WPP moves the clients in Russia. GroupM agency completes restructuring Bashny.Net

GroupM continues to optimize business in Russia. A new stage was the restructuring of the agency MC2 and MediaCom: global brand MC2 owned MediaCom CIS, and the agency is its structural division. In Russia, these agencies, until recently, worked independently, but soon to be completed their merger. Market participants explain the association of GroupM agencies striving to increase their capitalization and strengthen its position in the Russian market.
WPP Group's revenue in Russia in 2006 reached $ 100 million. This amount includes income of Russian companies operating under license from WPP Group. Proceeds directly to the group's assets, according to experts, does not exceed $ 70 million. The Russian group includes creative agency Young & Rubicam and Grey Global Group (100% of the shares), Propaganda Ogilvy (51%), JWT / RAVI CIS (50% shares). Media agency MediaCom (100% stake), Mediaedge: cia and Maxus, MC2 (50%) and MindShare (WPP share in the capital is absent) joined the company Group M. She runs a joint venture of WPP and the Russian group "Video International" - the company WVI. Also in Russia there are offices owned by WPP PR-network Hill & Knowlton, Burson-Marsteller, Wunderman, Ogilvy PR, using these trademarks under license.

The company MediaCom CIS, owned by the world's second largest communications holding WPP Group, globally owned agency MC2. In Russia, until recently the agency under these brands operate independently from each other. Agency MC2, created last spring on the basis of Bates VIAG, was the fourth joint project of Group of Companies "Video International" (VI) and the world's second largest communications holding WPP Group. In Russia, it has worked since 1997 under the brand Bates VIAG Saatchi & Saatchi Advertising as a joint venture of international networks Saatchi and Bates (part of the WPP). After 2004 the network Publicis acquired Saatchi & Saatchi, in Russia began to work 100 percent "daughter» Saatchi, and WPP launched in conjunction with the VI Project Bates VIAG. It has continued to engage in service brands such as Pickwick, Reebok, «Oleina" etc. Now owned by WPP and VI 50% MC2, and MediaSom wholly owned by WPP.

As the general director of MC2 and agencies MediaSom Dmitry Saushkin, Group M abandoned the original idea of ​​making MC2 agency for Russian customers, and MediaCom - Western. "Brand MC2 owned MediaCom CIS. Its technology, programming software and network support are fully available now employees MC2 - emphasizes Mr. Saushkin. - Now MC2 works with International Moscow Bank, which was won by the agency in a global tender. " A source familiar with the plans of the company, adding that the company Bunge CIS (brands "Oleina" and Ideal), who previously worked with MC2, transferred MediaCom. MC2 continue serving three clients: UniCredit (banking), Gant (clothing chain), "Baltimore", said Mr. Saushkin.

Market participants believe that by combining the agency, GroupM seeks to strengthen its position in the Russian market. "They decided to consolidate the assets of two similar agencies, thereby increasing their capitalization and win new positions in the Russian market", - said the executive director of the agency Sorec Media Artyom Donets. Agrees with him CEO of the advertising agency Made Sergei Khokhlov, "customers will benefit from the exchange of both agencies and advertisers that will have the best service." A CEO of Magic Box Communications Agency Oleg Leshchuk recalls that after some time, after the MC2 became part of GroupM, the general director of MC2 Yulia Bondarenko, who headed the agency since 2000, left the company: "This association is characteristic of network agencies, especially if associated with personnel changes. " A top manager of a large agency believes that it is on the Elimination of MC2: «It is the transfer of the remaining customers MediaCom and distribution of the staff of agencies GroupM. In addition, the agency, part of GroupM, are subject to both its headquarters in Europe and in Russia GroupM. Their heads almost lost control over the purchase of advertising, the main issues are decided by GroupM. Such a structure can not be effective, "- said interlocutor RBC daily.

OLGA Trushkova



via rbcdaily.ru