Mercury 360: If you accustom clients to freebies, the brand will be hurt in the medium run

Big brands need to come up with robust communication
strategies, otherwise the price fight could cost them market share,
believes Radu Miu, general manager of Mercury 360, one of the
leading independent marketing and communication agencies on the
Romanian market.
Shelf advertising, which relies on an immediate effect on
sales, is now companies’ strategy to gain market share from their
rivals. “Tactical communication will continue to gain in terms of
budget allocation. However, if you accustom clients to freebies,
the brand will stand to suffer in the medium run. (…) I think we
will see more shelf consultants, able to explain the benefits of
the product rather than act as mere promoters,” says the head of
Mercury 360, an agency that last year posted a 15.2 million-euro
turnover, down 12.5% on the previous year.
According to Trade Registry data, the shareholder of Mercury
360 is Simarom Trading Limited based in Cyprus.