Our founder, Alexander Shumovich, shares his view on how the event industry has developed over a quarter of a century.
In recent years, in-house event managers, creative directors and other specialists have emerged on the client side — people with agency experience who understand the complexities of event production, the nuances of budgets, the specifics of venues, the weight of contractors and other less obvious details.
Many international brands have left or transferred their functions to local distributors. As a result, global marketing trends no longer have a direct impact — they are now an external backdrop rather than everyday reality. The requirements and standards of foreign shareholders no longer shape local management, and Russian in-house marketing follows its own standards.
At the same time, it is fair to say that the experience of Russian event producers is among the best in the world. We went through the process of professional development and learned a great deal from one another in a competitive environment. Today, both agencies and clients often include people with similar experience who understand each other, making excellent results possible.
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