Creating a new agency in Russia
In late 2003 it became apparent that Saatchi needed to revamp its agency offering to take advantage of the huge growth opportunity in Russia. P&G, the largest client for the agency in that country, was looking to Saatchi to deliver a stronger strategic and more importantly, creative product across a variety of brands. Advertising was becoming a strategic competitive tool and P&G wanted the best.

I recruited an outstanding Managing Director and convinced a talented creative director to take the reins. We also consciously decided to keep it local, minimizing the number of "ex-pats" and rather deploying extensive training and building a local resource.

Today, the agency is more than a P&G shop, it is the top creative agency in Russia and continues to produce outstanding work across all disciplines. It is also enjoying the same growth as the country.

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