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Russia's Biggest Media Buyers 2006
Large international groups and their Russian affiliates have squeezed their local competitors into the market's periphery and are beginning to redivide the industry. Publicis Group Media, ranked third among advertising agencies in Russia in 2005 by billing in a survey by Kommersant in conjunction with Advertising Industry (Industriya reklamy) magazine, has moved up to first place last year. GroupM, an association of the large Russian holding Video International and the international WPP group, is in second place, where the AND marketing communications group was the year before.
There was an almost complete reshuffling of the top five places. Aegis Media/OKS, which has long been ranked fifth worldwide, entered fifth place in Russia in 2006, bumping BBDO Russia into sixth. Only Optimum Media OMD Group remained stationary in fourth place, for the third year in a row. It picked up LUKOIL, Bacardi-Martini, Mediamarkt and Sony Electronics as new clients in 2006.
More changes can be seen on the horizon as well. Consolidation was the key to success in 2006. Publicis Group Media was formed in the autumn of 2005 and immediately took on Nestle and Avon to become No. 1. Group member ZenithOptimedia greatly increased its billing. Lebedyansky, Tele2 and S7 were among the new clients last year of Aegis Media/OKS, which is also a consolidated group. In February of this year, Starcom, part of the Publicis group, announced that it and ARMI were forming a new division to be called Starlink. Aegis and Avrora are also negotiating a partnership.
Omnicom is the latest global agency to form a unified purchasing center, in the form of the OpeRa Co. Its most successful Russian company is Optimum Media OMD Group, which is controlled by its Russian founders. BBDO Russia is its only property in Russia, and it lost a number of major clients last year. After OpeRa entered the Russian market, Omnicom restructured BBDO Russia member company MediaWise into the PHD agency and brought in Dmitry Bartenev from Publicis to run it. OpeRa united with the Sorec Media buying agency last autumn.
www.kommersant.com
All the Article in Russian as of June 22, 2007
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