Manuela Necula, Ogilvy Group Romania CEO, a major communicationgroup domestically, says there is high pressure on ROI (return oninvestment) as clients are careful about each penny they take outof their pockets. "Looking at advertising breaks of the first fewmonths, we can notice the balance between image campaigns andtactical ones seems better than in 2009. Clients, however, arestill very careful with every step they take. ROI pressure remainsas high as before," says Manuela Necula, 41, who has been runningthe Ogilvy group since 2005. As regards 2010, she says it is atough year, and the battle between communication market playerswill be fought over market share as clients' budgets are smaller orequal to those of 2009 at most. Necula maintains that the group'sclients had different strategies during 2009 and those whocontinued to invest in communication stood to gain. Ogilvy GroupRomania now includes 48 clients in its portfolio and manages over90 brands. Last year was not an easy one for the communicationgroup that, in the wake of international realigning, lost severalimportant accounts.
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