategy Head Cheil | Centrade.

“I couldn’t help but notice that Cheil Centrade does consistent brand-building work on most brands in the portfolio, and this can be seen both in Effie’s performance and in other creative festivals such as IAB Mixx, Webstock, Internetics, or D&AD. I found out it wasn’t accidental at all – Cheil | Centrade has a strong creative department, excellent project managers and also DIA – a data powerhouse that supports the performance of the campaigns. My new colleagues are outstanding people who have already convinced me that I have made the best decision and that we will continue the series of successful campaigns together”

Mihai Gongu, Executive Creative Director Cheil | Centrade.

“Denisa, Raisa, and Miruna, aka The Wonder Women, dived in all the projects with a lot of power and integrated very well. Some campaigns are already visible, others are under planning or even in the studio; we will be back soon with the news”

Radu Florescu, CEO of Cheil | Centrade

“The extraordinary events of recent years, as well as those that Europe is going through in these dramatic days, have shown us that good people, with a team spirit, are the ones that make the difference, more than any other factor, and this observation is perfectly relevant to the communications industry as well. 

I’m glad that we managed to attract some of the best professionals from the market and that we are one of the communication groups that offer equal opportunities to access leadership roles, as it is natural within the current market. The consolidation of the team remains in line with the Cheil Centrade strategy, through which we wish to expand our full-service digital portfolio already dedicated to the international and local festivals.” 

Cheil | Centrade is one of the largest integrated communication companies in Romania and serves as a regional hub for the Korean Cheil network in Southeast Europe, coordinating the communication and creation strategy for Samsung. The Cheil | Centrade portfolio also includes Pfizer, First Bank, ENGIE Romania, NN România, Raiffeisen Bank, Dr. Oetker, Mondelez, KTI, Point Pickup, ANAIS Association and United Way. Since 2018, Cheil | Centrade Bucharest has also launched the Digital Intelligence and Analytics (DIA) division, a unique data intelligence service center that serves several markets in Europe.

In 2021, Cheil | Centrade won the most awards (16 finalists and 7 medals) at the Webstock Awards; was the most awarded Romanian agency at the Cresta Awards, one of the most important global festivals dedicated to creativity in communication; received The Grand Prix, Best Branded Content Campaign and the Best Non-profit / Corporate Social Responsibility Campaign, at the MIXX Awards, as well as the GOLD trophy in the Social Campaigns section of Internetics for the pro-bono campaign “The Guilt Gifts Puppetry,” developed for ANAIS Association; 3 selections and 2 wins at the Gaming Video Awards and another 5 nominations and 3 trophies at the Effie Awards in the categories of tech, energy, banking, and insurance.