Today we spent much of the day at to the temporary headquarters of TBWA\RUSSIA learning about Russia.
The facts and figures were pretty amazing. Ready?
1. It’s the biggest country in the world.
2. It’s home to 142 million people
3. It must be remembered that Russia is part European and part Asian and the clash of these two mighty cultures results in something wholly and uniquely Russian.
What’s also amazing is the immaturity of its marketing culture. Not immature as in sophomoric with a propensity for fart jokes. (Not that there’s anything wrong with that.) Immature in years. After all, Russia’s consumer culture began in 1991 with the dissolution of the Soviet Union.
The planners at TBWA\RUSSIA also did a nice job talking about the psyche of the people which they described as “cynical, yet naïve.” And that when it comes to selling, Russians demand to be be “emotionally moved, but need a rational reason to buy.” (Ok, so Russians aren’t so different from you and me in this respect.) They also pointed out that Russians are getting used to the gyrations of capitalism and have learned to become uncharacteristically optimistic. (Hear that Dostoyevsky?)
Also, even though the ”world’s most expensive city” is taking its lumps, Moscow is still a land of bling. I counted no less than 10 Mercedes S-class sedans, 3 Maybachs, and one Bentley — and this was in a mere 18 hour period.
Some other interesting tid-bits? Russians like Christmas, but they LOVE New Year’s Eve even more. And they dig free stuff. It’s a concept they call “Haliava.” Always give the consumer a little something extra.
At dinner we got plenty of free pickles at an old Ukrainian restaurant called “Shinok.” What makes Shinok incredibly memorable isn’t it’s heavy, but yummy peasant food. Nor is it the wait-staff dressed in authentic Ukranian farm outfits that would seem at home in the movie “The Sound of Music.” No, what makes Shinok memorable is the fact that it has AN ACTUAL FARM WITH LIVE ANIMALS IN THE CENTER OF THE RESTAURANT. Yep, nothing like enjoying a bowl of fresh Borsch with a an actual cow ruminating on her own din-din right next to you. Interested in the pork? Maybe you were inspired by the goat that’s traipsing through the hay over there. Sure it’s glass-enclosed and kinda feels like a museum diorama, but it’s also really freakin’ weird. And personally, I don’t need to know that the sour cream is that fresh.
In any event, we had a very fun meal with the Russian team and the vivacious Visa clients. Ice cold “Wodka” shots all around and an ever-present soundtrack that really made the Cossack in you want come out, fold your arms, and squat and kick. Check out Shinok’s website. And there’s a ton more on Russia here.
Next up? A Russian press conference.
Thanks for reading.
Rob Schwartz is the ECD of TBWA\CHIAT\DAY in Los Angeles.
This is the first of an occasional series of his comings and goings.
If you have any comments or suggestions please email Rob Schwartz.
