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Russia & Eastern Europe

Despite the size of its population (more than 140 million people) and its economy, Russia is only a medium-sized advertising market, though it remains far bigger than its Eastern European neighbours. Although TV has lost some share in recent years, it remains the dominant channel for adspend.

Key Reading

Important papers from across the Warc database

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.
Trends covered include: the growth of shopping, rising healthy food sales and digital adoption.
This presentation shows how Russian culture can be implemented into a multinational brand strategy.
Predicted advertising expenditure across 12 key markets, including Russia, for the next two years.

Case Study

This case study shows how Pedigree, a dog products brand, promoted its social platform and increased brand equity in Russia by focusing on the social misconception towards people with Down Syndrome.

Case Study

This case study explains how charities the Romanian Ornithological Society and Natura 2000 used a YouTube video and PR to raise awareness of Romanian hunting laws and get the law changed to protect birds.

Case Study

This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Case Study

This case study shows how the Cheburashkini Brothers, a dairy products brand, established itself in Russia, to become one of the leading brands in the premium dairy products market.

Case Study

This case study shows how Observator, a Romanian TV show, successfully helped increase the number of blood donors by removing the colour red from its program's RGB settings.

Case Study

This case study explains how the Romanian National Institute for Blood Donations increased the number of young people donating blood by partnering with a music festival to give away free tickets to donors.
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Article

In this article, the author highlights the opportunities for international brands looking to invest in the Russian market.

Article

This event report discusses how the Czech brewery, Plzeňský Prazdroj, found a gap in the otherwise saturated long drinks market, launching a cider to appeal to the fifth of drinkers who do not opt for beer.

Research Paper

This paper examines how ING Bank in Poland built an internet banking system based on customers' needs, through a 'User Centered Design' methodology.

Research Paper

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.

Article

This brief article rounds up the international forecasts for 2016.

Article

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

Article

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

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

  2. Article

    This case study describes, soft drink giant, Coca Cola's campaign to bring the product back into its holiday advertising offer.

  3. Article

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

  4. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

  5. Article

    This case study describes a global campaign by bottled water brand Evian, which invited people to meet their 'inner baby', a new take on the brand's long standing 'youthful' messaging.

  6. Article

    Mars-owned Snickers, the world's largest confectionery brand, was growing globally but not as fast as its rivals.
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