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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 The National Institute for Blood Transfusions, a blood donations organisation, harvested concert goers' love for free tickets to increase blood donations in Romania.

Case Study

This case study explores how HORNBACH, the German DIY store, ran a campaign in several markets across Europe to emphasise how satisfying gardening and backyard projects can be, despite how 'uncomfortable' they may look.

Case Study

This case study shows how Lenovo, an electronics brand, successfully introduced its new mobile phone model in Czech Republic by creating a new art form.

Case Study

This case study explores how HORNBACH, a German DIY store, launched a campaign centred around the idea that everyone needs a place to retreat, which ran in Germany, Austria, Switzerland, the Netherlands, Sweden, the Czech Republic and Slovenia.

Case Study

This case study explores how Szlachetna Paczka, a charitable organisation campaigning against poverty, launched a campaign in Poland to raise awareness of poverty within the country.

Case Study

This case study shows how Cini Minis, a cereal brand, increased consumer engagement with Polish teenagers by mirroring one of the country's most popular shows.
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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.

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.


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


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