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GLOBAL 2016: Brands promote heavily to drive more consumption

One can say that the Russian people move from one crisis to another, and a crisis occurs every five or six years. But this crisis is a little different. In past crises the economy dropped but rebounded immediately. People were used to this kind of cycle. Now, oil prices dropped to the bottom and the economy has not rebounded. Therefore, people are making less money, which they try to save rather than spend. This behavior affects consumption. Many brands have resorted to promotional tactics with less investment in media.

Roman Kostyuchenko
Head of Strategy
Young & Rubicam