Media Direction is one of the top three players on this market.

The significant short-term growth is due to Romania’s EU accession and economic growth in recent years, which have impacted on Romanian consumer lifestyle and the way they interact with brands, Ruxandra Stefan said. She went on to say that consumers “are much more informed and demanding regarding the benefits they expect from products they buy,” and believes that brand communication is as important as products available on the market.

According to Ruxandra Stefan, the media market is highly fragmented and competitive, but lacks target and campaign result measurement sources for various media.

Media Direction’s official is also expecting media buying consolidation for main international groups on the local market in 2008.