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August 8, 2022

Cheil | Centrade consolidates its integrated communication service offering by launching the Digital Media division, headed by Ecaterina Matei

Ecaterina Matei joins the management team of Cheil | Centrade, the Southeast Europe hub of Cheil Worldwide network, assuming the coordination role of the newly launched Digital Media division, adding a media dynamic to the integrated communication services provided to clients throughout the region.

With more than 20 years of experience in the media market, Ecaterina Matei started her career in market research and advertising sales at Prima TV. Following the purchase of Prima TV by the European group ProSiebenSat.1 Media, Ecaterina quickly rose in the ranks to become media sales director, implementing cutting edge media strategies that catapulted Prima TV in both sales and ratings. Over the past 6 years, Ecaterina was recognized as one of the top media experts in Romania during her tenure as Managing Director of Cable Direct, part of the Sony Television Group.

As Head of Digital Media at Cheil | Centrade, Ecaterina will coordinate and develop the department’s operations, in close collaboration with the leadership of the other agency business lines, with the aim to integrate long-term strategic and business objectives. The Digital Media team will work closely with the Digital Intelligence and Analytics (DIA), the internal data analysis department launched by Cheil | Centrade in 2018, which has seen accelerating growth since. The combined teams will work together to outline and implement customized digital solution requirements for a diverse portfolio of local and international clients, using the team’s professional expertise and the latest digital analytics tools.

“The agency’s fast paced growth in recent years has raised the need for an internal, 100% integrated digital media department to compliment and capitalize on services we already provide our clients,” says Radu Florescu, CEO Cheil | Centrade South-East Europe. “Launching a new business division is never an easy decision, especially in such a competitive media market, dominated by traditional players. The fact that a high-profile professional like Ecaterina decided to join the group in this new endeavor provides the confidence and credibility to move forward. In a span of a few weeks, Cheil | Centrade’s Digital Media division had already secured initial projects for several existing clients, with new clients around the corner.”

Ecaterina Matei adds: “I look forward to joining the Cheil | Centrade team, where I found a dynamic and professional team that is very passionate about new trends in advertising. I am keen to work with my colleagues to jointly develop valuable projects for our clients and to generate innovative and valuable ideas that will develop and strengthen the agency’s integrated services and improve the media strategies that will help clients more efficient and cost effective. I am confident that my expertise will contribute to the development of the Digital Media division and generate a real impact on our clients’ businesses.”





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