About me

Mihai Botarel is the co-founder of RXM Creative, an award-winning agency specializing in integrated marketing campaigns, social media and branded content. RXM is based in NY and its clients include Ray-Ban, Christian Louboutin, L'Oreal, Tabasco, Loro Piana and Under Armour.

Some of Mihai's most celebrated campaigns have ranged from the Instagram Menu, which transformed a behavioral food trend into a social media phenomenon, to The Social Ego, a toy that inflates when its owner garners social media likes, to Clickbait for Good, which turns clickbait headlines into a platform for charitable initiatives. His latest project, Not Another Second, is an integrated campaign supporting LGBT+ seniors that was already featured in The New York Times, The New Yorker, The Guardian or NBC News.

Over the course of his 16-year career as a creative director and copywriter, Mihai has received awards in Cannes, Clio, ADC Europe, IAA, Golden Drum, Eurobest, and NY Festivals, among others.

Prior to founding RXM, Mihai served as associate creative director at Dentsu's 360i, working for Toyota, Canon, and Coca Cola; and worked at Tribal, where he was on the global Reebok account. Before moving to New York, he worked at DDB Dusseldorf, where he launched the fashion brand Diesel in Germany, and won a Gold Lion in print and a Bronze Lion in OOH for Volkswagen.

Previously, he was a copywriter at Leo Burnett Bucharest, where he was honored with several international awards, including the first Cannes Lion for Romania and the IAA Excellence Award for Creativity. He began his career at Ogilvy Bucharest.

As a writer on advertising, technology and society, Mihai has contributed to The Drum, TechCrunch, and Mediapost. He has lectured at Columbia University, taught at Miami Ad School, and spoke at the Unfinished Festival, Digital Dumbo, and the Transform Conference North America. His work has been featured in The New York Times, The Wall Street Journal, USA Today, Adweek, Advertising Age, Mashable, Business Insider, and Fast Company.

Mihai holds a degree in advertising and communication from the National University of Political Studies in Bucharest, Romania. He lives in New York.

Mihai's work

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