creatingadvantage

ourphilosophy

Smart multimedia content is weaved through everything that we do. That’s content that goes beyond just storytelling and measurably moves the needle on behalf of our clients.

Proactive risk management is key to

protecting a brand and building its authority. Our

proprietary data analytics solution helps

our clients manage their risk profile and build

brand and reputation capital.

Grayling people areconnected in all sorts ofways – within the sectors in which they specialize, with media and other influencers, political and other stakeholders…we will leverage those connections to benefit you.

With on-call senior counsel, powerful content, and unrivalled connections, we help our clients to engage, adapt and evolve in

fast-changing landscapes — building

brand resilience and creating measurable advantage.

We operate a flat structure so that you always have access to our senior experts, working on your business, every day; 24/7 if needed.

This is our promise to our clients, pure and simple. We will not stop until your business objectives have been met and exceeded. It’s what we do.

globalnetwork

Americas ATLANTA, GADENVER, CLLOS ANGELES, CANEW YORK, NYSAN FRANCISCO, CASACRAMENTO, CASEATTLE, WATALLAHASSEE, FLWASHINGTON D.C.

EuropeAUSTRIABELGIUMBULGARIACROATIACZECH REPUBLIC FRANCEGERMANYHUNGARYIRELANDNETHERLANDS

POLANDROMANIARUSSIASERBIASLOVENIASLOVAKIASPAINSWEDENSWITZERLANDUNITED KINGDOM

Middle East, Turkey and AfricaKENYAOMANQATARTURKEYUNITED ARAB EMIRATES

Asia PacificCHINAHONG KONGSINGAPORE

ournetworkRussia&CIS

Operating on Western standards, fully ethical and FCPA-compliant, Russian and CIS offices of Grayling demonstrates highly professional attitude and deliver outstanding results for clients

Russia

• Office in Moscow• 18 years on the

local market• Team of 38

consultants

Ukraine

• Office in Kiev• 10 years on the

local market• Team of 12

consultants

Kazakhstan

• Offices in Astana and Alma-Ata

• 16 years on the local market

• Team of 10 consultants

Azerbaijan

• Representatives in Baku

• 10 years on the local market

• Team of 4 consultants

Belarus

• Representatives in Minsk

• 10 years on the local market

• Team of 4 consultants

graylingrussia

team of

38 1999 year

<100 clients

Grayling Russia has 38 English-speaking 38

consultants providing strategic advice to C-level

executive of leading multinational firms

Operating on Western standards, fully ethical and

FCPA-compliant, Russian office of Grayling

demonstrates year-on-year stable organic growth

We deliver tailored creative brand & Digital campaigns, high-level corporate & B2B communications, Government Relations and event management service

Fast facts

integratedservices

Business-to-Business CommunicationsRisk and Crisis Communications

Corporate Communications

Investor Relations

Government Relations

Corporate Social Responsibility (CSR)

Media and Influencer Relations

Media Training

Consumer Brand Marketing

In a world where risks and opportunities can emerge every day, working with us provides access to specialist skills and services that may be dialled up or down at a moment’s notice. That’s one of the many ways we create advantage.

clientexperience

We are a trusted partner of the world’s leading organizations in Russia.And we won absolute majority of our clients in open local tenders.

we’re not constrainedby boundariesreal or imagined

Vladimir MelnikovPresident, Russia & CIS

Expertise: Leading PA consultant and Crisis Communications Guru

Eugenia SkobelevaCountry Manager,Russia

Expertise: IPOs, Financial Communications and B2B professional

Milana ValievaDeputy Country Manager,Russia

Expertise: Corporate Communications and Financial relations

Anastasia ElaevaHead of Corporate Communications, Russia

Expertise: Corporate Communications, Financial relations, crisis communications, public diplomacy

Valeriya SizovaHead of Lifestyle&Consumer.Russia

Expertise: Lifestyle and marketing communications

Anna KovalenkoSenior Director, Digital & Social Media,Russia

Expertise: Social media and digital communications strategy

This ‘one team’ approach is fundamental to our success.

Everything is connected, so we are, too.

We bring together experts with differentskills to solve our clients’ complex communication challenges, working together across disciplines and, if necessary, across borders andtime zones.

Meet your team...

Eugenia SkobelevaCountry Manager

Vladimir is well-known amongst business journalists in the CIS for his work for UES CEO and President of the CIS Energy Committee, Anatoly Chubais as well as for his work with System Capital Management, the biggest investor in Ukraine. He has advised many CEOs of the international companies in different sectors and knows Russian media market extremely well.

He runs some of our most complex projects where media and politics collide. He joined Grayling in 2004.

Vladimir Melnikov President, General Director

Eugenia Skobeleva has been with Grayling since 2005 and worked on corporate PR mandates including top-tier media relations campaigns for Citibank and the IPO communications campaigns for TMK and TGK5, corporate affairs for private equity group, TPG and GE Money, Visa and Saxo Bank. She is an experienced media relations consultant and trainer.

Prior to Grayling, Eugenia had three years PR experience in the leading business news agency, PRIME-TASS, and also spent three years as Deputy Head of press-centre for the Federal State Program “Electronic Russia 2002-2010”.  

Finance and Banking

Technology & IT

Industry / FMCG / Travel

Corporate communications

casestudies

industryexperience

Grayling’s corporate communications team’s core strength lies in actively managing client reputations and building corporate brands in a way that resonates locally in Russia and Ukraine. We have extensive experience in handling Corporate Market Launches, Thematic Corporate PR campaigns, Mergers and Acquisitions, Initial Public Offerings, Privatizations, Change Management and CSR programs.

Pringles

Land Securities

DoubleTree by Hilton

Consumer Marketing

casestudies

industryexperience• Using first-class media contacts, Grayling’s lifestyle and consumer team has unrivalled experience in delivering innovative

and creative FCPA-compliant campaigns in Russia.

• Grayling has excellent contacts with key lifestyle and consumer publications, as well as strong relationships with business and online media, TV channels and radio stations in Russia

Technology & IT

Pharma & FMCG

Finance & Banking

PA & GR

industryexperience

Our Government Relations team has a particularly close and deep understanding of the regulatory environment in Russia. We have strong crisis management expertise and a well-honed methodology for successful crisis and contingency training as well as media training

Community Management

Blogger relations

Digital & Social media

• We listen: Social media influencers mapping- who has impact on your reputation / brand / sales in the online community; blog monitoring; social media coaching

• We talk: corporate blogging; blog commenting campaigns; social media releases

• We engage: bespoke interactive campaigns; user/consumer groups management; viral content seeding

industryexperience

Providing regular PR services to generate media buzz and position eBay as the best marketplace for Russian consumers as well as the best business partner for Russian sellers.

PR SUPPORT ON A REGULAR BASIS

casestudy

communicationsunlimited

PR campaigns: from the brand launch on Russian market to overall support in turbulent times Grayling aimed to increase awareness about eBay.com online marketplace among Russian consumers and business community, support all the new eBay launches.

Grayling organized a number of events, including press-events, activations at fests and runaway shows. Campaigns we held: Qiwi Wallet on ebay.com, Russian Sellers launch, Collections runaway show, Russian post, #openeBay, etc.

As a result – successful work with eBay since 2011. Over 700 qualitative pieces of coverage in key business, consumer and lifestyle media per year.

Head of Russian eBay Vladimir Dolgov presents eBay at one of press-conferences.

eBay regional style tour

organized to position eBay

as a perfect place for

fashion shopping.

Pop-up summer office opened to meet Russian sellers and consumers in person and to answer all their questions.

EBAY: ALL MEDIA TYPES CAMPIGNS

measurableadvantage

700+

300+

0$

Over 700 qualitative pieces of coverage in key

business, consumer and lifestyle media per year

Russian sellers set up a seller accounts on eBay after #openeBay project

Without any PR investments holding media coverage on a certain level during turbulent years in

Russia

EBAY: FROM FASHION TO BUSINESS PROJECTS

HENKELHenkel Corporate PR Support on the Russian Market that helps to promote Henkelas a long-term investor and a responsible company contributing to the Russian economy

casestudy

communicationsunlimited

Manifold PR tactics aiming at promoting Henkel corporate brand image in Russia

While working with Henkel since 2013, Grayling team has supported multiple projects, aiming at positioning Henkel as one of the major investors in Russia. The agency communicates the company’s commitment to the country by increase media, public and government awareness of Henkel’s investments in Russian economy as well as CSR activities of the company.

For 2 years of cooperation, Grayling team has supported multiple projects, including the launch of the Henkel Logistics Complex in Saratov region, opening of a new plant in Novosibirsk region a press-lunch with Henkel’s CEO in Russia Sergey Bykovskih, Henkel Global CEO Kasper Rorsted’s visits to Moscow as well as product launches (new Vernel, Bref, etc).• In 2015, Grayling has achieved great

amount of coverage during Henkel plant opening in Novosibirsk (about 200 articles) and secured high media turnout at the event (20 journalists of leading Novosibirsk media). • Total amount of coverage generated due

to corporate communication in 2015 amounted 4801 articles. Positive tonality of the articles has not only been maintained (according to the set of KPIs), but raised by 11 % in comparison with 2014 despite major household goods industry communication crisis in August, 2015.

•

Henkel Innovation Challenge PR Support (Career Opportunity for Students)

Henkel Forscherwelt Project (CSR project – fancy master-classes on chemistry for kids

aged 8-11)

Henkel HBT Plant Opening in Novosibirsk

HENKEL CORPORATE PR-SUPPORT

smartcontent HENKEL CORPORATE PR-SUPPORT

measurableadvantage

The results for 2015 despite challenging economic situation are positive

+11%

33%

Positive coverage raise in comparison to 2014

(Total: 32%)

Key message penetration in Tier-1,2 media

Increased by 11% in comparison to 2014

HENKEL CORPORATE PR-SUPPORT

51%

Increase of Henkel corporate brand mentions Doubled in comparison to

2014

FORDDelivering lifestyle and corporate communications consultancy and reputation management for a leading automotive brand in Russia and globally

casestudy

communicationsunlimited

Grayling team supports Ford with projects aimed at promotion of the legendary car brand, its models, history, technology and innovation in Russian lifestyle and general interest media. Auto brands are getting most coverage through specialized automotive media, but to attract new customers Ford needed to open its doors into Russian lifestyle media.

In terms of lifestyle promotion Grayling has created an advantage from Ford news on technology and innovation ahead of the competition by doing surveys, exclusive and inventive storytelling, creative infographics online imagery and promoted global news on Ford for the local media.

Grayling team provided logistical and media relations support around 2 Ford plants openings in 2014 and 2015 as well as launches of 5 new models at the Russian market in 2015.

Grayling also provided support at the Moscow Motor show in 2014 where Ford had to secure the widest possible coverage in broadcast, leading online and print media to highlight company’s commitment to the Russian market, the company’s development strategy and 6 premieres at the motor show.

Moscow Motor show 2014

Clay modelling event for students and media with the specialist from European design studio of Ford

Logistical and media relations support around the Ford Sollers plant opening in Naberezhnye Chelny in very tough conditions: short terms for event preparation and Prime Minister of Russia visit to the plant.

FORD: LIFESTYLE PROMOTION

Smartcontent: highlights

Promotion of Ford survey about danger of doing selfie while driving. Broadcasted by youth channel U TV

FORD: LIFESTYLE PROMOTION

FUNKY INFOGRAPHIC AIMED AT SUPPORTING

THE NEWS ON INCREASED FORD FOCUS GROUND

CLEARANCE

FORD’S FEB 14 PRANK AIMED AT MUSTANG

PROMOTION. LEADING LIFYSTYLE MEDIA

INCLUDING MEN’S HEALTH COVERED THIS

PIECE OF NEWS

measurableadvantage

Auto brands are getting most coverage through specialized automotive media, but to attract new customers Ford needed to open its doors into Russian lifestyle media. In mid 2014 Grayling team was hired to work on this.Our results for 2014-2015 include:

20%

25+

Ford's presence in lifestyle and general interest media

increased on 20% comparing 2014.

Top-25 lifestyle media and loyal journalists are at the Ford

media pool now due to systematic and permanent communication with them

Ford coverage at The Moscow Motor Show 2014 has been the widest both in broadcast media

and in overall number of publications among all other automotive brands at MIAS, according to TNS Monitoring.

FORD: LIFESTYLE PROMOTION

250+

“The last time I received a press release written so well was several years ago, I think it was by Audi's PR team. Ford texts are creative, very innovative, and very funny. I would honestly publish them all if I could…” - Dmitry Mamontov, PopMech

“Our audience prefers funky videos, especially if they're viral. Ford has been very successful in this respect because you can give our audience what it really wants: nice cars and nice ladies!” - Nikita Likhachev, TJournal

#WHEREEVERYOUARE

Exploring the e-commerce frontierWith this in mind the #WhereEverYouAre campaign PayPal takes usto a fascinating journey to the “e-commerce frontier” – highlighting how PayPal enables people living in remote areas of the world’s largest country to buy and sell things and to lead inspiring, fulfilled lives.

casestudy

communicationsunlimited

Exploring the e-commerce frontierThe factual groundwork for the campaign was laid with a survey of the Russian e-commerce market conducted together with DataInsight, a local research agency. The research focused on the habits of people living in small cities (under 100 000 inhabitants) and surprisingly proved them to be actively adapting modern technologies. The results showed that customers in Russia come from all sorts of locations, including very far-off and exotic ones.Based upon the survey findings, Grayling and PayPal Russia developed the following strategy: create a campaign that will show PayPal and internet technology being adapted everywhere as a part of an everyday life. Introduce new users to PayPal as a helpful tool. Establish trust and a strong emotional connection to the brand. Social media team used PayPal marketing newsletter and social networks audience to reach out to PayPal’s customers and learn more about their experience with PayPal in remote locations. More than 700 people contributed with their stories. The five most unusual and inspiring ones were selected by PayPal to play a role in later stages of the video campaign.A professional video crew and a well-known photographer travelled to meet the five “PayPal heroes of the eCommerce Frontier” in order to capture their life in an authentic way.

Gennady Khoruzhniy has arrived in Novy Uoyan, a tiny far-off town in Buryatiya. Despite living so remotely, he leads an active lifestyle with many hobbies - all made possible though the availability of internet connection and a PayPal account.

Alexandr Kuzminov is a pensioner who left big city life for a farm in Rossoshinky Khutor in

Rostovskaya oblast. He uses PayPal for his small online store - he sells fretsaw patterns to

hobbyists around the world.

Diana Ustinovksaya, a self-made jewelery designer from Sakhalin, who runs a small online shop and sells her works via Instagram

PayPal: #WhereEverYouAre

videocontent PAYPAL: #WHEREEVERYOUARE

5 videos about PayPal heroes were uploaded on YouTube and seeded via relevant social channels – Facebook, Vkontakte, Odnoklassniki. Footage was also shared via newsletters and partners websites. The premiere took place on the press-conference in Moscow for journalists and PayPal partners. All videos were translated in English and shared online; total views number reached 3,2 millions.

The users feedback was fantastic:thousands of admired comments were left on YouTube and other social channels.

You can enjoy watching videos and comments herePayPal #Whereeveryouare videos

Also the Grayling team implements full social media strategy for PayPal at Facebook, Vkontakte, and Odnoklassniki as part of a retainer cooperation.

measurableadvantage

The story resonated with Internet users, receiving a massive wave of approval from Russian consumers

78,900,000

100,000+ likes 10,700+comme

nts2,500+ shares

80+

Total outreach of the project

on Youtube, Facebook, Odnoklassniki and

Vkontakte

Pieces of coverage secured

PayPal: #WhereEverYouAre

MEGA ACCELERATOR

Have a MEGA start!One of the biggest retail players in Russia reaches out to a new specific target audience.

casestudy

communicationsunlimited

MEGA AcceleratorBased on its positioning as an innovator in the retail industry, IKEA Centres Russia decided to launch MEGA Accelerator – a project aimed to find and help implement innovative ideas that can improve customer experience at MEGA stores beyond the typical shopping center experience. With the startup eco-system being a great source of revolutionary ideas, MEGA Accelerator became a vehicle for identifying and growing innovative startup companies to become potential business partners for IKEA Centres Russia.Grayling Russia provided a 360° support for the project in traditional and social media. More than 78 generated pieces (with 2 mln+ roubles in PR Value) during three months. Two special projects – on Meduza (interactive test) and Habrahabr (content project with 10 feature articles) were launched to drive application submissions. Social networks – during the stage of application submission a massive campaign was held to attract startupers. The campaign included relevant pages targeting, boosting posts, materials seeding, getting bloggers to write about the accelerator on a free basis (Maria Lapuk, Alena Vladimirskaya). Later during the acceleration process – Habrahabr and social pages were posting about participants projects, offline testing and other feature materials on interesting startup related topics. With the help of the digital tools, during the second month of the application submission process project coordinators received 3 times more entries than in the 1st one.

78 pieces of coverage including Vedomosti, Rusbase, The Village, VC.ru, Firrma, Theories & Practicies,Secret Firmy

MEDUZA special project “What kind of startuper are you?” Visitors had a chance to apply their knowledge of the start-up industry

and learn about the project, also they could share their results via social media. Result is 50

000+ views

Habrahabr, Megamozg and Geektimes 10 feature articles about startups, MEGA Accelerator and technology industries of participants.

MEGA ACCELERATOR

socialcontent MEGA ACCELERATOR

Working closely with the IKEA Centres marketing team Grayling answered numerous users questions on Facebook and VK about MEGA Accelerator. Within 1,5 months more than 100 questions were answered publically and in private messages.

Our team developed a special design style for the project’s social media, based on MEGA Accelerator’s brand book. The friendly and human copywriting style gained popularity quickly.

MEGA Accelerator communities onFacebook, Vkontakte

Mega Accelerator blog posts on Habrahabr, Geektimes

measurableadvantage

More than 200 participants were attracted within 2,5 months of application collections - MEGA Accelerator was held for the 1st time.Met client KPIs set up for the campaign.

28,700,000

1250

78

Total outreach of the project

Social media fans attracted within 1,5 months(today 1400+ fans)

Pieces of coverage secured within 3 months

MEGA ACCELERATOR

ChallengeeBay is a leading platform to sell goods from people and companies around the world. Launch in Russia had to highlight the profile of the company, enhance the client base and attract local sellers.

Solution360 social media support: reputation management, traffic increase, driving sales, customer support, influencers’ relations.

ResultseBay social networks have grown to 360k subscribers in one year. The weekly traffic to eBay.com from social networks upped to 70k visits with high conversion rate. The post-launch activities resulted in more than 3 years collaboration with the top bloggers and celebrities, adding of social element to fashion and regional events.

ChallengeOnce the leader of P2P voice and video communication, Skype had faced a tight competitions from new comers. To support the image of the industry leader and a robust solution for communications in business, at home and on the move, Skype had to establish closer connection with its customers.

SolutionSocial presence was established in the most popular channels – FB, VK, Twitter, corporate blog – to get the message across to as many customers as possible through multi-faceted content, and have their feedback heard. Several activations, promo campaigns and sponsorship programs helped reach out to an even wider public.

ResultsThe communities acquired 75k total subscribers with high engagement rates.The Russian-language corporate blog made it to the top-3 internationally by the number of subscribers.Activations and promotions had impact on thousands more people stimulating downloads and usage of the Skype family products.

ChallengeSanDisk, one the storage industry pioneers, sought to increase its profile among the Russian customers in fight for a greater share of the market filled with cheap alternatives to its high end products.

SolutionCross-channel support was established, with the social presence in VK, FB and Twitter tightly integrated with the local and global marketing efforts. Russia-wide partner campaigns with World of Tanks, Nat Geo Traveler and Nikon with SanDisk products as prizes helped warm up the core audiences. CS function in social helped solve customers’ problems.

ResultsThe communities have grown up to 30k loyal followers in less than a year mainly thanks to the shareable content and partner activations.Promoted posts spread the company’s message to millions of Russian (potential) customers.

ChallengeScripps Networks operating 3 TV channels (Food Network, Fine Living, Travel Channel) sought to expand its presence on the Russian subscription TV market by reaching out to its potential audience beyond the silver screen.

SolutionAll three TV channels got their extension in the social networks – dedicated FB communities full of local and global engaging content and regular activations in close connection with the marketing and PR activities. The growth was supported by targeted promos in FB and on influencers’ pages.

ResultsThe communities demonstrated steady growth, reaching 20k total, and high engagement rate proving to be an effective means of winning a new audience.

ChallengeHilton, one of the world’s most recognizable hotel brands, sought to enhance its presence in Russia and to make the Russian customers be more active in the Hilton HHonors loyalty program with rewards across the world.

SolutionThe Russian HHonors page in Facebook became part of the global social presence, with FB apps, activations, and engaging content covering HHonors promos and featuring Hilton hotels around the globe and in Russia bringing local flavor to the global hotel chain.

ResultsThe page reached 25k dedicated followers in a year with minimal budget through shareable content and targeted activations. The local hotels of Hilton brands had had the chance to address potential clients.

ChallengePepsiCo sought to establish one of its juice brand ‘Lyubimii’ (stands for ‘The Loved One’) as a natural choice for the Russian consumers to fight the competition and attract customers to the idea of ‘natural’ packeted juices.

SolutionA Russia-wide campaign ‘Russia’s Heart Full of Love’ was envisioned with large pulsing hearts installed on 7 city rinks across the country. Lovers and families were attracted by the social media ads and partner communities to visit the rinks and take pictures to take part in the social contest and be part of the Heart on the campaign web site.

ResultsMore than 13M people were reached across Russia by the campaign message in social, thousands came to rinks. The Heart on the campaign web site was filled with dozens of images full of love. One year supply of ‘Lyubimii’ juices for two were shipped to the winners of the social contest.

ChallengeTo create buzz around the first Krispy Kreme restaurant opening in Moscow so that people form lines to try doughnuts, given the brand was a newcomer in Russia.

SolutionHaving combined both viral content and smart targeting we managed to raise interest to Krispy Kreme’s opening. More than 2000 people registered online for the opening event.

ResultsThe queue started to form 24 hours before the opening with 500+ people in line by the opening time, 40 people spent the night sleeping in front of the cafe. Moscow media compared the record line to the first McDonald’s opening back in 1998.

Challenge360 degrees digital support to the relaunch campaign, that took place in September 2011

SolutionThe website was totally renovated with new design, and advertised by special promotion activity “Which taste do you have?” Activities were supported in social networks, pages and top-bloggers were reached to advocate the new premium taste of the chocolates.

ResultsIn less than 1 month website gathered more than 23 000 hits. 2/3 of visitors completed the test. Pages “I love chocolate” on FB, VK and OK hit 3000 people in 2 months with talking about index 50%. Top bloggers like Eugeniy Kozlov received Korkunov boxes and wrote about new taste and design.

contactus

Let’s talkEugenia SkobelevaCountry Manager, Russia

T: +7 495 788 6784 I M: +7 909 912 8818

eugenia.skobeleva@grayling.comwww.grayling.com/ru

Milana ValievaDeputy Country Manager, Russia

T +7 495 788 6784 I M +7 903 006 7142

milana.valieva@grayling.comwww.grayling.com/ru