5 Minutes with… Simona Suman
Starting out her career in her native Romania, Simona Suman began working in Bucharest as a copywriter. Finding herself at the Young Lions Awards after winning a local competition, it was the McCann agency that she joined in 2014, where she would create award-winning work that landed her the role of executive creative director at MRM in 2017.
In her role at digital-first agency MRM, she’s created campaigns for Coca-Cola, KFC, Lidl, Mastercard and Sanofi – to name a few – taking home several prestigious awards from Cannes Lions, The One Show, Eurobest, Golden Drum and more. This has also meant she’s been invited to sit on juries for international festivals and showcase her creative expertise. For Simona, diversity is high on the list of priorities to create effective and relevant work in the industry, creating impact by relaying life experiences through effective communication.
Part of her passions involves Simona founding 'Lady Steps', a first of its kind initiative to empower women across the Romanian advertising industry. Through monthly events, female leaders connected to inspire and create a new generation of leaders. Now, as she embarks on her new role at Wunderman Thompson Germany and puts her German language skills to the test, she shares her journey with LBB’s Nisna Mahtani.
LBB> Congratulations on the new role! When you heard the news, what were you most excited about?
Simona> Thank you! I could probably write a three-part novel about all the exciting things that this new role brings, but if I had to sum it up into one short paragraph, it would be the fact that I am joining in a moment of true transformation for Wunderman Thompson Germany, in partnership with a strong, ambitious leadership team who is keen to evolve the creative product and deliver world-class work.
LBB> Your background is in copywriting, can you tell us a little bit about how you first got started and the experience of first setting foot into the industry?
Simona> I was hired as an intern in a local BTL agency, whose main scope of work consisted of promos and events. After a few years of exploring the trade, I competed in the Young Lions where I was seriously impressed (and jealous) of the level of work from around the world. I have been motivated by that jealousy ever since.
LBB> Across the years, what have been some of the most formative campaigns you’ve worked on and can you share a little bit about them?
Simona> Coming from an emerging market, I’ve consistently sought ways to bring my creativity to life despite limited budgets, for global or local brands. This experience has developed a powerful challenger mindset in me – I love disruptive concepts and smart hacks that generate buzz without relying on big media budgets.
Like the idea that brought me my first Lion, a campaign where we turned real local villagers into influencers for a Romanian dairy brand, in an effort to talk about their heritage to a young audience.
I am also a fan of challenging traditional ways of reaching audiences in certain sectors, such as business-to-business. In this example, we worked with Mastercard to encourage hospitality industry owners to rethink the accessibility of their locations to attract a new audience.
LBB> You’ve made the move from Romania to Germany for this role and we’d love to hear a little bit about the similarities and differences in the market when it comes to the creative landscape. Can you share a little bit about this with us?
Simona> Being one of the largest economies in the world and the largest in Europe, Germany has a significantly larger and more globally influential advertising industry than the Romanian one. There are also some differences in storytelling. If in Germany, insights and ideas often draw from the country’s heritage of quality, precision and efficiency, Romania is more influenced by the country’s folklore and rich local traditions.
One thing about me is that part of my family comes from a German background, I also speak German fluently. So the local culture is not completely foreign to me, but it will be interesting to see how I can blend my experiences and outlook.
LBB> With your experience on international award show juries, what do you prioritise when it comes to creating exciting work for clients?
Simona> The recipe for success is a complex beast, but I feel like there are some criteria that every good idea should tick:
Surprise factor: Will this awaken curiosity, and make people interested? Does it have the power to transcend paid media channels?
Relevance: Does it make sense for the business? Will it generate real results and impact?
Zeitgeist: Does it encapsulate the norms and trends that define this point in time?
Connection: How do we build bonds with our audience? What feelings can we evoke with this idea so that it becomes memorable?
LBB> In terms of your personal leadership and personal working style, what are you keen to bring or implement within your new team?
Simona> A long time ago, I heard David Droga talk about how we, as creatives, can really change the world. And as cliché as it might sound, I really believe that we can. And I think that’s a good guiding star to have, to use every day as an opportunity to leave a legacy and create impact, whether it is through a purposeful idea or an entertainment piece that reaches pop culture.
This is not an easy job, it takes ambition, effort, willpower, perseverance and great teamwork, but I hope to inspire the team so, at the end of the day, they can be proud of the careers they built at Wunderman Thompson Germany.
LBB> Where do you find your personal inspirations for creativity, but also leadership and work ethic?
Simona> To be honest, there is no better inspiration than living your life. The notes folder on my phone is full of thoughts and ideas I get just by going for a run, to a concert or taking my kids to the playground. My brain is always wired to solve little insights I observe into ideas. Motherhood, for example, has turned out to be a pool of new challenges and insights that I’m turning into creative solutions every day. And I think drawing from your own experiences is the most powerful way to tell stories and solve problems.
Leadership and work ethic are areas where, over the years, I tried to draw different qualities and learn from my own leaders whom I admired. And tried to avoid what I appreciated less about different leadership styles.
LBB> Aside from your role in advertising, you also became a published author in 2021. Can you tell us a little bit more about that and it being a passion for you?
Simona> I wrote a children’s book during one of my maternity breaks, first of all, because I needed a creative outlet while I was out of my day to day working routine, and second because, after my son was born, I felt the need to leave a tangible thing behind for him even stronger.
Now I have my second-born so it’s probably high time for a second book!
LBB> Are there any other hobbies you keep up with when you haven’t got your chief creative officer hat on?
Simona> To be honest, my two little boys (two and four) take up most of the free time I have left. But thanks to the new adventure we all embarked on with moving to a new country, we spend this time exploring and discovering the city, so it still feels like I’m on vacation every weekend.
LBB> For someone just starting out in the industry, what would be one piece of advice you think is essential to keep in mind?
Simona> I think it’s important at every stage of one’s career to have clear goals and work towards them. And make sure to be happy at least 51% of the time while you do it.
