Some of the companies that refused to advertise in the Russian Federation in 2022 have resumed it
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Some electronics companies that announced the freezing of their activities in Russia or advertising on the Russian market after the large-scale invasion of Ukraine, in 2023, without advertising this, increased their budgets for marketing and advertising, in some cases to a level higher than in the pre-war period 2021 year. “Kommersant” writes about this with reference to TelecomDaily data.
In particular, we are talking about such companies as Chinese Xiaomi and Honor, South Korean Samsung, Taiwanese Acer and others. Companies use a scheme in which the advertising budget is managed by their partners, that is, retailers and distributors. This is due to sanctions risks.
According to TelecomDaily, in 2022 there was no advertising of these brands in Russia, but in 2023 it returned, reaching indicators of 65–100% of the number of mentions that were in 2021. “Some foreign brands resumed marketing activity on the Russian market in 2023,” NMi Group confirmed, and another source of “Kommersant” specified that the investment figures of some companies in marketing exceeded the figures of 2021 by 2-5%.
Companies that do not officially supply their products to the Russian market, such as Samsung, also invest in advertising. The Russian authorities have allowed the so-called parallel import of the products of many companies that have left after 2022, that is, the delivery of their goods through third countries. At the same time, according to the data provided by “Kommersant”, the share of companies that announced the cessation of deliveries in the Russian market is still decreasing, and their place is taken by Chinese brands such as Tecno and Infinix, which carry out official deliveries and also increase expenses for advertising
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