Top advertisers in 2009. How much did companies spend on advertising?

Ferrero and GSK � new entries

The Top 20 advertisers chart didn’t suffer major changes in 2009 with only two companies creeping into this year’s list. Ferrero Romania confectioner with its brands Kinder, Nutella and Tic Tac has increased its ad spend by 74.6% to €85.2 million, and took up 14th spot in the list. Drug maker GlaxoSmithKline also joined the ranking straight to 18th position with €69.3 million spent on marketing campaigns, 46.5% more than a year earlier.

The two companies knocked Ursus Breweries and Renault Nissan Romania out of the ranking.

Heieneken Romania, Beiersdorf Romania, Romtelecom, Colgate-Palmolive, Johnson Wax, Nestle, European Drinks & European Food and Danone Romania round up the 20 advertisers list in Romania.

10. L�Oreal Romania

The French-based cosmetics and beauty company, L’Oreal Romania fell 7 positions in 2009, from third to tenth.

The company has cut spending in almost all media categories last year, by 39.5% to €107 million.

9. Henkel

Bucking the trend was Henkel Romania, the maker of Persil detergent, Perwoll, Pur, Schauma Fa and Ceresit, that has increased its gross ad spend by 57.2% to €112.6 million.

The company climbed to 9th position from 14th.

8. Reckitt Benckiser

Another consumer products giant has raised its marketing budget last year by 50.6% to €116.3 million. Reckitt Benckiser produces Calgon, Clearasil, Nurofen and Strepsils.

7. Kraft Foods

Kraft Foods confectioner keeps its seventh position in the annual list with a 3% increase in ad spending to 116.3 million. Kraft Foods’s product portfolio includes Jacobs, Milka and Poiana.

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6. Coca-Cola

Soft-drinks maker Coca-Cola claimed the sixth spot in the annual ranking, with €119.6 million marketing budget, up 13.2% from a year earlier.

By contrast, Coca-Cola’s fierce rival, Pepsi, through Quadrant Amroq Beverages, invested €45.8 million in advertising in 2009.

5. Unilever

Consumer products giant, Unilever was on the second position in 2008, after its nearest peer Procter&Gamble.

In 2009, the company was knocked off the second spot by telecom companies. Its marketing budget was slashed by 30.3% in 2009 to €130.6 million.

4. Vodafone

Telecom carrier Vodafone remained on the fourth spot for the second year in a row. The company has cut its ad spend by €500,000 to €131.5 million in the trailing year.

3. Orange

In the first year of crisis, Orange has increased its marketing budget by 26.7% to €149.5 million. The telecom operators claimed the third spot this year, after taking up a comfortable 6th position in 2008.

2. Cosmote

The no 1 advertiser in the first half of 2009 has been Cosmote. However, by the end of the year, the telecom carrier fell to second – 3 positions higher than in 2008.

Cosmote spent €155.5 million in advertising last year, 19.7% more than in 2008.

1. Procter & Gamble

Romania’s most aggressive advertiser was Procter & Gamble. However, its rate-card ad spend fell 22% to €261 million.


Top 20 advertisers - 2009 vs 2008