Interview. Catalin Rusu (Rusu + Bortun): “New business models are a must. We cannot think and act like 20 years ago”

Copywriter since 2001. Entrepreneur since 2004. Brand Consultant since 2005. Creative Director since 2007. #rusuplusbortun since 2008. Juror, speaker & contributor since 2010. Member of Art Director’s Club Romania since 2014. BR talked with Catalin Rusu, chief creative partner & CEO Rusu +Bortun about last year’s changes and what is 2018 bringing both for the agency he is representing and the whole Romanian advertising industry.

By Romanita Oprea

How was 2017 for the agency in terms of turnover /revenues?

It was a good year also in terms of figures. Our turnover remains around EUR 800,000.

What were the departments that were most successful? What about the least successful ones?

2016 was a very, very digital year for us. Last year, the branding business was extremely active. We started a new chapter in 2017 with our new partners, and we’ve done a lot of identity projects including Raiffeisen Bank, CEO Clubs International, Alexandrion Group, Carturesti, Hart, Oro Toro, The Coffee Shop, Sports Hub (personal branding for Cristina Neagu, the best handball player in the world 3 years in a row, Mihai Leu and Ana Maria Branza), Inventure, The CSR Agency or Primus from Patru Maini. From brand audit, to naming and design. For me it was a fantastic new experience to meet over 500 entrepreneurs from all around the country, as a branding trainer for Catalizator project by Raiffeisen Bank.

What about the pitches you took part it?

We won some important pitches such as Orange Romania, OLX Group, United Way or Tiriac Energy. We also lost some important pitches, and that was great motivational fuel for the first weeks of 2018.

How would you characterize the local advertising industry in 2018 in terms of budgets, campaigns, creativity, etc?

It’s an anniversary year, we are all ready to make the most of it. I think clients are more open to see surprising ideas. From brand activism to social or cultural campaigns. It’s a good time to do a creative job in Romania.

What were the campaigns done by the other agencies in Romania that you admired and why?

Magic Home, from Jazz. After all, it’s very effective campaign that obtain high engagement and awareness.

What were the most important changes & novelties in the agency in 2017 and how did they come to happen?

It was a pre-anniversary year, on the first of June 2018 we will celebrate our first decade of Rusu+Bortun. Since the beginning of 2017, we have a new management team: Miruna Macsoda – client service director, with an important leadership role in our digital business, and Bob Toma – creative director, focused on developing high creative standards in ideas and craft.

What trends did you notice on the local market last year and how do you intend to follow them /represent them at your agency?

The augmented reality is becoming part of the brief. It’ time to Show, not just to tell people how a product can complement their lives. On the other hand, the emotional ads are back in business. Personalization is more and more accurate. Instant storytelling through mobile video stories.

What do you foresee for 2018 from this point of view?

A massive usage of micro influencers in campaigns.

What is your goal for 2018 in terms of revenue, but also new clients, employees, etc?

EUR 1 million made out of branding, advertising and digital projects. We want to win two out of five pitches in the first quarter of 2018, and to rethink the department split. I believe in mixed project teams, not departments.

What do you wish for the local industry this year?

To stay cool without acting cool.

How do you see the Romanian market connected to the international one at this moment?

Better every year, not only in terms of festivals, but as new business. A lot of European campaigns are done in Romania. For instance, even if we are a local company, we are working for a global client and we’ve done many design and dev projects for the UK market.

Where is the local industry still lacking and what can it be changed?

New business models are a must. We cannot think and act like 20 years ago. We are a technology business specialized in identity and communications.

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