Serban&Musneci Associates was founded by Alex and George Șerban, Romanian-born professionals educated in the United States, and strengthened its senior leadership in 2007 with the addition of Roberto Musneci, an executive with extensive experience in the pharmaceutical industry. This period marked a consolidation of SMA’s expertise and a diversification of its client portfolio across multiple sectors.
Over time, SMA has developed an integrated, multifaceted approach to corporate communications, combining public affairs, strategic communication, stakeholder engagement, public relations, reputation management, business intelligence, compliance services and digital communication. Through this approach, with a team of 17 full-time professionals, the firm delivers intelligent, integrated solutions to businesses and individuals who share its vision for sustainable success.
SMA is part of several leading regional and international networks focused on strategic communication, government affairs, global intelligence, and political advisory, enabling access to trusted policy experts and EU-level decision-makers. The firm is a core member of the CEC Group, one of Central Europe’s top independent public affairs networks, providing integrated communications, intelligence, and advocacy services across sectors such as energy, healthcare, technology, finance, FMCG, mobility, and defence. Beyond Romania, the CEC Group operates in Poland, Czechia, Slovakia, Hungary, Croatia, Ukraine, and the Baltic states.
In addition, SMA is a co-founder of the European Principal Group (EPG), a trusted alliance of independent consultancies offering policy expertise and access across all major European capitals, with sector coverage ranging from defence and energy to finance, healthcare, technology, and media.