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How did marketing communications groups perform in 2008?

Simina Mistreanu, 28 Aug 2009

Romanian version

In 2008, almost all marketing communications groups in Romania have experienced solid growth in business. For the first time, two groups have passed the 100 million euro mark and saw their profits skyrocketing. For 2009, the most optimistic insiders forecast 5-10% growth.

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BBDO – up 14%

BBDO Group Romania posted a turnover of 76 million euros in 2008, 14% up from prior year. CRM Proximity, the marketing strategy agency of the group, generated 64.1% of the company’s business. Media Direction, the media planning and buying arm was the primary growth driver in terms of volume – 13.4 million euros more than in 2007.

Ad agency Graffiti BBDO said its turnover fell 23.2%, citing poor activity in the private pension market, according to Cosmin Radoi, managing director of the agency.

Proximity’s turnover aggregates also Pleon Graffiti’s billings, the public relation agency of the group. Pleon recorded turnover of 1.2 million euros last year, up 10% YoY. As of this year, the company will become a separate entity.

In 2008, BBDO Romania appointed Nora Marcovici (photo) as the new CEO of the group, while Nicoleta Padure took over the Media Direction tasks from Razvan Vrabiescu. Cosmin Radoi was nominated as managing director of Graffiti BBDO.

Agency	Billings 2008 (euros)	YoY chg (%)	Profit 2008 (euro)
Graffiti BBDO	17,875,271	-23.2	450,492
Media Direction	54,816,922	+32.5	1,243,147
Proximity*	3,286,702	+64.1	68,668
Total	75,978,895	+13.95	1,762,307

*includes PR agency Pleon Graffiti

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