The domestic advertising market, though highly competitive, isnot mature enough yet to face inside or outside shocks, with anexample being the financial crisis that turned into an economic oneand wiped out almost 45% of the value of the market, put at around300m euros this year, both on the lower number of clients, butparticularly falling prices.
"The outcome is that the market has shrunk dramatically. As I'vesaid before, the strategy many embraced at the onset of the crisis,of not taking into account a longer-term policy, has led to abattle for an ever narrowing slice, because we did not payattention 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 highlycompetitive, but not equally regulated and transparent.
The current financial and economic crisis also had a positiveimpact over the market, as it forced players to become moreefficient and inventive in their battle for clients.
For 2011, OMG wants to consolidate its business, after a rapidincrease over the past three years.
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