The local communication group Centrade, led by Radu Florescu, one of the top executives in the local advertising sector, has become a regional agency following a partnership with the global group Cheil.

The group has its headquarters in Soul, South Korea, and has 50 offices in 43 countries.

Centrade will coordinate Cheil’s operations in the south-east of Europe (SEE). The area covered includes Romania, Bulgaria, Hungary, Albania and the former Yugoslav republics.

The partnership has been signed at the beginning of the year. It implies an exchange of know-how, without involving an exchange of shares.

Starting January 1, Centrade has been using the Centrade/Cheil name. Radu Florescu is the CEO and Mona Opran is the company’s COO. She will develop the network at regional level and will open offices in Serbia, Croatia, and Hungary.

Radu Florescu’s company has been affiliated to the Saatchi & Saatchi network for many years, but the partnership ended in 2014, when the Publicis group, which owns the Saatchi & Saatchi brand, decided to transfer it to Publicis Romania.

editor@romania-insider.com