Radu Florescu, one of the heavyweights of advertising, who in the early '90s helped found the advertising industry in Romania when he created Centrade communication group that includes Zenith Media and Saatchi&Saatchi advertising agency, says in 2009 the focus was on retaining the clients in the portfolio. Saatchi head, who worked as a Wall Street trader for six years before setting up the company, specifies that budgets are still tight and there are few "aggressive" clients investing to gain market share. He says the agency managed to retain its clients and gained new accounts. "We learnt to be more flexible and more efficient. We learnt we could be efficient even with fewer people, to be more mindful of the costs (...)," said Florescu. The company's clients include P & G, Raiffeisen Bank, Toyota, Intersnack, PSI, United Way Romania. "Last year's goal was to survive this period. I believe we've left the worst behind. Now, the focus is on building up on the bases we've set last year," says Florescu. Centrade group has grown from a company providing advertising production with 4-5 employees, to seven agencies and 170 employees.
Radu Florescu, one of the heavyweights of advertising, who in the early '90s helped found the advertising industry in Romania when he created Centrade communication group that includes Zenith Media and Saatchi&Saatchi advertising agency, says in 2009 the focus was on retaining the clients in the portfolio. Saatchi head, who worked as a Wall Street trader for six years before setting up the company, specifies that budgets are still tight and there are few "aggressive" clients investing to gain market share. He says the agency managed to retain its clients and gained new accounts. "We learnt to be more flexible and more efficient. We learnt we could be efficient even with fewer people, to be more mindful of the costs (...)," said Flores
