OLIVER Amplifies In-House Creativity with Hire of Razvan Capanescu

OLIVER, the only company in the world to exclusively design, build and run in-house agencies and marketing ecosystems for brands, has hired Razvan Capanescu as global executive creative director.

Razvan will report into Rod Sobral, global chief creative officer of OLIVER and the Inside Ideas Group, and be responsible for the creative output, driving creativity and digital transformation programmes for the Inside Ideas Group global clients.

Prior to joining IIG, Capanescu was chief creative officer at Publicis, where he spent seven years, as well as chief creative officer of McCann Prague.

He served as creative leader of clients including Coca-Cola, Nissan, Porsche and Renault and has had his work recognised by every major industry award including Cannes Lions, D&AD, Eurobest, Epica, Grand Effies, the Intercontinental Advertising Cup and featuring in the Lürzer’s Archive.

Rod Sobral said: “We are all very excited to have Razvan joining the team. He’s a brilliant creative and strategic mind who has helped to build some of the world’s most famous brands. He has a solid track record with growing brands and delivering effective and innovative ideas which is exactly what our clients want inside their organisations.’

Razvan said: “I’ve always believed that the best work happens when disciplines, technologies and people are truly integrated. In-house agencies are out-performing many traditional agencies right now for that very reason. The creative ambition has always been to gain as much proximity to the clients’ goals as possible – and at IIG I can really do this. I’m looking forward to working with IIG’s amazing network and building digital ecosystems that are fit for marketing’s next evolution.”

Today, 57% of businesses have an in-house agency (the World Federation of Advertisers), with more brands expected to in-house their creative capability in 2022. OLIVER pioneered the in-house agency model in 2004 and has since grown to be the leading partner for brands in this space. It has grown 35% year-on-year and was named Campaign’s Digital Network of the Year by Campaign in 2021 as well as Global In-House Agency of the Year 2021 for its U-Studio operation.

Razvan starts his role with immediate effect.