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. Last Updated: 07/27/2016

Local Ad Agency Joins Network

One of the first Western advertising firms in Russia, U.S.-based Friedmann & Rose, announced Tuesday it has joined forces with BDDP, a top international ad agency.

"With BDDP we will be in an international network which is interesting to us for supplying [market] information and increasing our [sales] volume and also our access to international clients," Galina Savina, general director of the agency's Moscow office, told reporters.

Under the terms of the partnership, Paris-based BDDP has acquired an "insignificant" minority stake in Friedmann & Rose, Savina said. She refused to specify what percentage of F&R's total shares the agency will hold.

The agency, headquartered in Boston, will eventually be renamed Rose BDDP, Savina added. BDDP, currently ranked 14th in the world among ad agencies, will not send employees to work in F&R's Moscow office, she said.

With offices in 27 countries worldwide, BDDP, whose public relations materials identify "disruption" as its way of thinking, is making its first move into Russia through the partnership.

No representatives of the agency were on hand Tuesday. An F&R press release quoted BDDP officials hailing the alliance as a "valuable platform" to move into the Russian market.

By comparison, F&R receives most of its sales revenue from its Moscow office, said public relations manager Peter Sobiecki. The firm posted $19 million in sales turnover for 1995, said Savina.

Friedmann & Rose first set up its operations in Moscow in 1989. Major clients in Russia include Bristol-Meyer Squibb, Citibank, Kodak and Volvo.

According to an Advertising Age survey, Friedmann & Rose ranked sixth among 12 Western agencies in Moscow for 1994, the latest year for which information is available.

Advertising industry analysts said the partnership should mean little change for the makeup of the Moscow market.

Slightly stronger competition for those international clients not linked to a specific agency would be the sole possible effect, said one analyst, who asked not to be named.