The advertising industry in Bosnia‐Herzegovina: born again
The development of the advertising sector in Bosnia‐Herzegovina can be divided into two periods, i.e. the period before and the period after the entry of trans‐national advertising agencies into the Bosnia‐Herzegovina market. Until the mid‐1990s there were no foreign advertising agencies in Bosnia‐Herzegovina. There were several local agencies, mostly connected with the media. Since 1996 several international agencies have entered the market. The process of transformation from underdeveloped and local level to international competition was stimulated by overall economic liberalization and by intensive growth of the media sector in the country. Today there are 23 agencies for advertising and marketing communications in the Bosnia‐Herzegovina market and the overall annual turnover of the sector is US$15–20 million. The purpose of this paper is descriptive: to describe the rejuvenation of a national advertising industry following a period of war and economic destruction. It is felt that the paper may have resonance for other potential markets that may pass through similar circumstances.