The creators of Zuzu, Fulga brands, of Măgura cake, BelVitacookies, Tomy ketchup, Prigat juice, Rontzy salted pretzels andAzuga Apă de Izvor and Bibor mineral waters last year registeredcumulated turnover worth around 2.5m euros, down almost 30%year-on-year.
The value of the domestic branding market, which started shaping upin 2002, with the emergence of the first agencies, matches that ofa single budget of an agency in London, one of the most maturebranding markets, according to market players.
Romania is still a market where the number of projects worth above1m euros is very low. Its development has been slow from the verybeginning, even during economic booms, and major globalcommunications groups have never come to Romania under their ownnames, but only represented by domestic firms, preferring to focuson more lucrative markets in the region, maintains Ştefan Liuţe, astrategy manager with Grapefruit.
On the other hand, Beatrice Daniş, managing partner withBrandTailors, believes the market will mature at the momentdomestic agencies get involved in global projects.
Cătălin Rusu, a managing partner with RusuĂBorţun Brand Growers,expects the market to draw close to 3m euros. The only domesticagency that reached 1m-euro turnover in 2009 is Brandient.
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