KUBIS Interactive unveils a new leadership structure, with industry veteran Radu Florescu taking over the CEO role, and Carmen Miruta joining as COO, in a move that marks the company’s shift from an integrated advertising agency to a senior-led business consultancy for marketing and business transformation.
The announcement comes shortly after the agency introduced Felicia Stoica as the new Executive Creative Director, thus consolidating its creative offering across highly competitive industries including banking, financial services, FMCG, energy and utilities, retail, automotive, pharma, e-commerce and non-profit.
The new structure, built around three senior leaders with complementary expertise, will further build on KUBIS’ foundation and legacy to develop a business model that responds to the complexity businesses face today.
- Radu Florescu, CEO, is a highly respected figure in the advertising industry with international business experience and a proven track record in building brands and agencies;
- Carmen Miruta, COO, brings extensive experience in scaling businesses, structuring operations, and leading high-performing teams, translating strategy into disciplined execution and sustainable growth;
- Felicia Stoica, ECD, a widely recognized creative leader with multiple successful campaigns and brand transformations, brings a strong point of view that connects creativity with real business impact.
The strategic direction of the new KUBIS leadership reflects a vision aligned with the challenges and opportunities of the new market reality, defined by complexity, instability and constant change:
Radu Florescu explains: “As a professional that works with clients and communication teams across borders, I see such challenges everywhere. Things realign overnight, objectives shift, operational challenges disrupt even the best-made plans. In a world that pushes businesses to do everything to raise awareness, companies need to see through the clutter, remain consistent with their brand values and make the right choices to reach their business objectives.
At KUBIS, we believe that businesses need to shift focus from doing more to choosing better. Effective communication is not about more execution or making more noise but about making the right calls at the right time. We work with our clients as long-term, trusted partners in decision making, with a team that is experienced at its core and young at heart.”
KUBIS is evolving its integrated offering into end-to-end communication solutions designed to support better business decisions in a complex and fast-moving landscape. Built around a senior-led consultancy model, the agency brings together strategy, creative, performance and production within a single ecosystem, ensuring consistency and real business relevance across all touchpoints. This approach is enabled by a multidisciplinary team combining senior strategic expertise with a new generation of talent shaped by diverse backgrounds and international exposure, contributing not just with skills but with perspective.
Carmen Miruta says: “One of the most persistent misconceptions in today’s marketing ecosystem is that efficiency comes from reducing time and resources while increasing output speed. But research shows that a significant share of digital advertising is ineffective (e.g. Nielsen, Kantar), while consumers are increasingly trained to scroll past and skip content almost instinctively. As a result, adopting AI tools is already happening at scale; the real challenge is navigating the abundance of options they create and achieving clarity to make the right choices for every business challenge. Execution is easier. Scaling is easier. But setting the right direction from the very beginning is harder. And delivering results for our clients is essential. At KUBIS, we focus on developing capabilities that combine smart processes and integrated technology to deliver a constant flow of relevant, real-value content.”
As content generation becomes instant, the creative challenge fundamentally shifts, Felicia Stoica highlights. “AI is built on continuous optimization, always trying to give you “just a bit better,” but that’s exactly what creates a real bottleneck today: too many options, too many variations, too much feedback. For creatives and clients too, it becomes hard to choose and even harder to stop. Every concept or script is a matter of fine-tuning emotion, where you lose, where you gain, but the final call and that authentic balance can’t be automated.
The real challenge is knowing when “good enough” is actually enough, and that’s where people come in. I’m really grateful to have these people at KUBIS: people who’ve explored agencies abroad to live and learn, people with hobbies, achievements, resilience, people who’ve gone through tough moments and reinvented themselves. All of that builds a kind of real intelligence that AI just can’t replicate”
While fully equipped to operate at the speed required by today’s communication environment, KUBIS focuses on helping clients make the right choices from the start and delivering communication that generates measurable business impact.
At the same time, the company continues to selectively grow its team, bringing in people who are not only capable of navigating complexity and driving meaningful outcomes, but also motivated to contribute with perspective, curiosity and real-world experience in a senior-led, decision-driven environment.
This focus on better decision-making and more deliberate choices is already reflected in the agency’s recent results. Earlier this year, KUBIS was already awarded three trophies at the Comma Awards for campaigns generating real impact: Best Corporate Communication Campaign with BRD Locker Room "From the Heart of Sport" for BRD Groupe Societe Generale; Best Brand Storytelling Campaign and Best Strategic Communication Campaign with "We are Altsy" for Daruieste Viata.
About KUBIS
KUBIS Interactive is an independent, senior-led business and communication consultancy, helping brands navigate complexity and make better decisions in a rapidly changing environment. Combining strategic thinking with creative, technology and production capabilities, KUBIS delivers end-to-end communication solutions that support business objectives, from positioning and brand platform development to integrated campaign execution, digital ecosystems, performance and content production.
KUBIS is headquartered in Bucharest and has an office in Houston, USA, through which it also develops projects and collaborations on the North American market. At the same time, KUBIS benefits from extensive production and post-production capabilities within the group, which allows creative and production teams to work in a common flow, from idea to execution, shortening implementation times and ensuring creative control over the entire content creation process.
Over time, KUBIS has developed projects for brands from multiple industries, such as Philip Morris
International (IQOS, HEETS, VEEV, ZYN), BRD-Groupe Societe Generale, NN Asigurari, Revolut, Vodafone, PepsiCo (Pepsi, Lay’s, Star Foods), Engie Romania, Unilever (Dove, Rexona, Clear, Magnum, Algida, Carte d’Or), URSUS Breweries (Ursus, Peroni, Grolsch, Redd’s, Dreher), Michelin, Toyota, Carrefour, Profi, Daruieste Viata, Hope and Homes for Children, WWF and Save the Children.
