Get a demo Do I subscribe? News sign-up

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 details how Sopharma Trading, a pharmaceutical company, successfully trialled a retail pharmacy outlet under the new brand SOpharmacy in Bulgaria.

Case Study

This case study describes how Google, the internet search company, improved its reputation in Russia by celebrating one of the country's most famous novelists, Leo Tolstoy.

Case Study

This case study describes how Jacobs Monarch, a coffee brand, increased engagement in Russia by encouraging people to be hospitable.

Case Study

This case study details how Ostashkov's Department of Housing, a local Russian recycling company, encouraged recycling by appealing to a major celebrity figure.

Case Study

This case study describes an e-mail campaign by IKEA Russia, the furniture retailer, that targeted people in the early consideration stage to drive them in store.

Case Study

This case study describes how Wedel, a chocolate brand from Poland, increased its appeal to younger consumers by stepping outside the commercial break.
View all case studies on this topic


This case study describes how retailer Spar boosted its image by creating Start It Up Slovenia, a unique, entrepreneurial project with a mission of helping young entrepreneurs through a custom-made primetime TV show.


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


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.


This case study details how SkoFIN, the Czech financier of new cars, changed its name to Volkswagen Financial Services in line with the rest of Europe, without losing the typical amount of sales from a name change.

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.


This brief article rounds up the international forecasts for 2016.
View all articles on this topic
  1. Article

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

  2. Article

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

  3. Article

    This short article compiles statistics on media consumption, based on data from GlobalWebIndex.

  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.
View everything on this topic

Want to find out more? Contact us