Forum Organizer

Official Partner

Student conference


Native Creative: Problems of Russian creative in advertising and PR

Experts of communication market discussed specifics and prospects of creative solutions in PR and advertising during the session “Native Creative: Problems of Russian creativity in advertising and PR”. The key question was: does not the Russian creative match the global level? Where does this discrepancy appear and how do we begin to win "Cannes Lions" regularly?

Moderator of the round table Karina Oganjanyan, Vice-President of TWIGA Communications Group, identified several potential problems that affect the quality of Russian creativity: "Maybe, it's the lack of qualified personnel or wrong management of creative people. But I think that our audience is not ready for the ideas applied by our world colleagues".

Katerina Miroshnikova, Managing Director and Partner, "Mercator", tried to determine whether there is a relationship between level of creativity in acountry and main economic indicators: "If we take the list of countries that top the ranking by volume of advertising and PR market, and compare this list to the rating of creativity by Gunn Report, we can see the mirror relationship. However, paradoxically, Russia, which was on the 11th place in 2013 by the market volume, wasn’t at the list of creative countries". And only in 2014, upon recieving a record number of "Cannes Lions", Russia finally founf its place in the ranking of creativity.

Kirill Alyavdin, Director, Corporate Communications, Tele2 Russia, shared the opinion from “the client’s side”: "The challenge to creativity is in the field of advertising, and it is caused by the Soviet past. At that time we were faced with a very strict limits, and we had no freedom to create".

Danijel Koletić, CEO of Apriori Communications, said that such tendency exists throughout Eastern Europe: "There are countries that are only 30 years old, they do not even have their own history. How can they be creative? So, they buy ideas from the United States and Great Britain".

Natalia Nikolaeva, Deputy General Director of "Medialogy", presented the most vivid information points that Russian companies generated in 2014, and offered to evaluate the level of creativity there. The most critical statement was coming from Kyrill Alyavdin: "Looking at the titles and brief description of projects, you can see that most of them seem practically meaningless". In contrast, Karina Ogadganian saw a positive trend: "All these campaigns are social responsible, I did not even think that such trend can be noted in Russia."

"I am against creativity for creativity", - said Ochir Mandzhikov, Public Relations Director "Yandex". - "However, I do not believe that in Russia there are no creative solutions. We just do not know how to bring them to life or sometimes we don't have enough resourcces to present them at the international industry competitions”.

As a confirmation of this thought Katerina Miroshnikova presented the results of the research, according to which national agencies, preparing cases for festivals, rely primarily on the uniqueness of the history, while the jury looks at the plot.

Very important thing is an emotional credibility of a plot, the truth in it. Director of "Mercator" Andrey Skvortsov, summarized it in this way: "Common denominator in creativity is the truth. The greater the truth, the more are sincere engagement and trust of the audience and jury".

Creative Director of SPN Communications Alexey Skvortsov described the difference between the situation in the Foreign and Russian advertising: "The overriding thing for a high place in the world ranking of creativity is a message of value. Human value creates a pleasant, interesting and valuable history for culture. In Russia, we are, mostly, just sell things".

Seraphima Gurova, Head of PR-department of “R&I” agency among the three key components of a possible breakthrough of our agencies listed: absence of the frameworks, when working on creative solutions, team leader's skill to inspire the team with a big tasks and, finally, efficient collaboration even between competitors - to achieve the goal of Cannes.