At the National Advertising Forum, the CEO of Gazprom-Media Holding Alexander Zharov presented five key principles for creating successful content, based on extensive research of the Russian cultural code.
The main message of the speech is a strategic appeal of the communication market to the real demands of our society. After the departure of Western companies, the local industry has reached a state where the superficial exploitation of themes and template slogans no longer works. The viewer needs an honest conversation and an understandable hero.
Zaharov called justice, perseverance and broad-mindedness the basis of the national character. The real point of reference for the authors is an ordinary person, in whom everyone recognizes themselves, a neighbor or a defender of the homeland.
The holding emphasizes the need to build pride not only in the country's great past, but also in its present - to discover the heroism of doctors, teachers, volunteers and SVO participants. The basis of this work remains unshakable values: family, small homeland, mercy and patriotism of specific actions.
Gazprom-Media's presented approach demonstrates a mature understanding of the tasks of the local media market. Relying on the national cultural code and respecting the viewer is a long-term strategy that can provide the country with honest, deep and sought-after content.