History
2022: AD and Igronik advertising groups set up JV
Advertising groups ADV and "" Gamer have created a joint venture to work with government agencies. This was announced on November 23, 2022.
The joint venture was launched on the basis of a subsidiary of ADV, partners will own it on a parity basis. The deal, as specified by the president of "Igronik" Nikita Pipko, is cash-strapped. One of the top managers of the Igronik group will be appointed chairman of the board of directors of the joint venture, and the top manager of the AV will be appointed general director, Pipko said. The partners did not disclose who exactly would take these positions.
The new joint venture will specialize in the market of a large corporate sector, including the state corporate sector (Group of company Systematica). The purpose of the association is to expand the possibilities and increase the income of the participants in the transaction, the press service of "Igronik" said.
It is noted that ADV is the first of the top 5 advertising groups to enter the state corporate order market in order to bring effective standards of strategic planning and analytics to ROI, new technologies, as well as experience in creating large-scale special projects and creatives. Within the framework of the joint venture, ADV aims to introduce global marketing practices that have been developed by the group over the years of cooperation with the largest international brands.
According to the AKAR study, in 2022, advertising agencies began to participate in Group of company Systematica tenders more often. So, if in 2021 only 6% of respondents surveyed participated in 9-10 tenders, then in 2022 this figure increased to 21%. In addition, in 2022, a significant group appeared (7% of respondents - advertising agencies), which participated in more than 15 tenders of the Group of company Systematica during the year. In the context of the departure or decrease in the activity of foreign brands, Group of company Systematica has become attractive for those players who have not previously considered this client pool, added to "Gamernik."[1]
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