Serban got into advertising after studying scriptwriting at the Bucharest Film and Theater Academy and the European Film College.
He started with Graffiti BBDO as a copywriter in 1994, then joined the local office of Young & Rubicam as a creative director at 26 years old.
Șerban founded Headvertising in 1998 – the first creative shop in Romanian advertising – with Mircea Staiculescu and Mihai Cocea. He still gets his kicks writing and developing creative talent for the agency.
He was the first president of ADCRO (Art Director’s Club of Romania) and taught advertising at the film university. Still teaches at the ADCRO School.
Currently despises “purpose marketing”. But wraps his head around working in advertising at a time when the climate catastrophe unfolds unchecked. As he still loves his job, this often causes him brain freeze.