Unveiling Media Secrets for SMEs at SPIEF 2023!

Dear friends, we would like to share with you some materials from the St. Petersburg International Economic Forum 2023.

For the first time, Gazprom-Media Sales House held its own session The Role of the Media Industry in Supporting and Developing the SME Segment in Russia

Top managers from leading Russian companies, key advertising industry speakers, and representatives of small and medium-sized businesses shared their expertise with the audience.

Alina Efimova, Deputy CEO of Sales and Business Development at Gazprom-Media Sales House, moderated the session.

Reports were made by:

Aleksandr Isaevich, CEO, Chairman of the Board, SME Corporation

Grigory Novikov, Director for Development, ANO National Priorities

Valentin Smolyakov, Executive Director, Russian Association of Communication Agencies (RACA)

Dmitry Mednikov, Managing Director, Russian Media Group

Andrey Shitov, Shareholder and Chief Commercial Officer, Starlink

Natalia Peisakhovich, Director of MIR Card Marketing and Communications Department, AO NSPK

Sergey Zelenkin, co-venturer and co-founder of ZELDIS, co-owner of Librederm brand

Oleg Sirota, entrepreneur, Istra Cheese Factory project founder

Alexey Blinov, CEO, Media Press

Maria Kotyukh, Chair of Advertising Commission, member of the non-profit partnership “OPORA”.

The following is the video recording of the discussion:

Within the framework of the session “The Role of the Media Industry in Supporting and Developing the SME Segment in Russia,” we announced the launch of a joint educational project by Gazprom-Media Holding, SME Corporation, and RACA.

Throughout 2023, we will be working on a new training course aimed specifically at the owners of small and medium-sized businesses and their marketing teams. It will be available for all those who wish to grow their own business on the Digital SME.RF Platform in the Business Education section.

The project curriculum will encompass media planning essentials, brand building, and content creation. It will bring together experts from marketing agencies, lawyers, business analysts, and practicing entrepreneurs. The knowledge obtained by Russian companies will help them define the most effective advertising solutions to scale up their operations.

Aleksandr Tashchin, General Producer at Match TV, weighs in on the role of sports rights monetization in Russia, in the Sovereignty in Sport section

«Another important matter I’d like to discuss is the monetization of sports rights. Indeed, we are a commercial organization and always keep a close eye on the ROI of the sporting events we broadcast.

Current situation in the sports rights monetization market are rather confusing: foreign sponsors are leaving, but at the same time, last year was a record year for us in terms of sponsorship revenues. There is no doubt that this has been achieved thanks to our team at Gazprom-Media Sales House. I would like to thank Ekaterina Veselkova, Alina Efimova, and Denis Sotnikov for creating a completely open and transparent system for selling inventory to our partners.

We are the first and, so far, the only company that has managed to launch tenders for our betting partners. We also pioneered joint inventory sales for sporting events together with the Russian Football Union.

Let me take this opportunity to announce the PARI Premier Cup that will be held in St. Petersburg from July 1 to July 15, featuring Zenit, Fenerbahçe, Crvena Zvezda, Neftçi FCs.

You are welcome to reach out to my colleagues who will provide you with advertising inventory in a 360 format».

Alexey Filia, Director of Strategy and Advertising Product Development at Gazprom-Media Sales House, presented his report at An Intangible Asset: the Art of Brand Creation section

«It is only after the creative is prepared and the strategy is thought through that we begin to visualize the brand in an advertising context, because the tasks of building knowledge and associations begin to emerge, such as understanding the meaning behind the name and what it represents. That is why I think that advertising is critically important here and fulfills the task of business, sales and value growth. However, advertising comes in at a stage where a lot of work has already been done.

So, I am certain that we are only now starting to see new brands on television and in other media. The fast and flexible Russian business has very quickly realized that huge niches have been cleared and rapidly began to occupy them».

See the full video record of the session below:

We would like to thank the entire Gazprom-Media Holding team for their participation in SPIEF 2023!