Leo Burnett: Local and international brands should have similar shares

Ioana Iordache, CEO of Leo Burnett, one of the leading communication groups on the local market, says she hopes Leo Burnett’s local and international brands will account for similar shares of the group’s revenues. “International clients make up about half of the clients of Leo Burnett & Target (the advertising agency) and Starcom Media Vest (the media agency). This rule does not apply in the other agencies. There have been years when multinational clients accounted for 70% of the overall number, and this is quite unhealthy. It is good to have a balance, 50% multinational clients and 50% local clients, so as to be able to manage any international adjustment,” says Iordache. The group has international clients such as Procter & Gamble, Philip Morris, Chevrolet, Samsung, Indesit and local clients such as Bergenbier, Strauss, Nutline, Altex and Allianz-Tiriac Asigurari.