History
2022
Renaming to Okkam due to conflict in Ukraine. Mikhail Shklyaev CEO
Communication group Dentsu Russia on September 20, 2022 announced a change in name and CEO. Not only the company will be renamed, but also a number of agencies included in it.
On September 20, 2022, Dentsu Russia shareholders Kirill Matveev and Oleg Polyakov announced that the rebranding (the new name is Okkam) will take place after the finalization of agreements with the global Dentsu. Agency areas will be supplemented by consulting, creativity, marketing, media and communications. There will also be martech, e-commerce and sustainability, which will be available to any Okkam client. By September 20, 2022, Okkam had merged non-commercial assets into the Okkam Creative structure.
As explained in the group, the rebranding refers to the principle of "Occam's razors," which prescribes not to multiply entities unnecessarily, cutting off unnecessary ones.
Шаблон:Quote 'This reflects our principles - work no more, but smarter, achieve graceful simplicity of solutions, maintain a clear look and sharp mind, - added to Okkam. The company will also change its CEO: from January 1, 2023, Mikhail Shklyaev will become it. Since 2021, he has been the group's director of strategy. Shklyaev will replace Maria Donskikh, who will continue to work at Dentsu Russia as a member of the board of directors.
By September 2022, Dentsu Russia included media agencies Dentsu X, Carat and People & Screens, digital agencies Isobar Moscow and Traffic Isobar, iProspect, outdoor advertising agency Posterscope, The Story Lab, etc. In total, the advertising group employs 1.5 thousand employees in Moscow and St. Petersburg.
By September 20, 2022, the process of transferring Dentsu's Russian business to Kirill Matveev, Director for the Russia and CIS region of Dentsu Russia, and Oleg Polyakov, President of Dentsu Russia & CIS, continues.
Transfer of the company to Russian shareholders
On March 16, 2022, the Japanese advertising holding Dentsu announced the transfer of Russian business to shareholders from the Russian Federation - Kirill Matveev (holds the post of director for the region of Russia and the CIS Dentsu Russia) and Oleg Polyakov (president of Dentsu Russia & CIS).
 | The decision was made after the talks of the Russian group with the heads of the global office of the network... As professionals in the advertising market and as ordinary people, we hope for an early peacetime offensive, "Dentsu Russia said in a statement. |  |
The company added that after the transfer of the right to own the Dentsu Russia joint venture to local shareholders, the fulfillment of obligations to customers and partners will continue, "helping to increase the efficiency of the business in the proposed circumstances." At the same time, the share owned by Dentsu holding in Dentsu Russia is not specified.
According to Kommersant, Dentsu Russia is one of the largest advertising holdings in Russia. It includes media agencies Dentsu X, Carat and People & Screens, digital agencies Isobar Moscow and Traffic Isobar, iProspect agency, outdoor advertising agency Posterscope, The Story Lab, etc. In total, the advertising group employs 1.5 thousand employees in Moscow and St. Petersburg (by March 2022).
After the start of the Russian special operation in Ukraine, numerous sanctions were imposed on the Russian Federation by the United States, the European Union and Britain. After that, foreign companies began to massively stop their activities in the Russian market. This also applies to advertising agencies.
Earlier, other global communication groups announced business transformations in Russia: control over all operations of Publicis Groupe Russia was transferred to Sergei Koptev, WPP suspended activities in Russia, and Havas Group temporarily refused to invest in the Russian market.[1]
2018: Ad O'clock part of Vizeum
In February 2018, it was announced that Dentsu Aegis Network would consolidate its Vizeum and Ad O'clock agencies as part of a three power brands network strategy. Alexander Zvyagintsev has been appointed General Director of the combined structure, the company said. Read more here.
2015:# 4 Advertising Group by Revenue and# 1 in Online Advertising
For 2015, Russia's Dentsu Aegis Network included:
- media agency Carat,
- Vizeum и
- Ad O'clock,
- digital agency Carat Interactive,
- AdWatch Isobar and Traffic Isobar advertising agency,
- UN broker Posterscope, outdoor advertising specialist agency,
- performance marketing agency iProspect,
- AMNET, which provides services for the purchase and sale of digital advertising (RTB), and
- Magic Touch, which is responsible for non-standard communications in outdoor advertising.
Also, the group in Russia includes Dentsu Group Russia, which is engaged in the construction of integrated marketing communications. Front-line agencies of the group are the integrated marketing communications agency Dentsu-Smart and the communication agency Dentsu New Ideas.
2014
AdWatch Isobar Brings Digital Inventory Buying Features to Dentsu Aegis Digital
The largest digital agency in Russia, AdWatch Isobar, acquired by Aegis Media in 2008, has historically combined the functions of a digital banking center for the entire Dentsu Aegis Network Russia group of companies and the functions of a client agency specializing in the creation and development of complex communication solutions in digital. Since July 1, 2014, Dentsu Aegis Network Russia has shared these two functions. Digital media sharing functions along with the banding and finance team have been transferred by AdWatch Isobar to the new company Dentsu Aegis Digital (DAD), the functions of the client agency remain in AdWatch Isobar. Read more here
Renaming to Dentsu Aegis Network
On January 1, 2014, Dentsu merged Aegis Business and all of its assets outside Japan into Dentsu Aegis Network.
2013
Special project "Intellectual Bazaar"
Intellectual Bazaar is a special project of Aegis Media Russia & CIS. A series of public lectures united by a common ideology that allows you to take a fresh look at the surrounding reality. A club of intellectual preferences, within the framework of which an exciting debate unfolds on topics that lie outside the ordinary business. Today, salon culture is returning to world capitals: in London, New York, Geneva and Milan, representatives of the intellectual establishment are creating similar projects. The organizers of the Intellectual Bazaar are deeply convinced that it is the people involved in the creative search who will set the tone for the future social and cultural reality and form new trends.
Guests of the Intellectual Bazaar are employees of Aegis Media Russia & CIS, friends and partners of the company, people of broad views whose interests lie outside the framework of consumption culture. On the one hand, they all pursue quite understandable ambitious goals of transforming the world around them, on the other hand, they want to change themselves thanks to a new source of intellectual recharging and fresh thoughts, which in the future can become successful ideas for business.
Speakers include:
- Garrett Johnston, one of the first Western marketing practitioners to come to Russia to change the paradigm of post-Soviet thinking;
- Vladimir Pirozhkov, industrial designer, president of the ASTRAROSSA multi-industry center for industrial design and innovation;
- Kirill Alekseev, art critic, senior researcher at the Department of the Latest Trends of the State Tretyakov Gallery,
- Mikhail Sapozhnikov, Doctor of Physical and Mathematical Sciences, employee of the Joint Institute for Nuclear Research, Dubna, etc.
Social responsibility projects
Taking into account the growing role of the social function of business, the communication group Aegis Media Russia & CIS implements its own corporate social responsibility programs (CSR) in several areas. The Company carefully selects partners for CSR initiatives.
Among the projects of the group are corporate educational courses in leading universities in the country:
- Higher School of Economics, Russian University of Friendship of Peoples,
- State University of Humanities.
Group managers, partners and clients conduct author's workshops on advertising and media. Aegis Media Russia & CIS also assists students in professional adaptation.
Support of the Charity Instead of Souvenirs program of the Charities Aid Foundation in Russia. Aegis Media Russia & CIS transferred the souvenir budget to the Gift of Life Foundation for high-tech heart surgery.
Support for the children and youth tourist club "Ugly Duckling." Aegis Media Russia & CIS helped young travelers visit the picturesque corners of Russia and conquer mountain peaks.
2012
Japan's Dentsu buys Aegis Group
In July 2012, the company was purchased by Dentsu for $4.9[2].
Platform RTB Launch
In May 2012, the advertising group Aegis Media Russia and CIS announced that it had launched the RTB system in Russia. The RTB platform was developed by Amnet (part of Aegis), it is already used by advertisers in the USA, Great Britain, Germany, France and other countries. The group expects to become one of the leaders of RTB advertising in Runet.
Aegis already has an international partner - Google, and in Russia the company is negotiating with Yandex and other Internet companies. According to Katkov (commercial director of Mail.ru Group), Aegis Media has already agreed with Mail.ru Group on trial pilot advertising placements. A Yandex spokesman declined to comment.
At this time, Aegis Media specializes in strategic, marketing and sociological research, provides services for planning and advertising in the media, develops cross-media solutions and implements creative advertising concepts.
In 2012, in Russia, Aegis Media includes media agencies Carat, Vizeum and Ad O'clock, digital agency Carat Interactive, advertising agency AdWatch Isobar, UN broker Posterscope, and Magic Touch, which is responsible for non-standard communications in outdoor advertising.
2010: Launch of Carat Interactive Agency
In August 2010, Aegis Media Russia & CIS announced the launch of a new digital agency, Carat Interactive.
Aegis Media's outdoor procurement partner, Master Ad, is a representative of the international Posterscope network, part of Aegis Group plc.
2008
Launch of conferences
Aegis Media Russia & CIS's own business communications project was launched in the fall of 2008. In 2009, PwC and RusBrand became partners of the project group.
The speakers of the events in the following years were the first persons of such companies as Video International, Gazprom-Media, TNS, Google, Mail.Ru Group, Independent Media Sanoma Magazines, VGTRK and others. The conference audience is more than 400 people from the largest advertisers - top managers, marketing directors, brand and media managers. The results of the events are discussed on the pages of the newspapers Kommersant, Vedomosti, RBC Daily, on RBC TV and Business FM, on the industry portals of Sostav.ru, AdIndex.ru and other media.
Aegis Group buys AdWatch agency
In June 2008, Aegis Group acquired the Russian interactive advertising agency AdWatch. From that moment on, AdWatch became part of the global digital marketing network Isobar, part of Aegis, and its first representative in Russia.
In June 2008, Aegis Group announced the purchase of the Internet agency AdWatch. The company's business, whose net profit was estimated by market participants at $1.8 million, can cost $10 million. However, due to the fact that Aegis enters the business of its Russian partners in stages and transactions stretch for several years, the final price of AdWatch may exceed €20 million[3].
The founder and co-owner of the company, Lev Glazer, said that the British will receive 100% in Advotch Agency LLC, which will become part of the Aegis advertising network Isobar, specializing in the Internet and digital media. The parties did not disclose the amount of the transaction. Aegis Group indicated that at the end of 2007, AdWatch had €9.5 million on its balance sheet. Agency CEO IMHO VI Arsen Revazov (sold the agency to Video International the group "" in 2002) and the agency's general director (MindShare Interaction Dmitry Ashmanov in 2007, the British holding received control of the agency WPP) estimate AdWatch's business at about $10 million. Commissions of domestic Internet agencies amount to at least 15%, so with AdWatch's declared turnover of $30 million, its annual revenue (the volume of agency commissions) exceeds $4.5 million, said Vera Bondarenko, MediaStars media director. In her opinion, AdWatch's net profit margin can reach 40%, and net profit is more than $1.8 million. With multipliers 5-6, the business value is $9-10.8 million.
A market source informed of the deal says Aegis valued the agency at €23-25 million. The transaction consultant, partner of Dikushin and Peil, Andrei Dikushin, did not confirm this assessment, specifying that payments to former owners will stretch for several years and will directly depend on the future financial performance of the company. According to the same scheme, Aegis in 2005 bought the media agency HMS Komandarm: the group will become its 100% owner no earlier than 2009 year, the final value of the company will depend on the financial results shown by it.
2005: Part of HMS Komandarm's shares sold to Aegis Group, which owns the Carat agency
In 2005, part of the shares of HMS Komandarm was sold to the international holding Aegis Group. So in Russia appeared two networks included in Aegis Media Russia & CIS: Carat and Vizeum (former HMS Komandarm). To manage both networks, a new structure was created - Aegis Media Russia.
2002: Renamed HMS Komandarm
In 2002, Komandarm took the brand of one of the media agencies Aegis Media - HMS - and began working under the name HMS Komandarm.
1995: Oleg Polyakov establishes agency "Komandarm"
The origins of Aegis Media Russia & CIS in Russia were two companies: on the one hand, the European agency Carat, on the other, the Russian advertising agency Komandarm, founded by Oleg Polyakov in 1995.
See also
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