BUCHAREST—Gabriela Lungu, managing partner and creative director of award-winning Romanian consultancy The Practice, is leaving the agency she founded in 2006 to join Weber Shandwick as executive vice president and EMEA consumer practice leader, based in the firm’s London office.

Lungu will report to Colin Byrne, CEO of Weber Shandwick EMEA, and Lisa Sepulveda, global consumer practice leader.

Her role at the helm of The Practice will be filled by Oana Bulexa and Monica Jitariuc—currently heads of the PR and social media departments—who will serve as co-managing directors. Stefan Iordache, co-founding partner of The Practice and CEO of Leo Burnett Group Romania, has acquired Lungu’s shares in the company.

Before founding The Practice, Lungu served as managing director of Ogilvy Public Relations Romania. Under her leadership, The Practice was ranked number 13 on The Holmes Report’s Creative Index of the most award-winning PR firms in the world, and had won the Platinum SABRE Award for Best PR Program in the EMEA region in 2008, a Global SABRE Award in 2012, as well as the first Cannes PR Lion for any Romanian agency.