Tănăsie, OMG: Romanian advertising market is highly competitive, but not as regulated and transparent

The domestic advertising market, though highly competitive, is not mature enough yet to face inside or outside shocks, with an example being the financial crisis that turned into an economic one and wiped out almost 45% of the value of the market, put at around 300m euros this year, both on the lower number of clients, but particularly falling prices.
"The outcome is that the market has shrunk dramatically. As I've said before, the strategy many embraced at the onset of the crisis, of not taking into account a longer-term policy, has led to a battle for an ever narrowing slice, because we did not pay attention to market signals (...)," explains Carmen Tănăsie, running Omnicom Media Group (OMG) for three years and a half.
About the Romanian ad market, Tănăsie also says it is highly competitive, but not equally regulated and transparent.
The current financial and economic crisis also had a positive impact over the market, as it forced players to become more efficient and inventive in their battle for clients.
For 2011, OMG wants to consolidate its business, after a rapid increase over the past three years.