B.1. Understanding of integrated and sustainable urban development:
Dreamer. Maker. Troublemaker. City branding strategist. City marketing creative. Coaching cities that dare to be more. 15 years of experience in international marketing & brand building. Proven expertise in branding & marketing of cities and regions, cultural marketing, integrating smart city technologies & city marketing strategies, developing urban brand development strategies, developing guerrilla marketing campaigns to promote cities, developing new innovation methods for cities, designing urban creative hubs and teaching innovation & creative method to business incubators and accelerators. Designed the brand strategy for more than 50 companies, organizations, cities, regions, cultural institutions, festivals, sports clubs, business incubators. Created and launched marketing communication campaigns across Europe. 12 times awarded Effie Awards, world's most prestigious marketing awards, for excellence in brand building and marketing communication. Co-founded Heraldist & Wondermarks in Berlin and Transylvania. Heraldist is a new breed of creative company: half-consultancy, half-incubator. Heraldist's creative hub in Cluj, Romania, grew from 2 to 20 people in 3 years, attracting talent from London, Budapest, San Francisco, Dubai, Bucharest, Bilbao, Berlin. Previously Strategy Director for BBDO, world's most awarded advertising agency network and Head of Communication Strategy for Mars Inc. brands, covering the Central European markets.
1: The applicant has experience in the field of urban development, specifically related to innovation and city marketing. His understanding of integrated and sustainable urban development is not necessarily highlighted, but his specific understanding of city branding is relevant.
B.2. Understanding of exchange and learning processes at transnational level:
Recent keynotes: ▪ "Strategic City Branding", The Urban Development Network, Good Practice, Espoo/Helsinki, 2017 ▪ "The City-as-a-Startup Method", Urbact CityFestival, Good Practice, Tallinn, 2017 ▪ "City Branding", Urbact CityLogo, Utrecht, 2015 ▪ "Brand Archetypes applied to city marketing", Urbact CityLogo, Dundee, 2014 For the last 15 years, delivered keynotes on creativity and brand strategy presentations in English to global companies across Europe.
1: The applicant has been active in multiple exchange processes at transnational level.
B.3. Proficiency in English:
You will remember this moment. The moment that changed your city's future. Thank you for stopping by. I promise it will be worth your while. Actually, this might be the best thing that happened to you today. There are more than 4000 cities out there. Why would investors, tourists, talented individuals choose yours? You will discover an innovative method for developing amazing brand strategies that will change your city's future. You will work with a couch trained to be a creative problem solver; day after day, year after year, 15 years of training in using strategic and creative tools and methods to find great new ways to solve problems. A creator of innovative ideas. Ideas that change cities. If you read this, there's a slight chance you might be one of those people I'm looking for. Dreamers. Makers. Troublemakers. Ambitious individuals, who believe their city can be more. There's not many of you out there, but if you are one of them, I can't wait to hear from you. Every day I’ll push you out of your comfort zone. Inspire you to think bigger. I can’t promise that it's going to be easy. But I can promise that it will be worth it. It will completely reinvent your city.
1: The applicant provided proof of his proficiency in English. When the applicant is approved, it should be considered whether this text is useful as a summary.
Expertise for the design and delivery of transnational exchange and learning activities:
C.3.1. Ability to communicate complex concepts to non-English speakers:
Presentation reference: https://goo.gl/jxSNvG Body language video reference: https://goo.gl/V5AGmq (the long version here: https://goo.gl/qPHVrJ) More than 15 year of experience managing multinational brand development teams and creating strategies for global brands across Europe.
1: The applicant is able to provide clear communication approaches as illustrated in the examples provided.
C.3.2. Ability to draw out, support the verbalization and documentation of knowledge and practice from participants:
Here is an example of output produced after the Archetypal training I hold in Dundee, part of the URBACT City Logo program. https://goo.gl/BBUKGU The debate with project lead Miguel Rivas, led to a document that was further shared with cities from all over Europe. This document is a great example of integrating feedback from participants and exploring new ways of thinking about how cities build their identity. A second example would be my presentation for Alba Iulia's candidacy for the European Cultural Capital 2021, where we had to collect valuable input from various stakeholders, from citizens to public managers and use the feedback as a foundation for our presentation in front of the jury: https://goo.gl/1NjvwA
1: The applicant has provided multiple examples of outputs that are used to support the exchange of experience and knowledge at a transnational level.
C.3.3. Ability to capture learning for participants to take away:
Relevant, recent examples: Dundee: https://goo.gl/BBUKGU Alba Iulia: https://goo.gl/HHtK9y Cluj Napoca: https://goo.gl/THXdzG
0: The applicant provided multiple documents that do not capture knowledge and experience exchange. Rather, they are marketing tools.
C.3.4. Ability to produce concise reports that incorporate good practices and policy messages:
Relevant, recent example: Tallinn & Helsinki/Espoo: https://goo.gl/yPqL27 Introducing the newly created brand of Transylvania https://goo.gl/3HS34b
1: The applicant provides two examples of reports that incorporate good practices and policy messages.
Summary Expertise for the design and delivery of transnational exchange and learning activities:
Many people in city management think learning new things about urban development is boring. They might not admit it right away, but you know what? They're right. Learning can be an extremely boring thing if done wrong. Think about it and be honest about it: 9 out of 10 presentations you've seen were so boring that almost made you sleep. That's ok. You might not think it's normal but it is. It's the normal ration between mediocrity and greatness. 9 out of 10 are mediocre but the 10th might be pretty great. 9 out of 10 songs are horrible, 9 out of 10 movies, 9 out of 10 tv shows and so on. Why would be any different when it comes to learning? It doesn't matter how great your experience, your knowledge and your skills are. If you can't get the audience excited about it, nobody cares. It doesn't help anyone make their city better. It's time for learning about urban development to become the most exciting journey. Prepare yourself to fall in love with your city once again.
1: The applicant has been validated for the field of design and delivery of transnational exchange and learning activities. The summary is not a summary of expertise, but a sales pitch. This should be reconsidered.
Theme / Policy:
Research, Innovation and Knowledge Economy
D.1. Deep knowledge on the selected theme and related policy challenges, including up to date practice, research, etc.:
15 years in innovation consultancy Formerly Strategy Director for BBDO, word's most awarded creative agency. Designed the brand strategy for more than 50 companies, organizations, cities, regions, cultural institutions, festivals, sports clubs, business incubators. Created and launched marketing communication campaigns across Europe. 12 times awarded Effie Awards, world's most prestigious marketing awards, for excellence in brand building and marketing communication.
1: The applicant posses wide professional background related to innovation and innovative practices, through his experience at BBDO, and his own company The Heraldist.
D.2. Ability to produce thematic inputs to feed in the learning process of in projects in which you have been involved:
Ability to help city marketing specialists learn advanced marketing tools https://goo.gl/BBUKGU The ability to create advanced city marketing strategies that have been discussed in thematic groups and ultimately were structured into the first professionally-made city brand in South-Eastern Europe: https://goo.gl/6zaKRs
1: The applicant has provided two examples of tools he produced to feed into the learning process.
D.3. Ability to produce concise reports that incorporate learning from exchange & learning activities, put forward good practice:
The "City-as-a-Startup" method: structured method for generating city brand strategies https://goo.gl/yPqL27 The follow-up paper generated after my Archetypal Cities workshop, that incorporated learning from the workshop: https://goo.gl/BBUKGU
0: The applicant provides two examples of reports that incorporate policy messages. For one of these reports, it is not clear how the applicant has helped in the production of this report.
D.4. Understanding of how to maximize the use of project results for benefits in capitalization, policy design, awarenes:
The candidacy of Alba Iulia for the title of European Capital of Culture 2021: https://goo.gl/1NjvwA I was in charge of designing the general strategy, including the digital approach Recently, I was asked to lead the strategy & communication for the first integrated Smart City program in Romania and one of the first smart cities in Central Europe: https://goo.gl/qXtxNV
1: The applicant is capable of maximizing project results as seen in the examples provided. With his extensive branding background he seems well equipped for this task.
Summary Thematic expertise:
Talking about innovation is easy. Creating innovation is not. I have spent 15 years, day after day, year after year, creating innovative problem-solving ideas for companies. 4 years ago I have switched my focus to cities. Same tools, different problems. Same skill set, different approach.
1: The applicant has been validated for the thematic field of Research, Innovation and Knowledge Economy. The summary is not a summary of expertise, but a sales pitch. This should be reconsidered.