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Offshore Creative Talent Boosting: New Agency Launched by McCann's ECD
Introducing Ioana Filip's New Venture: International Waters
The LowdownIoana Filip, a seasoned advertising executive with close to 20 years in the industry, is breaking free to establish International Waters, her very own creative agency.
The JourneyWith stints at the likes of McCann, MRM, Energy BBDO, and more, Filip has graced the creative helm in cities such as Chicago, London, and her hometown, Bucharest, Romania.
"I've been fortunate to witness growth opportunities aplenty within these networks, but it was just a matter of time before I'd take the leap into entrepreneurship," Filip shares with us. "I didn't feel any specific pressure to make this move, but it was simply the right time for me."
On the HorizonInternational Waters sets its sights on mid-sized clients rocking revenues between $20 million and $1 billion. Unfortunately, no current client relationships have been disclosed as of now.
The agency roots itself in Bucharest, with U.S. operations based in Chicago, and aims to set up shop in the Middle East and European locations by 2027.
Elevating Offshore TalentAs a Romanian woman who's faced age and nationality-based discrimination in her early career, Filip wants to flip the script and combat stereotypes through International Waters.
The agency wants to address the "geographical bias" that can hinder creativity for global brands by focusing on offshore creative markets, such as Romania and Brazil.
"Some of these creatives remain in their hometowns, and the idea they need to relocate to thrive is antiquated," she says, highlighting Brazil, which racked up 78 wins at Cannes Lions in 2024.
"Talent doesn't have to migrate to reach global heights. There are numerous underestimated, immensely talented individuals in these markets, and I want to connect them with big brands. The aim is a symbiotic relationship where both parties benefit."
Chartered Creativity ModelInternational Waters operates under what Filip calls the "chartered creativity" model. This means they'll assemble custom creative teams for each project, ensuring the perfect blend of skills and expertise needed for clients' requirements. A core team oversees all projects to guarantee quality and consistency.
Lead the ChargeIoana Filip spearheads the agency alongside a leadership squad of five members, who will split their time between the hubs in Bucharest and Chicago. Their identities, however, remain under wraps for the moment.
Sources[1] Adweek[2] GlobeNewswire[3] PR Newswire[4] LePub New York Appoints McCann ECD as Chief Creative Officer
- Ioana Filip, as an entrepreneur, is launching her new creative agency, International Waters, which aims to focus on offshore creative markets to combat geographical bias and connect underestimated talent with global brands.
- Philippines' new venture, International Waters, operates under a "chartered creativity" model, assembling custom creative teams for each project to ensure the perfect blend of skills and expertise for clients' requirements.
- Filip, alongside a leadership squad of five members, is spearheading International Waters and will divide their time between the hubs in Bucharest and Chicago, but their identities have yet to be revealed.
- International Waters sets its sights on mid-sized clients with revenues between $20 million and $1 billion, and plans to establish shop in the Middle East and European locations by 2027.
