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Adrian Docea

Senior Communication Planner, BBDO Bucharest

Adrian Docea

Bucharest, Romania

Based in Bucharest, I am currently heading Regional Planning for Central & Eastern Europe for Whiskas, on behalf of BBDO Europe, also doing newbiz and local work for BBDO Bucharest as a Senior Strategic Planner on brands such as Tuborg, Holsten, Deutsche Telekom's local company Romtelecom, Muller yogurts, Pepsi Max & Pepsi Light, Snickers and several other Mars brands.

Experience

  • Regional Planner CEE
    Bucharest, Romania
    Feb 2007 - Present
    BBDO Europe

    heading communication strategy for

    MARS Inc., Central & Eastern Europe
    Poland, Baltics, Czech & Slovakia, Hungary, Romania & Balkans
    coordinating Whiskas regional account

    Also worked on various regional projects for: Snickers, Milky Way and new-product development.

  • Senior Strategic Planner
    Bucharest, Romania, EU
    Oct 2006 - Present
    BBDO Bucharest

    coordinating planning for

    PEPSICO
    Pepsi Light and Pepsi Max
    CARLSBERG
    Tuborg and Holsten
    MARS
    Snickers, Mars, Bounty, M&M, Whiskas, Uncle Ben's and Dolmio
    DEUTSCHE TELEKOM
    Romtelecom Clicknet, Romtelecom Dolce and Romtelecom Voce
    MUELLER
    Froop, Mix, Bianco

    previously worked on

    STRAUSS ELITE
    Elita, Selected, Gold
    METRO AG
    Real Hypermarkets
    BLUEAIR
    BlueAir Low-cost Airlines
    YALE
    Yale Locks

    new business work
    As a part of the agency's new-business team, I contributed with the strategic input on winning the following clients:

    January 2009
    DEUTSCHE TELEKOM's Romtelecom brands
    The client is in the Top 10 advertising spenders in the country

    June 2008
    BLUEAIR's airline brand
    The largest low-cost airline in the country

    January 2008
    MUELLER's yogurt brands
    One of the most important dairy producers in EU entered the market.

  • Strategic Planner
    Bucharest, Romania, EU
    Jun 2005 - Sep 2006
    LOWE Bucharest

    coordinating planning for

    CITIGROUP
    CitiFinancial
    COCA-COLA
    Coke Light, Nestea, Burn, Schweppes)
    SAB MILLER
    Timisoreana Beer
    RAIFFEISEN BANK
    Raiffeisen Mortgage
    TNT NV
    TNT Express
    WIENERBERGER AG
    Bramac Roofing
    UNILEVER
    Rama, Delma
    UNICEF
    Unicef Romania
    TIMEOUT
    TimeOut Bucharest

    DAKINO
    DaKiNo Film Festival

  • freelancer, brand consultancy
    Cluj, Romania, EU
    Feb 2003 - May 2005
    Siebenbuergen Consultancy

    Opened my own small business in planning & branding when at 21, while in college, having a major in advertising. I provided services to several small local businesses until 2005, when graduated and moved to Bucharest being recruited as the strategic planner in charge with all the accounts of Lowe Worldwide Romania.

Portfolio


  • Click here for the portfolio

    Various projects on: Pepsi Light, Pepsi Max, Tuborg, Snickers, Whiskas, Yale, Real, Muller, Timisoreana, Romtelecom, DaKiNo

Awards & Performance


  • Awards

    EURO-EFFIE 2009: shortlist
    Whiskas Supreme campaign, Poland/Czech/Hungary
    /creative credits: Mihai Gongu, Cristina Panaitescu

    Effie Romania: GRAND PRIX
    Timisoreana: relaunching campaign
    /creative credits: Mihai Coliban, Semida Duriga

    Effie Romania: SILVER EFFIE 2009
    Snickers: Urban Arena Campaign
    /creative credits: Catalin Stanciu, Ioana Sandru

    Romanian PR Awards: SILVER
    Pepsi Light: guerrilla Euro 2008 campaign
    /creative credits: Adina Basag, Diana Cristea

    Epica Awards: SILVER / Golden Drum Awards: GRAND PRIX
    DaKiNo Film Festival
    * (Golden Drum is the main creative awards in Eastern Europe)
    /creative credits: Mihai Coliban, Andreea Chirica, Otilia Mihalcea

    Golden Drum Awards: OPENAD GOLD for Big Idea
    Yale: print campaign
    /creative credits: Dan Stanescu, Cosmin Simionescu


  • Performance

    Whiskas Supreme campaign, 2009
    It is the first campaign from the Bucharest office of BBDO, shortlisted to EuroEffie Awards.

    Pepsi Light: image campaign
    First Pepsi campaign locally executed to be imported by other regions.

    Tuborg: image campaign
    Recognized as best campaign in the category. "Filip" execution was the only beer ad from Romania to get in the final for Portoroz Golden Drum (the main creative awards in Eastern Europe)

    Snickers: Urban-Arena campaign
    The only website owned by a FMCG brand to get over 100.000 unique users in only a couple of months without any ATL activity whatsoever. Also awarded the Best Campaign of Mars in the region in 2009.

Education

  • BA in Advertising
    Cluj, Romania, EU
    Oct 2002 - Jun 2005
    Babes-Bolyai University

    Graduated one year faster than usual, with a dissertation around the principles of branding; weeks later I was nominated for the only planning position at Lowe Worldwide Bucharest.

    Also won the only 1 year scholarship in design & visual communication available for Romania from the Jonkoping University [was unable to honor it for personal reasons].

  • Undergraduate studies in Business Administration
    Cluj, Romania, EU
    Oct 2000 - Jun 2002
    Babes-Bolyai University

    Studied Business Administration for two years then converted credits and switched to Advertising studies for the following years.

  • Music
    Alba, Romania, EU
    Oct 1988 - Jun 2000
    Alba School of Art

    Graduated Alba School of Art with a major in music and followed the same institution for my high-school studies.

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