Monica Munteanu – The Strategy Behind People: How She Built One of Romania’s Most Respected Talent Management Agencies

Monica Munteanu, founder of Strategic Events & Communication, shares her journey in PR, influencer marketing, and talent management — a story about courage, authenticity, and building meaningful business relationships.

Monica Munteanu is one of the most respected names in Romania’s PR industry. She stumbled upon PR without realizing it at first, but her passion soon turned it into a career. Specialized in influencer marketing, talent management, and PR & digital marketing, she collaborates with some of the most well-known artists and influencers in the country. In 2017, she founded her own talent management company.

C&B: How would you describe yourself in a single sentence that would spark curiosity among those who don’t know you yet?

Monica Munteanu: What I can say about myself is that I’m someone who chose to create around people. Also, something not many people know about me is that, although I’m surrounded by dozens, maybe hundreds of people every day and constantly present at events, I’m actually an introvert. But not just any kind of introvert — a trained one.

C&B: If we were to trace the narrative thread of your career, what have been the key moments that defined you?

Monica Munteanu: I always say my path has been an unexpected one. I started by accompanying artists to concerts, and gradually I learned how this industry works. I fell in love with the energy behind the scenes and with the people in it. That seemingly accidental beginning opened a road that turned out to be exactly where I was meant to be.

C&B: What have been the main challenges in your career, and how did you overcome them?

Monica Munteanu: I believe every career has its challenges, but what matters most is how you choose to view them. Representing over 100 names today, each day brings different challenges — and many of theirs become mine too. But that’s exactly what gives me energy: the fact that no two days are alike. I’ve learned that every problem hides a lesson, and that in the end, the most important thing is to focus on solutions.

C&B: Is there a dream or ambition that has always guided you, regardless of obstacles?

Monica Munteanu: My dream never ends — it grows along with the people around me. I’m inspired by seeing how my dream becomes the engine for other dreams. When you’re surrounded by so much creativity and passion, it’s impossible to stop.

C&B: How did you look at the beginning of your journey, and how do you feel you’ve transformed since then?

Monica Munteanu: In the beginning, I was much more rushed, eager to prove myself, to do everything quickly. Today, I’ve learned that things that last are built with patience. I choose my projects more consciously, I focus on quality and compatibility. Perhaps I’ve become more selective, but also more present.

C&B: If we were to meet your team or collaborators, what do you think they would say about you?

Monica Munteanu: They’d probably say I’m demanding, but always fair. That I put my heart into everything I do and never accept half-measures. And, I hope, that I give them the confidence they need. Because that’s what I try to do with everyone I meet — professionally and beyond.

C&B: What’s the most important decision you’ve made that changed your trajectory?

Monica Munteanu: The most important decision was having the courage to break away from what was safe and start on my own. That was the moment I realized that to find your place, you sometimes have to build your own path. And it was, without a doubt, the best decision I’ve ever made.

C&B: What was the first major event you organized, and what stayed with you from that experience?

Monica Munteanu: One of the first big events I organized was Rod Stewart’s concert in Romania. There were countless things that happened then and from which I learned a lot in the years that followed. But what stayed with me most clearly were the emotions. Seeing tens of thousands of people gathered, living an experience you helped create — that’s a feeling you can’t explain, you just know you’ve chosen the right profession.

C&B: What differentiates Strategic Events & Communication from other PR and event agencies in Romania?

Monica Munteanu: Strategic Events is an atypical agency, built on authentic relationships rather than one-off projects. We represent over 100 talents and collaborate with the biggest brands in the market, but what truly defines us is the way we get personally involved in every partnership.

C&B: What does a typical day look like for you now, and what moments bring you the most satisfaction?

Monica Munteanu: My day usually starts with a lot of phone calls and continues with meetings and, often, endless task lists with my team. I enjoy this dynamic — its energy keeps me going. The real satisfaction comes from people’s feedback and from their small or big daily successes. And the true joy comes in the evening, when I leave behind the day’s rush and return home to my children and family.

C&B: What values or principles guide you in your work, and how do you apply them day by day?

Monica Munteanu: Integrity and transparency are essential to the way I work. I truly believe that how you do things is just as important as the final result. I guide all my partnerships by these principles — and by empathy, because only by truly understanding others can you build real relationships.

C&B: How did the idea of founding Strategic Events & Communication come about, and what inspired you to enter the world of PR and events?

Monica Munteanu: It was a natural continuation of my passion for writing, my love for people, and my desire to tell stories filled with emotion. I didn’t enter this world out of ambition, but out of curiosity and intuition. I’m fascinated by the process of turning ideas into experiences and bringing to life concepts that say something real.

C&B: You’ve worked with many well-known personalities in Romania — how do you make sure each collaboration reflects the client’s personality and values?

Monica Munteanu: The first step is always to listen. I like to understand who the person behind the name is — whether it’s an artist or a brand — what they want to communicate, how they want to be perceived. Then we build the right strategy together. Every collaboration is a relationship based on trust.

C&B: What valuable lessons have you learned about communication, client relationships, and managing top-level events?

Monica Munteanu: I’ve learned that perfect balance doesn’t exist — at least not for me. That healthy, trust-based relationships are more valuable than any one-off project. And that, above all, the essence of this profession lies in people — in their energy, which, once you receive it, you can give back into the world multiplied.

Monica Munteanu’s story is one of courage, vision, and authenticity in an ever-evolving industry. Through Strategic Events & Communication, she has shown that success is not only about results, but also about the quality of relationships and the way you choose to build alongside people.