For Bogdan Enoiu, who has been running communication groupMcCann Erickson Romania for more than a decade, 2008 was a yearbest forgotten quickly because it will not return very soon. 2009is a lost year because of the political rulers, 2010 will be justas bad, and one needs to start preparing for 2011, when one canhope for growth on the media market.
"We are preparing for a 2010 that will be worse than 2009. 2010will be a year of adjustment, overall. Next year media providerswill have to come up with competitive prices, so as to rebootconsumer spending and to see the media market rise in 2011, even ifby only 5%, the psychological threshold."
In 2008, the media market revolved around 550-600 millioneuros.
Enoiu, 50, believes the important thing this year is for jobs inthe private sector to be preserved. "We, the advertising world, areamong the first to become aware of economic growth, and we canadapt the growth. Even if we sacrifice the profit margin in theprivate sector, we have to preserve the jobs, they are important tothe employees."
Amid a dramatic decline of the advertising market this year,with companies having to cut marketing costs to the bone,considering the decline in demand for goods and services, Enoiu setas targets as small a decline as possible and gaining market sharefrom those unable to survive 2009. Another target he set is to keepthe group's number of employees steady.
"My job is to keep the over 275 jobs at McCann Erickson and togenerate profit, so that the Finance Ministry can rely on the grouppaying a similar amount of taxes to the state budget as last year."McCann Erickson wants to keep its turnover in euros from decliningby more than 10-12% this year against 2008, and to post a similarprofit in RON (and similar to the 2007 level in euros). In terms ofmarket share, the growth target is from 18% to 19-20%.
In 2008, full service advertising agency B.V. McCann Ericksonand media agency Universal McCann posted 75.6 million euros inturnover, to which Enoiu adds 4 million euros from the publicrelations agency McCann PR, digital communication company MRMWorldwide and BTL agency Momentum, and another 7 million euros,which clients pay directly to local televisions. These sums do notshow in Finance Ministry data for the end of the year, but aretaken into consideration officially. Enoiu says the businesstotalled 87 million euros.
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