ADV

Aktivs

For 2024, the company structure includes:

• The Havas Village Russia division unites agencies of the international network Havas in Russia. The division includes 9 expert agencies in the field of media, digital, branded content, creativity and PR. Havas Group is one of the world's largest communications groups. Founded in 1835 by Charles Louis Gavas, the group brings together more than 20,000 employees in more than 100 countries by 2023. Havas is the most integrated of the advertising industry companies in the world. United in Villages at the country level, Havas agencies create a customer-centric approach to solving brand problems. Since 2003, Havas Group in Russia has been represented by the AV group.

• The IPG Russia division unites IPG international communication network agencies. The division includes 9 agencies providing a range of services in the field of media planning, media sharing, content projects, analytics, digital marketing and creativity. IPG (Interpublic Group of Companies) is a global leader in marketing solutions. More than 50,000 employees from different communication disciplines around the world are addressing brand challenges. IPG was founded in the United States in 1930 as McCann-Erickson, the holding received its modern name in 1961. In Russia, the Interpublic Group has been doing business through a partnership with the ADD group since 1995.

• EVD Expiriens - agencies of this division specialize in creating a new experience of consumer interaction with the brand. Their arsenal includes a set of marketing solutions for comprehensive product promotion and PR tools to maintain the reputation of customers.

• The AV Benchmark Division is a baying structure that forms a centralized ecosystem of media procurement (TV, Digital, OOH, press and radio) for all customers of the AV group.

• The ADV Tech division combines the company's capabilities to develop new products and services. Its tasks include creating a technological base and finding partners for key business areas: improving efficiency, automating planning and purchasing advertising inventory, CRM, data monetization, eCommerce, analytics, as well as corporate innovation and venture capital financing. The division team develops both existing and new projects, including the spin-off model. ADV Tech works in close conjunction with the venture capital studio ADV LaunchPad, supporting the group's agencies in regularly conducting customer development, implementing quick launch and MVP testing, creating turnkey projects for ADD clients.

History

2022: Creation of a joint venture with "Igronik"

Advertising groups ADV and "" Gamer have created a joint venture to work with government agencies. This was announced on November 23, 2022. More. here

2018: Alexey Drobot appointed CEO

In January 2018, a new general director was appointed to the ADD - Alexey Drobot. The main owner of the group, Dmitry Korobkov, who returned to operational management in May 2017, remained president of the ADD and chairman of the board of directors. According to Dmitry Korobkov, Mr. Drobot will have to "continue the transformations begun last year and complete the transformation of the group."

2017

Reorganization with allocation of 5 divisions

On June 21, 2017, the AD advertising group announced a reorganization of business in Russia. In accordance with the vision of the president of the company Dmitry Korobkov, 5 divisions appear in the new structure with a focus on various areas of activity.

As the company told TAdviser, as of August 2018, the group's assets include:

• Havas Village - unites all agencies working within the framework of network agreements with the French Havas. These are Havas Media and Arena agencies. In addition, Maxim adjoins them, in which the ADV received a controlling stake in 2016. The French holding also has in Russia a creative division of Havas (agencies Havas Moscow, Havas Life, Arnold Moscow), in which the French own 51%, and the ADV - 49%. This creative agency will also become part of Havas Village, says Dmitry Korobkov.

• IPG - unites all businesses with partnerships with the American Interpublic (IPG). These are the local offices of the Initiative and UM, the AD Digital and M-Liner agencies, as well as the creative division of IPG Russia (McCann Moscow, MullenLowe Moscow and FCB Moscow agencies).

• ADVA Expiriens - integrates the group's existing assets in MS (TMA Draft, Momentum, Octagon, etc.) and PR (PRP Weber Shandwick and Comunica). Until now, these two directions existed separately. But their service is largely similar and synergy is possible between these areas, Dmitry Korobkov believes.

• ADV Benchmark - forms an ecosystem for purchasing media for all ADV customers that meets the modern requirements of the Russian market. Until now, purchases have coexisted with the client service, now they will be isolated and automated, promises the general director of ADV.

• ADV Lab - develops technological solutions and products for managing client investments.

Igor Carriers headed the ADV Lab

In 2017, Igor Perevozev headed the ADV Lab, one of the divisions of the ADV company, which will create its own technological solutions, develop technological partnerships with leading players in the digital market and bank digital media.

The ADV Lab team included both experts from the ADV Digital Center division formed in 2015, as well as specialists in the field of adtech, artificial intelligence technologies and data management, the ADV said.

"The task of the ADV is to build a transparent link between companies' investments in media and their impact on sales. We see that today a critical mass of audience data has already been accumulated, and their processing and analysis technologies are sufficiently developed and available so that a solution can appear on the market that can significantly increase the efficiency of placement on all media, including traditional TV, UN, radio. Thus, the ADV Lab will be in a constant search for partners, technologies, opportunities in order to move step by step closer to solving the main problem, "said Igor Perevozev

In the future, the division plans to become a center for expertise in working with audience data, the result of which will be data platforms for marketing brands, as well as data monetization tools for owners of large amounts of information.

"By separating R&D into a separate division, we aim to create an atmosphere of creativity, knowledge sharing and experimentation. ADV Lab in the future of several years will become the center of innovation in the Russian adtech and will create an ecosystem of digital products to increase the transparency of investments and ROI in the media, "said Dmitry Korobkov, founder and CEO of the ADV advertising group

Over the previous two years, the ADV has increased its expertise in working with digital technologies and classroom data. The group has launched a number of products in partnership with major research and internet companies.

To measure qualitative and quantitative metrics of the Internet audience, the AdReal product was launched together with the Polish company Gemius. Video Monger was created for cross-platform video placement media planning. The Incremental Mobile solution, implemented in conjunction with Mail.Ru Group and Tiburon, levels the intersection of the audience with the desktop and mobile in cross-platform advertising campaigns in Digital.

Anna Mazurina appointed head of Mediabrands instead of Dmitry Nasalsky

The new head of Mediabrands is Anna Mazurina, CEO of the Initiative. She in this position replaced Dmitry Nasalsky, who left the group.

Dmitry Korobkov returns to the post of general director

On May 22, 2017, it was announced that Dmitry Korobkov, Chairman of the Board of Directors of AD Holding, returned to operational management of the group and concurrently works as a director for digital business transformation.

Kirill Korobeinikov, who led the group for the previous eight years, remains a member of the holding's board of directors and "will continue to work on developing business and relations with key clients."

In a quote from the press release, Mr. Korobkov attributes his return to operational processes to the need to reform "not only the structure of the work, but also the ideology of the process itself and the attitude towards the advertising industry as a whole."

Kirill Korobeinikov worked at the AV from the mid-1990s to the mid-2000s. Since 1996, he was the top manager of one of the holding agencies, four years later he became the general director and vice president of the group.

In 2004, he moved to Group Vi, then known as "Video International," before taking over GroupM a year later.

Since 2008, he has managed the outdoor advertising operator Gallery. In the fall of 2009, he returned to the post of general director of the ADD.

The appointment of Mr. Korobeinikov was already the second attempt by Dmitry Korobkov to move away from operational management. The first was in 2006-2007, when the ADV was managed by Colin Mills. At the end of the year, the contract with Mr. Mills was not renewed amid ADB losses to the budgets of General Motors, SUN InBev and Johnson & Johnson.

Then Mr. Korobkov explained to the Kommersant newspaper that the departed top manager had completed the task of preparing the holding for sale to a financial or strategic investor. Two years later, the publication wrote that the chairman of the board of directors still had complaints against Mr. Mills.

Loss of Danone and Johnson & Johnson, work with Tele2 and Megafon

As of 2017, the ADD no longer works with two major advertisers. Danone chose Carat, a new partner instead of Havas Media, which is part of Dentsu Aegis Network Russia. In 2016, the company's media budget - 2.9 billion rubles. - amounted to a quarter (25%) of the banking turnover of Havas Media. Johnson & Johnson has been served by MEC (GroupM) since March instead of UM.

At the same time, ADV received clients from the telecommunications industry in 2017. Tele2 chose the Initiative agency for purchases on the radio and on the Internet. According to AdIndex estimates, the operator spent 411 million rubles on online promotion in 2016, 141 million rubles on radio advertising. Also, the company at the end of 2016 chose McCann Moscow for the production of creativity. Another client was Megafon, which signed a contract with Advance Mediabrands for display advertising until the end of 2017. In general, the operator spent 955 million rubles on promotion on the Internet, according to AdIndex.

2016: Total turnover of agencies 32.5 billion rubles

The total turnover of the ADS agencies in 2016 amounted to, according to AdIndex, 32.5 billion rubles. Havas Media has the largest billing - 11.6 billion rubles. The holding took fourth place among the groups in the AdIndex rating.

The ADV does not disclose its financial performance. But in open sources there are reports under IFRS White Star Group, which acts as the owner of all assets of the Russian group. In 2015, its revenue reached 6.5 billion rubles, EBITDA - 695 million rubles, net profit - 678 million rubles. The high EBITDA and net profit that year was primarily due to the sale of creative agencies operating under its license to the American Interpublic. In addition, the ADV ceased to be the owner of business in Kazakhstan and Azerbaijan. ^[1] Korobkov calls Dmitry Korobkov his main owner of the White^[1] Group].

2015: Advertising group No. 3 by revenue in Russia

AdIndex map of advertising agencies of Russia 2015

2010: Group of 29 Companies

In 2010, in the Russian market, ADV represents the interests of advertising agencies of international holdings Interpublic and Havas. The group includes more than 29 companies, including representative offices in Ukraine, Belarus, Moldova, Kazakhstan and Uzbekistan. The company employs more than 1,400 people.

2009

Company logo

For 2009, the group included:

• media planning, media sharing, media research - Initiative, Universal McCann, MPG, Advert.ru
• development of communication strategies and creative solutions - agencies Lowe Adventa, McCann Erickson Russia, Znamenka
• full range of marketing services - TMA, Momentum;
• organization and holding of events in places of sale, implementation of trade programs, work with orders, conducting research on consumer behavior, etc. - Impacto;
• production of POS materials and souvenirs - DB Wizard
• Integrated Service, Brand Design, Brand Innovation, Brand Analysis and Web Design Services - FutureBrand Full Cycle Agency
• full range of PR services: media interaction, communication consulting, crisis management, event management, media monitoring and analysis, marketing/product PR, crisis PR, speaker promotion, development of PR strategy and PR programs, etc. - agencies PRP Weber Shandwick, Comunica An Affiliate Golin/Harris International
• development of interactive and online solutions, advertising on the Internet, etc. - online agency MRM Interactive.

2005: Opening of ADF agencies in Azerbaijan and Uzbekistan

2005 - opening of ADS agencies in Azerbaijan and Uzbekistan.

2004: Establishment of Impacto Agencies, Znamenka AMC, Comunica Gollin Harris, MRM

2004 - creation of Impacto, AMC Znamenka, Comunica Gollin Harris, MRM agencies.

2001: Agreements with McCann Erickson Worldgroup, Universal McCann, Momentum

2001 - signing of an affiliation agreement with McCann Erickson Worldgroup, Universal McCann, Momentum in Russia and the CIS countries.

2000: Acquisition of interest in PRP Group and establishment of ADB

In 2000, the acquisition of a stake in the share capital of PRP Group, the signing of an affiliation agreement with Weber Shandwick took place.

Also in 2000, the ADV was created. Opening of ADS agencies in Ukraine, Kazakhstan, Belarus.

1998: Acquisition of an equity interest in TMA

1998 - acquisition of an equity stake in TMA, signing of an affiliation agreement with Draft Worldwide.

1995: Creation of Advent Agency

1995 - creation of the creative agency "Advent." Signing of an affiliate agreement with Lintas International Network (present-day – Lowe & Partners Worldwide). Creation of the media company Effect Media, which was included in the Initiative Media Worldwide.