Russian Advertising Week starts in Moscow | News

The domestic professional advertising industry dates back to 1878: from the founding of the first advertising agency by Ludwig Metzel, the Central Advertising Office. This historical fact formed the basis of the program of the anniversary week of Russian advertising.

The Association of Communication Agencies of Russia (AKAR) presents the main details of all planned events.

November 13: Grand opening of the advertising exhibition in GUM

The anniversary week will begin with the official launch of the multimedia exhibition “145 years of advertising. Cultural heritage»prepared by the Association of Communication Agencies of Russia (AKAR) and the NGO Museum of Advertising.

The main idea of ​​the project: “Advertising is part of our culture, and we have something to be proud of.” The exhibition incorporates many years of creative experience of Russian advertisers, artists, photographers, writers and other figures whose ideas have become firmly entrenched in our lives. The collection brought together more than 250 unsurpassed works of the past and present, which challenged the traditional, changed people’s consciousness and their worldview.

On the official website of the exhibition you can explore the online installation, which contains more than 450 unique projects. This format will reveal the main concept of the exhibition and show the connection between times: the past, present and future of advertising.

On November 13, the grand opening of the exhibition and the awarding of academicians of the Russian Academy of Advertising (RAR) for 2022 and 2023 will take place. As stated by RAR President Vladimir Filippov, The 145th anniversary of Russian advertising provides an opportunity to update our view of history, remember and see how the industry lived, see the often very unexpected works of our predecessors, and feel like we are in a profession that occupies a special place in the history and cultural heritage of our country.

INexhibition will last from November 11 to 22, 2023 and will be open every day from 11:00 to 21:00. Admission is free except on November 13th.

On November 14, a discussion of advertising regulation issues will be held with the support of the FAS Russia and Roskomnadzor

The central event on November 14 will be a summit on interaction between the advertising industry and government authorities with the support of the FAS Russia and Roskomnadzor. Experts will focus on issues of amending the Federal Law “On Advertising” and other regulatory legal acts of the Russian Federation that directly or indirectly affect the interests of the industry.

Authoritative speakers in the field of advertising legislative regulation are invited to participate:

• Taukenova Karina Maratovna, Deputy Head of the Federal Antimonopoly Service of Russia and Chairman of the Coordination Council for Advertising at the ICAP
• Zhuravsky Alexander Vladimirovich, Deputy Head of the Office of the President of the Russian Federation for Public Projects
• Khinshtein Alexander Evseevich, Chairman of the State Duma Committee on Information Policy, Information Technologies and Communications
• Topilin Maxim Anatolievich, Chairman of the State Duma Committee on Economic Policy
• Gorelkin Anton Vadimovich, Deputy Chairman of the State Duma Committee on Information Policy, Information Technologies and Communications
• Naumov Stanislav Alexandrovich, Deputy Chairman of the State Duma Committee on Economic Policy
• Dybova Elena Nikolaevna, Vice President of the Russian Chamber of Commerce and Industry
• and others

Summit moderators:

• Reshetova Elena YurievnaFirst Vice-President of AKAR, Chairman of the AKAR Commission on Social Communications and Social Responsibility of Business
• Omelnitsky Boris AnatolievichPresident of the Association for the Development of Interactive Advertising (ARID)

The full line-up of speakers and the GR day program can be found on the National Advertising Forum website. Registration for the event is free. Login by lists.

NATIONAL ADVERTISING FORUM: NOVEMBER 15–17

The Seventh National Advertising Forum (NRF’7) will be held as part of the anniversary week celebrations. This year, for the first time, the program has been expanded to 3 days: more than 100 specialized sessions are planned for participants in major industries and segments to cover all areas of the media communications industry. More than 5 thousand guests are expected to be present at the NRF’7 site.

November 15: Opening of NRF’7. Digital Day

The task of the first day of the forum is to give a comprehensive assessment of online tools and identify growth trends in online advertising. The discussions will be held with the support of the Association for the Development of Interactive Advertising (ARID). The impact of labeling on the industry, prospects for the development of ecosystems, brand localization strategies, a large E-com summit, and a review of key trends in influencer marketing will become an important part of the start of the NRF’7 business program.

A strategic session dedicated to current issues in the development of digital communications will open the NRF’7 business program. Traditionally, the moderator will be Boris Omelnitsky, President of ARIR.

Among the speakers:

• Natalya Borozdina, Mediascope
• Sergey Grebennikov, RAEC
• Irina Alekseeva, VK
• Victoria Kinash, Yandex
• Vladimir Mosin, Sber
• Alexander Zakharov, Digital Alliance
• Alexey Filia, sales house «Gazprom-Media»
• Olesya Kikina, EVEREST
• Elena Melnikova, MTS
• Boris Peshnyak, Group Russ
• Marina Safonova, Health&Nutrition
• Daria ShvedovaEXEED
• Maxim Ermolaev, Media Instinct Group
• Maria Egorova, VTB
• Alexander Papkov, Media Direction Group

For the first time, a large ECOM summit is included in the NRF program, so that representatives of the segment have the opportunity to exchange experience in advertising promotion on e-commerce platforms. The summit is dedicated to challenges and opportunities for all e-commerce participants and will consist of three discussion parts. A large discussion of experts will make it possible to give constructive forecasts about the development of E-Retail Media in Russia. Among the issues being considered:

• What new Retail Media players may appear very soon?
• Is the E-Retail Media environment ideal for realizing advertisers’ business goals?
• What share does E-Retail Media occupy in the budget split now and can it occupy in the near future?

IN The largest platforms will present their expertise at the ECOM summit —Ozon, Yandex Market, Scooter, Wildberries, Yandex Food and Market Delivery, etc.

Co-moderators: Andrey Volkov (Easy Commerce) and Elena Ivanova (Sokolov)

Opportunities for the development of BrandFormance, human-centricity in performance marketing, strong cases of implementing the BrandFormance approach will be discussed by experts from SberAds and SberCeller at the trilogy session “The Evolution of the Advertising Industry. From Sber with love». The organizers report that the discussion will be able to be followed online.

Fintech for business penetrates deeper into the processes of interaction between brands and consumers, integrates into marketing campaigns and becomes a significant player in the advertising technology market. Tinkoff will tell you at the NRF how fintech is changing the classic sales funnel.

Also on November 15, there will be multi-format sessions on key digital areas: AdTech and MarTech, influencer marketing, programmatic, mobile promotion, opportunities for small and medium-sized businesses in the digital environment, working with big data, etc.

Participants of the first day of the forum will enjoy a cultural program from ABC Show: showing the most awarded videos at international advertising festivals. Viewers will see the best examples of global creativity for 2022–2023.

An informal party is planned for NRF guests to mark the opening of the forum. Event participants will be able to share their impressions of the start of the business program and relax with a stylish DJ set in one of the fashionable places in Moscow. The party will be hosted by stand-up comedian Kamil Zulfugarov, and songwriter and performer Andrei Zvonky is announced among the musical guests of the evening.

November 16 Moscow International Advertising Festival Red Apple at the NRF: Day of Content and Creativity

Inspired by the anniversary year of advertising, the organizers of the NRF and Red Apple decided to team up to revive the festival in an offline format. This made it possible to expand the architecture of the forum’s business program, paying special attention to the topics of content and creativity.

The educational program will begin with a large strategic session dedicated to defining the role and objectives of content currently in the Russian and international markets. Honorary speakers will be foreign experts from Argentina, Belarus, India, Kazakhstan, and Serbia.

Guests can expect dozens of thematic sessions and mono-speeches from international experts aimed at developing the creative economy. Also in focus is the place of artificial intelligence, metaverses and new technologies in brand media strategies.

The day will end with the Red Apple award ceremony on the main stage of KARO 11 October.

November 17: Main day of NRF’7

Architecture NRF business program reflects the key changes taking place in the Russian market. The task of the participants in the main strategic session is to discuss effective conditions for industry development and indicate growth rates in the economic transition period.

«Russian business. Effective communications. New Economy” is both the slogan of this year’s forum and the reference point for building a successful dialogue between all players.

Among the speakers at the main strategic session of NRF’7:

• Alexander Zharov, General Director of JSC Gazprom-Media Holding
• Svetlana Balanova, General Director of National Media Group
• Dmitry DmitrievCEO OMD OM Group
• Nikita Pipko, President of Igronik Group of Companies
• Robert Mirzoyan, Director of the Russ Group of Companies
• Alexey Bakhterov, President of Media Instinct Group
• Mikhail Gorbuntsov, media director Tinkoff
• Mikhail Shklyaev, Okkam CEO
• Natalya Dmitrieva, General Director of the sales house SberCeller
• Veronica Northern, CEO NMi Group
• Andrey Chuvaev, General Director of ADV
• Denis Maksimov, Managing Director of Media Direction Group
• Dmitry Kazakov, CEO SA Media Group

Participants of this day will be treated to substantive sessions and summits with an emphasis on the analysis of classic channels and communication tools: outdoor advertising, radio, television, press, etc.

The NRA will hold a discussion on the effective use of television advertising as part of a major TV summit. A record number of new Russian brands, successful localization of Western companies, acceleration of performance growth in all media — these are the key trends of the new year for the Russian advertising market. Currently, the main challenge for TV is maintaining a balance between solving practical business problems of advertisers (stimulating sales, building knowledge and reach) and high emotional involvement of the audience. NRA’s research is the basis for discussions with the industry about how brands can best use TV at different stages of business development.

«Evening of unprincipled advertising eaters» will conclude NRF’7 and will be held on November 17 from 18:00 to 19:30 in the main hall of the Karo 11 October cinema. This is an hour and a half marathon, which is based on bright and sometimes shocking commercials from Daniil Kostinsky’s project “Night of the Ad Eaters.” Shocking video materials will complement exciting and, of course, unprincipled stories from the life of a PR specialist. Writer Alexander Tsypkin will introduce them to the audience.

The final event of the anniversary advertising week will be a gala dinner. The holiday is designed to unite several generations of advertising specialists. As part of the Gala Dinner, the winners of the “NPBC Top Managers” award will be awarded, which evaluates the personal merits of outstanding participants in the media market.

All the details are on a special landing page: nedeladklamy.rf