Propaganda GEM Opens Moscow Branch
Propaganda GEM is soon to open its office in Moscow as the Russian product placement (PPL) market gets increasingly lucrative. Propaganda will stand good chances to gain the footing in Russia if it brings international clients to the Russian market, experts say.
Propaganda GEM was set up in 1991 in Geneva. It is currently operating in 9 countries and deals with product placement in movies and TV series.
The company’s Geneva headquarters announced the decision to enter the Russian advertising market last week. “We will open the office in Russia and collaborate with film companies as well as with television,” said Sabina Chelnokova, Propaganda GEM’s media consultant. Details of the Russian project are not disclosed yet.
Russia’s PPL market is not vast, now estimated at the annual $5-6 million. A high-quality series fetches some $50,000 an episode in the product placement, two or three brands normally sharing the advertising budget.
Russian advertising expert are skeptical about the expansion plans of Propaganda GEM. They refer to Video International, Russia’s largest advertising group, and its decision to close its PPL subsidiary, Video Way, last year as profits were scarce. “The supply on the Russian product placement market now exceeds the demand,” Dana Seytakhmetova, the head of the PPL department of Amedia, noted. Yet, Propaganda’s chances are not that bad given the ability of such a large network agency to attract international clients for Russian projects. Other experts account the growing attention to the Russian public placement market for the buoyant TV and film production in Russia.
Rodion Levinsky, Evgeny Khvostik, Yulia Kulikova
All the Article in Russian as of Feb. 27, 2006
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