Ion Cojocaru ‘Lutzu’

Content Director @McCann Romania

Ion Cojocaru, affectionately known as Lutzu, is a creative force in the advertising world. A Content Director by trade and a film director at heart. With over 20 years of experience, he is a perfect example of the next generation of innovative storytellers, blending creativity and strategy to craft impactful narratives that resonate with people.

Starting his career as a driven art director, Lutzu quickly rose to prominence, earning landmark achievements that include Eastern Europe’s first Cannes Lions Titanium and Grand Prix awards. His accolades extend across prestigious global platforms like D&AD, Clio, The One Show, Eurobest, and Golden Drum, solidifying his place among the industry’s elite.

As Content Director at McCann, Lutzu’s mission is clear: to transform branded content into engaging, binge-worthy storytelling, think Netflix, but for brands. By creating narratives that inspire, connect, and endure, he redefines what branded content can be, turning advertising into entertainment with a purpose.