New Country (Russia)
What we set out to do:
launch a Western based company into Russia, first in Moscow then St Petersburg, with priority to show immediate presence - plus commitment to the long term.
What happened:
besides print, video proved most important - filming company vehicles in Red Square etc to show real presence on the ground, followed by VIP events with the videos as a projected backdrop to make a big bang with prestige audiences.
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What we learnt:
the initial work was both demanding and arduous, but progressinginto long term sustainable communications was even harder: the right solution proved to be inviting Russian colleagues abroad to learn best practice elsewhere, then take responsibility themselves for adapting it at home.
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