MOSCOW: Ogilvy has made its first move into the growing Russian market, forming a partnership with SPN Granat, an agency based in Moscow and Saint Petersburg. The agency will be rebranded as SPN Ogilvy.
"The time is right now, for both Russia coming out, and also the major, major brands of the world realizing that Russia's one of those emerging markets that's very important," said Ogilvy's Asia regional CEO Matthew Anderson.
The agency will focus not only on western business in Russia, but also on business between China and Russia in the energy and telecom sectors.
SPN and Ogilvy have worked together in the past, and share DuPont, Coca-Cola, and Ford as clients. Anderson called SPN "a leader in helping to professionalize the industry" in Russia by establishing ethical guidelines.
Financial terms of the deal were not disclosed, but Anderson said it would result in growth rather than layoffs.