Before 1989, the propaganda system, in charge with presenting Romania abroad was a well funded, institutionally stable institution that functioned from 1949 till 1989 in the more or less same shape, one of its representatives being the state news agency Agerpres. After 1989, this institution changed its name to Rompres as well as its status. It lost its stable budget, its personnel and its legitimacy. It is indeed interesting to see how the systemic priorities have changed, along with the institutional arrangements. At the same time, under the new circumstances, “Romania” as a coherent discourse was fading away along with the institutions in charge with it. It has started to be discussed in terms of brand in the late nineties and it entered in the marketing logic. The production of a coherent discourse became a fragmented one, the private advertisers being called to be in charge with it. Once more, the capitalistic institutions, the advertising agencies and its employees are more functional in the market than the state.