Advertising and Promotion Strategies in Russia: Determining the Influential Directions
Unfiltered Chat with Alina Dorokhina, Director of Development at Silver Mercury
Want the tea on who's shaping advertising trends in Russia? Look no further. We grabbed a cuppa with Alina Dorokhina, the badass Director of Development at Silver Mercury - the award-winning beast that records the best cases and helps us see where the market's heading.
- Hey Alina, who's gaming the ad trends in Mother Russia today?
- Back in the day, we used to obsess over global markets and try to semi-adapt their agendas. But today, Russian marketing's got its own juice - ideas are cooked up in agencies, brand teams, and the community of risk-takers who don't shy away from trying new shit.
Agencies? They're the major players - they're the first to test ideas and whip them into shape for the local market. But the real drivers are the brands themselves. They're the bold ones who launch projects, mess around with formats, and skip traditional channels. And these badass experiments? Yep, they're often crowned at awards.
- Industry awards, then - what's the fuss about?
- Awards are more than just a competition, honey. They're a snapshots of the industry, a freakin' mirror of the year. At Silver Mercury, we sorta grab a glimpse of what the market's on about, what's the new standard, and what's on its way out. And it's pretty freakin' fascinating that trends can be tracked not just by the winners, but also by those who make the shortlist - that's a sign that the industry is looking in that direction.
We peep which formats are getting freaky: native, storytelling, situational. Or which topics are becoming mandatory: locality, personalization. This lets us get inspired, but more importantly, get a sense of where to head next.
- Any trends worth highlighting, Belladonna?
- Let's kick things off with hyper-localization. Brands are gravitating towards targeted communication - based on region, context, even neighborhood codes. That's how they speak their language, build trust, and reel in the audience.
Next up is meaning. Brands are no longer scared to talk about real issues - ecology, inclusivity, sustainability, charity - it ain't just about sugar-coating their corporate social responsibility anymore, it's about making a real impact. The public's hunger for honesty and action is real.
Third is AI. AI's been around for a minute, but now it's a freakin' everyday tool. From crafting visuals to laser-targeting audiences, AI's the bomb. But a growing demand for ethics and transparency ain't slowing down - people want to know they ain't being manipulated.
- What's the deal with campaigns that don't engage? They're just background noise, right?
- Freakin' right, they're background noise. People want action, not just ads. They want to create, choose, and make an impact. Brands that give audiences a "role" in the action? They got engagement and loyalty for days.
- How about honest ads? The natural ones perform better, yeah?
- Damn right. People are sick of the contrived and they vibe with authenticity. Native integration, straightforward tone, no bullshit - it works. Folks are smart and they can see a phony a mile away.
- So, are today's trends being born at the intersection?
- Absolutely, they're freakin' born at the junction. A trend ain't just an idea from an agency - it's an idea adopted by business, approved by audiences, and backed by the industry. Only then does it become a trend - the kind we wanna see at awards - live, bold, proven in reality.
- Got any advice for teams that want to lead, not follow?
- Stay woke to the changes. Get a feel for the vibes. Don't hold back when it comes to trying new things. Mistakes are lessons, not failures - and the truth starts with trust.
- Alina Dorokhina, the Director of Development at Silver Mercury, spotlights agencies as the major players in shaping advertising trends in Russia, as they test ideas and adapt them for the local market.
- Silber Mercury's shortlisting process in industry awards provides a snapshot of the industry, helping to show trends and predict the new standard.
- Hyper-localization, meaning, and AI are three main trends in the Russian advertising landscape, where brands prioritize targeted communication, tackle real issues, and employ AI as an everyday tool.
- Advertisements that engage audiences and provide opportunities for individuals to create, choose, and make an impact are considered more effective, leading to increased engagement and loyalty.
- Authenticity in advertisements is vital, as people prefer straightforward tones and native integrations over contrived and manipulative practices, valuing honesty and action in campaigns.
