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Russia & Eastern Europe


Key reading

Russia

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

National Institute of Blood Transfusion and Untold Music Festival: Pay With Blood

This case study describes a campaign by the National Institute of Blood Transfusion in Romania which successfully increased blood donations among young people and first-time donors by partnering with a music festival.

Homecooking with Wedel

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

Fun School with Play Doh

This case study discusses a campaign for arts and crafts toy Play Doh in Russia, which used product placement and online video to reach into a new category.

Hasbro: Big Family Games

This case study shows how Hasbro, a toy and games manufacturer, increased its board game sales in Russia by creating a TV program that showcased its portfolio of products.

Latest articles

Internet Banking Design: Building an intuitive internet banking system based on customers' needs

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

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.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com