Marius Pop, Heraldist’s Head of Real-Life Jokes

Heraldist started 6 years ago with two amazing people (Elena and Adrian) with a lot of experience in advertising, but who wanted to do things on their own way - that means putting people first. Not their egos and awards, not the big brands and big stories - people.

Even if we’re 30 people now, we’re still doing that and Marius Pop is probably the first example. 

Starting to have more projects, in 2016 we were looking for a junior account manager and besides the usual resumes, we’ve got this witty-playful letter and we ended up with the first official copywriter. He had no experience in advertising or copywriting and we didn’t even need a copywriter.

Marius didn’t start with the whole advertising world package and that made him authentic. He can see the truth in people, the good and the bad, and that’s where the great insights come from. He still feels some time like an impostor, but he’s a person that every agency should have. He’s shy, but he gathers all of us around him for his jokes. He’s not comfortable with other markets, but he knows his shit in Romania. He doesn’t like high-tech products and services, but he finds the best insights for brands he can use and consume. 

World, let me introduce you to Marius, Heraldist’s first copywriter and Head of Real-Life Jokes.

Hey Marius, tell me a secret.

“A secret”.

Funny. What’s a crazy thing you’ve done in the name of love?

I stole my best friend's girlfriend. And I married her.

What was cool when you were young but isn’t cool now?

Eurodance. Writing letters/postcards to people you cared about. Playing outside the house without a screen in front of your eyes.

When the lockdown came, a lot of people panicked, but you were not really bothered, what motivated you?

I was scared too, but for me, lockdown came as a vacation. Being able to work in T-shirt and panties, not having to wake up every day early to take the child to school, to hurry to the office, where I always had to keep an eye on the clock because I had to take the kid home from school, for me was a breath of fresh air. What motivated me? Our daily work meetings and the weekly ones when we drank together online.

But what did you miss most?

I miss you all, our barbecues and our rendezvous.

photos taken randomly by those who bring their camera in team-buildings

How did you end up at Heraldist? What’s your story?

I used to work in a call center where I called people from Italy asking them to pay their bills and bank rates. In general, no one likes to be asked for money, but when a stranger does it over the phone, things can escalate. And when you do that a dozen times a day, you definitely need a change.

Unfortunately, I had an unimpressive resume, so I relied on the letter of intent. It will never win a D&AD pencil, but it has been paying my bills and beers for the last 5 years. I should frame it. A colleague from the debt collection company tagged me in a Heraldist social media post where they were looking for a junior account. It was Sunday night, I was a bit drunk and I said to myself that life is too short and there is no point in waiting for another opportunity, so I sent an email. The answer was "bro, you're away with the fairies". I shit my pants instantly. Then continued "but this could be a good thing. We don't hire copywriters now, but let's see each other over coffee or beer." And that was the beginning of a beautiful story. For me, at least.

What made you contact Heraldist?

A social media ad that said, "This is the view from our office window. If you like it, we hire a junior account". And the hunger for a job that I wouldn't hate.

What do you love about advertising?

I like, as our creative director, Andy Daniluc, always says, being paid for sitting in a chair, surfing the internet, and thinking about stuff. Isn't that great?

You are attending a masterclass in copywriting right now, what are your biggest learnings from there?

Writing under pressure, searching for solutions from different angles, writing like a human for humans, not like a texting-machine for faceless consumers, listening carefully because there is always something interesting in what people around you say. The last learning is more personal than professional but is a very good one.

Will Awdry, the brilliant British copywriter, finds his inspiration in cookbooks, where do you find yours?

99% outside our bubble of creative self-sufficiency. In real life, queuing at the supermarket, walking down the street, in the comment section of a shady forum or social media group, in conversations with my 9-year-old daughter. Everywhere. And 1% stealing from the greatest ones.

Do you have any legend from advertising you would like to meet? 

I don't like legends. We usually put them on a pedestal and after that, it is difficult to establish a person to person relationship with them. Will Awdry may be a legend, but he makes you perceive him as the good English teacher from Dead Poets Society. Although English is my third language, Will manages to make me feel comfortable every time.

I said exactly the same thing here. What’s your work that you’re really proud of?

I have pieces from pitches that didn't end up being produced. I have a few ideas from past clients like this campaign for DPD and the campaign with the shepherds from Cris-Tim. But as Oprah said, you're only as good as your last performance, I loved working with Bârlog this year and doing another thing I never did before - voice over recording. 

What’s your favourite kind of copywriting work? 

Naming/renaming is like celebrating the baptism of a brand. Working on a video script is like telling an entertaining story-my favourite. Concepting is like giving birth to a campaign (the hardest, but the most fulfilling). And when there is nothing else to do, flyers, brochures and newsletters are good playgrounds for playing with thoughts and words.

What’s your biggest irrational fear?

After watching David Lynch's Twin Peaks, forest by night.

What makes you roll your eyes every time you hear?

Honestly? Docea's jokes (our co-founder and the man who pays for my bills; the best example of biting the hand that feeds me) and every time I see somebody kissing a dog on its mouth. Am I too honest? Should I update my resume?

Haha, maybe you should. Ok, tell me the funniest thing you know by heart?

My wife’s number plates: 69 MLF.

Alice

until next year, stay amazing!