2021 was marked by a record-breaking amount of research and strategic work for Voskhod. Finally, the Russian marketing is starting to realize the value of these services.
We spoke with Dmitry Donik, Head of Strategy, about preconditions, drivers of change and trends in brand building in Russia:
COVID-19-induced changes have made a difference in certain business industries. With marketplaces, delivery and medical services, e-commerce enterprises growing steadily, multiplying and starting to compete, new players need branding services to stand out against competitors. Conducting research activities will help reach the first point of contact with the audience.
Russian business is now nearly 30 years old. Companies that haven't changed their image since the 90s have now come to understanding that without updating their image they will be forgotten. “Grown-ups” have to change too, in order to keep pace with the changing world and to stay in touch with consumers' interests.
Traditionally, FMCG, real estate and pharma companies have been known to be avid consumers of branding services. Over the past year, the industrial sector joined the party too. Industrial marketing team have realized an “old school” press release doesn’t work anymore. To win consumers' hearts, businesses have to reflect the most important social values.
Even the most digitally developed companies eventually realize that performance marketing cannot be effective forever. At some point, the cost of the profit gets out of proportion. When reaching this point, brands strive to break the cycle and start to work with more conceptual things, such as brand image and long-lasting demand. Without strategic expertise and researches, this activity is a dead-end.
Clients’ mindset is changing. Companies now are searching for staff to build partnership with rather than a one-time gig. Such cooperation requires expertise and high levels of responsibility from the agency.
At Voskhod, we support our clients on all stages: from primary research, brand platform development, media buying to creative production and KPI measurements. Such profound partnership is proving its effectiveness on business metrics. With some of our clients, we discuss terms of our partnership straight for several years ahead.