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GLOBAL 2016: Past and future collide in Russia, impacting brands

Pierre-Emmanuel Mahias
Regional Planning Leader
Mindshare Worldwide
Pierre.Mahias@mindshareworld.com
 
Russians are living in at least three or four decades at the same time. If you consider healthcare administration, we are living in the 70s. At the same time, and this is what is amazing in Russia, some aspects of technology have leapfrogged ahead of Europe. Taxis are a good example. Soon after Uber entered Russia, the Russian company Yendex, similar to Google, developed its own taxi service, which is much more effective and efficient than Uber. Russia has a combination of archaic problems that most of European society has sorted out long ago, and simultaneously, Moscow is one of the most modern cities in the world.