Urban.ro presents the cultural preferences of some of the most creative minds in the advertising industry.
They are behind some of the biggest brands and campaigns in Romania, yet you rarely get to know them through the lens of their interests beyond work.
We know their confessions will inspire you to watch new films, discover books that have also impressed the protagonists of this column, or explore new cultural events.
Aela Cotabiță, Managing Director, Highlight PR Romania
How do references and knowledge from urban culture—films, theatre, music—help you in your profession?
Very much so, both as a source of inspiration in my work and as a tool for connection and conversation with people from extremely diverse backgrounds, whom you end up interacting with due to the nature of working in communications.
Do you have a favorite film?
I have several, including some I’ve watched more than five or six times, and I couldn’t choose just one. At this stage of my life, however, I’d say I have more of a favorite genre: films that focus on introspection, going as far as those that are controversial or considered “dark.”
A song that gets you out of a low mood or motivates you at the office or during workouts?
I’ve always had an eclectic approach to music: I listen to all genres, moving from rock to pop, dance, or hip hop. There are days when sad songs motivate me, and others when I’d listen only to classical music.
When it comes to sports, I’ll always choose something from the house/dance area because it instantly gives me the rhythm I need. But when it’s about reaching a state of maximum focus at work, I choose the same song on repeat, played loud enough to completely shut out the outside world. Here I need something energetic, but with a different kind of groove.
There have been many winners over time, but lately - since my boys have entered their “Eminem era”—I’ve apparently caught it too and have been frequently “using” Lose Yourself (including while answering this question).
Are there cultural events you follow every year—exhibitions or award ceremonies, locally or internationally?
I follow the Oscars, the Golden Globes, the Super Bowl Halftime Show. We regularly visit museums and fairs in Bucharest, attend RDW every year, actively look for immersive or limited-time exhibitions focused on specific themes, or “street” events that offer experiences, such as Spotlight Festival. We also never miss music festivals or concerts.
I take the same approach when traveling: we visit well-known museums and attractions, but I intentionally look in every city we visit for exhibitions or alternative experiences that give us a deeper understanding of how locals relate to culture.
What is your favorite book?
I’m an avid reader, and I’ve had several favorite books over time, each suited to a particular stage of my life, which has always made this a difficult question.
Last year, however, at a friend’s challenge to choose a single book we could recommend, I did this mental exercise, going through all my favorites over the years. After a lot of internal negotiation, I stopped at Flowers for Algernon by Daniel Keyes. It’s a book that took me by surprise when I read it, says an enormous amount about humanity, and touches you in a profoundly deep way.
What podcasts do you follow and recommend?
I admit I’m not a loyal follower of any single podcast; rather, I have a broader selection from which I periodically choose an episode. Among them are A Bit of Optimism, The Vast and The Curious, and Diary of a CEO.
Can you recommend a book that could help us either professionally or in our personal lives?
It depends on each person and the angle from which they need “help.” I’ve never liked self-help books; they’ve always seemed too commercial to me. I believe you can find inspiration in fiction or in (auto)biographies as well, if it’s a story you can relate to. One such example is Educated by Tara Westover.
Is there a lifestyle trend this year that particularly caught your attention?
In general, I’m not a fan of trends, they often seem artificially inflated or like “form without substance.”
That said, I’m glad to see a broader shift lately toward setting healthy boundaries, finding balance, and being authentic and self-assured in every role we play.
If you had to name one character trait you’re grateful for because it led you down a good path in life, what would it be?
Perseverance, something I’ve learned not to let turn into simple stubbornness, and to recognize when it’s time to let go of certain ideas or paths that no longer suit me.