HUMAN RESOURCES MANAGEMENT IN ADVERTISING AGENCY
Lecturer PhD. Cristina LEOVARIDIS State University of Political and Administrative Studies Bucharest
Abstract: The paper presents advertising agencies as a new type of knowledge-based organizations (knowledge-intensive organizations), whose essential resource is its people with their competences, in conditions in which in the present society knowledge is becoming the most important source of competitive advantage for current organizations. Such professional services firms have to practice a particular type of management, focused on their employees, on thier aspirations and satisfaction, therefore the component processes of the human resources management (recruitment, selection, integration, motivation etc.) have a particularly important role in obtaining employees’ loyalty and increasing their performance and consequently in the survival and development of the company. The empirical research used case studies based on in-depth interviews with managers in Bucharest advertising organizations, but also a survey through questionnaire sent by e-mail to advertisers across the country, to provide a clear picture on the characteristics of human resources management in Romanian advertising agencies. Key words: knowledge-intensive organization, advertising agency, human resources management, competences

Introduction
Nowadays, competition between organizations - becoming more flexible and innovative adhocracies - is "moving" more and more from the classics factors of production (land, capital) to the knowledge held by employees (Hoffman, 2004). "Knowledge is becoming a more important source of competitive advantage for current organizations the creation, sharing and protecting knowledge is vital to their health. These processes have a higher meaning in knowldge-intensive organizations, which depend on the generation, use