Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The recently published report “Value of Advertising” – first one in the EU which aims to point out the economic and social contribution of advertising – confirmed the key benefits of this industry on the EU market in the segments of GDP, labor market and the availability of different types of content to the general population.
The report commissioned by the World Federation of Advertisers and produced by Deloitte, highlighted a number of interesting data, including the one that every euro invested in advertising generates a seven-fold boost to GDP, and the adspend in 2014 accounted for 4.6% of overall GDP of the European Union.
Presence of this favorable investment climate in Croatia’s advertising industry is visible from the fact that the number of investments in advertising is increasing, but also on the basis of increasing number of members of the Croatian Association of Communication Agencies (HURA).
The situation on the Croatian market confirms the importance of this industry and its good investment prospects. Investments in advertising are growing for the second consecutive year, by 1% in 2014 comparison to 2013, and by 3.1% in 2015 compared to 2014 (according to HURA’s Media Adex). In addition, at the end of 2016 HURA recorded a 37% increase in the number of members. In the latest line-up of new HURA members are agencies that have made great contributions to the development of the local industry of market communications – Millenium promocija, IM&C, 404, Colić, Laco i partneri, Organizacija, Studio Sonda, I to nije sve, iZone, Seek&Hit and ENTG. In 2017, HURA announced further integration of leading Croatian agencies.
President of HURA’s Board, Davor Bruketa, of Bruketa & Žinić OM, commented: “The results of Deloitte’s research show what we’ve been witnessing for the last few years in Croatia. Marketing communications industry is recording growth, and local agencies are not only an important part of the Croatian economy, but their high level of development is enabling them to be competitive on foreign markets.”
“Value of Advertising” research has confirmed the importance of this industry for job creation, for fostering competitiveness and innovation, further development of the cultural sector and the economy as a whole. In view of the results of this research in the context of the European Union and according to the situation on the Croatian market, we can expect further increase in investment in the sector of advertising.