Founded in 2013 by Mihai Botarel and Raul Mandru, RXM CREATIVE has grown into a globally recognized independent creative agency based in New York. Known for their award-winning campaigns and collaborations with major brands such as Ray-Ban, Under Armour, Loro Piana, and the World Bank, the duo has built an agency that blends creativity, cultural insight, and strategic vision. From winning their first Cannes Lion with The Instagram Menu to driving measurable results for clients worldwide, RXM CREATIVE has established itself as a powerhouse in branding, digital content, and storytelling.
At the core of RXM CREATIVE’s success is a balance between creative excellence and business growth. Mihai and Raul have cultivated an international team that thrives on curiosity, collaboration, and innovation. By expanding their presence in global markets like the GCC, embracing new creative tools responsibly, and staying committed to human-led ideas, they’ve positioned RXM CREATIVE as a future-ready agency that continues to inspire both clients and the creative industry.
How was your company born and where are you based?
The company was born 2013 and we are based in New York.
What was the biggest challenge to the growth of your company?
The company was founded by myself and my creative partner, Raul Mandru. And one of the biggest challenge was learning balancing the creative and the business side of the company. Luckily, we formed a really great team of international talent that helped us excel in all disciplines and allowed Raul and I to focus more on the creative excellence aspect.
Which was the first huge success that you can remember?
In RXM, there were a lot, from winning the first Cannes Lion for a campaign called The Instagram Menu, which kicked off the agency, to working with incredible global clients like Ray-Ban, Under Armour, Loro Piana or World Bank.
What’s the biggest opportunity for you and your company in the next year?
On one hand, an opportunity is to leverage all the new tools, without being solely dependent on them. At the end of the day, the tools alone will not make you stand out. The human truth, the vision and the honesty will.
Another opportunity is further expanding our presence in markets like the GCC and leveraging our international team to continue to grow globally.
Can you explain your team’s creative process? What makes it unique?
It starts with a brand workshop, a deep dive with the client into what makes the brand, how it started, what moments define it and what anecdotes we can extract creative starters from. Then we formulate the strategy, and employ our teams to create based on a clear point of view that we share as an agency. Production-wise, we have an established network of collaborators worldwide that can deliver anything from a TV ad to animations, 3D or design. Whatever the idea calls for, we can execute.
How does your team remain inspired and motivated?
Awards are definitely one of them. Raul came back from Cannes and shared some in depth analysis of the best work, the stories behind, the challenges and the approach. It’s also just constantly sharing things, whether on Slack or Instagram. We’re like newsroom, always sharing and discovering new things.
How has COVID-19 affected your company?
On one hand, production was halted and we focused on other aspects a bit more. But it opened up a lot of great opportunities for us. Like working remote with clients and partners from allover the world, expanding into design, branding, motion and really being more connected. The fact that the physical presence was no longer the norm, meant that everyone was just as close and accessible. And that really shaped our global approach.
Which agencies do you gain inspiration from? Do you have any heroes in the industry?
I think agencies like Uncommon, Mischief, Le Pub, Gut. The small but mighty always inspire. But I think it’s important to admire work first. Anyone can be a hero in their day, and we can all inspire each other.
What is one tip that you would give to other agencies looking to grow?
Grow at a good pace. In what we do, scaling is not always easy, because it’s about chemistry, talent, culture, intangibles. Growing too fast can ruin the culture and also the quality of the work, and soon you’re back to square one.
Also, another advice - don’t pretend to be much bigger than you are. Great work is done in small teams, I always tell clients, and I truly believe that. When you’re starting off, you really want to prove yourself and be trustworthy, but it’s important to stay humble and honest. That works best than boasting things to seem bigger.
How do you go about finding new clients/business? (Pitching, work with retainers, etc.)
It’s really mainly from the work or referrals. We never really reach out, I think it’s best that clients see something you did and are intrigued to say hi. They have to want to meet you. Of course we pitch when we feel the project is worth it and, might I say, we have a pretty stellar win percentage. Because we go all in and we really have a point of view. Plus, people will choose people and we’re always ourselves, and people feel that.
What’s your one big hope for the future of the industry?
That it stays sustainable and that we keep having fun. We’re lucky enough to be paid to create something that a lot of people will see and connect with. That’s a blessing and when it’s beautiful, this industry is really enjoyable. I hope we stay relevant, and needed in the long term.
Can you share a defining moment in your company's journey that shaped its identity or direction?
One truly important one is establishing our team in Europe and continuing to grow our presence globally. Things shifted into another gear when we started having a global team.
How do you foster a culture of innovation and experimentation within your team?
We have weekly meetings where each member shares a presentation on a new topic they know or learnt about. We also encourage everyone to travel, stay curious, soak in other cultures and really experience life outside of the office. That’s really the raw material for everything we are doing here. And it comes from having a good work-life balance that allows for that. It also helps that everyone is super excited and curious by nature.
What measures do you take to ensure diversity and inclusion are prioritised within your company?
Having a global team, with collaborators from allover the world, that came naturally, and we believe our different points of view are what makes us what we are. It’s not just about checking a box, it’s about making sure everyone feels seen and integrated.
Can you describe a project that challenged your team creatively and how you overcame any obstacles?
We’re really confident in our team and our process. Every project is a challenge, but no project is ever unsolvable. The challenge sometimes is that we are building campaigns where a lot of people have to weigh in. And our job is to listen and integrate, but also step back and ensure that it all still makes sense to the viewer. But we don’t believe in working all night and all weekend, like the old days. If we respect the process and get together, we can get everything done within working hours, then go and enjoy the sunshine.
How do you balance maintaining your company's unique creative voice while meeting the diverse needs of clients?
No matter the client, our principles stay the same. We always dig deep to find the one thing that is special about that client and do our best to bring it to life in a way that really connects to culture. That’s why we’ve had clients from sunglasses to retirement homes, technology and sports, and we still managed to create something unique to them, but also aligned with us.
What strategies do you employ to adapt to changes and trends in the industry while staying true to your company's values?
The power here lies in the balance. We’re up to speed with everything, but our core stays the same. We’re still humans that create things to connect with other people. There was a study recently that said students who used AI to solve problems developed less critical thinking and capacity to process for themselves. The true danger is complacency. Tools help you create faster, easier, more dynamically, but they don’t and should not replace the substance of what you are creating. The moment we become fully reliant on tools is the moment no one needs us as an industry, because tools are available to everyone.
Can you share a memorable client success story that exemplifies your company's approach and impact?
Our latest campaign for Amika, Let’s get Cleanical, made them the # 1 selling haircare brand in Sephora. When something works and helps the client, there is no bigger achievement or joy.
In what ways do you invest in the professional development and growth of your team members?
We are putting a lot of value in weekly training for the team and treat ourselves like creative and strategic athletes. We’re constantly training our team with strategy workshops e.g Sweathead workshops by Mark Pollard, Masterclass, D&AD Masterclass, Linkedin Learning and Domestic.
How do you approach sustainability and ethical practices within your company's operations and projects?
We believe creativity comes with responsibility. We’re not afraid to challenge our clients, or ourselves, when it comes to doing the right thing. Internally, we cut paper use, reduce energy, travel only when essential, and rely on video calls when possible. We use AI ethically and run low-waste, low-impact productions. It’s all about creating smarter, more sustainable work.
Can you discuss a time when your company had to pivot or innovate in response to unforeseen challenges, and what lessons did you learn from that experience?
Last year, when we won a major global pitch, we had less than two weeks to assemble 20 specialists across three continents. It was intense, very little sleep, but our network came through. Our clients often say we have the flexibility of a boutique with the muscle of a large network, and this moment proved it. Speed, trust, and the right people made all the difference.
Do you have any websites, books or resources that you would recommend?
To stay up to speed with the industry, we like unblock.coffee, brand identity, masterclass, and to synch with the Zeitgeist.