A lot of Romanian brands have stopped communicating and risk to have their place taken by foreign brands that continue to invest in advertising, believes Alex Bădilă, 36, managing director of Publicis advertising agency.

At a time when companies heavily use discounts to meet a short-term sales growth target, the number of new brands introduced onto the market fell against last year, because in a year of crisis "it is more difficult to experiment with your own money. "

"I am afraid of us ending up in a situation where price will be king. This depends very much on market progression. I expect a portion of the market to become less focused on discounts and start to build brands," says Alex Bădilă, who specifies it is very difficult to get out of the price war.

A lot of Romanian brands have stopped communicating and risk to have their place taken by foreign brands that continue to invest in advertising, believes Alex Bădilă, 36, managing director of Publicis advertising agency.

At a time when companies heavily use discounts to meet a short-term sales growth target, the number of new brands introduced onto the market fell against last year, because in a year of crisis "it is more difficult to experiment with your own money. "

"I am afraid of us ending up in a situation where price will be king. This depends very much on market progression. I expect a portion of the market to become less focused on discounts and start to build brands," says Alex Bădilă, who specifies it is very difficult to get out of the price war.