Edward Shenderovich, SUP's Strategy Director, took a part in a panel on the Russian advertising market organized by Troika Dialog, also known as the company behind the "Russia Forum" (http://www.therussiaforum.com/). The panel's title was very straightforward: “Reaching Russians: Advertising”.  

For a little over an hour, movers and shakers of the Russian media and advertising space, including Sergey Vasiliev of Video International and Ella Stewart of BBDO Russia,  talked about growth opportunities, trends and peculiarities of the Russian market.

There was an active discussion on the constraints which the industry faces:  broadband infrastructure, the fact that a “Russian consumer can eat only so many Mars bars,” and the lack of reliable postal service.  Demyan Kudryavstev of “Kommersant” pointed out that Russia has always had the problem of “fools and roads,” which is now referred to as the problem of “management and infrastructure.”