Let’s win your customers’ hearts
and fill up their shopping carts!

Strategic copywriting and the occasional catchy rhyme
for spirited agencies and clients.

Fancy a chat?

Name droppin’.

Creative boutiques, big agencies, unboring clients, local & international brands, shiny awards – all that jazz. Join in? 😉

Services to amplify brands, win awards, make money.

Whichever order you prefer.

Branding and brand strategy, the creative way.

If you’re an entrepreneur, you have an innate feeling about your business. I can help you shape that feeling into a brand, plus a coherent story that builds it while driving sales.

Let’s take the corporate brand vision, mission and values from logic to magic, also adding some “rock&roll” to inspire shareholders and investors, customers and employees.

Copywriting that gets noticed. And shared.

The most valuable currency today is attention. And getting the customers’ attention always starts with a big, insightful idea that turns into a relevant – and sometimes viral – story across media.

From large to small screens, from analog experiences to VR worlds, from a smart message stenciled on a wall to a synchronized drone dance – the more unconventional and disruptive, the better.

Consult, challenge the norm, inspire.

In over 20 years, I came across tens of thousands of ads, and I probably created a few hundred campaigns. I’m up to speed with the trends, so I (sort of) know what works, what doesn’t and why.

If you need a second opinion, a spark of inspiration, a fresh pair of eyes or a quick creative boost to get your team rollin’, I’m available for brainstorming sessions or creative workshops.

Happy people’s opinions.

Yes, they’re talking nicely. Mostly 😀

  • Radu este perfect. Cu creativitate și multă seriozitate, Radu a reușit sa ducă proiectele noastre atipice mult mai departe decât ne-am imaginat noi că se poate. Mulțumim, Radu, fie ca Muza să fie mereu alături de tine 😉

    • • • • •

    Radu is perfect. With creativity and resposibility, Radu managed to take our atypical projects further than we ever imagined. Thank you, Radu, may the Muse always be with you 😉
    Ioana Reichle, IPPU Packaging Marketing Manager
  • Aceste două cuvinte sunt atinse de geniu!

    • • • • •

    These two words have a touch of genius!
    I forgot the name, Profilo Sales Manager
  • Îmi place foarte tare să lucrez cu tine! Mereu aflu lucruri noi. Ești un tip mișto și sunt onorată să te cunosc 🙂

    • • • • •

    I really enjoy working with you! I learn something new every day. You’re a cool guy and I’m honored to know you 🙂
    Alina Niță, The Other Agency Co-Founder
  • Mulțumesc! Clientul a fost încântat.

    • • • • •

    Thank you! The client was thrilled.
    Stelian Tudorache, The Other Agency Co-Founder
  • Radu este un copywriter cu o puternică viziune strategică și o experiență vastă în comunicare. Câștigă pitchurile prin creativitate și menține clienții mulțumiți prin rigoare strategică. Scrie impecabil în română și engleză, atât pentru campanii mass-market, cât și pentru branduri de lux. În plus, Radu e un interlocutor haios, care transformă conversațiile în experiențe plăcute.

    • • • • •

    Radu is a copywriter with a strong strategic vision and extensive experience in communication. He wins pitches with creativity and keeps clients happy with solid strategy. He writes impeccably in Romanian and English, both for mass-market campaigns and for luxury brands. Plus, Radu is a funny compadre who turns conversations into enjoyable experiences.
    Iosif Oprescu, Logo Bigger Owner & Creative Director
  • Aw aw aw, ce frumos sună 🙂 Fără feedback, subiect închis. • Ești artistul prezentărilor, arată super bine!

    • • • • •

    Aw aw aw, it sounds so nice 🙂 No feedback, case closed. • You’re the master of presentations, it looks super cool!
    Ana Miulescu, FCB Bucharest Account Manager
  • Eminescu e mic copil. 🙂

    • • • • •

    Eminescu ain’t got nothing on you. 🙂
    Bob Toma, Art Director Extraordinaire at BobToma.com
  • Gata, am citit. Mamă, ce bine sună când scrii tu! Nici nu se compară.

    • • • • •

    Okay, I’ve read it. Madre mía, it sounds so good the way you write! On a whole different level.
    Diana Coman, Profa de Social Media

Got questions?

You may find some anwers here, like 42*.

After 20+ years in the business, I’d say I’m most comfortable creating brand experiences / special events, because it’s fun to use high tech & new media to spark human emotion and connection.
 
I also like to do ATL work – video, key visuals, radio – because I enjoy telling stories that touch and move people. While building brands and driving sales, of course 😀
 
This doesn’t mean I’m unfamiliar with other types of copywriting, from short texts like SMS to long sales letters to punchy scripts for TikTok to… you name it, I probably wrote it.
 
Throughout the years, I polished my people skills, too. So, from a potential CD / GCD position, I can confidently guide young creatives to the elusive Holy Grail of advertising, whatever that might be, and back to meeting rooms.

Not quite, although experience doesn’t come for free, either. In this respect, I have a very particular set of principles:
 
1️⃣ I don’t charge by the hour.
2️⃣ The minimum project fee is 799€.
3️⃣ A full day in your agency, for brainstorming / creative guidance & mentoring / copywriting / guitar performance, costs 249€.
 
Anything else we can discuss from there.

Excellent choice 🙂 The next steps are different depending on your role, client or agency representative.
 
If you’re a client, here’s the collaboration process breakdown: 

1️⃣ Chemistry check during a meeting, either online or in person, to make sure we really click.
2️⃣ Brief. We’ll deep dive into the project: objectives, task details, scope of work and deliverables, budget, deadlines, off-the-record info. The full monty.
3️⃣ Contract on agreed terms (yes, boring, but necessary), and a 50% upfront payment to get the party started.
4️⃣ Research & strategy phase. This is where we gather the ingredients. I’ll have questions, and hopefully you’ll have the answers. If not, don’t worry, we’ll find them together.
5️⃣ Ideation and creative development. This is where “a kind of magic” happens.
6️⃣ Presentation, in-person or online, your call. Your unfiltered reaction is much appreciated.
7️⃣ Feedback and fine-tuning. After you’ve slept on the ideas presented, we work closely together until everything’s perfect. Or until the “finalest” deadline arrives.
8️⃣ Delivery of polished work, project wrap-up, and the remaining 50% payment. Then on to the next one!
 
If you’re an agency representative, we’ll discuss:

1️⃣ Commitment: part-time, full-time, or project-based.
2️⃣ Work model: fully remote (work from home), at the agency (the infamous “10-till-late”), or hybrid.
3️⃣ Position and responsibilities: Sr Copy, GCD, CD – whichever hat your department needs me to wear.
4️⃣ Creative Department’s focus: creative awards, client-pleasing work, or best of both worlds.
5️⃣ Compensation: salary, benefits, performance bonuses, creative freedom 🙂
 
Either way, it’s important to note that I’m flexible and I’m sure we can work something out. 

Yes.
 
Nowadays, that’s a point-of-parity, not a point-of-differentiation. But I never use the output “as is”. AI models are great (and damn fast!) at thinking in logical steps and generating loads of standard ideas. Using AI, you’re probably 70% done with your project in minutes, but the remaining 30% makes the difference between junk and jewels. Because we, humans, leap from idea to idea, make unpredictable connections and reach surprising solutions – like concepts & executions that haven’t been done before, therefore aren’t in any database yet 🙂
 
In short: anybody can generate 100 headlines with AI. But knowing which one(s) to pick and develop, how to mix headline #21 with headline #58 in an insightful, culturally relevant way – that’s the magic of human creativity, which AI has yet to deliver.
 
Also, some of the key visuals in my portfolio are AI-generated, but even those required a bit of retouching. So yes, I use AI, but I always filter, mix and improve the creative output. 

I’m a bit of a “creative chameleon”, I adapt to the situation.
 
In an agency, I enjoy being part of a team, bouncing “what ifs” and “how abouts” around with an art director and/or other creatives, or even colleagues from strategy, media, production dept and account management. Everyone’s invited to the party 🙂 When there’s good chemistry, the creative output is often greater than the sum of individual ideas. Then again, I can do perfectly well on my own, from concepting to final presentation – mood board (photo or video) and simulations included.
 
When working with clients, I tend to stick to creative consulting and copywriting. I’m good at thinking stuff up and managing “all things creative”, but I prefer to let others coordinate the project and take care of the production details. In short, I can tell you what to say & how to say it to grow your audience, brand, and sales, but then I’ll hand things over to your team to work their magic.

In the shower. Because water is information 😉

That last part was a joke, much like that “42” in the subhead, which is “the answer to the ultimate question of life, the Universe, and everything”, as per Douglas Adams’ witty novel “The Hitchhiker’s Guide to the Galaxy”.

So now you basically know everything.

¡Felicidades! You’ve reached the end of the internet this website.
Wanna talk business now? 

Let’s create!