Adrian Hincu (MRM): The main impact that the pandemic will have on us is redefining of the terms “Speed & Priorities”

In love with marketing and behavioral economics, he enjoys identifying patterns and then digging up numbers to test them. Obsessed with creating and bringing value to the table, he loves brand strategy, brand building and growth. Often placing himself in the customer’s shoe, you will hear him asking a lot of “whys” and “hows”. With over 17 years of experience in the advertising industry and curious by design, he seeks to understand all the moving parts that make a system, in order to optimize each and all.

BR talked with Adrian Hincu, regional business director at MRM, and found out more about his decision to join the agency, his plans, the pandemic and the marcomm industry.

By Romanita Oprea

What made you decide to join MRM?

Read more about

Navigating the Digital Landscape with Ramona Ungureanu, Partner at Digital Kitchen

read more

It was time. To be honest, I’ve had opportunities to join this amazing team before, but I believe it wasn’t meant to be, back then. So, right now, having experienced enough projects and roles – as Client Service & Strategy on the agency side, marketer on the Client side in the biggest e-comm in Romania and then CMO in a start-up – it was indeed the best time to put my talents and organizing superpowers to good use.

What are your goals for the first year in the new position?

Growth. Smart, sustainable, efficient. That is from a business p.o.v. But first of all, I really want to get to know my team (local and regional) as good as possible, which, in these times, can prove to be a real challenge.

How do you believe that the pandemic has changed the advertising industry?

I believe the past tense is optimistic here. There have been, and there will still be changes. We’re far from seeing everything that the pandemic can throw at us. We’ve been dealing with a lot of uncertainty and fear, both as advertising professionals and as individuals, and that’s going to leave marks we haven’t yet begun to understand. There have been a lot of industries and players taking the hit: Travel, Traditional entertaining, etc. But somehow, I like to keep an optimistic view on things. Being a digital pioneer myself, I’m glad to see the rise of digital, both as media, but also, equally interesting, as a service providing and supporting environment. Be it e-comm or digital service and content delivery, digital brings incredible speed and value to the advertising equation. We’re talking either about a paradigm shift for the existing players in the market, or the birth & growth of new ones that think and see things completely different.

What will be the long-term impact?

I remember, years ago, preaching to all the clients I used to work for that digital is not a channel, but a way of living we should all be preparing for. Not everyone understood back then, but lately there’s no denying it. We’re now struggling with home or hybrid work and feeling disconnected after being catapulted into a completely different lifestyle. I believe we’re going to get the better of this, but time to adapt has become a luxury not all can afford. So, I’d say that the main impact that the pandemic will have on us is redefining of the terms “Speed & Priorities”, all aspects included, professional and personal. But it’s ok, as discomfort creates change and growth.

What were the first decisions you took in the new position?

Lucky for me, I got to hire new members for our team, while also starting to work on an amazing project involving AI and accessibility solutions. Talk about making an impact, from day one…

What are your hopes for 2021-2022?

To survive the upcoming zombie apocalypse. Jokes aside, for the short term I plan to get my hands dirty with the further growth of the B2B division of MRM, while also keeping up with behavioral economics changes and topics, especially in these times. And as many kilometers ridden on my bike, alongside my two amazing kids.