Sberbank is thinking
Consolidation of Advertising Procurement throughout the Ecosystem
The company offered its subsidiaries to purchase advertising through SberMarketing
The company invited its subsidiaries to purchase
advertising through SberMarketing
Most of the companies in the Sberbank ecosystem did not comment on the situation; one employee told Kommersant that buying media inventory through SberMarketing was “often more expensive” and that a tender was needed to assess efficiency objectively; however, an external audit found that SberMarketing’s terms were 18% more profitable than comparable deals on the market.
The consolidation strategy will become effective when Sberbank itself will service its entire budget in a subsidiary agency, said PHD CEO Dimitris Vajas, while there is only a desire to strengthen control.
At the end of last year, SberMarketing created its own system for managing marketing resources – Marketing Resource Management (MRM).