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Romania’s existential choice

Romanians risk sleepwalking into isolation

May 5, 2025

5 min read

May 5, 2025

5 min read

Photo: Dreamstime.

For six months, Romania has lived in a state of suspended animation. The shock victory of an unknown ultranationalist, Călin Georgescu, in the first round of a presidential election in November triggered a constitutional crisis.

The country’s highest court annulled the election, cancelling the second round, citing Russian interference. Now, as the second attempt to elect a new president reaches its conclusion, Romanians face a choice that could alter the fate of their country—and the stability of NATO’s eastern frontier.

On May 18, voters must decide between Georgescu’s anointed heir, George Simion, a 38-year-old firebrand who leads the far-right Alliance for the Union of Romanians (AUR), and Nicușor Dan, the cerebral, 55-year-old pro-European mayor of Bucharest.

Simion’s commanding 41 per cent in the first round—considerably higher than opinion and exit polls predicted—makes him the clear favourite. Dan, who secured 21 per cent as an independent, faces an uphill battle to close the gap.

The stakes could hardly be higher. Romania risks turning its back on a comfortable role as a reliable Western ally amidst a populist revolt against the liberal order. A Simion victory would not merely represent a political shift; it would trigger an economic earthquake and a strategic realignment that could seriously hamper Ukraine’s war effort.

Start with the economics. Simion’s programme is a cocktail of populist promises and nationalist rhetoric. He pledges to ‘take back control’ from Brussels, negotiate Romania’s EU budget contributions, and prioritise ‘Romania first’ policies.

His advisors speak openly of following the ‘Hungarian model’ of ‘illiberal’ democracy. Foreign investors, already jittery after the electoral turmoil of November, could flee. The Romanian leu might plummet. Borrowing costs would soar as markets price in the risk of a sovereign debt crisis.

Unlike the gradual drift from liberal norms seen in Hungary and Poland, a Simion presidency would represent a dramatic rupture. Any chance of restoring economic growth, not long ago the highest in the EU, would evaporate.

The flow of European structural funds, worth 80 billion euros over seven years, would dry up as Brussels invokes its rule-of-law mechanism. Migration, which has already seen four million Romanians leave since EU accession in 2007, would accelerate. Domestic businesses, particularly in tech and manufacturing, would relocate to more stable jurisdictions.

The geopolitical implications

But the geopolitical implications dwarf the economic damage. Romania shares a 650-kilometre border with Ukraine—the longest among EU countries. Its Black Sea port at Constanța handles millions of tonnes of Ukrainian grain exports. The country hosts NATO’s largest land base on the alliance’s eastern flank and has welcomed over 100,000 Ukrainian refugees.

Simion has vowed to end Romania’s support for Ukraine. While stopping short of his disqualified predecessor’s outright praise for Vladimir Putin, he has called for ‘neutrality’ and described Ukraine’s territorial integrity as ‘negotiable’.

His vision for Romania includes recovering lost territories in Moldova and Ukraine, echoing the irredentism that destabilised Europe in the 1930s.

For Ukraine, the consequences would be immediate and severe. Romania provides the critical logistical backbone for Western military aid flowing through the Black Sea corridor. It serves as the primary alternative route for grain exports when Russia blockades Ukrainian ports. A Simion government would likely restrict both, potentially collapsing Ukraine’s agricultural economy and disrupting NATO’s supply lines.

The ripple effects would destabilise the entire region. Moldova, already struggling with separatist threats and energy crises, would lose its main EU ally. Hungary’s Viktor Orbán would gain a powerful partner in his campaign to reshape the EU from within. Putin would suddenly find his Black Sea strategy transformed, with a friendly power controlling the western coast.

A kick in the teeth for Romania’s political class

Yet the most troubling aspect may be Simion’s resonance with disaffected voters. His success reflects a profound alienation from Romania’s political class, which many blame for failing to close the development gap with Western Europe.

Despite EU membership bringing unprecedented prosperity, inequality remains stark. While Bucharest boasts gleaming shopping centres and tech hubs, much of rural Romania lacks basic infrastructure.

Simion taps into this resentment with populist flair. He denounces Romania’s leaders as ‘puppets of Brussels’, questions NATO’s military spending requirements, and rails against the ‘betrayal’ of traditional values.

His rallies feature calls for Romanian withdrawal from the EU’s migration quotas and threats to challenge Romania’s borders with Ukraine and Moldova.

Dan represents everything Simion opposes: technocratic governance, European integration, and civic activism. As Bucharest’s mayor, he has fought corruption, and modernised the city’s crumbling infrastructure. His Sorbonne PhD in mathematics symbolises his faith in evidence-based policy-making—a stark contrast to Simion’s emotional nationalism.

No time for apathy

But rationality may not be enough. Simion has masterfully exploited social media to bypass traditional gatekeepers. His TikTok videos, mixing nationalist symbolism with folksy charm, reach millions of Romanians. He has tapped into the same anti-elite sentiment that propelled Trump to victory and Brexit to success.

The campaign’s final two weeks will determine whether Romania’s democratic institutions—and NATO’s eastern frontier—can withstand this populist assault. Dan must persuade the 50 per cent of eligible voters who stayed home in the first round that their apathy could cost their country its European future. He needs to articulate a compelling vision of reform that addresses legitimate grievances without abandoning liberal democracy.

For Europe, Romania’s choice represents a crucial test. After weathering populist challenges in France, Germany, and the Netherlands, the EU cannot afford to lose another frontier state. Romania’s strategic position—guarding the alliance’s Black Sea flank, hosting critical infrastructure, and serving as Ukraine’s lifeline—makes its orientation existential for the West’s post-Cold War order.

As Romanians prepare to cast their ballots, they face a question that extends far beyond their borders: whether the benefits of liberal democracy and European integration outweigh the seductive simplicity of nationalist isolationism.

Their answer will shape not just their country’s trajectory, but the future of European security in an increasingly turbulent world. The road they choose will be Romania’s alone—but its consequences will reverberate from Bucharest to Brussels, from Kyiv to the corridors of the Kremlin.

Photo: Dreamstime.

Craig Turp-Balazs

Craig Turp-Balazs

Craig Turp-Balazs is head of insight and analysis at Reinvantage.

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Case study: Global technology company

1. The Client

A global technology company operating across EMEA, with a regional HQ in Istanbul. The company manages 20+ markets, handling everything from brand campaigns to strategic partnerships.

Role we worked with: The EMEA Head of Marketing (supported by two regional managers).

2. The Challenge

Despite strong products and a respected global brand, the regional team was struggling with:

  • Misaligned strategy across markets → campaigns executed with inconsistent narratives.
  • Slowed growth → lead generation plateaued despite increasing spend.
  • Internal friction → marketing, sales, and product teams disagreed on KPIs and priorities.

Traditional fixes (more meetings, more reporting) only created more noise.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional HQ team.

  • Day 1–3: Intake → Reviewed decks, campaign data, and plans.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Sales and marketing had different definitions of “qualified lead.”
    • 40% of spend was going into low-potential markets.
    • The team assumed the problem was lack of budget, but it was actually lack of alignment.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint uncovered that the issue wasn’t budget, but fragmentation.
Three sharp insights unlocked a way forward:

  1. Unified KPIs bridging marketing + sales.
  2. Market prioritisation → shifting budget to 5 high-potential markets.
  3. Simplified narrative → one EMEA core story, locally adaptable.
By just realigning resources and focus, the client could unlock an estimated £250,000 in efficiency gains within the next 12 months — far exceeding the Sprint’s value guarantee. The path to higher returns was already inside the business, hidden by misalignment.
5. From Sprint to Action (4 Pillars Applied)

With clarity secured, Reinvantage didn’t suggest “more projects.”

Instead, we used the Sprint findings to create laser-focused next steps — drawing only from the areas that would deliver the most impact:

  • Readiness → Alignment workshops for sales + marketing teams. New playbooks clarified “qualified lead” definitions and reduced internal disputes.
  • Foresight → A market-opportunity scan identified which 5 countries would deliver the highest ROI, removing the guesswork from allocation.
  • Growth → Guided the reallocation of €2M budget and designed a phased rollout strategy that protected risk while maximising return.
  • Positioning → Built a messaging framework balancing global consistency with local nuance, ensuring campaigns spoke with one clear voice.

Because the Sprint had stripped away noise, these actions weren’t generic consulting ideas — they were directly tied to the breakthroughs.

6. The Results
  • +28% increase in qualified leads across the region.
  • 30% faster campaign rollout due to streamlined approvals.
  • Budget efficiency gains → €2M redirected from low-return to high-potential markets.
  • Internal cohesion → marketing + sales now use a single shared dashboard.
The client came in believing they needed more budget.
The Sprint revealed that what they really needed was clarity and alignment.

With that clarity, the four pillars became not theory, but practical tools to deliver measurable impact.

The Sprint guaranteed at least £20,000 in value — but in this case, it helped unlock more than 10x that within six months.

Case study: Regional VC fund & accelerator

1. The Client

A regional venture capital fund and accelerator focused on early-stage tech start-ups in the Baltics and Central Europe.

The fund had raised a new round and was under pressure to deliver stronger returns while also building its reputation as the go-to platform for founders.

Role we worked with: Managing Partner, supported by the Head of Portfolio Development.

2. The Challenge

Despite a promising portfolio, results were uneven.

Key issues:

  • Scattered portfolio support → no consistent playbook for start-ups, every partner did things differently.
  • Weak differentiation → founders and co-investors saw the fund as “one of many” in the region.
  • Stretched team → too many small bets, not enough clarity on which companies to double down on.

The leadership team knew something was off, but disagreed on whether the issue was pipeline quality, market conditions, or internal capacity.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the partners and portfolio team.

  • Day 1–3: Intake → Reviewed pitch decks, pipeline funnel data, and start-up performance reports.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • No shared definition of a “high-potential founder.”
    • Support resources were spread too thin across the portfolio.
    • The fund’s positioning was more reactive than proactive — it didn’t own a distinctive narrative in the market.
  • Day 5–10: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the challenge wasn’t pipeline quality — it was lack of focus and positioning.

Three core insights provided the turning point:

  1. Portfolio Prioritisation Framework → defined clear criteria for where to double down.
  2. Founder Success Playbook → standardised support model for portfolio companies.
  3. Differentiated Narrative → repositioned the fund as “the accelerator of reinvention-ready founders.”
These shifts alone gave the fund a path to add an estimated £2M+ in portfolio value over the following 18 months, by concentrating capital and resources where they could move the needle most.
5. From Sprint to Action (4 Pillars Applied)

With clarity from the Sprint, Reinvantage created a tailored support plan:

  • Readiness → Coached partners on using the new prioritisation framework and trained the team on deploying the Founder Success Playbook.
  • Foresight → Ran scenario analysis on regional tech trends, helping the fund anticipate where capital would flow next.
  • Growth → Guided resource reallocation across the portfolio and supported new co-investor pitches for top-performing start-ups.
  • Positioning → Crafted a sharper brand story for the fund, positioning it as the reinvention partner for globally minded founders.
6. The Results
  • 10 portfolio companies onboarded to the new Playbook → greater consistency of support.
  • Raised follow-on capital for 3 top start-ups with the new prioritisation framework.
  • +26% increase in inbound deal flow from founders citing the fund’s new positioning.
  • Stronger internal cohesion → partners aligned on where to focus resources.
The client thought the problem was pipeline quality.
The Sprint showed it was actually lack of clarity and focus inside the firm.

By applying the four pillars, Reinvantage helped turn scattered effort into concentrated value creation.

The Sprint guaranteed at least £20,000 in value; here it set the stage for multi-million-pound upside in portfolio growth.

Case study: International impact Organisation

1. The Client

A large international impact organisation focused on entrepreneurship and economic empowerment.
The organisation runs multi-country programmes across Eastern Europe and Central Asia, often in partnership with global donors and corporate sponsors.

Role we worked with: Senior Programme Director, responsible for regional coordination.

2. The Challenge

The organisation had launched a flagship regional initiative supporting women entrepreneurs, but the programme was underperforming.

Key issues:

  • Fragmented delivery → each country office interpreted the programme differently.
  • Donor frustration → reporting lacked consistency and clear impact metrics.
  • Lost momentum → staff energy was spent on administration rather than scaling success stories.

Traditional programme reviews had produced long reports, but no real alignment or action.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional leadership team and representatives from two country offices.

  • Day 1–3: Intake → Reviewed donor reports, programme KPIs, and field feedback.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Donors cared about quantifiable outcomes, but reporting focused on stories.
    • Staff were duplicating efforts across countries, wasting time and resources.
    • The initiative lacked a clear theory of change — everyone described its purpose differently.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the issue wasn’t donor pressure or programme design — it was a lack of shared framework and alignment.

Three critical insights reshaped the path forward:

  1. One Unified Theory of Change → agreed narrative for why the programme exists.
  2. Core Impact Metrics → clear, comparable KPIs across all countries.
  3. Smart Resource Sharing → digital hub to stop duplication and accelerate knowledge flow.
By eliminating duplicated reporting and clarifying what success looks like, the client saw they could save the equivalent of £100,000 in staff time annually — while also unlocking stronger donor confidence and follow-on funding opportunities.
5. From Sprint to Action (4 Pillars Applied)

Armed with Sprint clarity, Reinvantage proposed a laser-focused support plan:

  • Readiness → Trained programme leads on using the new metrics and integrated them into existing workflows.
  • Foresight → Analysed donor trends and expectations, aligning the initiative with the next funding cycle.
  • Growth → Developed a funding case based on the new unified theory of change, securing higher renewal chances.
  • Positioning → Crafted a regional success narrative and storytelling toolkit, helping them showcase results consistently across markets.
6. The Results
  • 30% less time spent on reporting → freed capacity for programme delivery.
  • Donor satisfaction improved → positive feedback on the clarity of impact evidence.
  • Secured new funding commitment → one major donor increased their contribution by 20%.
  • Stronger internal morale → staff felt they were working with clarity, not chaos.
The client thought it needed better donor management.
The Sprint revealed it needed a shared foundation across its teams.

By anchoring on the four pillars, Reinvantage turned alignment into efficiency gains and fresh funding opportunities.

The Sprint guaranteed at least £20,000 in value; here it unlocked both six-figure savings and future-proofed funding.

Case study: National digital development agency

1. The Client

A national digital development agency tasked with driving the government’s digital transformation agenda, including e-services, citizen portals, and smart city pilots.

Role we worked with: Director of Digital Transformation, supported by IT and service delivery leads from three ministries.

2. The Challenge

The agency had strong political backing but faced hurdles in implementation.

Key issues:

  • Siloed projects → each ministry developed digital tools independently, leading to duplication.
  • Citizen frustration → services were digital in name, but still required multiple logins and offline steps.
  • Funding pressure → international partners demanded clearer impact in the short term.

The agency wanted to accelerate momentum but struggled to get alignment across ministries.

3. The Sprint

We ran a 14-day Immersive Reinvention Sprint with the agency’s leadership and digital focal points from three ministries.

  • Day 1–3: Intake → Reviewed strategy docs, donor reports, and citizen feedback data.
  • Day 4: Immersive Sprint Session (half-day) → Breakthroughs:
    • Each ministry had different definitions of “digital service.”
    • 20% of budget was going into overlapping pilot projects.
    • Citizens’ top frustrations were known — but not prioritised.
  • Day 5–14: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the biggest blocker wasn’t lack of funding, but lack of shared priorities.

Three practical insights stood out:

  1. One Definition of Digital Service → agreed across ministries.
  2. Quick-Win Prioritisation → focus on top 3 citizen pain points (ID renewal, business registration, healthcare booking).
  3. Shared Resource Map → pool budgets to eliminate duplication.
These changes alone allowed the agency to unlock £75,000 in immediate savings and deliver 2–3 visible improvements in the next quarter — meeting donor expectations and building citizen trust.
5. From Sprint to Action (4 Pillars Applied)

Based on the Sprint clarity, Reinvantage proposed a modest, targeted package of support:

  • Readiness → Facilitated inter-ministerial workshops to embed the “one digital service” definition.
  • Foresight → Analysed citizen feedback trends to shape the quick-win roadmap.
  • Growth → Supported the reallocation of funds to joint projects, reducing overlap.
  • Positioning → Crafted a communication plan highlighting early digital wins to donors and citizens.
6. The Results
  • 2 pilot services integrated into the central portal (ID renewal + healthcare booking).
  • Budget savings of £75,000 from eliminating overlapping projects.
  • Citizen satisfaction up modestly → call centre complaints on digital services dropped by 12%.
  • Donor confidence improved → short-term impact report received positive feedback.
The client thought it needed more funding and bigger projects.
The Sprint revealed it first needed clarity and alignment.

By applying the four pillars to a targeted scope, Reinvantage helped deliver visible results within a single quarter — proving progress to citizens and donors and laying the groundwork for deeper transformation.