From Russia with loot for BBC
Editor | 15-01-2013
Accelerating its mission to monetise assets on a global basis, BBC Worldwide, the UK national broadcaster's main commercial arm, has appointed a new sales agency to take advantage of Russian advertising opportunities.
Amarena Group will be at the vanguard of efforts by the BBC to bring to market opportunities for adverts and special projects on BBC.com, BBC.com mobile sites, bbcrussian.com, lonelyplanet.com and goodfood.com. The move represents the first time advertisers have been able to advertise on the BBC's Russian site, and the corporation is keen to capitalise financially on its dedicated Russian assets.
BBC.com is claimed to reach 378,000 people in Russia each month, generating over 2.9 million page views, with its main audience encompassing the key 25-44-year-old demographic. BBCRussian.com is also claimed to attract an average monthly 5,920,518 unique users and 22,031,444 page views.
Founded in 2009 by international investors, Amarena Group has two international offices in London and Moscow and has nominated managing partner Natallia Moroz to be responsible for the BBC's Russian operations and international new business development. Moroz —who has worked in the media business since 1996, holding key positions at Sony Pictures, Buena Vista/Walt Disney and TradeDoubler — will be based in Moscow and will report to Isla Macleod, digital sales director, EMEA, for BBC Advertising, which sells advertising and sponsorship solutions on behalf of BBC Worldwide's commercial portfolio across broadcast, online and mobile platforms.
Commenting on the appointment, Moroz said: "I am delighted to have been appointed to work with BBC Advertising to offer businesses in Russia the opportunity to promote their goods and services on digital and mobile platforms alongside some of the world's best and most trusted content."
Macleod added: "With vast experience in the local market, Natallia is well poised to drive growth for our business from Russia with her expertise in the digital environment, and is a welcome partner to the team. BBC Worldwide is always looking at new ways of delivering content in the digital and mobile space and already offers news and lifestyle across a range of platforms."