In life there are times when you feel it is time for a major change, but it is all about finding the courage to do it, believes Mihai Ghyka, who explained his decision to leave InBev (the producer of Bergenbier) after 12 years at the company.
"A lot of things have happened over the last 12 years, both on the market and at InBev. Practically, the beer market has changed completely, from several points of view," stated Ghyka.
Looking back, he has overseen major projects such as the deal with Efes in December 1999, "The Yellow Revolution" in 2000, and the launch of Bergenbier Q-Pack
"The Yellow Revolution" saw InBev change the identity of its main brand, Bergenbier, when the brewer switched from red to yellow, the colour of the Romanian football team's strip, while Bergenbier has acted as the national team's sponsor since 1998. "It was against the laws of marketing and the convictions of many. However, we believed more than ever before that the decision was the right one to make, that we would step into the spotlight, and identify ourselves with football more clearly. Football has been the emotional pillar of communication with the consumer in the years that followed. We cried alongside our supporters rather than celebrated, after a series of failed qualifiers," he recalls.
After 12 years in the beer industry, Mihai Ghyka has reached the point where he feels it is better to withdraw for a while. However, it is fair to say that the marketing man has left his mark on the InBev business. For example, in the new InBev headquarters, meetings take place in "beer barrels", surrounded by depictions of the history of beer and there are also consumer areas and even a terrace within the HQ.
"I believe that I'm a communicator, not a technician, in fact, I don't possess such a talent." Although he has received many job offers outside Romania, Ghyka has never accepted, due to the fact that he has already spent several years abroad.
"I lived "in exile" for 7 years before coming to InBev. I know what it's like to be far away from your country, and from those close to you. Over the last few years, I have refused any position outside Romania, because I feel too closely tied to the country, the people and the places. I think we have many things left to do here, in order to build a better Romania," Ghyka says.
At the same time, he does not wish to take over any managing position within a company with local operations, or, at least, does not intend to make such a decision within the next eight months. "I am not leaving for another company. I intend to take some time off during the next eight months. I will mainly be involved in rehabilitating the family mansion in Cotesti, where my grandparents and great-grandparents used to spend their summers. I will catch up with the friends I have neglected over the last few years. Then EURO 2008 will take place, for which the national team is qualified. I will be in Zurich, supporting the team and Bergenbier," added an enthusiastic Ghyka.
Mihai Ghyka
Felt it was time for a change, and leave Bergenbier after 12 years;
Looking back, has overseen major projects such as the deal with Efes in December 1999, "The Yellow Revolution" in 2000 and the launch of Bergenbier Q-Pack
Does not want to work for another local company, at least not in the coming 8 months
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