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Russia & Eastern Europe

Key reading


The emerging middle class in Russia

This presentation explores the rising of the middle class consumer in Russia as society becomes more capitalistic. It suggests that the emerging Russian middle class tends to share an individualism, a realistic optimism and a true consumerism.

Major trends in the Russian consumer market, 2000–2011

Trends covered include: the growth of shopping, rising healthy food sales and digital adoption.
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Russian kids and the West: So far, so close

This presentation shows how Russian culture can be implemented into a multinational brand strategy.

International Ad Forecast

Predicted advertising expenditure across 12 key markets, including Russia, for the next two years.

Latest case studies

Kofola: Fofola

This case study explains how Kofola, a cola drink brand, connected with young people in Slovakia and the Czech Republic through a series of online videos.

Babybel: Mini Babybel

This case study explains how Babybel, the snacking cheese, created a new brand character to engage children and teenagers in Europe.

Vodafone: Sunday Grannies

This case study looks at a campaign from Vodafone, the international telco, in Romania that leveraged meaningfulness for the elderly in advertising 4G connectivity.

Deutsche Telekom: Wi-Fi Dogs

This case study describes how Deutsche Telekom, a German telecoms company, changed customer behaviour and increased sales with the help of a humorous 'mockumentary'.

Latest articles

Kicking Refugees was Just the Beginning: The European Refugee Crisis, How the Open Society Foundation used qualitative social media research in defence of human rights

This paper describes research by the Open Society Foundation (OSF), a global human rights organisation, into public opinion in Hungary during the refugee crisis of 2015, when the Hungarian government adopted a hard-line stance against refugees.

Adstats: International Ad Forecast

This brief article rounds up the international forecasts for 2016.

Adstats: This Year, Next Year

This brief article rounds up some statistics on forecasts and predictions for 2016.

Warc International Ad Forecast 2015/16

This article presents the predicted advertising expenditure across 12 key markets for 2015 and 2016.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200