International PR firms are lining up for a slice of a #600,000
budget aimed at encouraging people to participate in Bulgaria’s mass
The country’s Mass Privatisation Centre (MPC) is due to make a decision
over the next few weeks on the appointment of a consortium of
consultancies to advise on the process. Among those which pitched for
the business in Brussels last week are: Dewe Rogerson with management
consultancy Barents Group Europe, Omnium with French bank Credit
Commercial de France and Young and Rubicam.
Due to start work in June, the successful consortium will handle a
12-month assignment to encourage Bulgarians to purchase shares in
state-run firms by exchanging privatisation vouchers.
In January 1996 the MPC began selling voucher booklets. With a value of
around #22 per booklet, each voucher entitles Bulgarians to buy stakes
in more than 1,000 state enterprises earmarked for mass
Despite a high-profile ad campaign, only around three million Bulgarians
- half of those eligible - bought booklets in time for the May
The MPC is now hoping voucher holders will exercise their right to buy
As well as devising an education campaign to explain the auction process
and the workings of the stock market, the winning consortium will also
be expected to liaise with the local media and to manage an advertising
The campaign is being funded by Phare, the European Union’s assistance
programme to central and eastern European states.