Dragoș Smeu – Authenticity that turned Mavericks into a digital marketing benchmark

Discover the journey of Dragoș Smeu, founder of Mavericks, and how he turned challenges into opportunities through authenticity and vision in digital marketing.

Dragoș Smeu has over 15 years of experience in digital marketing and performance media. Since 2010 and until now, he has worked in 4 digital marketing agencies, and in September 2016 he founded the digital marketing agency Mavericks. At this moment, they have a portfolio of over 100 clients from different fields of activity, ranging from e-commerce to B2B, lead generation campaigns, or start-ups. Dragoș has managed budgets of over 20 million euros for more than 500 businesses in Romania and has been involved in online promotion strategies for businesses such as Cărturești, Mobexpert, Edenred, Ceresit, Autonom, or Farmacia Tei.

C&B: How would you describe yourself in a single sentence to spark the curiosity of those who don’t know you yet?
Dragoș Smeu: I could even choose a single word: Aquarius. And no, I’m not a fanatic about zodiac signs, but I believe the sign I was born under describes me quite well. I’m a dreamer Aquarius who doesn’t necessarily set very high expectations but has ideals I believe in. And although some of them are counterintuitive from a business perspective, they helped me get to this point after more than 15 years since I started my career in digital marketing and almost 9 years since I founded my own agency. And here I’m talking about principles and ideals related to how the employer-employee relationship should be, about benefits and educating employees regarding the distinction between the two plans—personal and professional—as well as defining boundaries concerning industries we don’t want to work for.

C&B: If we were to look at a storyline of your career or business, what were the key moments that defined you?
Dragoș Smeu: Most likely, the choice of my first job. At my first job, I applied thinking it was another type of agency; I was looking for a job in a political marketing agency, but during the interview, I found out that the agency I went to—Republika Interactive—was not a political marketing agency but a commercial one. That was the point where I discovered this area that, honestly, I didn’t even know existed. And if I look back now, I can say I was lucky, but in reality, it wasn’t luck. It was a decision that, although not informed, changed my entire professional trajectory. At that job, I worked for more than 4 years and managed to build a relationship with some clients that I still work with today, 15 years later. And I say this not only from the perspective of the budgets managed but especially because of this long-term relationship and the fact that we share many common values.

C&B: What has been the most difficult moment so far in your journey, and how did you overcome it?
Dragoș Smeu: Probably the beginning of COVID-19. I remember I was on a short vacation in Eforie, and in just one week, we lost 30% of our client portfolio due to the lockdown. It was a shock, but I quickly realized I had to make quick and strategic decisions. I focused on retaining the remaining clients, supporting them as much as possible during that period, and at the same time, I adapted our services to the new needs that arose in the market. And surprisingly, we ended that year with one of the biggest growths in terms of revenue and profit in our 9 years of existence.

C&B: Is there a dream or ambition that has always guided you, regardless of obstacles?
Dragoș Smeu: Try to do my best. And to do good through the actions I take. For example, when I started, I couldn’t even imagine the level I would reach now. I wouldn’t have dreamed that I would become a speaker at some of the largest digital marketing and communication events in Romania, that I would end up speaking in front of hundreds of people in a room, or that I would become an associate lecturer at the faculty I graduated from.

C&B: What were you like at the beginning of your journey, and how do you feel you’ve transformed since then?
Dragoș Smeu: Oh. I’m a completely different person. Sometimes when I think about how I was before Mavericks, I say it was a different life altogether. I was shy, reserved, lacking the confidence to express myself or make important decisions. Over time, I’ve learned to trust myself more, to take responsibility, and to face challenges with courage. All these things changed me… Actually, I wouldn’t say they changed me but rather led me to the point of evolution where I am now.

C&B: If we were to meet your team or collaborators, what do you think they would say about you?
Dragoș Smeu: Hehe! I’ll let you ask them because sometimes there can be a big difference between perception and reality 🙂 I think they would say that I am demanding but fair, that I encourage them to develop, and that I try to be there for them when they need me. At the same time, they would probably say that I am a visionary who sometimes moves too fast for everyone to keep up with me.

C&B: What is the most important decision you’ve made that changed your trajectory?
Dragoș Smeu: Most likely choosing the path of entrepreneurship. It was neither the safest nor the easiest decision, but it was the one that allowed me to build something of my own, according to my values and principles. And from that moment on, I no longer looked at things the same way. I no longer perceived work as a simple job but as a responsibility, a project that depends on me and the decisions I make. And I still see all the plans around me as a big strategy game where I have to arrange things and see where this whole evolution leads me.

C&B: How did you build your leadership style or decision-making approach? Was it a natural or learned process?
Dragoș Smeu: It was definitely a natural process. I never consciously set out to build a certain leadership style. It came from experience, from interactions with people, from mistakes and lessons learned along the way. Today, I can say I lead by example, through authenticity and openness. But I’m also aware that this style will continue to evolve. If in 5 years I completely agree with today’s version of Dragoș, it means I haven’t evolved at all. And… I wouldn’t want that to happen.

C&B: What do you think differentiates your business or your professional approach from the rest of the industry?
Dragoș Smeu: When I started, I had a lot of fears. A LOT. I didn’t think I could compete with the big agencies, I didn’t think I could build something stable. But what differentiated us from the beginning and continues to differentiate us today is authenticity. We don’t pretend to be what we are not, we don’t make promises we cannot keep, and we always try to bring honesty into discussions with clients. We are authentic and honest with each other, even if this doesn’t always work in our favor in a specific selection process.

C&B: What does a typical day look like for you now, and what moments of the day bring you the most satisfaction?
Dragoș Smeu: I wake up, we wake the kids, get them ready for school/kindergarten, then I get to the office, where I spend about half of my time in meetings. The rest is divided between strategic activities, discussions with the team, or planning. In the evening, I spend time with my family, and those moments are the ones that bring me the most joy. Around 10 PM, it’s bedtime because the next day we start over.

C&B: How did the idea of starting this business and giving it this name come to you?
Dragoș Smeu: This idea grew in me during the period I was working at Kubis. I felt the need to build something of my own, to put my mark on an agency that reflects my vision. As for the name, Mavericks came naturally. It’s not just a name but also a state of mind. Mavericks are those who think differently, who challenge conventions, who aren’t afraid to take risks. And I think that describes us very well.

C&B: If you could send a message to people who want to follow your example, what would it be?
Dragoș Smeu: If you think it’s too hard to start your own business… you’re right! It’s hard, very hard. But that doesn’t mean it’s impossible. On the contrary, it’s one of the most beautiful and rewarding experiences you can have. And no matter how difficult it seems, if you truly believe in your dream and are willing to work for it, you will succeed. Just as I am proud and equally amazed by what I have achieved so far. DO IT!

Dragoș Smeu’s journey proves that authenticity, perseverance, and the courage to think differently can turn challenges into opportunities. His example shows that true success comes when you stay true to your principles and build your path with patience and confidence.