PHD's Adam Nunn enjoys Budapest's challenges

Adam Nunn is account director for PHD in central and eastern Europe and is based in Budapest.

Budapest: the Diva of the Danube
Budapest: the Diva of the Danube

Why did you choose Hungary?
The chance to work outside the UK covering the whole of central and eastern Europe, with its diverse markets, people, languages and a rich recent history, was too good an opportunity to pass up.

How are you finding it?
I'm really enjoying the chance to be out of London, working in a region that is still finding its feet in terms of media. It's a good challenge and an amazing learning experience.

What is the media environment like?
Challenging, but full of potential. While television is still king, digital is starting to expand as clients and agencies understand the oppor­tunities better.

How proactive are media agencies?
It varies by agency. They want to be more proactive as the region develops digitally and opportunities increase, but because media is still quite traditional, it is a challenge.

How far advanced is digital?
Digital development varies massively across the region. Some markets are way ahead of the UK, but others still have a long way to go.

Culture and social scene?
Culturally, Budapest is well worth a visit as it is a UNESCO World Heritage city and lives up to its reputation of being the Diva of the Danube. Budapest is a city of two seasons. In summer, all the bars are open-air and the streets are covered in tables and chairs, but when it's dark at 4pm and -5 °C, everyone migrates to the cellar bars. There is a large expat scene, but also plenty of opportunity to make friends with Hungarians.

What are the main differences in media?
The digital revolution is yet to fully take place across the region but when it does... watch out.

One thing we can learn from Hungary?
People are not quite so pre-occupied by the credit crunch.

Have you relocated? Contact: harriet.dennys@haymarket.com

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