Ioana Filip of Energy BBDO on Corazón, 'Dumb Ways to Die' and Creative Culture Shock

Thoughts on branded entertainment from a Romanian in Chicago

This year at Clio judging in Germany, we had not one but two Romanians on the Branded Content & Branded Entertainment jury—both of whom are now plying their trade in other markets. 

One of them was Ioana Filip, who moved to Energy BBDO Chicago this spring after a dozen years at the Bucharest offices of McCann and JWT. 

Ioana spoke with Muse for our "Creative Portraits" series, in part about what her move to the U.S. was like. 

"I'm coming from a market that's more scrappy, that does things faster, with lower budgets. It's great, because you become creative in a different way," she says. "Now, living in the States, seeing that things are slower, steady, bigger budgets—which is great—I feel like it's an opportunity and a challenge at the same time." 

Check out our video with Ioana below, in which she also picks her favorite ads, tells us about some new artwork hanging in her home, and weighs in on the state of branded entertainment today. 

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Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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