Este cel de-al 58-lea raport anual dat publicitatii de catre aceasta publicatie.
Industria romaneasca figureaza si ea in acest raport, cu o cifra de afaceri de 301.018.000 dolari. Venitul brut inregistrat de agentiile de publicitate inscrise in acest top este de 38.074.000 dolari. Fata de anul 2000, cifra de afaceri a crescut in 2001 cu 9%, iar venitul brut cu 11 procente. Cifrele se refera numai la cele 17 agentii cuprinse in clasamentul pentru Romania. Capital a ales si cateva agentii reprezentative pentru completarea „tabloului de familie”.
Ierarhia din acest an nu a suferit modificari majore fata de cea de anul trecut. In primele cinci locuri, intalnim aceeasi ordine ca in anul 2000: Ogilvy, Graffiti/BBDO,
McCann, Lowe GGK si Tempo, aceasta din urma fiind o agentie neafiliata, de-a noastra romaneasca! Cele mai importante cresteri ale venitului brut au fost raportate de agentiile FCB Bucuresti (56%), in partea inferioara a topului, si Leo Burnett & Target (53,3%), in partea superioara a clasamentului.
Chiar daca topul este intocmit pe baza declaratiilor, existand riscul ca cifrele „sa fie umflate” (suspiciunea romaneasca!), el reprezinta un barometru al industriei de publicitate.
Topul agentiilor de publicitate In anul 2001 (dolari)
Agentia Venitul brut Cifra de afaceri
Ogilvy&Mather Bucuresti 5.116.000 37.829.000
Graffiti/BBDO 4.563.000 30.420.000
McCann-Erickson Romania 3.653.000 27.753.000
Lowe Lintas GGK Bucuresti 2.815.000 18.002.000
Tempo Advertising 2.637.000 17.582.000
Leo Burnett & Target 2.509.000 16.724.000
Scala/J. Walter Thompson 2.442.000 19.973.000
Saatchi&Saatchi 2.050.000 20.500.000
DArcy Romania 2.000.000 25.000.000
Grey Bucuresti 1.868.000 9.511.000
Focus/Publicis 1.700.000 13.700.000
Young&Rubicam Romania 1.571.000 27.569.000
Bates – 141 Romania 1.439.000 11.512.000
FCB Bucuresti 1.435.000 9.613.000
TBWA Bucuresti 1.243.000 8.293.000
Olympic DDB 767.000 5.116.000
Notorious 265.000 1.920.000
Clientii agentiilor de publicitate in anul 2001
Ogilvy&Mather Bucuresti
ADS, Alcedo, BAT, Dobrogea, Global Spirits, European Drinks, Europharm, GlaxoSmithKline, Interbrew, Hochland, Kodak, Libra Bank, Lukoil, Luxten, Ministerul Turismului, Porche, Unilever.
Graffiti/BBDO
Allianz-Tiriac Asigurari (atl, btl, PR), Antena 1 (atl), Artelecom (atl, btl, PR), Automobile Dacia (atl, btl, PR), Beauty Shop (atl, btl), British Council (atl), Campofrio (atl), Cosmorom (atl, btl), Demir Bank (PR), Electrolux Romania (PR), Everest Foods (atl, btl, PR), Henkel (toate marcile Perwoll – atl, PR), Marinopoulos (Mark & Spencer – atl, btl), Master Foods (Snickers, M&Ms, Starburst, Uncle Bens, Whiskas – atl, btl), Mirato Italy (Malizia – atl), PASA (Gallina Blanca, Gurmeta, Jumkin – atl, btl, PR), Pepsi Beverages International (Pepsi, 7UP, Mirinda – atl, btl, PR), Romtelecom (atl, btl, PR), SCA Hygiene (Libresse, Libero, Zewa, Tena – atl, btl, PR), URBB (Tuborg, Guiness (atl), Walmark (Femine, Spectrum – atl, PR), Wrigley (toate marcile – atl, btl, PR).
McCann-Erickson Romania
ANA Group, Banca tiriac, Benckiser, Boehringer Ingelheim Boots, Coca-Cola, Connex GSM (media), Dufa, Europay, Evyap, Gillette, Genco, GM-Opel, Interbrew, JTI/RJR, LOreal, Loteria Romana, Mobil Exxon, Nestle, Overseas Group, Romstal, Siemens, SSL (Durex), Unilever (Rama).
Lowe Lintas GGK Bucuresti
Unilever (Dero Surf, Omo, Coccolino, Cif, Domestos, Axe, Rexona – atl, btl), Johnson&Johnson (atl), JTI (Winston, Winchester – atl), Motorola Communication SRL (PR), Lafarge Romcim (PR), EBRD – Romanian Post Privatization Fund (PR), Raiffeisen Bank (atl, PR), Raiffeisen Banca Agricola (atl), South African Breweries – Timisoreana & Keller (atl), Prodal 94 – Stalinskaya (atl), Eurial (Peugeot -atl).
Tempo Advertising
Academia Catavencu (alt), ASIROM (atl), Bruni Food/Holland (Matinal, Unirea, Holland Family, Linco – atl, btl, PR), Excelent (Excelenta, Concerto, Laura – atl, btl), First Logistics & Distribution (atl, btl, PR), Germanos (atl), Holcim (atl), La Fantana (atl, btl, PR), LG Electronics (atl), Mediafax (atl), Mobil Rom (Dialog – atl, btl), Moldcell (atl), Monitorul de Bucuresti (atl, btl, PR), Organizatia Internationala pentru Migratiune (atl, btl, PR), Panfoods (Amigo – atl, btl, PR), Fabricat in Romania (atl, btl, PR), Pro TV (atl), RTC Holding (atl, btl, PR), Shell Romania (media planning&buying), Unilever (Bona – BTL), Universal Card Systems (atl, btl), UPSA (Efferalgan, Upsarin, Fervex – media), URBB (Skol – atl, btl, PR, Carlsberg, Tuborg – media buying, PR), Xerox (atl, btl), Ziarul Financiar (atl), www.apropo.ro (atl).
Leo Burnett & Target
Avon Cosmetics (btl, media planning & buying), Brau Union Romania (Ciuc, Bucegi – atl, btl), Canon East Europe (atl, media planning & buying), Churchill Media (atl), Commercial Union (atl, btl, media planning & buying),Elite Romania (Elita, Elite Cappuccino, Elite Forte, Elite Selected, Elite Decaffeinated, Elite Instant, Lavazza – atl, btl), Heidi Swiss Chocolate (atl, btl, media planning & buying), Mobifon (Connex – atl), Pagini Aurii (atl, btl), Procter&Gamble (Tide, Bonux, Secret, Wash&Go, Max Factor, Camay – atl, btl; media planning pentru toate marcile pe Balcani), Philip Morris (Marlboro, L&M, Calatis – atl, btl; media planning & buying pentru toate marcile din Romania), Quadrant Amroq Beverages (Prigat, Kick, Perla – atl, btl, media planning & buying), United Distillers & Vintners (Johnnie Walker – atl), Wizrom Software (atl, media planning & buying), Sensiblu (btl), Sony (btl), Volskbank Leasing (btl), Telemobil (Zapp Mobile – btl), Best Foods Prodction (Lotto – media planning & buying), Perfetti Van Melle (Fundy, Mentos – media planning & buying).
Scala/J. Walter
Thompson
ABN Amro Bank (atl), Boehringer Ingelheim (Bisolvon, Dulcolax, Finalgon – atl), KPNQuest (atl), Candy (atl), Chipita (Pokemon, 7Days, Mini 7Days, Bake Rolls – atl), Guiness UDV (Baileys, Smirnoff, J&B – atl), Kraft Foods Romania (Jacobs Kroenung, Jacobs Merido, Nova Brasilia – atl), Kraft Foods International (Jacobs Merido – implementat in 6 tari, Kraft Dinners – proiecte internationale – atl), Secuiana (SMart – atl), Nestle (Joe, Lion, Polo – atl), Unilever (Bona, Organics, Lux, Timotei, Lipton – atl), Shell Romania (atl, btl), Ferrero (Kinder Surprise, Kinder Bueno, Tic-Tac – btl), Iveco (btl), Merck Sharp & Dohme (Singulair, Vioxx, Cozaar, Proscar – btl); Thompson Connect (agentia de btl): Unilever (Bona, Organics), Kraft Foods Romania (Jacobs, Nova Brasilia), ABN Amro Bank, Nestle Joe (Addidas Streetball, The Mission). r
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Saatchi&Saatchir
AIESEC, BASF, BRD Societe Generale, Carrefour, DHL, EU Phare, Fox Kids, Fundatia de Sprijin Comunitar, Global Spirits, GAT Ferme, Junior Achievement, Procter&Gamble (Ariel, Head&Shoulders, Pampers), Rising Stars, SEKAP, Sony, Toyota, Unirea SA – Floriol, Ursus.r
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DArcy Romaniar
Connex, Coca-Cola (Fanta, Coca-Cola Light, Bonaqua, Cappy, Cappy Tempo, Kinley – atl, btl, PR), Procter&Gamble (Blend a Med, Always – Brand Agency), Allied Domecq (Teachers, Finlandia – btl, Beefeater, Carolans -btl), Kraft Foods Romania (Poiana&Jacobs – btl, Suchardine – btl, Sugus – btl, Silvana – btl, Tendermint & Sugus Yam Yam – btl), Danone (btl, PR), Michelin (PR), Philips DAP (atl), Western Union (atl, media), Supreme IMEX (Nova Nuts – atl), Casino Victoria (btl, PR), Voxtel (Brand Agency, btl), ING Nederlanden (Brand Agency), ING Bank (Brand Agency), F. Hoffman la Roche (atl), Radio Romantic, Sicomed (atl, PR), GlaxoSmithKline (atl, btl), Elli Lilly (btl, PR), Auto Italia (atl, btl, PR), LOreal (btl, PR), Minolta (atl, btl), McDonalds (PR), Azimut S.p.a. Italia, Centrul de Resurse Juridice (atl), BAT (corporate movie), Top Print (atl), Metal Export-Import (btl). r
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Grey Bucurestir
BAT (Pall Mall, Kent – atl, btl), Procter&Gamble (Ace, Lenor, Pantene – atl, btl, AOR), Nokia (atl, btl), Mars/Masterfoods (Pedigriu, KiteKat, Twix, Starburst, Mars – atl, btl, AOR), Brau Union (Golden Brau – atl, btl), La Festa (AOR), GlaxoSmithKline (Coldrex, Aquafresh, Corega, Sensodyne – atl, btl, ARO), Electrolux – AOR).r
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Focus/Publicisr
Altadis (Gauloises – atl, btl), Aventis Pharma (atl, btl), Banca Romaneasca (atl, btl, PR), Bayer (atl, btl), Bere Aurora Brasov (atl, btl), Flanco (btl), Hewlett Packard (atl, btl), Liga pentru Sanatate Mintala (atl, btl, PR), LOreal / Garnier (atl, btl), Michelin (btl, PR), Ministerul Sanatatii (atl, btl, PR), OMV (atl, btl), Perfetti (atl, btl), Pfizer (atl, btl, PR), Podravka (atl, btl), Renault (atl, btl, PR), Roche (btl), Sofitel (atl, btl, PR), Rowenta / Tefal (atl, btl, PR), TEC (Ferma Naturala – atl, btl), UNICEF (atl, btl), Unirea Shopping Center (atl, btl, PR), Usinor (btl, PR), Whirpool (atl, btl). r
Young&Rubicam Romaniar
Colgate – Palmolive (toate marcile, creatie si media), Kraft Foods Romania (creatie toate marcile mai putin Jacobs si Nova Brasilia), Danone (toate marcile, creatie si media), Philip Morris (Red&White), Merisant (Equal), Xerox (atl), Jim Beam Bourbon, Timken, Societatea Companiilor Hoteliere Grand, Zarah Moden – pantaloni Meyer.r
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Bates – 141 Romaniar
British American Tobacco (Viceroy, Lucky Strike – atl, btl, PR), Hiproma – Carrefour (atl), Allied Domecq (Ballantines – atl, btl), Heidi (atl, btl), Roche (atl), Goodyear (Dunlop, Sava, Debica, Fulda -btl), Porsche (Seat – atl), Tchibo (atl), Fox Kids (btl), Mobexpert (atl, btl), Frosta (atl), Go West (Titto Blunni – atl), OIM (btl), Mobil Rom (btl), Brau Union (Ciuc – btl).r
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FCB Bucurestir
Johnson Wax (atl, btl, PR), Compaq Romania (atl, btl, PR), Visa (atl), Kandia (atl, btl, PR), Samsung (atl, btl, PR), Amadeus (atl), Automobile Bavaria (atl, btl, PR), Velux Ferestre de Mansarde (atl), Beiersdorf Romania (atl, btl, PR), National (atl, btl), Proconsul (atl), Heinz (atl, btl, PR), Lavazza (atl, btl, PR), 3Com (atl), Marshal Turism (atl), Hill International (atl), Hilton Athene Palace (atl), Mercury (atl), Rehau Polymer (atl), Rompetrol (atl), Top Birotica (atl).r
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TBWA Bucurestir
Henkel (Detergenti: Persil, Rex, Pril, Pur, Clin, Breff, Silan – atl, btl; Schwarzkopf & Henkel Cosmetic: Fa, Taft, Palette, Vademecum, Schauma – atl, btl; Henkel Adezivi: Super Attack, Moment – atl), Beiersdorf (Nivea – bodycare, facecare, babycare – atl, btl, PR; Hansplast – atl, btl; Tesa – atl), Pernod Ricard (Chivas Regal – atl, btl, PR; Seagrams Extra Dry Gin – atl, btl, PR; Queen Anne – atl, btl, PR), Absolut Vodka (atl, btl), Otter (atl, btl), Ara (atl), Wrightson (atl), Agrana Romania (atl, btl, PR), Generali Asigurari (atl, btl), Euroweb Romania (atl), HVB Romania (atl), Bic Romania (atl), Winchester/JTI (btl), Visa (btl), Delta Ice Cream (atl, btl, PR).r
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Olympic DDBr
McDonalds, Alpha Bank, Interamerican, Henkel, Knorr, Orange, Neoset.r
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Notoriousr
Robert Bosch (scule electrice, Junkers, accesorii auto – atl, btl, PR), Brau Union (Ciuc Premium – atl, btl), KA
