The greatest account in Romanian advertising
If CONNEX was still alive, it would have turned 10 years old earlier a few days ago, in april. Looking back now, I’m sure that CONNEX was the greatest account in Romanian advertising, bar none. It attracted the best people and the best agencies into a Bermuda Triangle of überpower ecstasy and free-falling nightmare, somewhere in between a tango dance floor of swift seduction and a fight club basement of bone breaking clashes.
When I say it was the greatest I say the most challenging and spectacular, the most influent and visible. Many were brought into the spotlight by this crusadeous account (people as well as agencies) and quite a few were wiped out — some tasted both. This is why the stories about it come in only two colors: exalted reality-distorted white and still-in-denial traumatic black.
As seen from outside, in its final period the account seemed to collapse eroded by confusion and drifted blindly — like a ghost-ship — until it finally disappeared.
I’m a lucky bastard: I was blessed with the privilege to be one of those who could afford getting addicted to this life-changing (for me, at least) drug twice: once briefly at the very beginning (1997) while working for BBDO, and then again during 2001–2002 period, while working for D’Arcy DMB&B.
Continue reading "Ten years of Connex" »