The government of Romania pays 7.8 million euro to Saatchi&Saatchi and Italian company Playteam to implement a communication campaign, "Romanians in Europe" in Spain and Italy. The two companies were chosen based on the competitive dialogue method after a call for offers was made in March this year, a press release of the Agency for Government Strategies informs. This method is one of the legal procedures used by Romanian authorities to avoid public tenders.

The main goal of the campaign is to offer alternative information to the emotional media messages against Romanian citizens targeting mainly suspected criminals, especially in Italy. Moreover, the campaign aims at improving the image Romanians have within the European Union.

Six companies signed up initially to take up the project, a press release of the institution informs. Only four passed a first selection - Ars Advertising and Media Direction, International Strategic Communication - Hill&Knowlton, Playteam and Saatchi&Saatchi. After a technical and financial evaluation the last two won.

According to the press release, the contracts will be signed later this month. An Agency for Government Strategies representative told that the method of competitive dialogue was used instead of public tenders because of the complexity of the case and the need to encourage creativity on the part of applicants.