Finding good homes for beautiful ideas
Learn more about Buman Media

About us

We are proud to have become a part of the industry at the end of ‘00s – the dawn of the digital communications revolution but also a time of economic crisis. Perhaps this explains why we are very flexible when it comes to the work we do, and our focus on self-development. We can create high-quality content and have a great expertise in delivering clients’ key messages through every channel.

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Buman Media offered the idea and then successfully carried out an excellent project with Youtube bloggers, specializing in building and construction. Owing to original and accessible approach, it was really easy for us to get across the target audience all the advantages of our product — 3M VHB adhesive tape — and train users in obtaining best results while handling our product.

Irina Mekhanik, Communications & PR supervisor, Central East Europe, Middle East, Africa / Russia, 3M

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Buman Media for me is the example of future-proof communications and team drive. I can confidently recommend Buman Media as the partner, capable to meet any challenge — from PR retainer to creative campaigns. If you need agency to deliver result, it will be Buman. If you need cases that you can be proud of, it will be Buman.

Maria Erunova, Head of PR and Internal Communications, Ozon

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We fully rely on the expertise of Buman Media and for several years already, since 2016, they have been driving digital communications of our brand. During this period Buman Media has increased the quality growth of our social networks target audience, ran a number of successful promo campaigns, contests and special projects with bloggers. The agency constantly generates new ideas to promote our brand in Social Media and demonstrates excellent results in their implementation.

Irina Nikiforova, Group Brand Manager, Essilor

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Buman Media has been driving сorporate communications of ACCA Russia for more than a year. During this period the team approved itself as a true friend and a reliable partner. In the near future we plan implementation of new activities, including creative projects, to soar new heights. And of course we are going to do this together with Buman Media.

Elena Rogaleva, Marketing and Communications Lead, ACCA Russia

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We would like to thank the team for being responsive to clients’ needs and being active for achieving targets in a fast way, for putting forward the new ideas.

Yuri Belskiy, Country Manager at Allied Telesis

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Working with the Buman Media team is a truly pleasant experience both on a professional and human level. They are exceptionally responsible and hard working.

Adobe Systems team

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Buman Media helps us to set the balance between our and public interests. We were not seeking effortless cooperation, but were given one as a matter of course.

Olga Mets, Marketing and PR Director, HeadHunter

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VOLKSWAGEN Group Rus started working with Buman Media in May 2012. Since then the consultancy has become our reliable and responsible partner. Buman Media team possess great PR skills, are responsible and attentive to client needs.

Nataliya Sevastyanova, PR Director VOLKSWAGEN Group Rus

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Buman Media team successfully introduced Crate and Barrel brand to the Russian market, developed communications strategy and helped to build close relationships with the key media. Together with Buman Media we have opened the first store in Moscow attended by over 100 journalists, including 25 chief editors. Thanks to Buman Media our brand is now well-known in Russia and we are looking forward to our future cooperation.

Buerakova Svetlana, Marketing and Business Development Director Crate and Barrel

Partnership

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Natalia Buchelnikova
CEO

The 5 most important things in life?

Family, sun, Buman, love, energy.

Favorite book/quotation?

Henryk Sienkiewicz “Quo Vadis”.

Quotation: keep putting one foot in front of the other.

What is your own secret of the success?

Never give up, be persistent and surround yourself with positive people.

What is your dream?

In my retirement years I dream to own a vineyard and enjoy winemaking )

Can you send our best to grandpa Buman on occasion?

He is always with me )

Natalia Boldyreva
Chief Operating Officer

What is your recipe for success?

Remain brave and optimistic.

Your favourite book?

Three Comrades.

What is your cherished dream?

A round-the-world trip with my friends.

Buman Media is...

…an ambitious and positive team.

Eugenia Sazonova
Administrative&HR Director

Working in Buman Media is…

Experience, variety, excellent team.

Where do you draw inspiration from?

Family and good people.

What is the best rest for you?

Passive ☺ Sun, sea and civilization.

Is the glass half-empty or half full?

It is empty. Sometimes even only a quarter is empty.

Svetlana Loginova
Account director

What is the best thing at Buman Media?

Professional team.

Please, finish the sentence: “My work is …”

The ideal work for me is when I can embody my ideas and doing maximum you can for the development of your team.

How do you relax?

Far away from civilization with close friends, either snowboarding on snowy slopes or rollerblading in the summer.

What do you dream about?

To publish a book.

Anastasia Samusenko
Creative & Digital Director

Characterize yourself in few words.

Studying to be a cinema director.

Creative director. Producer.

Ex: PR director, rock-band manager and journalist.

Photographer. Poet. Dreamer.

What is most interesting and fascinating in your work?

Creative challenges.

Favorite quote?

Impossible is nothing.

What is your dream?

I dream to become a cinema director, to meet a man who is a Giant inside and to live near the ocean. Such simple human dreams :)))

Maria Senkova
Account Director

Congenial quotation?

Stay hungry, Stay foolish.

How will you finish the phrase: “It is always important in work…”

To take pleasure and to know when to go on vacation.

What is the source of inspiration to great deeds?

Music festivals, yoga, people.

Describe yourself in two words:

Smile and learn ☺

Dmitry Kostyukhin
MICE & Travel

What is the most interesting for you in your work?

Difficult projects. To realize them ideally, not just good.

Best source of inspiration?

New discoveries – people, places, knowledge, art.

Your ideal day…

Traveling.

Dmitry Deryabin
Internet Marketing

What is Buman Media for you?

Lots of cool girls. A lot of beautiful, smart, dangerous PR girls!

What is the most important for you in your work?

Money and fame.

What is your favourite movie?

Snatch and Lock, Stock and Two Smoking Barrels.

What is your hobby?

Traveling. Having finished one trip, I immediately start searching tickets for another. Looks like addiction;)

Clients

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    Volkswagen Group Rus

    Volkswagen Group Rus brings together the work of the six brands of the Volkswagen Group that are available on the Russian market — Volkswagen, ŠKODA, Audi, Volkswagen Commercial Vehicles, Bentley, and LamborghiniVolkswagen Group Rus also provides aftersales and warranty service for SEAT brand. In 2014, the company’s sales in Russia reached about 260,000 vehicles, of which 185,000 were produced in Russia. VOLKSWAGEN Group Rus has delivered more than 1.5 million cars in Russia since the company was established as an importer in 2003; besides, more than half of these cars were produced at the Volkswagen plants in Russia.

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    HeadHunter

    HeadHunter – is a leader of online recruitment in Russia, Ukraine, Belorussia, Kazakhstan, Lithuania, Latvia and Estonia. The company was founded in 2000. The largest asset of the company is a website – hh.ru. It is used for getting a successful career and has a large system with 260 thousand relevant job positions, 16 mln. resumes. Every week companies invite 400 thousand people by means of hh.ru.

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    Adobe Systems

    Adobe is one of the leading producers of software for Graphic design, Publishing, Web and Print production – about 40 software products for creative professionals.

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    OneTwoTrip

    OneTwoTrip is Russian Internet company, one of the largest online travel agencies in Europe, with offices in six countries. It is a quick, easy online service for purchasing airline flights and hotel accommodations from over 750 airlines and over 600,000 hotels, worldwide. Travelers use OneTwoTrip to purchase over 10,000 flights daily to destinations all over the world.

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    Bosch

    The Bosch Group is a leading global supplier of technology and services. Its operations are divided into four business sectors: Mobility Solutions, Industrial Technology, Consumer Goods, and Energy and Building Technology. As a leading IoT company, Bosch offers innovative solutions for smart homes, smart cities, connected mobility, and connected manufacturing. It uses its expertise in sensor technology, software, and services, as well as its own IoT cloud, to offer its customers connected, cross-domain solutions from a single source. The Bosch Group’s strategic objective is to deliver innovations for a connected life. Bosch improves quality of life worldwide with products and services that are innovative and spark enthusiasm. In short, Bosch creates technology that is “Invented for life.”

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    Essilor

    Essilor is the large international company that produces high-quality ophthalmic lenses with ophthalmic optical equipment for more than 160 years.
    The company operates in over 100 countries and is the world leader in ophthalmic optics.
    Essilor is the key player in visual health — its activities are largely focused on research and development, looking toward creating aesthetic and comfortable lenses, providing needed visual protection and correction.

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    ACCA

    ACCA (the Association of Chartered Certified Accountants) is the global body for professional accountants, offering business-relevant, first-choice qualifications to people of application, ability and ambition around the world who seek a rewarding career in accountancy, finance and management.

    ACCA supports its 198,000 members and 486,000 students in 180 countries, helping them to develop successful careers in accounting and business, with the skills required by employers.
    ACCA works through a network of 101 offices and centres and more than 7,290 Approved Employers worldwide, who provide high standards of employee learning and development.
    Through its public interest remit, ACCA promotes appropriate regulation of accounting and
    conducts relevant research to ensure accountancy continues to grow in reputation and influence.

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    Criteo

    Criteo, the leader in commerce marketing, is building the highest performing and open commerce marketing ecosystem to drive profits and sales for retailers and brands. 2,700 Criteo team members partner with 16,000 customers and thousands of publishers across the globe to deliver performance at scale by connecting shoppers to the things they need and love. Designed for commerce, Criteo Commerce Marketing Ecosystem sees over $550 billion in annual commerce sales data.

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    3M

    3M is a multinational diversified company offering innovative solutions to the challenges that life puts on a daily basis. For more than 100 years, people all over the world have been using the products and ideas of 3M that make people’s lives comfortable and safe, and help increase work efficiency. 3M produces more than 55000 items, and has developed and uses more than 30 basic technology platforms. The constant desire to create innovative solutions and products helps customers and partners of the company solve their problems. 3M offers solutions for all industrial fields.

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    Aruba

    Aruba, a Hewlett Packard Enterprise company, is a leading provider of next-generation networking solutions for enterprises of all sizes worldwide. The company delivers IT solutions that empower organizations to serve the latest generation of mobile-savvy users who rely on cloud-based business apps for every aspect of their work and personal lives.

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    TOTAL VOSTOK

    TOTAL VOSTOK is a subsidiary of Total oil and gas company and the Russian market supplier of TOTAL and ELF automotive lubricants and fluids, a wide range of industrial oils and greases as well as special products, additives and fuels.
    Total’s products are recommended for factory filling and after-sales service by such car OEMs as Peugeot&Citroen, Hyundai Truck and Bus, KIA.

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    Procter & Gamble

    P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide.

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    Yota

    Russian telecommunications company, federal wireless operator. The main areas of focus are: provision of mobile communication services and 4G-Internet.

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    Ozon.ru

    Online megastore OZON.ru was launched in 1998 and is one of the first Russian e-commerce projects in the B2C segment. Today OZON.ru is a part of Ozon Group, which also includes online travel agency Ozon.travel and delivery service Ozon Delivery.

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    Rolex

    Leading brand of the Swiss watch industry, Rolex, headquartered in Geneva, enjoys an unrivalled reputation for quality and expertise the world over. Founded by Hans Wilsdorf in 1905, the brand pioneered the development of the wristwatch and is at the origin of numerous major watchmaking innovations. Rolex has registered over 400 patents in the course of its history.

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    Novo Nordisk

    Novo Nordisk is a global healthcare company, headquartered in Denmark, with more than 90-year history of innovation and leadership in diabetes treatment. The company also holds a leading position in areas such as the treatment of haemophilia, growth hormone therapy and hormone replacement therapy.

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    Delta Electronics

    Delta Electronics – the biggest international group that develops a wide range of intelligent solutions in the field of power electronics. In 40 years of steady growth the company has achieved a leading position in the segment of power and renewable energy systems production, industrial automation equipment and components for IT and telecommunications equipment. The Russian subsidiary of the Group specializes in distribution of a full range of Delta Electronics products in the field of power electronics, in particular AC and DC power supply. Geography covers the entire territory of Russia, including the most remote regions.

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    IDS Borjomi Russia

    IDS Borjomi Russia is one of the fastest growing companies in the market of bottled mineral water in Russia. It is a part of an international company IDS Borjomi International – the largest producer of natural mineral water, the leader in the category of natural bottled water in the CIS and Baltic countries. The product portfolio of IDS Borjomi Russia includes such famous brands as "Sviatoi Istochnik", "Borjomi" and "Edelweiss".

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    Toshiba

    Toshiba Electronics Europe (TEE) is the European electronic components business of Toshiba Corporation, which is ranked among the world’s largest semiconductor vendors. TEE offers one of the industry's broadest IC and discrete product lines including high-end memory, microcontrollers, ASICs and ASSPs for automotive, multimedia, industrial, telecoms and networking applications. The company also has a wide range of power semiconductor solutions.

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    Trend Micro

    Trend Micro Incorporated, a global leader in security software, strives to make the world safe for exchanging digital information. Built on 26 years of experience, its solutions for consumers, businesses and governments provide layered data security to protect information on mobile devices, endpoints, gateways, servers and the cloud. Trend Micro enables the smart protection of information, with innovative security technology that is simple to deploy and manage, and fits an evolving ecosystem. All of its solutions are powered by cloud-based global threat intelligence, the Trend Micro™ Smart Protection Network™ infrastructure, and are supported by more than 1,200 threat experts around the globe.

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    SCHOTT AG

    SCHOTT is a leading international technology group in the areas of specialty glass and glass-ceramics. The company has more than 130 years of outstanding development, materials and technology expertise and offers a broad portfolio of high-quality products and intelligent solutions. SCHOTT is an innovative enabler for many industries, including the home appliance, pharmaceutical, electronics, optics, automotive and aviation industries.

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    Reima

    Founded in 1944, Reima is a leading Nordic children's clothes manufacturer with its head office in Kankaanpää, Finland. Its major market areas are Finland, Russia and Norway and the other Nordic countries. In all Reima® products, the starting point for design is functionality, safety, reliability and innovation.

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    Crate and Barrel

    Crate and Barrel – a world leader in the market of modern furniture, interior design and home accessories. For more than 50 years the company has been working directly with leading European factories and ateliers and today it is the largest international holding company, world-renowned for its high quality products and first class service.

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    EF Education First

    EF Corporate Solutions, a division of EF Education First – the world leader in language training for business, government and education sectors. With a global network of offices in more than 50 countries with more than 40 000 experts, and offering language courses to meet any business requirement , EF CS is a special language partner of many of the world 's most respected companies.

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    2GIS

    2GIS is a city information service combined with a map, which helps people to navigate in more than 270 cities in 8 countries. The service is available for free on 2gis.ru and applications for mobile devices (iOS, Android, Windows Phone, BlackBerry), PCs and laptops (Windows). Reference data are collected and regularly updated by 2GIS own services.
    According to Forbes 2GIS is one of the twenty most expensive internet companies in Russia.

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    Audi

    Audi AG is a German automobile manufacturer that designs, engineers, produces, markets and distributes luxury automobiles. In 2013 Audi Group has sold 1 575 500 vehicles. Audi brand is presented in more than 1000 countries and manufactures vehicles in Ingolstadt and Neckarsulm (Germany), Gyor (Hungary), Brussels (Belgium), Bratislava (Slovakia), Martorell (Spain), Kaluga
    (Russia), Aurangabad (India) ,Changchun (China) and Jakarta (Indonesia) .
    Since December 2013 Audi also produces cars in Foshan (China) and plans to launch production in Brazil in 2015 and in 2016 – in Mexico.
    AUDI AG fully controls a number of subsidiaries, such as quattro GmbH (Neckarsulm), Automobili Lamborghini S.p.A. (Sant'Agata Bolognese, Italy) and Ducati Motor Holding S.p.A. (Bologna, Italy).

GoPro
GoPro

GoPro is the American technology company. It manufactures eponymous action cameras and develops its own mobile apps and video-editing software.

Aim
To tell about new camera GoPro HERO6Black on the Russian market.

Approach
Buman Media has developed the creative concept  involving popular bloggers with different audiences: travel, tech, and lifestyle. The concept includes unique approach to each audience. Lifestyle bloggers shared the experience of using GoPro HERO6 Black and showed how to use it for capturing bright moments. For collaboration, we chose bloggers who inspire their subscribers to various activities in everyday life:

We married travel bloggers with an idea pf marathon. They traveled the world passing each other GoPro HERO6 Black, so one camera visited several countries in a short period. For collaboration, we chose bloggers with inspiring and trustworthy content:

To tell about technical features of the new camera, we chose  Droider.ru. This blogger closely tests the latest technologies and demonstrates them in entertaining way.

Results
The videos were watched more than 1.5 million users during the period October – December. The project demonstrated the various situations in which GoPro HERO6 Black could be an indispensable companion and at the same time, we pointed out the improved technical features, simplicity and high quality of the resulting video and photos.

Trend Micro
Trend Micro

Trend Micro Incorporated is a global leader in cyber security solutions. It helps to make the world safe for exchanging digital information. Company’s innovative solutions for consumers, business, and governments provide layered security for data centers, cloud environments, networks and endpoints. With more than 5,000 employees in over 50 countries and the world’s most advanced global threat intelligence, Trend Micro enables organizations to secure their journey to the cloud.

Why

To increase brand awareness by expanding the company’s presence in the leading business, IT and vertical media outlets. To increase awareness of Trend Micro activities among consumers, customers and professional community also with the help of social media.

How

Buman Media provides support to the company in the sphere of integrated communications for more than three years (PR & SMM). The agency works with different formats of materials dedicated to the most important problems in the sphere of cyber security. It also works with wide media pool to bring Trend Micro’s key messages to the target audience. Moreover, Buman Media uses the company’s Facebook and Twitter accounts in order to reach core audience.

Results

In terms of cooperation, the agency secured the publication of comments and researches of Trend Micro in the leading business, general interest and vertical media outlets such as Kommersant, RBC TV, Vedomosti, Vesti Economica and others. The total number of company’s mentions in media increased dramatically. Buman Media managed to increase brand loyalty among the leading journalists that now follow company’s news on the website and social media, and turn to Trend Micro’s materials and researches for their publications.

Trend Micro’s accounts on social media became one of the main sources of information about the company for customers, partners, users and journalists.

3M
3M

3M is the innovative company, known all over the world for its home & office goods and for a wide range of products for business. Most of people know the brand because of its famous Scotch tape and Post-its. Nevertheless there are also many professional products for constructions, electronics, power engineering, automotive industry, etc.

 

Aim

Starting the 3M project we aimed to reach two main goals — to tell the audience about the unique product for repair works Scotch tape 3M VHB and to increase the level of trust to the brand and product. We needed to overcome the negative attitude, caused by similar but low-quality tapes on the Russian market.

 

Approach

To solve this problem we decided to collaborate with popular YouTube bloggers who make useful DIY home repair master classes. Charismatic bloggers made video instructions how to assemble the cornice box, to join gypsum board parts without any drilling machine, to install plumbing systems or to make a convenient door stopper with the help of 3M VHB adhesive tape.

The bloggers created 5 videos, demonstrating the importance of using high-quality product (for example 3M VHB) and the correct and gradual procedure of the tape applying. It helped to explain the audience why their previous attempts to use such kind of tape failed.

 

Results

As a result we managed to get the coverage of 300 000 visitors of the campaign, got the feedback from videoblogs viewers and established communication with them. The bloggers received lots of comments and questions about the product.

 

Besides, we were also dealing with negative reactions. With the help of the videos we were able to demonstrate 3M production features and it’s high quality. And who knows, maybe we’ve inspired someone to make repairs?

Essilor
Essilor

Essilor is a world leader in producing ophthalmic lenses with ophthalmic optical equipment. We’ve been working with Essilor since 2016, providing SMM support and organizing special digital projects in Russia.

Aim

Our main goal was to increase the brand awareness and the level of consumers’ trust.

Approach

We have started to work in different directions. First of all we changed the concept of social networks by shifting accents to educational content and started developing a unified standard of visual information. The content became more diversified, it contained videos and other new visual formats, like GIF.

Our aim is to draw attention to the eyesight problems, to give information how to protect eyes from harmful factors and to tell how to solve the problems with correct ophthalmic lenses for spectacles.

One more important direction of work is the targeted advertising. Widescale ad campaigns on social networks helped to increase the number of followers and the engagement rate.

Contests and special projects become one more global direction of work. One of the most successful was the World Sight Day contest. The followers from Moscow, Saint-Petersburg, Veliky Novgorod and Omsk participated in the contest activities. We received 76 contest works, also the project helped to enlarge the number of followers.

The fourth major direction was communication with bloggers. The most significant example of such work was the cooperation with Ilya Varlamov: this project aimed to achieve the maximum coverage and to receive the real feedback from the audience.

Ilya Varlamov visited Essilor laboratory in Moscow to check his eyesight, pick up the glasses and take a closer look at the process of lenses production.
Spectacle lenses were made during Varlamov’s visit to capture the whole process. Blogger shared his impressions via his Livejournal blog and told his followers about the brand (more than 2 mln people). The publication was also promoted by announcements in Ilya’s social networks.

Results

As the result of multipurpose activities on social networks Essilor groups have got the new visual image and have become a place for trustful conversation with the followers. In addition to the audience growth and the growth of engagement rate we have also fixed the increased interest to the brand and the audience’s awareness of the product.

The project with Varlamov was a huge success, which resulted in the increase of customer loyalty to Essilor, and the communications with followers allowed us to get numerous insights for the future content.

HeadHunter
HeadHunter

HeadHunter – is a leader of online recruitment in Russia, Ukraine, Belorussia, Kazakhstan, Lithuania, Latvia and Estonia. The company was founded in 2000. The largest asset of the company is a website – hh.ru. It is used for getting a successful career and has a large system with 260 thousand relevant job positions, 16 mln. resumes. Every week companies invite 400 thousand people by means of hh.ru.

Aim

To help HeadHunter to keep in touch with users and professionals.

Approach

Buman Media helps HeadHunter to support effective relationship with top Russian mass media sources since 2011, ensuring  active and  profitable contact for both sides. The contact is carried out by means of using e-mail, phone, social media platforms and the presence in various press conferences. HeadHunter is an internet business that is why it has its own requirements for the speed of the contact.

Results

Buman Media is a full member of the company's leadership in business and media environment . We are proud to have the opportunity to be part of a successful solution of all problems of PR- companies in various fields: labor market, HR branding, Internet technology.

EC
EC

Special projects for EC English language schools

EC is an international chain of English language schools, helping  more than 40,000 students from over 140 countries per year realizing  their dreams of speaking English.

Aim

To raise brand awareness in Russia and attract new student 16-25 years old.

Approach

Buman Media developed creative concept for special contest together with the most popular magazine in the world – Cosmopolitan. The concept included the publication of the native article on Cosmo website with useful tips on how to combine traveling and learning English. On the same platform as part of a project, we have  launched a contest among the readers for the most interesting story which happened to them and when the ability to speak English played the crucial role. As the main prize EC offered free course at one of the schools in any country of the world. Buman Media also collaborated with popular bloggers. As a result two video bloggers Sasha Spilberg (1 200 000 followers) and Maria Way (1 350 000 followers) visited EC schools in UK and Malta where they recorded videos about students, life in school and entertainments.

Results

More than 300 readers sent their stories for the contest on cosmo.ru. This project has become the most popular special project, held on cosmo.ru. Videos made by Sasha Spilberg and Maria Way were watched by 4 millions of users and the number of views on EC official page on vk.com has increased by 4 times.

VOLKSWAGEN Group Rus
VOLKSWAGEN Group Rus

VOLKSWAGEN Group Rus brings together the work of the six brands of the Volkswagen Group that are available on the Russian market — Volkswagen, ŠKODA, Audi, Volkswagen Commercial Vehicles, Bentley, and Lamborghini. Volkswagen Group Rus also provides aftersales and warranty service for SEAT brand.  Volkswagen Group Rus was the official automobile partner for the Sochi 2014 Olympic and Paralympic Winter Games. Buman Media provided communication support for VOLKSWAGEN Group Rus as part of the Sochi 2014 project.

Aim

To demonstrate the power of the brand, to become closer to Russian consumers and give the people of Russia the Olympic spirit of the holiday.

Approach

Buman Media supported Olympic communication  campaign of  Volkswagen Group Rus, which embraced support of the Olympic torch relay and special projects held in the pavilion of the Group or associated with the fleet Sochi 2014. One of the most impressive projects of the Sochi Olympics –the  Living Medal Count received the International Prize German Design Award.

Results

Effective communications support of Group’s activities. Over 1 000 publications in the leading business, glossy and automotive media titles.

EF Education First
EF Education First

EF Corporation Solutions is a global leader in language training for business, government and education sectors. With a global network of offices in more than 50 countries, employing more than 50 000 experts, and offering language courses to meet any business requirement, EF Corporate Solutions is an educational partner of well-known Russian and international companies.

Aim

EF Education First enables research in Russia conducted in conjunction with The Economist Intelligence Unit, dedicated to the realization of the creative potential of the companies and their investments in innovation.

Approach

Buman Media worked on communication support of the EF Education First company. Support included the organization of the press briefings and initiation of the publications devoted to the study of the EF Education First and The Economist Intelligence Unit.

Results

As a result Buman Media have done high-quality publications in business anв socio- political media, including publications in such media as „Vedomosti“, „RBC“, „Rossiyskaya Gazeta“, „the Company“ etc.

Adobe Systems
Adobe Systems

Buman Media has supported Adobe Systems since 2009. The agency carries out constant PR support for a client and initiates special projects both in general and in digital mass media.

Aim

The main goal of Adobe Systems was to light up its activities in the most popular media, including specialized IT editions. The customer wanted to increase the loyalty of audience and the professional community.

Approach

In addition to the PR support, Buman Media for several years provided the cooperation of Adobe Systems with key opinion leaders and bloggers.

Results

Within 5 years Buman Media organized and supported more than 15 Adobe Systems events. The agency has arranged the largest workshop for a creative community of Adobe – Adobe Creative Days. It is an annual event which is usually held in Moscow with the participation of nearly 7500 professionals. More than 70 media sponsors  (among them are key mass media) have supported Adobe Creative Days.

Buman Media keeps in touch with top bloggers, various themed communities in LiveJournal and VK. There have also been news announcements at Free-lance.ru, Habrahabr and Theory and Practice.

An artist and a blogger Duran has painted a series of funny comics. Their topic is  Adobe products usage.

The project has become the top subject in Russian twitter during the week. Efficient targeting (Duran’s audience has many fans of illustrations) led to a serious increase in traffic to the company's Russian-language website and viral effect on all the major social sites.

Crate and Barrel
Crate and Barrel

Crate and Barrel is an international chain of retail stores, specializing in housewares, furniture (indoor and out) and home accessories.

Aim

To raise brand awareness in Russia,  acquire loyal customers who feel that Crate and Barrel is a place where the atmosphere is casual and where people feel comfortable. A place with thoughtful merchandise that enriches our every day. A place that both our associates and our customers are happy to call home.

Approach

Buman Media has provided communications support for the opening of the first store in Russia. Moreover, Buman Media has helped with the creative part of the event - more than 700 guests (designers, architects, celebrities) and 110 journalists including 25 chief editors, and bloggers have attended the opening.

Our agency has established daily contact with all the leading media and each month secures more than 100 media clips devoted to Crate and Barrel: expert articles, interviews, product placements, company news.

Results

Original communications campaign focusing on brand history, its core values and modern assortment (cool, current, warm) generated significant media coverage in the period of September-December 2014: over 500 media clips in business, specialized, general interest and lifestyle media such as AD, Elle Decoration, Vogue, Harper’s Bazar, GQ, Cosmopolitan, Glamour  (40% print), total readership reach (over 30 million).

The leading media title such as The Village named Crate and Barrel «The best new shop 2014».

           

Contacts

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hello@bumanmedia.ru
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Buman Beat

PR Trends 2018

One of the key topics was devoted to PR measurement and AMEC measurement framework.  In addition, Maria Erunova, marketing director at OZON.travel, discussed why talking about company's values was important for both customers and clients; Maria Zaikina, director of communications at Sovest, shared her opinion about the new role of PR director. Also, Elena Rogaleva, director of marketing and communications at ACCA Russia, talked about creativity in corporate communications.

PR trends revealed in Sabre Awards 2017 cases

After analyzing more than 100 competition cases from the EMEA region, a member of the jury panel and a Managing Director of Buman Media communications agency, Natalia Bucelnikova explains how changes in the industry affect the PR manager’s profession and describes how technologies, analytics, corporate social responsibility and communications impact business in modern PR.

Read the full article here.

PR Trends 2016 overview

On June 7, in Moscow, we held the PR Trends 2016 round table in association with global communications guru Paul Holmes. Almost 100 PR directors of largest Russian and international companies attended our event as guests and speakers.

During the event, Buman Media presented the results of our  research of Russian PR market in 2016.

Paul Holmes, the headliner of event, the founder of the leading PR journal The Holmes Report and SABRE Awards, gave a report on the transformations in PR industry. You can watch the keynote video here:

In addition, you may find the highlights of the round table in the article  «6 things we learned at PR Trends 2016 in Moscow» by Holmes Report.

We hope it will become an annual tradition for PR professionals to meet and share experience at PR Trends. We’re looking forward to see you at PR Trends 2017!

Buman Media entered the top 5 of world agencies' websites

We are happy to announce that our website  www.bumanmedia.com entered the top 5 of world agencies’ websites, according to Sabre Awards!

http://www.holmesreport.com/events-awards/sabre-awards/sabre-awards-emea/2016-in2-sabre-award-winners

Brands2Life Global Network about the local market PR specifics

Brands2Life Global Network partners discuss local market PR specifics. Buman Media is among them.

PR Trends 2016

Moderator and chief speaker - global communications guru Paul Holmes

As the boundaries between marketing, communications and advertising increasingly blur, organizations increasingly realize that their reputation is a major asset. PR people are on the threshold of a new era, but their success depends on their ability to capitalize on these new trends.

On June 7 2016 in Moscow for the first time will be held a round table PR Trends 2016 by the global communications guru Paul Holmes. The founder of the world’s leading barometer of PR insight and intelligence The Holmes Report and one of the most prestigious international awards in the field of communications SABRE Awards, who has dedicated more than two decades to covering the full spectrum of public relations. Buman Media is the organizer of event.

The event will focus on the changes in PR in Russia and abroad, including such topics as the changing client/agency relationship; the role of PR specialists and brand audience; creativity; social trends; data analytics and visualization. In addition, the results of the study dedicated to the Russian PR market in 2016 will be also presented, helping to analyze the direction in which the market is developing and what transformations are occurring within the PR departments of Russian and international companies.

We invite heads of the departments of PR and marketing of companies as well as agencies representatives to take part in the event. Please note that the number of attendees is limited.   For any questions, please contact us: info@prtrends.ru

Link to the event's website: http://prtrends.ru

Social networks in Russia

The social media space in Russia is very different to anywhere else in the world. Although Russians are active on Facebook and Instagram, popular global networks take a backseat to the more popular local Russian sites – VK and Odnoklassniki. Check out our latest infographic to explore interesting facts about social media media landscape in Russia.

Vkontakte

  1. Broadest penetration in the country.
  2. Plays the role of an all-encompassing social network with the broadest appeal, a «Russian Facebook» of sorts.
  3. The most flexible in terms of content: you can post and share animations, any documents, music etc. People treat it like a mix of Facebook, Twitter, Instagram, Pinterest and Spotify.
  4. Hundreds of communities, groups and fan clubs with huge audience not aliated with any commercial brands. Great instrument for targeted promotions aside from usual newsfeed / right column ads.
  5. VK is often neglected by international customers who only focus on global social media guidelines (Facebook and Twitter).

Odnoklassniki

  1. Less urban and sophisticated, the strongest in regions, especially Eastern parts of Russia.
  2. A platform for communicating with friends first and foremost.

Fun fact: Originally started as a service for finding your long-lost classmates, transforming into a full social media network along the line. Odnoklassniki means “classmates” in Russian.

Facebook

Slightly more male driven than VK and Odnoklassniki

  1. The most urban.
  2. More upper class / creative / socially concious audience and content.
  3. Shares slight similarities with Linkedin (many business discussions and content).

Fun fact: Missed out on being THE social network in Russia due to a slower initial expansion and less friendly interface than VK.

Instagram

The most female driven

  1. Mainly based in Moscow and St. Petersburg.
  2. Many promo opportunities through photo, travel, fashion and food bloggers, as well as local celebrities.

Twitter

  1. Main regions are St. Petersburg and Western Siberia.
  2. The most socially / politically driven content.
What is happening in Russian PR? Take a look at our annual survey results

What is happening in Russian PR in 2015?

Leading PR agency Buman Media’s second annual industry analysis includes interviews of more than 100 comms directors concerning the structure of Russian PR departments, their relationship with agencies and changing budgeting policies given the current economic crisis in Russia.  The study included leading companies in IT, Telecom, Energy, Automotive, FMCG and others.  Key findings include:

PR CHANNELS

Online media is the leading communication channel with 80% of Russian comms directors seeing it as efficient;

48% view Social Media as an effective tool, special projects were mentioned by 39% or respondents, followed by events with 35% and TV/radio were mentioned only by 26%, with Print Media taking 6th place at 21%, just ahead of guerilla marketing methods.

Social media continues to grow in importance in Russia with 40% of leaders considering it an efficient channel.

Within Social, 44% see Facebook as the most important, followed by VK at 24%, Instagram at 14% and LinkedIn at 12%. Interestingly, this year 7% of the respondents noted video content as an important communication channel.  Odnoklassniki and Twitter earned only 1% response rates.

PR STAFF

46% of survey respondents indicated there were no re-organizational changes in their PR departments, 22% said that the number of the PR employees increased, while 9% reduced staff, 10% have only one employee, and 7,5% of the companies have no PR specialists at all.

As for the professional qualities, Russian PR heads appreciate those employees able to put together different functions (from preparing visual content to run the projects with the media) and who can adapt quickly new conditions.  Additionally, 19% stressed the importance they placed in their employees analytical and digital expertise 10% noted the importance of marketing skills while 7% highlighted the importance of good copywriting and 6% mentioned SMM expertise and 5% of votes go to the knowledge of the intercommunications and running the events. 34% of the PR heads declare that their standards of the job descriptions haven’t changed for the last year.

RELATIONS BETWEEN PR DEPARTMENTS AND AGENCIES

The study found 62% of Russian companies work with PR agencies in 2015. Among those who don’t, 52% don’t believe they need an agency for their comms needs, 19% said they don’t trust outside experts, whille13% are budget constrained.  Additionally, some research participants mentioned the lack of understanding of the specifics of their business by agencies. 

What skills are Russian PR agencies lacking

When looking at specific deficiencies amongst PR agencies, 71% of Russian comms directors noted the lack of creativity and fresh ideas. 39% mentioned lack copyrighting skills.  Other areas lacking included lack of Analytical skills at 23%, SMM expertise on 21%, Internet marketing expertise mentioned by 18% and limited experience in event management by 10%.  Interestingly, Russian PR directors (21%)   are worried about lack of transparency and ability to control the agency, as well as the agencies unwillingness to set concrete KPIs.

The study also explored the sharing of responsibilities between the PR Department and the PR- agency.  We found PR specialists and contractors run 70% of media events, while 58% trust agencies to initiate publications while companies retain control of strategy, they look to PR agencies to assist in the strategy generation 47% of the time.  Organizations entrust an anti-crises PR to agencies only 24% of the time engaging external specialists merely 18% of the time to work with their speakers. 

And finally, how do Russian comms leaders measure PR agency efficiency?

Arranged from most important to least important, the study found these KPIs:

  • Quality of coverage and events;
  • Ability to grasp the task swiftly and efficiently;
  • Quality of day-to-day communication with the agency;
  • Quantity of coverage and events;
  • ROI;
  • Journalist feedback recommendations; and
  • Sales.

BUDGETS AND PLANS

PR budgets for 2015


Of the organizations surveyed, PR budgets were as follows:

  • 25% greater than 110k US dollars
  • 32% 30k-110k US dollars
  • 27% Less than 30k US dollars
  • The remaining 16% were undecided or couldn’t answer the question

Budget distribution in PR

Events management remains the most costly budget item for Russian comms people.  Special media projects take second place, with PR agency fees coming in third position.

Other items noted (arranged from most to least costly) are sponsorship, external copywriters, presents for journalists, payment for bloggers / opinion leaders and external media monitoring services. The least costly are researches and HR branding.

What does 2016 hold for PR pros?

Our analysis indicates that 50% of Russian PR directors are planning to continue working with local PR agencies, while 27% are not planning.  The remaining 23% are yet to have a concrete plan for 2016.

PR budgets for 2016

Early indications of 2016 budgets provided mixed results. 20% of the companies surveyed plan to spend over 110k US dollars, while 24% expect budgets of 30k-110k US dollars and 24% anticipate a budget of less 30k US dollars. 32% report not concrete budget plans as of yet or were unable to answer the question.

---

100 Russian PR directors from IT & telecom, automotive, FMCG and other areas participated in this survey.

The survey was conducted by Moscow based PR agency Buman Media

When referencing the whole or a part of this survey, a mention of Buman Media is necessary.

www.bumanmedia.ru

“PR is a very fast developing industry that is why it is so excited to be a part of it. Even for the last year has changed a lot: our research results in 2014 and 2015 show that print media continues to lose popularity, the importance of social media is still increasing, especially from the point of the visual media- Instagram and You Tube. Cross-functional staff and agencies with the ability to react fast to the environment changings, to carry out different tasks and create a high-quality content – from the standard copywriting to the last digital formats are now more appreciated. There are a lot of things that outsourcers should work at. According to the heads, the level of the creativity in PR agencies is falling but opposite to it the level of the analytics is growing”, – noted the CEO of the Buman Media Natalia Buchelnikova. “In such circumstances, it is vital to review the effectiveness of services, listen carefully the client`s opinion and trace market`s trends”

An inside look at Russian PR pros' lives

More than a quarter of communicators in Russia hold degrees from outside of the media, marketing, or PR industries, Buman Media’s study into the lives of Russian PR pros revealed.

The survey, conducted with online recruitment company HeadHunter in celebration of Russia’s PR Specialist Day on July 28, showed that more than one in four of the 500 industry participants had degrees in areas such as physics, chemistry, law, philosophy, and art.

A little more than one-third (36%) of the survey participants graduated with a degree in PR, while 16% finished school with journalism degrees, followed by economics (7%), advertising (5%), marketing (5%), and logistics (3%).

Additionally, 25% of PR pros in the study said they dreamed of being a journalist prior to becoming a communicator. Other participants said that, before they got into the PR field, they wanted to be teachers (12%), go into law (10%), be flight attendants (4%), or take on a career in animal training (2%).

Another highlight from the study is that 13% of Russian comms executives consider themselves party animals, compared to 43% who prefer to read in their spare time. Also, 17% of PR pros in Russia said they do not drink alcohol at all.

When it comes to living in another country, only 6% of participants said they would like to move to the US or Canada, and 4% said they’d like to go to Asia or Australia. More than a quarter of PR pros in the survey said they plan on settling somewhere in Europe.

On a more personal level, the study found that 5% of Russian PR pros would like to date another communications professional, while only 2% would want to date a journalist. However, the majority (55%) of PR execs in the country said that, when choosing a romantic partner, occupation is not important to them.

"All the running to keep in the same place": the new realities of Russian PR industry

Russian economy is going through a tough period,

which is mirrored by the state of PR industry. Many companies are forced to stop long-term reputation investments and focus all their efforts on obtaining fast marketing results. Meanwhile, the comms boom continues. Terms such as "visualization», «SMM», «influencer", "big data" not only settle in the PR vocabulary, but are also transforming the landscape of the industry. All in all, PR pros are facing an extremely difficult task - to defend their "place in the sun" even during the times of total optimization. Natalia Buchelnikova, CEO of Moscow based comms agency Buman Media, talks about the skills you have to achieve in order to keep up with the changes.

Many companies in Russia cut off the image costs and focus on short-term goal of stimulating sales.  

It is important to prove that PR can bring tangible profits. In order to do this, you must clearly define your audience and search for the new formats of building communication with it. As an example, we did a column on how to sale your startup successfully in collaboration with the executive director of the Vestor.In Partners Fund, Pavel Cherkashin. The "hot" topic for the Russian market and practical business value allowed our material to get in Forbes, and this, in turn, provided Vestor.In with an instant flow of new investors.

Another example from our practice is working with EC - a global network of language schools. The strategic goal was to increase brand awareness in Russia, but to top that we were faced with the need of immediate courses promotion during the summer period. As a solution, we have implemented a special project with a top Russian vlogger Sasha Spielberg who went to the London EC School and released a series of YouTube diaries about her time in EC. The majority of her subscribers are schoolchildren and students, so the results were immediate - the mere release of the first teaser led to a wave of calls from Russian fans who wanted to come and study. Daily traffic on the official EC site has updated the historical maximum.

It is difficult to imagine modern comms campaign without high quality visuals, whether it is a series of infographics, videos or a game app.  

Some Russian clients have more traditional approach to comms, hence, you must consult them and show the importance of visual element in achieving success. Other clients, on the contrary, are perfectly aware of this, and list of their demands increases accordingly.

With Crate and Barrel we provide PR and website support, as well as social media management. The latter usually require good visual skills, especially when it comes to an interior design company – a very visual brand indeed. In order to meet these requirements, we employ versatile professionals who can easily create a slideshow for Instagram, Vine or postcard for Facebook, and train our existing staff.

Over the past few years the media market has changed beyond recognition.  

The number of offline media is in constant decline. In order to reach our target audience we need to work with the online influencers. Moreover, you can’t simply choose the “biggest” star being on a limited budget. It’s important to do your research carefully, analyze the key consumer interests and find the brand ambassador with a clearly targeted, active and loyal audience.

In order to promote the new Adobe Creative Cloud in Russia, we proposed a joint project with a popular blogger and artist, Duran, whose audience is mostly made up of young «visuals». Duran drew comics specifically for Adobe, which made it to the weekly top of Russian twitter, gathered thousands of likes in social networks and increased  Creative Cloud website traffic by several times.

PR needs continue to grow and media often fail to handle the flow of corporate information that falls on them. 

As a solution, many companies have resorted to brand journalism - creating your own corporate content platform.

It is important to understand that this approach requires more time and creative resources: content should be truly useful and interesting for the audience and format - lively and involving, whether it is a corporate video blog, a series of Medium notes or an on-board airline magazine. It’s not a place for advertising tricks and trite call-to-action. Keep in mind that you are competing with the media for the audience. Modern PR people not only work with journalists - they are becoming journalists and data analysts, reducing the number of links in the communication chain.

Many Russian customers are planning to enter new markets - China, Latin America, the US, Europe. 

We must prepare ourselves to provide qualified international support to them. Personally, we hire fluent English speakers and collaborate with international PR networks such as Oriella and Global One Communication. Being a member allows us to exchange insights with agencies from other countries. Thus, in times of crisis we have to literally expand business borders and boundaries.

Resume:

To sum it up, the crisis is often called a time of new opportunities. Despite the fact that budgets are shrinking and many customers are reviewing their scopes of work, PR specialists shouldn’t lose heart. Whether we are going to become an "extra", or transform our expertise to be one of the most effective marketing tools, depends only on ourselves. We are clearly here for the second option!

Russian companies say that local PR agencies lack transparency and creativity, but despite that, more than 70% will still use their services

Russian companies say that local PR agencies lack transparency and creativity, but despite that, more than 70% will still use their services

How relationships are built between modern Russian PR executives and a typical PR-agency? Survey of 100 PR-directors of major Russian companies, prepared by Russian PR agency Buman Media reveals the main trends of 2014 in regards to relations between in-house teams and PR agencies.

Representatives of 100 large companies in such areas as IT & Telecom, auto, energy, clothing, cosmetics and pharmaceuticals participated in the survey.

In general, despite the unstable foreign environment, companies do not plan to reduce their PR budget. 80% of respondents have said that this year's budgets are similar to the previous ones, or have been increased, 40% are prepared to increase them next year, and only 5% of the current budget has been cut or will be cut.

The current PR budgets look very promising: 51% of companies surveyed said that their PR budget is equal to 270 000 US$ and more than a third of spend is on the services provided by PR-agencies. Twenty-eight per cent allocate from 76 000 to 200 000 US$ to PR budgets.  

Sixty three per cent of companies interviewed use external PR-agencies, and the remaining 27% do not hire them because of lack of funds or due to mistrust of external consultants. It should be noted that in general, Russian PR agencies should not be worried: next year 77% of companies plan to use service of external PR-partners.

However, this does not mean that companies are willing to delegate agencies large, strategically important projects. More than 50% of respondents prefer to delegate specific tasks, such as copywriting, the development of promotional materials and media monitoring. More than a third of companies are hiring agencies for crisis communications. The survey found that only 20% of Russian companies are ready to let PR agencies develop PR strategies and usually prefer to solve such problems in-house.

Not surprisingly, social media is a growing priority.  Among the major and most effective social networks in the view of those PR directors interviewed are Facebook (58% of positive responses), immediately followed by Vkontakte (37%), Odnoklassniki and Twitter gained 9% and 15%, respectively. Linkedin appeared the obvious outsider, received only 4% of the vote, while 16% do not use it at all.

 ‘The results confirm our own expectations, says Natalia Buchelnikova, General Director of Buman Media. ‘In the eyes of the PR Director,  employees of  agencies should be universal soldiers – and deliver them,  and have a deep understanding of the client's business, no matter how specific, complex or unusual.