STUDY CASE OF DEVELOPMENTS IN ROMANIA’S ADVERTISING INDUSTRY TRIGGERED BY THE COVID-19 PANDEMIC

Objectives. This study emerged as a result of interactions with advertising professionals. Thus, it was found that the contemporary crises, especially the one generated by the COVID-19 pandemic – have brought some radical changes in the economic and creative environment of the advertising industry in Romania. Material and methods. This study is based on several dialogues that can be considered interviews focused on the structural changes observed behind the scenes of the advertising industry by the professionals met and who are actual witnesses of the negative and positive transformations that this industry has undergone in recent times. Results. The pandemic was not only a health and economic crisis, but also an identity crisis, in which advertisers and companies had to not only build brand communication, but reposition their own identity as well. While old jobs were lost, new ones were created. And while off-line channels were lost, new channels emerged, such as Bolt and Glovo delivery. Furthermore, cultural events, such as theatre plays and concerts, stepped beyond the traditional stage and became part of the streaming platforms, thus being relaunched with the help of digital strategy and marketing. Conclusions. The transformations impact not only advertising agencies, but clients as well. The off-line communication “ban” has not only forced the communication to be moved into the digital realm, but also rushed agencies and companies to create new departments and specializations, in order to cope with these digital requirements. The conclusions that can be drawn from the study can become useful to both professional advertisers and local teachers trying to train future communicators with professionalism.