Advertising Week Draws Professionals to Moscow

Three major advertising events were held in Moscow. The Week of Russian Advertising, the 14th International Exhibition Reklama-2006 and the Moscow International Advertising Festival attracted advertising professionals from various countries to the Russian capital.

International Forum. The program of the Moscow International Advertising Festival (MIAF) held at the World Trade Center Moscow was jam-packed: it included 35 seminars with participation of 70 speakers, a number of conferences and round tables.

It is the most important advertising festival in Russia. The advertising industry must improve dialogue with society because their interests generally coincide. The festival is not only an exhibition of advertising works, but also training. A lot of young people from the advertising industry especially come to learn from professionals.

Advertisers presented at the festival 2,448 works compared to 1,880 works shown last year. This growth is connected with the increase of foreign participants of the festival. Thirty countries took part in this year's festival. These are not only participants from the former U.S.S.R., but also from Austria, Germany, Finland, France, the Czech Republic, Croatia and Japan. The participation of Japan was unprecedented for the Moscow festival. Our advertising is quite young. It is not very easy for Russian advertisers to compete with mature foreign advertising agencies. But now Russian professionals are happier if they win here because it is a victory obtained not in "their own circle," but among world advertisers.

This year the festival opened a new page of its history: besides the traditional demonstration of entries, seminars, conferences, and master classes, there was an extensive exhibition of creative advertising. Agencies, studios and bureaus placed their stands on 1,400 square meters of the Congress Hall of World Trade Center Moscow. The main demand for participants of the exhibition was the maximum originality, boldness and sense of humor.

Prizes for Blockbusters. Together with the partners of the festival, its organizers began a charity project "Apple Tree." All donations went to orphan children. Another big project was a fair of talents, helping young people to find a job in the advertising business. Within the framework of the festival the best advertising projects of the year were named and awarded. The jury chose from hundreds of works presented by studios, advertising agencies and TV channels. The projects that took part in the contest appeared on TV screens, on billboards, in newspapers and magazines. They differ from each other in everything - from the things they advertised to the means of advertising.

The ceremony took place at the Oktyabr cinema center. The Russian blockbuster Day Watch was awarded for the advertising campaign that accompanied the way of the movie to spectators. During the advertising festival, Russian TV Channel 1, sponsoring the film, got two special prizes - "The Best Communications Project" and "The Best Advertising Campaign of the Year."

The first prize of the festival also went to Channel 1 for a commercial for Lost, a U.S. television series that attracted millions of Russian viewers around the country. The prize is the most prestigious award in the Russian advertising world and a real recognition in the world of professionals.

Discussing Regulations. The program of the festival included the "Day of Social Advertising," a forum held by the leading Russian advertising agencies and dedicated to trends in the development of the domestic advertising market. A separate meeting focusing on the international experience in legislative regulation of the advertising sphere also took place.

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