Raluca is an unapologetic ad nerd with 23 years of experience and an enduring love for the industry. She began her planning career in her 20s and has since held nearly every strategic role—from planner at McCann to Chief Strategy Officer at Publicis—leading work at both regional and global levels.

She sees advertising as more than a business tool; to her, it’s a platform for helping brands build stronger, more meaningful relationships with the world. Along the way, she has partnered with brave brands willing to challenge the status quo, earning accolades such as Euro Effies, Gold Cannes Lions, and the coveted D&AD White Pencil for campaigns that combined creative excellence with real-world impact.

In 2023, Raluca founded Better, a creative strategy studio built on the belief that the best ideas flow in small, collaborative teams made up of people who respect and inspire one another. At Better, her focus is clear: solving business problems through creativity, helping brands not just sell more—but matter more.