TWIGA is a communication group operating in Russia and the CIS countries . Is independent - not included in international communication holdings. Engaged in various types of communication disciplines aimed at product promotion and sales promotion: creative, design, BTL, PR, media, digital, marketing, etc. Created by Alexander and Karina Ogandzhanyan in 1993.
TWIGA | |
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Type of | Private company |
Base | 1993 |
Location | Moscow , Russia |
Key figures | Alexander Ogandzhanyan (President of the TWIGA communication group) Karina Ohanjanyan (Vice-President of the TWIGA communication group) |
Industry | Advertising |
Turnover | ▲ $ 140 million ( 2008 ) |
Number of employees | about 400 people |
Site | www.twiga.ru |
The company has been a member of the Association of Communication Agencies of Russia ( ACAR ) since 1997. Included in the top 10 creative agencies of Russia (according to AKAR ) [1] , and also recognized as one of the country's largest media groups [2] . The main office is located in Moscow , has offices in St. Petersburg , Kiev , Almaty , Minsk , Yerevan and Tbilisi .
Cannes Lions Winner 2014 in the category of Promo & Activation and the short list in the category of PR for the campaign The Longest Handshake [3] for the TANGO Network [4] .
The name of the company comes from the word twiga, which in Swahili means giraffe.
Content
Company History
1993 - TWIGA advertising agency was founded in Moscow.
1997 - MedInform Healthcare Communications Agency (MedInform) was created - Russia's first specialized communications agency in the field of healthcare.
1998 - TWIGA Kazakhstan office opens.
1998 - the Agency “OGGI. Promotional Products".
1999 - BeWeb Interactive (BeWeb) was founded.
2000 - The Experimental Marketing Agency InTown Promotion was founded.
2002 - Media First agency was founded, as well as TWIGA Armenia.
2003 - TWIGA Ukraine office opens.
2006 - TWIGA TOUCH Creative Agency was registered.
2007 - the agencies POLE Trade Marketing and MedInform Ukraine were created, the publishing house Medica Press (Ukraine) started its work, the agency TWIGA Belarus was registered.
2008 - MedInform Kazakhstan was created.
2009 - the TWIGA CG was restructured in Russia and 4 main groups of agencies were singled out: MedInform, Media First, the Integrated Communications Group and the Group of Applied Marketing Solutions.
2010 - TWIGA TOUCH signed a partnership agreement with the Scandinavian network of communication agencies B9. In the same year, the office of TWIGA TOUCH St.Petersburg was opened.
2011 - TWIGA acquired the creative agency “Nebo” (St. Petersburg) from the Finnish communication concern Taivas Group.
2012 - TWIGA entered the top ten of the largest players in the Russian media market according to the newspaper Kommersant and the portal AdIndex.ru
2013 - The TW! ST group included the R! Evolution trade marketing agency, and the DigiBrand digital agency joined the TWIGA Ukraine group.
2014 - TWIGA united its digital resources into a separate TWIGA Digital group. TWIGA President Alexander Ogandzhanyan became Vice-President of the Association of Communication Agencies of Russia.
2015 - As a result of the merger of btl-agencies TWIGA, a new division was formed - Twiga Marketing Services. [five]
Manual
- President, Founder - Alexander Ogandzhanyan
- Vice President - Karina Ogandzhanyan
- Executive Creative Director - Mikhail Elagin
- General Director of Media First Group - Alena Bylbas
- Managing Director, MedInform Healthcare Communications Group - Elena Streletskaya
- Managing Director of the TWIGA DIGITAL Group - Sergey Ogandzhanyan
- Managing Director of TWIGA MS -
- Managing Director of Twiga Touch Agency - Elena Karpova
- Managing Director of Twiga PR Agency - Veronika Kireeva
Activity
The communication group TWIGA is engaged in the implementation of projects related to the promotion of brands. Key disciplines:
- Integrated communications
- Advertising creative
- Internet development
- Media Planning and Purchasing
- Mobile marketing
- Printed products
- Brand design
- Public relations
- Event Marketing
- Consumer Marketing
- Trade marketing
Group composition
TWIGA CG structure in Russia
- Management company TWI;
- 4 groups [6] :
- Media First Group - media investment management (formed in 2002); has offices in Moscow, Kiev, Almaty, Minsk. The group includes media divisions: Media First, MF Project.
- Group MedInform Healthcare Communications - communications in the field of health (formed in 1997). Offices are located in Moscow, Kiev and Almaty. Consists of five agencies: MedInform Selling Solutions, MedInform Digital, ZdravPunkt, MedInform Academy, MedInform Media.
- TWIGA MS marketing services group - shopper marketing, trade marketing, consumer and event marketing, integrated projects. Unites agencies: OGGI Production, R! Evolution, Point Passat, InToun, POLE.
- The TWIGA DIGITAL interactive communications group - digital communications, website and mobile application creation, online media procurement, Social Media Marketing. Includes agencies: BeWeb Interactive, Media First Digital, MedInform Digital, Eureka (owns online resources Evrika.ru, VitaPortal.ru) [7]
- Agencies
- Twiga Total - development of brand and communication strategies, HR branding, development and coordination of non-standard interdisciplinary, integrated communication projects with the participation of group agencies.
- Twiga Touch specializes in strategic planning and brand positioning, the development of creative solutions and the creation of integrated campaigns.
- Twiga PR implements effective promotion by means of PR and forms a favorable attitude of various target groups to the brand.
- T-16, specializes in two main areas of activity. The first is information technologies of medical education: the development of online training programs based on its own universal technology platform Edutorium. The second direction is the production of video content of various formats: from large-scale TV commercials to compact economical formats for SMM.
- MainInMain, the main area of activity is youth and music marketing; creating an environment that gives talents to the audience, and companies - inspired content.
- PrintAllOGGI - typography, postprinting.
Structure in the CIS and Europe
- TWIGA Ukraine (formed in 2004): TWIGA Idea, TWIGA GO !, MedInform Ukraine, Media First Ukraine, Digibrand, LoviVideo.
- TWIGA Asia (established in 1998), which includes: TWIGA Advertising, Media First Kazakhstan, MedInform Kazakhstan.
- TWIGA Armenia (established in 2002).
- TWIGA Georgia (formed in 2007).
- TWIGA - Media First Belorussia (established in 2008).
HR Policy
In the TWIGA CG, projects are being implemented aimed at finding and training promising personnel, as well as developing the potential of young professionals.
- Since 2009, the Order of the Springboard Project has been in operation. The aim of this project is to select talented graduates and students of leading universities of the country, the best of whom are invited to an internship at the agency group. As a result of the internship, promising “springboards” get a chance to continue working in the TWIGA CG.
- Since 2011, TWIGA Communication Group has been cooperating with the National Research University National Research University Higher School of Economics .
- Also operates TWIGA Academy, which aims to develop the knowledge, skills and competencies of staff in various advertising disciplines.
Awards
Cannes Lions Winner 2014 in the category of Promo & Activation and the short list in the category of PR for the campaign The Longest Handshake [3] for the TANGO Network [4] . The short list of Cannes Lions 2015 in the category of PRESS [8]
Included in the Top 10 creative agencies of the fifth anniversary of Russia according to the version of the Association of Communication Agencies of Russia [9] .
The agency TWIGA PR ranks 7th in the creativity rating of Russian PR agencies [10] . TWIGA PR is in the top 10 of the National rating of communication companies in 2014 [11]
The agency TWIGA Advertising Ukraine occupies the 4th position in the rating of creative agencies of Ukraine, formed by the All-Ukrainian Advertising Coalition [12] .
The agencies that make up the holding received over 300 awards [13] for victories in Russian and international competitions and festivals: Globes Awards, Red Apple, Silver Mercury, AdVision Awards, AdStar, Kiev International Advertising Festival, PIAF, Golden Hummer, Idea! , "White Square" and others.
For the social campaign "Angel" [14] TWIGA was awarded the Grand Prix of the Moscow International Advertising Festival Red Apple 2010 [15] , the Grand Prix of the Silver Mercury marketing services award [16] , as well as a number of awards at Russian and international festivals [17] [18] [19] .
Winner of 25 awards "Brand of the Year / EFFIE" (evaluation of marketing effectiveness). Winner of the Grand Prix Effie Russia 2015. [20]
For the campaign “We are all the same blood” for Spartak TWIGA FC won the Effie Russia 2017 Grand Prix and won gold in the Entertainment category. Culture Sport. [21]
in 2017, the Group took gold and silver at the Silver Mercury festival for the case “We are all of one blood” in the “Marketing Objectives [22] ” and “Marketing Tools” blocks [23] .
Social Responsibility
TWIGA is actively involved in social projects. Agency TWIGA TOUCH is a partner of the Socially Active Media Program ( CAF ) [24] . Cooperates with the Russian Foundation for Assisting Seriously Ill Children (Rusfond), PSA “Liza Alert”, Charitable Foundation “Children's Hearts”, Educational Foundation “Ayb”, Charitable Foundation “Dobrosherdie”, Charitable Foundation and Educational Center “Peremena”, etc .
For the Russian Aid Fund, the Angels project was implemented [25] . A three-year-old girl, Vika Kurbanova, needed urgent endovascular surgery (diagnosed with congenital heart disease). TWIGA developed a creative concept designed to quickly raise the necessary amount. The campaign was awarded with a number of awards at such advertising festivals as Globes Awards, Red Apple, KIAF, Idea !, White Square, Silver Mercury.
At the initiative of Armenian and Turkish businessmen and cultural figures, with the support of the TANGO Network, TWIGA implemented the “The Longest Handshake” [26] campaign, designed to highlight the possibility of normal human relations between Armenia and Turkey. On December 6, 2013, an Armenian and a Turk extended a hand to each other. On December 8, after 43 hours, they set a world record in the duration of a continuous handshake, despite the cold and wind, showing that it is possible to close the border between countries, but not between people. This caused a sensation. And not only in Armenia and Turkey. More than 250 media in 11 countries. Coverage - more than 40 million people. But more importantly, the project has gained massive support.
With the support of the Search and Rescue Squad "Liza Alert" a Social Advertising about Missing Children was launched - “To delay is to bury” [27] . The project made people feel the terrible truth about the need for prompt action in the disappearance of children. In the center of Moscow, a Monument to the Missing Children was installed - a four-meter hourglass with the ground at the top and the figure of the girl at the bottom. The earth poured over the child's head and “buried” the girl day after day. For 3 days the child was half buried. The action attracted widespread attention, shocked people and sold out in the media. The main message was conveyed to 27 million people. Call speed increased by 50%, which almost doubled the number of people who are found alive.
Interesting Facts
- The company's office in Moscow is located on the territory of the Winzavod Center for Contemporary Art and is positioned as a Center for Contemporary Advertising. The company's office has repeatedly become the focus of interior magazines, online publications [28] and bloggers [29] writing about the most creative offices in the country.
- Every year, the best employees of the company are awarded the Heko award (translated from Swahili - well done!).
- TWIGA BAR is held at the company's office several times a year - a meeting with media journalists in the format of a free discussion on the advertising market.
Notes
- ↑ ACAR-2010
- ↑ Annual rating of the largest media buying agencies of Russia
- ↑ 1 2 The Longest Handshake - YouTube
- ↑ 1 2 TWIGA took the bronze Cannes Lions | Advertising PR Marketing - SOSTAV.RU
- ↑ Anna Afanasyev. Twiga and Point Passat exchanged promotions // Kommersant newspaper. - Vol. 169 . - p . 10 .
- ↑ Market map, Sostav.ru
- ↑ Roman Rozhkov. Doctors are merging on the Internet // Kommersant.
- ↑ TWIGA UKRAINE Kiev in the short list of Cannes Lions . www.mami.com.ua. The appeal date is September 17, 2015.
- ↑ Russian advertising seeks independence
- ↑ The first rating of creativity in PR | Advertising PR Marketing - SOSTAV.RU
- ↑ Rating NR2K Unc . pracademy.ru. The appeal date is September 17, 2015.
- Ratings of creativity and skill agencies of Ukraine season 2014/2015
- ↑ TWIGA: Our rewards! Archived May 28, 2012.
- ↑ Rusfund. Vika Kurbanova
- ↑ Winners of the Moscow International Advertising and Marketing Festival Archived June 9, 2011.
- ↑ Annual premium in marketing services Silver Mercury
- ↑ IDEA | Winners (inaccessible link) . The appeal date is August 16, 2011. Archived July 27, 2011.
- ↑ White Square
- ↑ KIAF Winners
- ↑ RBC Group | Press . rbcholding.ru. The appeal date is September 17, 2015.
- ↑ Effie Russia 2017 . effie.rbc.ru. The date of circulation is July 27, 2017.
- ↑ Silver Mercury . www.silvermercury.ru. The date of circulation is July 27, 2017.
- ↑ Silver Mercury . www.silvermercury.ru. The date of circulation is July 27, 2017.
- ↑ CAF Russia (Inaccessible link) . The appeal date is March 6, 2012. Archived May 4, 2011.
- ↑ Guardian Angel Message - YouTube
- ↑ TWIGA Communication Group. The Longest Handshake (April 28, 2014). The date of circulation is July 21, 2017.
- ↑ TWIGA Communication Group. To slow down is to bury (April 28, 2014). The date of circulation is July 21, 2017.
- ↑ Office of the Week - The Village - Stream “Offices” (inaccessible link)
- ↑ Photo tours and more. - Unusual office: 836 giraffes