ADV Group advertising & marketing assignments

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ADV Group is Russia's largest marketing organisation, managing operations in that territory for all Interpublic and Havas agencies under a longterm license. It is very much the personal creation of Russian entrepreneur Dmitry Korobkov. A major, but comparatively low-profile figure in Russia's marketing industry, he remains chairman and owner of ADV Group, and is also an investor in digital start-ups. ADV Group comprises more than 20 agencies, spread across Russia and six other CIS countries. Subsidiaries include the local arms of advertising agencies McCann, FCB and MullenLowe, media shops Initiative and UM, and below the line agencies MRM and Momentum. In 2015, Interpublic reacquired a majority stake in its three creative agencies, McCann, FCB and MullenLowe, for an undisclosed sum. However, ADV retains a minority stake and effective management control. It continues to have majority control of IPG's other units. ADV-owned PR agency PRP provides local representation for IPG's Weber Shandwick. Separately, ADV also manages the Russian offices of Havas creative and media and Arena Media (known as Arena Magic Box). ADV continues to operate a few of its own proprietary agencies, including a substantial ad tech business, but several standalone brands have been absorbed into the IPG and Havas portfolios or divested. In 2007, Korobkov's deputy Irina Vasenina quit the group reportedly after a dispute over whether or not to issue an IPO for the business. As a result, the group's assets were divided, with Vasenina taking control of several of its non-affiliated below-the-line agencies in Russia and the Ukraine. Havas Media is the #5 media planner and buyer in Russia, while Initiative ranks #7. Combined media billings of over $500m make ADV the country's third largest media buyer behind Publicis and Omnicom. Dmitry Korobkov founded marketing agency Adventa in 1995 when he was just 26, after graduating from Moscow's State Institute of International Relations. Almost immediately secured a contract to handle Russian representation for what was then the Lintas Worldwide network. Adventa Lintas gradually extended its brief after Lintas was itself absorbed into Ammirati Puris Lintas, and then Lowe Lintas. The group took over representation for Initiative Media in 1999. In 2000 the agency merged with Public Relations & Promotions Group (PRP) to form the ADV Group. In 2001, ADV Group also acquired McCann-Erickson's Moscow office, as well as a clutch of direct marketing and promotions agencies. It began representing Havas in 2003.

Capsule checked 30th December 2019

Recent stories from Adbrands Update:

Adbrands Weekly Update 10th Dec 2015: Interpublic made changes to its 20-year partnership with Russian affiliate ADV Group, which has traditionally owned and managed all local outposts of IPG agencies, and also has a similar partnership with Havas. Now IPG has bought back from ADV a majority stake in the local McCann, FCB and Lowe creative agencies, and established a dedicated IPG Russia unit to lead those businesses. ADV retains a minority stake in these three agencies, but will continue to control Interpublic's other Russian affiliates, including local offices of UM and Initiative. No price was disclosed for the deal.


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