Rus News Journal

Advertising groups have reflected on branding

Yesterday advertising group BBDO Russia declared start of agency BBDO Branding which will specialise on creation and management of brands. An exit on the market brendingovyh services which BBDO Russia estimates in $100 million, in group explain a great demand on similar service at clients. Market condition have estimated also international brendingovye agencies: under the information, the British company Fitch now considers possibility of arrival to Russia.
as Ella Stewart has told chairman of board of directors BBDO Russia Group, brendingovoe the division has been created within the limits of group in the beginning of this year and already has had time to carry out projects for IK the Renaissance the Capital retail network Pur Pur, URSA Bank. Now the division is allocated in the independent agency BBDO Branding which turn by the end of the year, predictably, will exceed $2,5 million Tourist`s khan Mahmudov who was earlier responsible for strategy and planning at Russian office British American Tobacco has headed the company. Agency - the absolute property of group which, in turn, belongs to the American holding Omnicom.

Experts notice that start BBDO Branding is quite natural, as demand on brendingovye services constantly grows in Russia. the Russian clients began to understand true value of branding and those dividends which bring investments into a brand - marks Lucy Anger, the operating partner of British agency Fitch (enters in WPP Group). Now it, already having executed projects for Mails of Russia and the White wind considers possibility of opening of the representation in Russia. Besides, this month has opened the office in Moscow agency FutureBrand (its interests group ADV represents).

the Russian market of branding develops so actively that the domestic companies already try to be fixed abroad. So, in October agency Mildberry has created joint venture with Milan agency Lumen. On the basis of the joint venture the Italian office Mildberry is opened. According to general director Mildberry Oleg Berieva, the investment into the project have made 200 thousand And in 2003 the company has opened offices in Great Britain and Belgium. we have understood that the Russian market brendingovyh services will actively grow and on it necessarily there are western networks. Therefore, to compete to them, experience in the developed market " was necessary for us; - mister Beriev explains.

Experts notice that rapid growth of the Russian market of branding complicates an industry estimation. So, according to BBDO Branding, the cumulative turn of branch makes $100 million Thus a share of projects in cost over $500 thousand 32 %, $250 - 500 thousand - 28 %, $100 - 250 thousand equal - 20 % and are less $100 thousand - the remained 20 %. Operating director TNC Creative Services (Arc Russia) Natalia Mesh agrees with an estimation of volume of the market. However in the market dominate all - taki low budget projects, Oleg Beriev marks: the Market only is made out, therefore to speak about any developed structure hardly it makes sense . Natalia Mesh agrees with it: In a press the astronomical sums allocated on rebrending often flash, but they, as a rule, include expenses for manufacture, including change of signboards, advertising campaigns, and to real earnings brendingovyh agencies it has no relation .