Mihnea Gheorghiu
Marketing Talks
Chief Creative Officer
Le Pub

Mihnea got into advertising when he was 19 in Bucharest, Romania.

In the years that followed, he worked in Hamburg, Paris, London, Madrid, Toronto, New York and Amsterdam. The work he created and creative directed over the years has won 92 Cannes Lions, amongst some other hundreds of awards (D&AD, Clio, One Show, ANDY, NYF, LIAA, Eurobest, Epica) and mean comments on some advertising blogs.

Mihnea likes to think of new things to say or new ways to say the same things. He really enjoys that stuff. That, and raccoons. Mihnea thinks that raccoons are cool.

Since 2017, he’s been in Publicis Milan, overseeing the global work for DIESEL and Heineken, first as Global CD, then as Global ECD and finally being appointed as Chief Creative Officer of Publicis Italy and Le Pub Network in 2021.

Event Introduction
Marketing Talks
 · 06/26 (Day 2)
Growth and Beyond Growth
4.2H - Hall E
Viral Products and Creativity
[Workshop] Heineken's Heartwarming Creativity: Advertising with Closed Restaurants, Cleaner Uniforms, and Transforming Bars into Museums......

At the 2022 Cannes Lions International Festival of Creativity, Heineken emerged as the MOST awarded alcoholic beverage brand and made it to the TOP "Creative Brand of the Year" in 2023! Meanwhile, its global creative agency, Le Pub, also awarded 3rd for "Agency of the Year" at the same festival!

As the saying goes, "The hardest thing to earn is the human heart." So, how does Le Pub touch hearts with its "tradition-breaking" creativity?

FIVE exquisite case studies, 80 minutes, bringing you a "feast" of new creative experiences!

* This session is conducted in English. For your convenience in participating in live interaction, please pick up simultaneous interpretation headphones in advance.


(Resource: Le Pub website)

Link to agenda