JWT, the world’s fourth largest advertising agency, and Ravi, the leading agency within Russia’s Video International Group, are merging to form JWT/RAVI CIS Advertising Group. The Group will represent JWT in Russia and other CIS (Confederation of Independent States) countries and follows the deal struck between WPP and VI in April this year to broaden co-operation in marketing services.
The new group has ambitious plans for growth in the burgeoning ($4.6 billion) Russian/CIS advertising market. In addition to attracting new business JWT/RAVI CIS hopes to launch an integrated marketing communications agency within the group and continue its expansion to CIS markets. The company is already operative in the Ukraine, Belarus and Kazakhstan where the group currently oversees activity of partner agencies in these countries.
Says Alexander Romanov, JWT/RAVI’s President and CEO, “Our long-term experience of creating successful advertising in Russia for our international clients should be a perfect match for JWT’s multinational clients. We plan to offer a superior quality of advertising communication services for advertisers which would combine local creativity and expertise with pioneering advertising technologies successfully tested globally by JWT.”
Founded in 1994 RAVI is the most awarded agency in Russia, boasting more than 60 prizes received at various international advertising festivals and contests including two of the four Lions awarded to Russian ad agencies at the Cannes Advertising Festival. JWT/Ravi has a staff of 90.
Ron Vrijmoet, Chief Operating Officer for JWT Continental Europe, said, “We are very excited about our joint venture with Ravi. It will give JWT a strong presence in Russia and our multinational clients access to one of the best agencies in the country. It will give Ravi and local Russian clients access to one of the world's biggest and most effective global advertising networks.''
JWT has operated in Russia since 1995.The RAVI deal means that it will end its ten year relationship with affiliate Ark Advertising. JWT’s major international Clients in Russia include Unilever, Nestle, Kraft, Kellogg's, Mazda, Shell, Reckitt Benckiser, Bayer, Dirol Cadbury, Vodafone, and HSBC.
JWT, part of the WPP Group, is the oldest advertising network in the world having been founded in 1864.In January this year the agency abbreviated its name from J.Walter Thompson to JWT with a re-designed colourful logo and announced a new positioning. This recognises that the interruption model of communication with audiences is giving way to one of engagement. JWT believes that the more “time” consumers spend with their clients brands, the more successful the advertising will be.
