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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.

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