Lowe Group appoints Cătălin Florea as Strategy & Innovation Director

Lowe Group, one of Romania’s leading marketing and communication groups, announces the appointment of Cătălin Florea as Strategy & Innovation Director. This move aligns with the group’s progressive vision for the future, which focuses on innovation and strategic development. In his new role, Cătălin will work with the management teams of the group’s agencies to identify strategic priorities and opportunities for enhancing products and optimizing internal processes.

“At Lowe Group, we never forget the valuable people who have been with us. With Cătălin’s return, I’m pleased to see that they haven’t forgotten us either. As a former member of excellence in the Initiative team, Cătălin made significant contributions to our group’s success, and I have full confidence that he will continue to do so in his new role. Cătălin has a vision focused on innovation and tangible results, and together we aim to accelerate a series of projects that will make us more efficient, fuel our curiosity, and stimulate our creativity, all of which will impact our clients’ businesses”, said Sever Savanciuc, CEO of Lowe Group.

With over 15 years of experience in Romania’s leading marketing and advertising groups, Cătălin has developed solid expertise, working in both corporate and startup environments. Throughout his career, he has contributed to the strategic development of brands such as Lidl, Orange, BMW, Mastercard, Lego, and Heineken. His constant interest in innovation, through the application of technology in marketing research and understanding business risks, has generated a tangible impact on the projects he has been involved in and that earned accolades at festivals like Cannes Lions and Effie.

“Despite their inherent creativity, communication agencies are quite conservative in terms of business models, products, and internal organization. The advertising industry is undergoing an effort to redefine itself globally, and I aim to contribute to this effort by finding more efficient ways of working that are better adapted to our business environment— from the general public to clients, colleagues, and suppliers. Almost 20 years ago, a famous campaign said «Hate something, change something». I believe in the mobilizing power of critical thinking, rejecting everything we dislike and can do better. At Lowe Group, I want us to better connect creativity with business challenges, build an environment that encourages innovation, and experiment more”, said Cătălin Florea, Strategy & Innovation Director, Lowe Group.

Cătălin graduated from the Faculty of Engineering in Foreign Languages at the Polytechnic University of Bucharest, simultaneously pursuing studies in Journalism and Communication Sciences at the University of Bucharest. He also holds a master’s degree in advertising from SNSPA.