5 Questions with Publicis Groupe CEE Lioness: Maria Tudor, Chief Operating Officer

As part of Publicis Groupe Central & Eastern Europe (CEE)’s 'Embrace Gender Equity' initiative that was launched during this year’s International Women’s Day on March 8th, the company created a special series 'Publicis Groupe CEE Lioness' designed to showcase and spotlight its many female talent and leaders across the CEE region, celebrating their experiences and important roles they play within the company. Get to know the Publicis Groupe CEE Lionesses through their stories in this series.

Maria Tudor is chief operating officer at Central and Eastern Europe at Publicis Groupe

As COO, Maria Tudor is tasked to oversee Publicis Groupe CEE regional operations, strategy and its implementation, business development, product, partnerships and lead the region’s biggest and fastest growing practices including media, content, and commerce.

1. Can you share your story with us, how have you gotten to where you are today in your profession?

During the early days of my life, two important education twists happened that impacted my professional life: attending a cinematography high school by chance (or rather, by necessity); and choosing to attend a computer engineering university (by ambition, to prove myself to my high school professors). 

I worked for a while as an engineer before realizing that my way forward is communication, and my passion (for communication and people) and luck led me to the iconic advertising agency Saatchi & Saatchi.

Following which, I had the incredible opportunity to launch the Zenith Media brand in Romania. A few years later, with a great team (and friends); obsessed with delivering excellence, we became the number one media agency in Romania and maintained the position consistently over the years. Today, Zenith is still the top media agency in the market (Romania).

I was then appointed as the first ever 'chief media officer' for Publicis One CEE (a part of Publicis Groupe) - an opportunity I’m ever so grateful for. As chief operating officer of Publicis Groupe CEE today, I work across multiple countries, navigating a diverse set of disciplines and practices. I love my job deeply - it feeds my never-ending curiosity and permanent need of newness and change. Being something of a workaholic, it fits me well, I must say.

But, looking back, my background in cinematography and computers served me so well over the years in my career in the communication business.

2. What has been your most memorable experience in your career so far?

In 2012, the local IAA and the marcom industry of Romania was running a competition to award prominent industry leaders live; I was honoured and humbled to receive the recognition for the Media Excellence.

But this is not the real story - it is just the beginning. From the 12 awarded individuals in various marcom functions, a surprise live online voting session was launched for to select the 'Marketing and Communication Personality of the Year'. I was there with three girlfriends from Zenith, and they went on to ‘hijack’ the event by reaching out to our colleagues to canvass for votes. Do not ask me how they did it in the given time of 15 minutes, but incredibly, they did it. I ended up winning by a large margin (also aided by the strong support in the room that night). 

It is about the power of people, of unity, of togetherness. Recalling the moment, emotions are coming back intensely. Naturally, I celebrated with my girls that evening and the next day with everyone in the office. An unforgettable experience indeed!

Another more recent, but no less unforgettable experience is our recent Publicis Groupe CEE Media Summit. It was an explosion of energy, collective intelligence, inspiration, creativity, learning and fun #buildingbridges. Publicis Groupe CEE Team rocks!

3. Similarly, what was the most challenging moment and how did you overcome it?

This is an old story, yet vivid in my mind: the loss of the Orange client after a long and fruitful partnership. Orange was our largest client at that time and what an amazing team to work with – they were provocative and rewarding, a beautiful team and brand like no other.

Losing such a significant client is challenging to offset business wise and hard to bear personally. Even though such business changes (which in our case were not the decision of the local clients who were also equally unhappy with it) are common in our world, it was my first big loss, a hard pill to swallow at that time. Honestly, I don’t remember another event with similar amplitude in my professional life. 

Thankfully, this story has happy ending and great learnings. We re-grouped, re-energised, pitched aggressively in the following year, and we won it all. It was amazing that all our partners (clients and media vendors) were extremely supportive. We not only covered the loss but grew bigger, stronger, and healthier. From a business perspective and as a team. 

A last remark: Orange will always be one of my lovemarks. (The Saatchi’s folks would know what I mean).

4. What are your most important tips on achieving success?

I will share few ingredients of my own experience.

Enjoy what you do - above all. Communication / advertising is my hobby, I love it. 

Do and make better - in my case, maybe an insane quest for perfection, but in general, use any opportunity to do better and to leave your mark. 

Be caring - care for your mates and your clients (no matter the size of the budget or the title of the person). A very unselfish one – I hope you have it in you -  that truly pays off, you will end up with great friends and amazing clients.

Hard work - The next one perhaps isn’t surprising nor sexy: is working hard. As mentioned, I’m a bit of a workaholic with lots of inner energy that I’m spending (or investing) fully. This big drive probably stems from my very humble origins. It is instrumental, there are no shortcuts.

Keep walking - What a great feeling to win, to be the best! However, you will have successes and failures, that’s life, celebrate the success and don’t give up when things go south, just keep walking! 

5. What are your tips for younger female talent embarking on the journey you’re already on?

My dear Lioness, you are so welcome in the ad industry and Publicis Groupe today. It is entirely up to you to shine. Be open-minded, stay focused, keep learning, do your job amazingly and you will get the recognition you are seeking and deserve. Did you ever hear the story of the three bricklayers? You might think you are laying bricks today, but you are building a cathedral!