Association of Communication Agencies of Russia

The organization was founded in 1993 ^[2] . The original name of the organization is the Russian Association of Advertising Agencies (RAPA) and was created in order to protect the interests of advertising agencies. Subsequently, the organization’s activities expanded to related areas of activity and became aimed at protecting the interests of the entire advertising community, as well as creating the conditions for the development of a civilized advertising market in Russia: corporate ethics, social responsibility, industrial standards and business rules . As a result of this development, the full members of RARA unanimously voted to rename the organization. ^[3] This happened on September 21, 2003 at the XI RAR Annual Reporting and Election Conference ^[4] .

The Association unites more than 200 ^[5] participants in the commercial communications market of Russia.

AKAR is developing industry-specific industrial and ethical standards that have a significant impact on the behavior of market participants and are aimed at creating a civilized advertising market in Russia ^[6] .

In 2008, the first set of documents was prepared representing standard services, standard payment schemes and forms of remuneration. ^[7] , ^[8] In 2011, with the support of the international marketing association in retail POPAI, standards for POS materials were released. ^[9] In 2012, typical “Tender conditions: Media, Creative, BTL” were presented to industry and FAS representatives. ^[ten]

In 2015, the Federal Antimonopoly Service launched a laboratory designed to test the sound volume in commercials for compliance with the amendments to the Law on Advertising, which will enter into force on May 25, 2015. The development of the complex was carried out at the expense of the participants of the ACAR ^[11] and with the participation of specialists from the association ^[12] .

A number of specialized committees and commissions are functioning within the AKAR ^[13] , namely

• Committee of Electronic Media Sales Agencies
• Committee of Creative and Digital Agencies
• Media Agencies Committee
• Outdoor Advertising and Press Committee
• Promotion Committee
• Marketing Agencies Committee
• GR Commission
• External Communications Commission
• Industry Standards Commission
• HR and Vocational Education Commission
• Business Social Responsibility Commission
• Festival and Competition Commission
• Commission of Experts
• New Business Development Directors Section
• Lawyers Section
• Section of agencies not included in international holdings

The Association pays special attention to monitoring and analysis of the advertising market of the Russian Federation. The Association noted a noticeable decline in the advertising market in 2014 ^[14] and in the first half of 2015 ^{[15] in} almost all segments except Internet advertising ^{[16] [17]} . As a measure to counter the crisis, AKAR proposed to disclose the ownership structure of Russian television channels in order to reduce the impact of sanctions on the advertising market ^[18] .

The association regularly compiles the following ratings:

• agency creativity rating;
• rating of media agencies;
• rating of BTL agencies;
• advertiser rating.

AKAR pays attention to specialized education of specialists in the specialty "Advertising" and related disciplines. The Association holds seminars ^{[19] [20]} and workshops of specialists, as well as conferences of heads of departments of marketing, advertising, public relations and related specialties.

The Association publishes the AKAR Annual Directory, which includes a register of companies that are members of the AKAR, information on the main studies conducted by the Association over the past year.

Since 1995, AKAR is a member of the Chamber of Commerce and Industry of the Russian Federation ^[21] .

Among the most notable events conducted by AKAR or held with the active participation of this organization are the following:

• The Association is one of the permanent co-organizers of the National Award Media Manager of Russia .
• AKAR is the main organizer of the Moscow International Festival of Advertising and Marketing Red Apple .
• AKAR, together with Red Apple and the Museon Cinema, holds a summer video advertising festival.
• AKAR has become an official partner of the new international festival of marketing and advertising WOW DONE AWARDS .
• AKAR holds “Brand Day” with the support of NP “Rusbrand” and the RF CCI ^[22] .

• Media and Communications Union (ISS)
• Russian Association of Electronic Communications (RAEC)
• Regional Public Center for Internet Technologies (ROCIT)

• AKAR official website