Comapnies large and small, from Proctor & Gamble to the small Russkiy Konditersky Fabrica chocolate factory are to be honored in the 4th Russian Marketing Awards.
March 15, 2005 (Press Release) --
Moscow, March 15th, 2005 - Hewlett Packard, Proctor & Gamble, Gillette and Pepsi Cola are among the international companies whose campaigns are short listed for a Russian Marketing Award this year. Other candidates include Russian companies Aeroflot and Beeline cellular phones and the smaller Russkiy Konditerski Fabrika, Russian Sea and the Shatura furniture company.
In all 23 campaigns for brands are short listed for the biennial awards in 12 categories. The allocation of gold, silver, bronze or highly commended will be made by an international jury.
The awards will be presented during the 2nd Moscow Advertising Charity Ball on Saturday March 19th.
The biennial Awards are Russia’s premier awards encompassing traditional above the line advertising, below the line promotions and integrated campaigns which have proven bottom line effectiveness.
The awards were launched in 1998 by Marketing Russia Magazine and the 4th Awards for 2003/2004 will be presented at this year’s Ball.
With over 30% growth in 2004, the marketing communications industry continues to be one of the fastest growing sectors in the Russian economy and also outpaces world trends for advertising expenditure.
Combined advertising and promotions accounted for a total expenditure of nearly $ 5 billion. “To put it in perspective”, says John Bonar, the Awards founder, “that’s about the same as Canada."
“And the Russian industry has lots of room to grow and expand further as GDP increases and spending power percolates throughout the population of 146 million,” he said.
In relative terms the nation’s ad market has some way to go – total advertising expenditure still represents only around $27 per capita, well below the $500 spent in the US.
The remarkable thing about Russia’s $4 billion marketing industry, says Bonar, is that “It has grown from the devastating levels of well under $500 million in 1999, following the country’s economic crisis sparked by the August 17th 1998 ruble devaluation and default. Growing by a factor of eight in just five years is impressive by any standards.”
According to Bonar, “The amazing thing about advertising in Russia today is not that it works, but that advertisers and their agencies are now prepared to release sufficient facts to demonstrate that it works. The willingness to quantify the results of advertising campaigns marks a tremendous step forward by the industry previously shrouded in secrecy and rumour.”
“Some of the results are simply incredible,” says Bonar who is currently writing a book based on the entries. “They are out of the league of most results of campaigns in international mature markets, underscoring the receptiveness of a Russian audience, relatively new to consumerism and consumer choice, to marketing communications campaigns This can only bode well for an industry which is fighting to overcome the distrust and secrecy which in the recent past characterised its reputation and made it an opportune target for legislators and activists,” he said.
In all 23 campaigns for brands are short listed for the biennial awards in 12 categories. The allocation of gold, silver, bronze or highly commended will be made by an international jury.
The awards will be presented during the 2nd Moscow Advertising Charity Ball on Saturday March 19th.
The biennial Awards are Russia’s premier awards encompassing traditional above the line advertising, below the line promotions and integrated campaigns which have proven bottom line effectiveness.
The awards were launched in 1998 by Marketing Russia Magazine and the 4th Awards for 2003/2004 will be presented at this year’s Ball.
With over 30% growth in 2004, the marketing communications industry continues to be one of the fastest growing sectors in the Russian economy and also outpaces world trends for advertising expenditure.
Combined advertising and promotions accounted for a total expenditure of nearly $ 5 billion. “To put it in perspective”, says John Bonar, the Awards founder, “that’s about the same as Canada."
“And the Russian industry has lots of room to grow and expand further as GDP increases and spending power percolates throughout the population of 146 million,” he said.
In relative terms the nation’s ad market has some way to go – total advertising expenditure still represents only around $27 per capita, well below the $500 spent in the US.
The remarkable thing about Russia’s $4 billion marketing industry, says Bonar, is that “It has grown from the devastating levels of well under $500 million in 1999, following the country’s economic crisis sparked by the August 17th 1998 ruble devaluation and default. Growing by a factor of eight in just five years is impressive by any standards.”
According to Bonar, “The amazing thing about advertising in Russia today is not that it works, but that advertisers and their agencies are now prepared to release sufficient facts to demonstrate that it works. The willingness to quantify the results of advertising campaigns marks a tremendous step forward by the industry previously shrouded in secrecy and rumour.”
“Some of the results are simply incredible,” says Bonar who is currently writing a book based on the entries. “They are out of the league of most results of campaigns in international mature markets, underscoring the receptiveness of a Russian audience, relatively new to consumerism and consumer choice, to marketing communications campaigns This can only bode well for an industry which is fighting to overcome the distrust and secrecy which in the recent past characterised its reputation and made it an opportune target for legislators and activists,” he said.
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