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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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“Excellent” year for Lowe group

“2008 was an excellent year for Lowe group and for Romanian advertising industry in general”, said Veronica Savanciuc (photo), chairman of Lowe Group. All agencies under the group’s hood had a solid performance throughout 2008, except Medic One, a company that for the moment is “dormant”.

The biggest growth in percentage terms was recorded by the public relation Lowe PR, whose profit margins remain low. On the other hand, Lowe & Partners’ profit shrank 87% and Initiative’s by 72%.

The communications group has made a round of strategic movements in 2008, such as the affiliation to Scholz & Friends under Lowe’s clout, development of the digital advertising-focused division, eLowe, reconfirmation of Orange account in Initiative portfolio as well as winning major accounts such as European Parliament or RBS, as mentioned by Savanciuc.

Agency	Billings 2008 (euro)	YoY chg (%)	Profit 2008
Lowe & Partners	5,140,747	+11.1	18,194
Initiative	45,112,487	+8.2	527,779
Lowe PR	943,761	+78.9	12,233
Medic One	-	-	2,187
Brand Connection	4,977,298	+10.5	54,905
Total	56,174,293	+9.35	601,924

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