What an effervescence at the Czech Centre in Bucharest hosting, in a full house format, the first edition of the “Brands Talk Series: Identity and Culture”, an event exploring the intersection of branding, national identity, traditions, and pop culture. Celebrated by diplomats, academia, designers, marketers, creatives, researchers and communicators, the April edition highlighted Eastern European creativity, marking 20 years of #TheAlternativeSchool’s commitment to private diplomacy.
Teodora Migdalovici: Brands as therapists
Teodora Migdalovici, founder of The Alternative School and Creativity Ambassador, opened the evening with a talk about “branding as therapy” — a concept she consistently applies in her work and for which she was awarded over 15 years ago at the World Brand Congress, where she presented on the same stage as Renée Mauborgne, co-author of Blue Ocean Strategy.
With more than 20 years of active presence at the world’s most influential conferences, Teodora emphasized that regions and countries facing deep economic and social challenges — including Eastern Europe — often produce creatives who become masters in healing the collective psyche. They do so through brands that address issues of national identity, self-esteem, personal reinvention, and culturally flavored solutions that restore confidence. Her perspective celebrated the region’s unique ability to embrace and address its complex social realities while still doing great business. Using the healing power of humor, the joy-against-all-odds attitude, and an unfiltered take on local behaviors — from the soft spot for discounts to extreme frugality — these brands go far beyond taboos.
In her view, the Eastern European recipe is brought to life through dark humor and deep cultural codes, as symbolized by the whimsical flying pig illustrated by Oana Ispir (2022), the iconic IKEA toilet seat print by Leo Burnett Warsaw (2001), the brilliantly crafted, pixel-perfect, and hilariously impactful “Enjoy Your Speed Till the End” spot by Leo Burnett Prague (2001), alongside TurboKady Kaufland by DDB Prague (2023) and the ING Romania campaign tackling the sensitive, yet so insightful topic of “Shopping vs Mental Health”.
The regional showcase continued later in the evening with more standout examples presented by Davor, Tereza, and Cătălin.
The Eastern European Recipe, as envisioned by the Young Lions, ERA & RHA winners
The Brands Talk: Identity & Culture – Eastern European Creativity event served as the stage for the debut of Young Lions, ERA & RHA winners, making their first public appearance before heading to Cannes to represent Romania this year. Cristiana Trifu & Mădălina Sandu (Digital) empowered by Raiffeisen Bank Romania, Alexandra Moisescu & Cătălina Manea (Print), and Alexandra Roșu-Ciobanu (PR) empowered by Ursus Breweries, Diana Neagu (RHA) & Vlad Sima (ERA) both empowered by INVIZIBILII.RO, showed us what Eastern European Creativity / Local Creativity means through their eyes.
Tereza Sverakova: The Courage to Create
Tereza Svěráková, the recipient of more than 17 lions, juror on the world’s most influential competitions and Co-founder of OAK Prague, delivered a presentation on what it takes to create memorable work.
The key ingredient? Courage.
The courage to break cultural stereotypes, to challenge authority, to act on principles, to drive innovation, and to open uncomfortable – yet necessary – conversations.
The most touching campaign presented: Mama Beer – a beer created for women undergoing cancer treatment, inspired by Tereza’s own experience.
Doctors often recommend beer during chemotherapy, but its metallic taste makes it difficult to drink. That’s how an alcohol-free beer was born, tailored to the needs of these patients – and sold in pharmacies.
Davor Bruketa: When Branding Meets Culture
The brilliant Davor Bruketa, Co-Chairman of Bruketa&Žinić&Grey, took the stage with a witty, thought-provoking presentation – proving that learning can be exhilaratingly entertaining. His talk explored the dynamic relationship between brands and culture — how brands shape it, borrow from it, challenge it, and ultimately integrate it into their identity building process.
Through standout case-studies from Bruketa&Žinić&Grey, he demonstrated how smart ideas can generate impact and profit — even with ridiculously small budgets (read here “Eastern European Budgets, if you want), all while staying true to a brand’s positioning. He also showed how design and visual languages can meaningfully address identity-driven themes, spark global reactions, make headlines in top-tier publications, and forge a lasting place in society, business and people’s memory.
Catalin Dobre: Creativity is a survival mode
The evening concluded with the event’s secret speaker – the one and only Cătălin Dobre, Chief Creative Officer, Co-CEO at McCann Worldgroup Romania, and CEE Creative Director. In his presentation, he chose to dissect “Where to Settle” – a multi-awarded real-life success story turned into a powerful business case study, brought to life by Mastercard and several McCann offices, from Poland to Romania. The project was fueled by a blend of Emotional Intelligence, anthropological insight, and a sharp reading of creative data.
As Cătălin perfectly put it: #CREATIVITY is Eastern Europe’s ultimate renewable resource. And it’s not optional. It’s survival mode.
A taste-driven experiment uniting cultures through flavor
True to #TheAlternativeSchool tradition, a bespoke vegan menu brought the theme to life: to tangibly revisit Eastern European heritage cuisine – Štrukli & Klobásy v dece, in order to surprise Davor and Tereza, our guests from Croatia and Czech Republic. The world tour in a bite, continued with focaccia welcoming Vegan Pistachio Mortadella, Mushrooms & Truffles, Vegan Quesadilla & Chili Sin Carne over Crispy Rice were the mouthwatering creations crafted by Verdino Foods & Mr. Plantel (kudos to Celina Condorovici & Alina Ziviciu).
For those with a sweet tooth, guests indulged in Lemon & Mango with a sunny crunch, Sour cherries, dates & coconut, and Peanuts, salty caramel & chocolate – masterfully created by Rawz (kudos to @Andreea Lazarescu) – paired with the irresistible Gelato Artigianale Siviero Maria.
From their impeccable espresso to the pièce de résistance – HOT CHOCOLATE WITH ROM – 5 to Go kept everyone warm and smiling.
Sorina Neaga, Director, Czech Centre
“We had the privilege of meeting and collaborating with the truly inspiring team from #TheAlternativeSchool – a partnership that culminated in two days brimming with energy and substance. It was a genuine pleasure to host such a vibrant and engaged audience at the Czech Centre.
The presence of Tereza Sverakova, our guest from the Czech Republic, added a perfect layer to this creative exchange, which explored the essence of Eastern European identity through the lens of local brands. “Brand Talks. Identity & Culture” brought exactly the kind of energy we’re proud to support – and thrilled to be part of.“
Teodora_Migdalovici: “We had the privilege of meeting and collaborating with the truly inspiring team from #TheAlternativeSchool – a partnership that culminated in two days brimming with energy and substance. It was a genuine pleasure to host such a vibrant and engaged audience at the Czech Centre.
The presence of Tereza Sverakova, our guest from the Czech Republic, added a perfect layer to this creative exchange, which explored the essence of Eastern European identity through the lens of local brands.
“Brand Talks. Identity & Culture” brought exactly the kind of energy we’re proud to support – and thrilled to be part of.“
How was it?
The event struck a chord with its diverse audience – professionals from business, diplomacy, CSR, advertising, PR, social media, architecture, and design, students all united by a shared passion for innovation, quality, and inspiring experiences.
The talk of the town
“Teodora has truly made a remarkable impact on the creative industry. She created a fantastic vibe. Teodora’s dedication to promoting creativity as a driver of the economy is inspiration for all of us.” Davor Bruketa, Co-Chairman @Bruketa&Žinić&Grey
“Teodora Migdalovici, a true master of the international stage, putting Romanian creativity on the map with an impressive blend of style and boldness. At a time when only the brave truly believed in the magic of Romanian creative potential, Teodora acted as a passionate catalyst — helping top agencies to transform through the necessary guidance that brought cultural relevance to the forefront of global success.
With a narrative so compelling it could travel the world, she made creativity walk hand in hand with national identity, opening wide the doors for Romanian talent. Her warrior-like magazine, #LadiesFirst, is not just another publication; it’s the emblem of promoting talented Romanian women who’ve stood under international spotlights with irresistible elegance.
The embodiment of a powerful voice and tireless energy, has been a pillar of multicultural creativity, shaking things up with diversity and innovation. The events she orchestrated were so memorable that any participant could vouch her imprint led to a vision upgrade and strategic repositioning for Romania’s creative industry.” – Isabella Brănișteanu, Founder @THINKEGIC
“The Alternative School doesn’t offer recipes. It asks questions. And if you push yourself to answer them, you grow up fast. I was lucky to meet Teodora and go through her school when I was young, full of ideas, and lacking clear direction. She pushed me to think strategically, to defend my ideas at the big table, to understand global competition. For me, it was the kind of edge that still makes a difference today.” – Răzvan Ghilencea, Creative Partner @AYZ&HENDZ
“A few years ago, after a semester at The Alternative School and a trip to Cannes for the Young Lions competition, I felt like we were carrying an outsider’s banner. Today, we’ve gone from underdogs to contenders. I know it’s not a coincidence, and I have a pretty good idea of who sparked that change.” – Filip Gonzacenco, Art Director @Publicis Conseil Paris
“Thank you so much for the invitation. It was a joy to see so many insightful cases from Romania and the CEE region, and so many creative and truly talented people. Thank you also for quoting our work related to shopping therapy! It was a lovely and unexpected surprise. We love courage — we don’t always get it right, but what matters is that we never stop seeking it.” – Corina Rusu, Head of Brand & Marketing, ING
“Congratulations on how the Brands Talk: Identity & Culture – Eastern European Creativity event turned out! The speakers were wonderful, the vibe was relaxed, and the chemistry between Teo and the guests was delightful. :)” Ana Andrei, Strategic Communication Integrator @Jam Session Agency
“This experience was more than just an event – it was a reconnection with the essence of Eastern European creativity. What impressed me most was how the speakers – Tereza Sverakova and Davor Bruketa – spoke about creativity that doesn’t follow trends, but rather stems from necessity, identity, and resilience. Campaigns like Untouched by Light or the strategy behind SmartWater, Inc. reminded me that the power of brands doesn’t lie in noise, but in the courage to bring silence, depth, and meaning. I resonated deeply with the idea that we were authentic because we had no other choice – and that has shaped not only how we think about campaigns, but also how we build organizations or products: from scratch, with limited resources, but with a clarity of purpose.” Andra Huidu, Co-Lead Professionals Program @Aspire
“Thank you for the opportunity – the two speakers from Czechia and Croatia were great! I really enjoyed the case study about the youth board at the bank in Czechia – it struck me as a very smart way to connect more authentically with the dynamics and needs of the new generation. Congratulations and happy anniversary!” Sonia Constantin, Comms & Program Manager @FFCR
“CONGRATULATIONS! This #20 is a big, big achievement – congratulations for everything and thank you for the effort you’ve put in to support and push the industry forward.” – Hortensia Năstase, Managing Director CE @Golin
“Brands Talk: Identity & Culture – Eastern European Creativity was not just a celebration of Eastern European creativity, but also a remarkable example of how a business and branding event can become, through vision and flawless execution, a true cultural and inspirational experience. Congratulations to Teodora and the organizing team for creating a landmark event. Marking the 20th anniversary of The Alternative School through this event highlighted the organization’s long-term commitment to supporting creativity and cultural diplomacy in the Eastern European space” – Mia Deaconu, Head Of Marketing @Fashion House Group.
“It was such a successful event, I truly felt inspired, and the three hours flew by without me even noticing. The guests were carefully selected, and the case studies focused on meaning, depth, and creativity were great. I was happy to learn that there are campaigns with real impact. I felt lucky to be there. I resonated with many of the speeches, met authentic and sincere people, and I genuinely loved every moment of it!” – Adina Tkacz, Marketing Manager @Sabon.
Kudos to our partners
Big thank you to all our allies for making this event a resounding success: Czech Centre, 5 to go, Budweiser, ROM, Mr Plantel, Verdino, Rawz, Siviero Maria, McCann World Group, Marketing Insiders Group, Raiffeisen Bank Romania, Product Of The Year, Revista Piața, Shutterstock, We Invent.
