2. 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 are
connected in all sorts of
ways – 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.
3. globalnetwork
Americas
ATLANTA, GA
DENVER, CL
LOS ANGELES, CA
NEW YORK, NY
SAN FRANCISCO, CA
SACRAMENTO, CA
SEATTLE, WA
TALLAHASSEE, FL
WASHINGTON D.C.
Europe
AUSTRIA
BELGIUM
BULGARIA
CROATIA
CZECH REPUBLIC
FRANCE
GERMANY
HUNGARY
IRELAND
NETHERLANDS
POLAND
ROMANIA
RUSSIA
SERBIA
SLOVENIA
SLOVAKIA
SPAIN
SWEDEN
SWITZERLAND
UNITED KINGDOM
Middle East, Turkey
and Africa
KENYA
OMAN
QATAR
TURKEY
UNITED ARAB EMIRATES
Asia Pacific
CHINA
HONGKONG
SINGAPORE
4. 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
5. 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
6. integratedservices
Business-to-Business Communications
Risk 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.
7. 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.
8. we’re not constrained
by boundaries
real or imagined
Vladimir Melnikov
President, Russia & CIS
Expertise: Leading PA consultant and Crisis
Communications Guru
Eugenia Skobeleva
Country Manager,
Russia
Expertise: IPOs, Financial Communications and B2B
professional
Milana Valieva
Deputy Country Manager,
Russia
Expertise: Corporate Communications and Financial
relations
Anastasia Elaeva
Head of Corporate Communications, Russia
Expertise: Corporate Communications, Financial
relations, crisis communications, public diplomacy
Valeriya Sizova
Head of Lifestyle&Consumer.
Russia
Expertise: Lifestyle and marketing communications
Anna Kovalenko
Senior 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 different
skills to solve our clients’ complex communication
challenges, working together across disciplines
and, if necessary, across borders and
time zones.
Meet your team...
9. Eugenia Skobeleva
Country 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”.
11. 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.
13. 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
15. 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
17. • 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
18. 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
19. 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
20. 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
21. HENKEL
Henkel Corporate PR Support on the Russian Market that helps to promote Henkel
as a long-term investor and a responsible company contributing to the Russian economy
casestudy
22. 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
24. 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
25. FORD
Delivering lifestyle and corporate communications consultancy and
reputation management for a leading automotive brand in Russia and globally
casestudy
26. 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
27. 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
28. 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
29. #WHEREEVERYOUARE
Exploring the e-commerce frontier
With this in mind the #WhereEverYouAre campaign PayPal takes us
to 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
30. communicationsunlimited
Exploring the e-commerce
frontier
The 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
31. 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 here
PayPal #Whereeveryouare videos
Also the Grayling team implements full social media
strategy for PayPal at Facebook, Vkontakte, and
Odnoklassniki as part of a retainer cooperation.
32. measurableadvantage
The story resonated with Internet users, receiving a massive wave of approval from Russian
consumers
78,900,000 100,000+ likes
10,700+comments
2,500+ shares
80+
Total outreach of the project on Youtube, Facebook,
Odnoklassniki and Vkontakte
Pieces of coverage secured
PayPal: #WhereEverYouAre
33. MEGA ACCELERATOR
Have a MEGA start!
One of the biggest retail players in Russia reaches out to a new
specific target audience.
casestudy
34. communicationsunlimited
MEGA Accelerator
Based 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
35. 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 on
Facebook, Vkontakte
Mega Accelerator blog posts
on Habrahabr, Geektimes
36. 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
37. Challenge
eBay 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.
Solution
360 social media support: reputation
management, traffic increase, driving
sales, customer support, influencers’
relations.
Results
eBay 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.
38. Challenge
Once 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.
Solution
Social 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.
Results
The 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.
39. Challenge
SanDisk, 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.
Solution
Cross-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.
Results
The 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.
40. Challenge
Scripps 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.
Solution
All 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.
Results
The communities demonstrated
steady growth, reaching 20k total, and
high engagement rate proving to be
an effective means of winning a new
audience.
41. Challenge
Hilton, 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.
Solution
The 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.
Results
The 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.
42. Challenge
PepsiCo 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.
Solution
A 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.
Results
More 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.
43. Challenge
To 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.
Solution
Having 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.
Results
The 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.
44. Challenge
360 degrees digital support to the
relaunch campaign, that took place in
September 2011
Solution
The 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.
Results
In 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.
45. contactus
Let’s talk
Eugenia Skobeleva
Country Manager, Russia
T: +7 495 788 6784 I M: +7 909 912 8818
eugenia.skobeleva@grayling.com
www.grayling.com/ru
Milana Valieva
Deputy Country Manager, Russia
T +7 495 788 6784 I M +7 903 006 7142
milana.valieva@grayling.com
www.grayling.com/ru