Account transfer: one of the most visible Romanian media market trends

Cosmote gave up the services of the United Media agency. In 2007, Cosmote’s media budget was worth €92.6 mln in rate cards, according to monitoring agency Alfacount.

Romtelecom, national landline phone operator, organized an auction for its media account at the end of last year. The company switched from MediaCom to United Media, with whom it signed a one-year contract estimated to be worth €9 mln.

MediaCom lost another important energy account in January, when oil companies Petrom and OMV chose media agency Optimedia. However, MediaCom won the Star Foods account, administered until then by Media Direction.

InBev, producer of Bergenbier and Beck’s beers, transferred its account from Universal McCann to Starcom, while Raiffeisen Bank switched from Initiative to United Media.

The Romanian media market was estimated by players to be worth €470-480 mln in 2007, with the annual growth rate at 20 percent.