Jörg Riommi, Founder CEO & Chief Creative Officer, and Ruxandra Papuc, Global ECD/partner at AIN’T, returned from Golden Drum with the title of Independent Agency of the Year. A good moment to talk about their agency, the state of advertising in these accelerated times, and the power of creativity in a landscape increasingly shaped by AI.
"You are only as good as your last campaign. That’s a great rule you have to learn early on. I’m not sure it’s pressure, it’s rather a drive, a fire you should learn to have. The rest it's work ethics - you gotta show up every day, and keep the enthusiasm", says Jörg.
In the conversation below, Jörg and Ruxandra reflect on the pressure to be creative every day and the key lessons of recent years:
Back from Golden Drum, with the title for independent agencies
Jörg: It was a great surprise and something that makes us really proud and happy, especially as it comes just the year after our birth. This is proof that our model works and we can bring to the table bold ideas with effective impact, ranging from product launches to large PR and activation purpose driven campaigns. We now look to accelerate and produce more "Ideas with thunder" for clients who want to make the difference - and I’m sure this can be very relevant for Romanian clients.
The imaginary advertising school you would fit
Jörg: You will find me in the “bold-creativity-first” classroom, next to the chemistry laboratory :)
Ruxandra: “The always learning school”. I started in advertising when there was a battle between ATL and BTL, and “digital” was not even a thing. And, boy was I happy, to be at the avantgarde of all changes. That’s where I always want to keep myself, in the avantgarde of learning and exploring.
Your personal definition of creativity
Jörg: Big question. I have many I guess, but if I had to chose one and put it in one line, would probably be "A leap of faith that leads to unfairly good results."
How has your perspective on creativity evolved
Jörg: I’m not sure it did in time. My core belief that creativity is central and crucial to the business of marketing and communications and to advertise hasn’t changed. It probably only got stronger over the years. These days, with the sea of sameness and general average mediocrity brought in by AI, it’s strongest. I believe clients and brands need proper ideas now more than ever.
Key lessons of the past few years
Jörg: That the only constant is change, and you need to know how to embrace change, to stay on top of the game. You need to be able to read the room, the room being the world.
Ruxandra: In Jorg’s words – nothing is impossible. That’s the main lesson learned during the past years and it comes with bravery and dreaming big. In an ever-changing industry, keeping your dreams close is the most important lesson.
What has changed with experience
Jörg: I guess experience changes the relationship with fear. You end up knowing that your doubts and risks are not as bad in reality as you think they are in your head. Some call if confidence. But I’m still learning :-)
Is it easier or harder to access your sources of inspiration?
Jörg: Harder, as these days I’m too busy :) and easier, because there are more channels and more financial means I guess.
Ruxandra: Inspiration is everywhere. Nowadays it’s definitely easier to reach formal sources of inspiration like studies, famous art pieces and what not, but it’s also harder to focus and truly be inspired in the avalanche of content that we are exposed to everyday. The battle of accessibility is with our own brains and how we manage to spend our time more meaningfully.
What does creativity depend on for you
Jörg: Curiosity. I think that’s the source of everything. Remaining a surprised and mesmerised kid in front of the marvel of the world and of life. Together with it, I guess also ambition, restlessness and unsatisfaction are also some main drivers at my end.
The main obstacles to creativity
Jörg: Systems and patterns. Assumptions. “It’s done like that” approach. I just can’t fit that, and I try not to. I prefer to stay on the edges. Funny no? As usually edges are also borders, therefore obstacles to frame and limit.
What holds back your creativity
Jörg: Inside me, nothing. I always try my best to go for it. Outside, I would say stiff and close minded points of view. They can limit you and lose opportunities. There’s always to gain when staying open and receptive to new possibilities.
Creativity has become the buzzword of our time. What has been lost and what has been gained
Jörg: I think it’s great that creativity is so democratised and popularized these days. We are all creative genius when we are little - only after we are shaped to fit. So bringing that back is a great thing. And mega trends like gamification of education and DEI (diversity, equality and inclusivity) of points of view do just that, so - great. At the same time the big watch out is not to forget or misunderstand that creativity does need benchmarks - not everything is good. We need to avoid an “anything works” and a “whatever” ethics. Quality is still always crucial and makes the difference.
The pressure to be creative all the time
Jörg: You are only as good as your last campaign. That’s a great rule you have to learn early on. I’m not sure it’s pressure, it’s rather a drive, a fire you should learn to have.
The rest it's work ethics - you gotta show up every day, and keep the enthusiasm. But on that I’m lucky, I’m a natural :)
Ruxandra: There was never a moment when there was no pressure. It’s in our job description. I remember my aunt was freaked out the first time I’ve explained her my job. She kept saying what an immense pressure it must be to have to come up with new things all the time. I may add “and those new things to be excellent too”. But I love it. Without this pressure I would get bored.
Creativity in the age of AI
Jörg: The answer on this is above already. You need to have the right benchmarks. Not everything is good. The temptations to cost cut and “do something” is high. But maybe not the quality of the results. If you can, doesn’t necessarily mean you should.
Ruxandra: AI is a tool that can help us if we use it properly. Video didn’t kill the radio star after all. We just discovered an entire new universe. I think it’s the same with all tech revolutions.
Your relationship with AI
Jörg: Tried them all and use a few regularly. The relationship is very good. We use it daily, to chat, test, find informations and insights, and produce. It’s a great tool, a revolutionary one. But needs to be led. The fine decisions, yes and nos around things such as taste, style, nuances, are all human and they do make the difference.
AI’s influence on the industry
Jörg: As I said, levelling and sameness. The risk is that everyone thinks it’s now a pro. Or that enough is good enough. The other major risk is abiding thinking and have predigested answers for everything.
The state of advertising in 2025
Jörg: I would describe it with a relationship status: it’s complicated. But then again. Good ideas will always prevail.
Ruxandra: We’re witnessing some big shifts in the industry. Big players become even bigger and somewhat heavier, less agile, while indies are blooming. It’s a great moment to be at the avantgarde of change, as I said earlier. It’s a pivotal moment, but at the end of the day creativity and the power of great ideas will prevail. In out agile way of work we just give more room for the truly bold ideas to thrive and we’re faster to bring them to life.
What excites you. What worries you
Jörg: It excites me to see possibilities turning into reality. Imagination becoming things. Seeing AIN’T grow.
What worries me? How much time it takes to become patient... :)
Ruxandra: The industry excites me, the world worries me. We are living through wars, devastating effects of climate change and a worrisome rise of extremism everywhere. People who control mass communication like us have a duty and a unique opportunity to make the world at least a little better. Even if this means bringing a bit of comedy in this sea of worries or taking bold stands through purpose-led campaigns. To some extent our latest awarded campaigns do exactly that: Dozz brought a smile to people’s faces by tackling the absurd, while Fearless Donors opened a national conversation on the burning topic of organ donation. Having this campaigns leave their mark is indeed very exciting.
The power of advertising in 2025
Jörg: We can change the world a bit I think. We can help people see things differently. We can be respectful to people’s intelligence in delivering points of view, and impactful ideas, giving people thinking they can value.
