What AnyMedia does

AnyMedia is a Bucharest-headquartered, full-service advertising agency founded in 2002 by CEO Laurentiu Cenușă. Originally established as a web design and digital agency, the firm pivoted to full-service marketing in 2009 after completing more than 450 web projects for clients across Europe, the US, the UK, and Australia. The agency now delivers integrated campaigns spanning marketing strategy, branding and creative, media planning and buying across ATL and BTL channels (TV, radio, OOH, Digital OOH, email), digital marketing (programmatic, paid social, Google Ads, TikTok), social media, influencer marketing, and mobile marketing.

The service portfolio combines standard agency work with proprietary and specialized media assets: the Wiacom.ai WiFi marketing platform, which uses deep-learning-based demographic and behavior analysis to power proximity-targeted campaigns at retail and hospitality venues; the Moving Billboards transit OOH network, featuring branded coaches and public-transport assets reaching more than 13 million consumers and generating roughly 4 billion annual views; and the Dertour Advertising Network, a travel-focused channel reaching 3.5 million-plus travel consumers across 56 travel agencies. The agency is part of the Global Dopamine European independent agencies network, providing local execution across the UK, Spain, Portugal, Netherlands, Italy, Germany, France, and Belgium.

AnyMedia generates revenue primarily through agency professional-services fees, media buying commissions on Radio, TV, OOH, and digital channels, performance-marketing retainers (programmatic, Google Ads, Facebook, TikTok), and a recurring component from Wiacom.ai platform subscriptions. Customers are predominantly enterprise accounts across diversified verticals including e-commerce and cosmetics (Notino), wearables and consumer electronics (Fitbit/Google), logistics (Urgent Cargus), retail (Miniprix, English Home), wine and beverages (Cramele Cotnari, Domeniile Averești), and transportation and manufacturing (CTE Trailers, Iveco). The firm is privately held, founder-led, and has not disclosed external funding.

Name

AnyMedia

Legal name

AnyMedia

Website

https://anymedia.ro

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

AnyMedia is a Bucharest-based, full-service Romanian advertising agency offering integrated marketing strategy, media buying (ATL/BTL), digital and social marketing, and proprietary OOH and WiFi-marketing platforms, serving enterprise clients across diverse verticals in Romania and Europe.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Advertising Agencies (54181), Advertising Agencies (541810), Media Buying Agencies (54183), Indoor and Outdoor Display Advertising (54185)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Integrated Advertising (Brand + Performance + Media) (BPAFAAAA)

akta.pro secondary industries

Integrated Full-Service Creative Agencies (MPAAAAAA), Transit & Transport OOH Advertising (Bus, Rail, Airport) (MPAAAKAC), OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ)

Keywords

• Advertising agency services
• Media planning buying
• Integrated marketing campaigns
• Digital marketing services
• Out-of-home advertising

Headquarters

HQ city

Bucharest

HQ country

Romania

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Integrated Campaign Management: Full-service marketing strategy and campaign execution including marketing strategy, branding, creative, media planning, and campaign coordination across ATL and BTL channels.
2. Media Buying: Identification and selection of media channels (Radio, TV, OOH, Digital OOH, email marketing) with negotiation, purchasing, and scheduling services. Revenue generated through media buying fees and commissions.
3. Performance Marketing: Programmatic advertising, WP Sales Booster, dynamic remarketing, abandoned shopping cart conversion, Google Ads, Facebook Campaigns, TikTok campaigns with focus on ROAS, ROI, and other KPIs.
4. WiFi Marketing Platform: Wiacom.ai platform services for creating customer databases and proximity-based marketing campaigns for brick-and-mortar businesses.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

AnyMedia is a full-service advertising agency that delivers integrated marketing campaigns combining marketing strategy, branding and creative, media planning and buying (TV, Radio, OOH, DOOH, email), digital performance marketing (programmatic, social, mobile), and social media management. The agency operates proprietary distribution assets including the Moving Billboards nationwide OOH transit network, the Wiacom.ai AI-powered WiFi marketing platform for brick-and-mortar venues, and the Dertour travel advertising network reaching 3.5M+ travelers.

Product overview

AnyMedia is a full-service advertising agency based in Romania offering an integrated portfolio of marketing and advertising services. The agency provides a unified service offering centered on integrated campaigns that combine marketing strategy, branding, media buying (ATL/BTL), digital marketing, social media management, and OOH advertising. The portfolio includes two proprietary or specialized platforms: Wiacom.ai (an AI-powered WiFi marketing platform enabling businesses to build customer databases and deliver proximity-targeted communications) and the Dertour Advertising Network (a travel-focused advertising network reaching 3.5 million consumers). Additional specialized offerings include Moving Billboards (transit advertising through branded vehicles) and Mobile Marketing services. The agency operates across Romania and Bulgaria and is part of the Global Dopamine European independent advertising network.

Differentiator

Problem solved

Functional benefit

Brands

• Wiacom.ai: A WiFi marketing platform that allows businesses to create their own customer database, digitize presence, analyze behavior, and engage customers through proximity and demographic targeting. Used by shopping malls, restaurants, hotels, and large public venues.
• Dertour Advertising Network

Products and services

• Marketing Strategy End-to-end marketing strategy services that analyze current online and offline presence, market positioning, past campaigns, and client voice, then deliver a 3-pillar strategy of assess, devise, and implement for brand expansion.
• Integrated Campaigns Comprehensive marketing campaigns that combine marketing strategy, media planning, media buying, brand awareness, performance marketing, digital advertising, content and social media, influencer marketing, branding and creative, TV, radio, OOH and digital OOH execution.
• Media Buying ATL media buying services covering radio, TV, email marketing, OOH, and Digital OOH across multiple channels, including media identification, selection, negotiation, purchasing, and scheduling.
• Digital Marketing Performance marketing services including programmatic advertising, WP Sales Booster, dynamic remarketing, abandoned shopping cart conversion, Google Ads, Facebook campaigns, and TikTok advertising, focused on ROAS, ROI, CTR, and other KPIs.
• Social Media & Content Social media management and influencer marketing services with access to a content creator and influencer database across various niches.
• Mobile Marketing

Quantifiable outcome

• Notino achieved 35% increase in reach through programmatic advertising solution
• +4 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

13 partnerships are on record, tiered minor and core.

• Bao Minh JSCminorGTM or Marketing Partner · 1 January 2020Vietnamese manpower supplier partnership signed in January 2020. AnyMedia acts as ambassador to accommodate Bao Minh in the Romanian market through marketing campaigns on social and traditional media.
• Global DopaminecoreStrategic or Co-development PartnerAnyMedia is part of Global Dopamine, an European independent advertising agencies network with local presence in United Kingdom, Spain, Portugal, Netherlands, Italy, Germany, France and Belgium. This partnership enables international campaign execution and client referrals across Europe.
• AMS Media Group (UK)coreStrategic or Co-development PartnerUK media planning and buying agency. Awarded The Drum Recommends Best Offline and Online Media Buyer for 3 consecutive years. Part of Global Dopamine network.
• Equmedia (Spain)coreStrategic or Co-development PartnerPremier Independent Media Agency in Spain with 72 individuals. Specializes in research, strategic planning, social media management, and digital solutions.
• Nova Expressão (Portugal)coreStrategic or Co-development PartnerPortuguese agency established in 1992, connecting advertising through technology with integrated Media, creativity and analysis approach.
• Zuiver Group (Netherlands)coreStrategic or Co-development PartnerRenowned independent Dutch agency group combining media, online marketing and web development to help clients create successful brands.
• MCM Holding (Italy)coreStrategic or Co-development PartnerIndependent company operating in media, marketing, and communication sectors with innovative visions and professional consulting solutions.
• Media Plan (Germany)coreStrategic or Co-development PartnerIndependent full service media agency founded over 25 years ago, pioneers in holistic media consulting and creative networking strategy.
• Repeat Groupe (France)coreStrategic or Co-development PartnerFrench independent media group creating tailored strategies for awareness and campaign exposure. 3rd largest media agency in France by new clients. Won 'Independent Media Agency of the Year' 2021.
• Heroiks (France)coreStrategic or Co-development PartnerFrench independent media company with 9 agencies, 400+ employees, and 850 customers. Founded in 2005 with integrated network of media, creative, digital marketing and event agencies.
• Robert & Marien (Belgium)coreStrategic or Co-development PartnerBiggest independent media agency in Belgium, founded in 2009. Focus on senior expertise, partner-based client relationships, and full transparency financial model.
• DERTOUR (TUI TravelCenter)coreGTM or Marketing PartnerTravel advertising network partnership for promoting travel destinations through AnyMedia's marketing expertise. Dertour is a major travel company with presence across travel agencies, newsletters, and in-agency advertising channels.
• Wiacom.aicoreTechnology or IntegrationProprietary WiFi marketing technology platform developed by AnyMedia enabling customer database creation, proximity targeting, and behavior analytics for brick-and-mortar businesses including retail, hospitality, and transportation hubs.

Scale indicators8 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Publicis Groupe Romania: Global holding-company presence in Romania offering integrated advertising, media buying, and digital services to enterprise clients across CEE. Directly comparable as a full-service agency competitor, though at much larger scale and with broader international reach.
• McCann Worldgroup Romania: McCann's Romanian operations provide advertising, media planning, and digital marketing. Comparable as a full-service agency serving multi-market enterprise clients, with similar positioning around integrated ATL/BTL and digital campaigns.
• MullenLowe Romania: MullenLowe's Romanian operations provide integrated creative, digital, and media services. Comparable full-service agency model to AnyMedia, serving regional and international brands with cross-channel campaign execution.
• Dentsu Romania: Dentsu's Romanian operations (formerly Dentsu Aegis Network) provide media, creative, and digital services. Comparable full-service offering to AnyMedia, serving similar enterprise clients with cross-border execution capabilities backed by a global network.
• WPP / GroupM Romania: WPP's Romanian operations, including GroupM media agencies (Mindshare, Wavemaker, MediaCom), offer ATL/BTL planning and buying, digital, and content. Comparable to AnyMedia in delivering integrated multi-channel campaigns for enterprise clients, but with significantly larger scale and global network leverage.
• Ogilvy Romania: Ogilvy's Romanian office delivers integrated advertising, branding, and digital services. Comparable in serving enterprise and international brands with full-service capabilities, though Ogilvy benefits from a much stronger global creative reputation and network scale.

Direct peers

• Wavemaker Romania: GroupM-owned media agency operating in Romania with a strong focus on media planning, buying, and content across traditional and digital channels. Directly comparable to AnyMedia's media-buying and integrated campaign services, with a comparable enterprise-client orientation.
• Zenith Romania: Publicis-owned media agency in Romania providing media planning, buying, and performance marketing. Comparable to AnyMedia's media buying and performance marketing services, with similar positioning on ROI-driven, multi-channel campaigns.
• Mediapost Hit Mail: Romanian direct marketing and OOH services provider covering direct mail, sampling, and outdoor advertising. Comparable to AnyMedia's BTL/OOH capabilities and Romanian market focus, though with a heavier emphasis on direct mail and field marketing.
• Initiative Romania: IPG Mediabrands media agency in Romania delivering media planning, buying, and integrated communications for enterprise clients. Directly comparable to AnyMedia's media-buying lead offering and similar enterprise client mix.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/anymedia.ro
• Instagraminstagram.com/anymedia.ro
• LinkedInlinkedin.com/company/anymedia

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AnyMedia