MOSCOW: Russia’s largest private bank, Unexim, has appointed Scope
Ketchum to handle project work as it seeks to raise awareness of it in
Scope Ketchum won the business together with Moscow affiliate Maslov,
which is handling the Russian communications effort. Ketchum Washington
will be undertaking project work in the US.
The bank’s chief executive is Vladimir Potanin, who is reputed to be the
richest man in Russia and was the first deputy chairman in Boris
Yeltsin’s government during 1996. Potanin’s company Interros, which is
the holding company for Unexim and owns a variety of other businesses
from telecom to sports clubs, is valued at pounds 19 billion.
PR for Unexim will centre around raising Potanin’s profile as a serious
businessman and outline the business strategy of the bank. Unexim
started life as a state trading bank in 1992 but Potanin is keen to
convey its independent status.
Unexim is seeking large amounts of investment capital from institutions
and individuals to plough into projects such as mining, telecom and
A recent project is a 38 per cent stake in a Siberian nickel mine
capable of supplying 20 per cent of the world’s nickel supplies.
Chris Fowler, media manager at Scope Ketchum, said that the agency is
working on projects for Unexim but there is a chance of it becoming a