Mihai Mija: I help co-create activations and experiences that resonate authentically with the audience while also driving real results for the brand

He is the founder and Brand Partnership Director of the Colorcodes agency. With 16 years of experience in the field of events, Mihai Mija is a curator and facilitator of creative experiences and partnerships for brands and their partners, or in other words he makes matchmaking between companies, events and projects of the creative industries. AsHugger sat down with him and found out more about how he sees the industry he is activating on, his positioning, his expertise, as well as the most important trends, creativity and more.

How would you define creativity in marketing in 2024?

Creativity in marketing today is all about understanding customer behavior and staying tuned to both local and international cultural trends through data. It’s how quickly you can adapt to the fast paced technological advancement and social change. Successful creative marketing campaigns today come from understanding what resonates with your audience and how you can use real-time insights to deliver meaningful, relevant, and timely content.

What is lacking in the field you are working on and what do you bring better?

What I see lacking is the eagerness to innovate and embrace bold and creative ideas. I see many companies and brands hesitate to engage with the latest cultural trends and movements. Similarly, I think the creative industries could benefit from more collaboration and cross-pollination of ideas between different sectors. I see BTL agencies that manage production teams amazingly, but don’t have great creative input and they stick to whatever is creatively safe.

What I bring is a fresh perspective. I work to open companies’ eyes to new possibilities, connecting them with innovative, socially responsible projects that align with their goals. I focus on how we can rethink their brand activation corner, how they can adapt new media tools or how they can simply be more sustainable.

With that comes the creation of long-term partnerships that bring real value to both the brand and the events & projects in the creative industries. My strength lies in staying connected with what’s new and being able to bring these opportunities together for maximum impact.

In a previous interview, you stated that there is still room for improvement when it comes to the flow of events and the experience offered to the participants. Can you please explain a little further?

When I talk about event flow, I’m referring to the complete journey of the participant—from the moment they leave their home to when they step into the festival grounds and beyond. It’s not just about what happens on stage, but about how the experience is curated throughout the entire event. 

Festivals need to create seamless, engaging experiences that feel cohesive and thought-through, from logistics and entry points to interactions with sponsors and the overall vibe of the event. It’s about making every touchpoint count and seamless for the audience. And brands play a huge role in supporting the narrative and constantly explore how they can show up better for the participants. What is my role in the festival’s story? What is the story I am trying to tell? What should customers take home with them after they interact with my brand? These are a few questions brands should focus on.

Do you see AI and sustainability as real trends and movements to impact the field, or do we still have a long road ahead of us?

AI and sustainability are definitely shaping the future of events and marketing. AI allows us to personalize experiences at an unprecedented scale, tailoring interactions based on real-time data and insights. Sustainability is equally important, especially with younger generations like Gen Z, who care deeply about the environmental footprint of events. While there’s still a long road ahead to fully integrate these into the mainstream, I believe the brands and events that embrace these trends now will lead the industry in the coming years.

You are a matchmaker between brands and projects in the creative industry. How does this process actually work?

The process starts with deeply understanding both the brand and the creative project. I identify the core values, audiences, and goals for both sides, and then I look for the best possible alignment. My job is to ensure that the partnership isn’t just transactional, but truly collaborative, where both parties bring value to the table. I help them co-create activations and experiences that resonate authentically with the audience while also driving real results for the brand. It’s about finding that sweet spot where creativity meets business objectives.

What were your main challenges so far and why?

One of the biggest challenges has been helping brands understand the value of investing in long-term partnerships, rather than focusing on one-off collaborations. It’s about building meaningful connections that extend beyond a single event and have lasting impact.

Another key challenge is teaching brands to be more creative in their activations and also encouraging them to adopt environmentally conscious practices. Brands often need guidance to step outside their comfort zones and embrace innovative, sustainable approaches that resonate with today’s audiences.

Storytelling is also a crucial element. Brands need to see themselves as part of the festival’s narrative, not just as sponsors. By telling authentic stories and integrating their values into the event experience, they can engage more deeply with participants and become an integral, memorable part of the festival.

You have projects in multiple countries, not just in Romania. What are the main differences you’ve noticed so far between the countries and the way companies work with you / what they require from you and why?

Working across different countries, I’ve noticed that some markets, particularly in Western Europe and the U.S., are more open to creative risks and innovation. They tend to be more flexible and forward-thinking when it comes to integrating new ideas or testing uncharted waters. In Romania and some other parts of Eastern Europe, there’s sometimes more caution, with brands being more conservative or focused on tried-and-tested approaches. That being said, every market has its unique nuances, and adapting to those cultural and business differences is part of the challenge—and the reward—of what I do.

What are the projects that have inspired you the most so far and why?

In the last 2 years The Artists’ Nest (Cuibul Artiștilor) in Romania has been under my radar. It’s an immersive theater experience that redefines what local entertainment can be, especially for younger audiences like Gen Z and Millennials. Their approach to creating plays based on real social and economic insights is incredibly innovative, and I believe they are helping grow a new generation of theater-goers. It’s one of the few projects that is truly nesting the future of entertainment in Romania, shaping what’s to come.

Burning Man in the USA is another huge source of inspiration. It’s more than just a festival—it’s a vision of what a utopian world could look like. I was lucky enough to experience it both as a participant and as a builder, and the creativity, collaboration, and sense of community there are unmatched. It’s a great inspiration for display and interactive art installations that touch people on a deeply personal level, creating connections beyond the visual.

Then there’s SXSW in the USA, which brings together over half a million people for music, film, tech, marketing, arts, and so much more. The integration between conferences, networking, and local community engagement is inspiring. It shows how a well-rounded festival can balance commercial success with cultural impact. This festival offers a sneak peek into future event trends. A great example from this year was how brands are incorporating mental and physical wellness, creating “wellness sanctuaries” where participants could take a break and recharge.

Amsterdam Dance Event (ADE) in the Netherlands is a city-wide festival that features everything from intimate parties to large-scale events. In addition to music performances, ADE offers workshops, networking sessions, and opportunities for industry professionals to connect. It serves as a platform for promoters, artists, and event organizers to collaborate, but it’s also a space where music promoters can showcase new party concepts. What makes ADE unique is its ability to blend creativity and business, making it a diverse and dynamic platform with dozens of events happening simultaneously across the city.

How difficult is it to be in your niche and why?

It’s challenging because a lot of brands still don’t fully understand the value of investing in creative partnerships. They often focus on immediate ROI without seeing the bigger picture—how these collaborations can build lasting connections with their audience. Another difficulty is the sheer amount of coordination required to bring brands and creatives together. Both sides often have different timelines and priorities, and it takes a lot of effort to align them effectively.

What should potential clients know about you and why? 

I’m the go-to person when they need strategic partnerships that are both innovative and tailored to their brand. I work closely with brands to create meaningful collaborations with creative projects, ensuring that both sides achieve their goals. 

Before working together, I tend to hear my clients complain about not having enough time to process all the proposals. On the other hand, a lot of creatives I work with don’t have enough time creating brand partnerships because they are focused more in the creative process. When I come in the process, I help navigate both the creative and business sides of the industry, bridging gaps and creating something more meaningful.

What do you wish from a new business point of view for 2025?

For 2025, I want companie to dare more in their brand collaborations, with a more creative and  sustainable approach. I’d like to see more companies engaging in long-term partnerships and great storytelling that bring real value—not just for the brand and the event but also for the communities involved. 

I think brands nowadays need to have a sense of immediacy to be able to integrate an internet hype or trend into their brand activation or communication. Being attuned to pop culture, trends, and what resonates with event participants is key to enhancing brand interactions and amplifying their message on social media.

Brands play a significant role in shaping communities and influencing behavior. A fresh and creative mindset can help build strong connections, create meaningful experiences, educate their audiences, and improve how the brands are perceived locally and globally.