Russian Advertising: It's New And Improved

Local shops are gaining in the battle for clients

When Bruce Macdonald went to Moscow in 1989 to set up an office for BBDO Worldwide Inc., advertising was in its infancy in Russia. Western companies were just beginning to adapt their ads for the Russian audience, while local companies hardly advertised at all. Now, advertising is a billion-dollar business in Russia, and local agencies are fighting fiercely for market share with the likes of BBDO. Indeed, Macdonald himself recently quit the U.S. agency to join its leading Russian competitor, Premier SV, as a consultant. "I sniffed the air and sensed the tide turning," he says.

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