Plakativ Polska is the latest player on the outdoor advertising market

German Plakativ International, a company leasing large outdoor advertising space, began investing in Poland and has recently opened Plakativ Polska. The president of the new entity is Adrian Duka, who is also a shareholder of Silesian outdoor advertiser Prisma Tec Poland, and due combining these synergies, Plakativ intends to carry out campaigns contracted from foreign clients. The German firm uses a similar operating method across western Europe. Despite the fact that the new entrant is a surprise for current players, as in 2002 one German and two Swiss companies quit Poland, German Stroer claims it is not afraid of the new competition. "Large advertising platforms are the niche of small companies, as it is profitable for them to fight for each single contract. Plakativ does not represent competition to us," said Stroer president Janusz Malinowski. The sector is still in recession, but is slowly improving, which might be further positively affected by re-legalization of outdoor beer advertising. (Puls Biznesu, pp. 1, 8) M.M.