Expertise
Here you will find a brief description of the types of work our strategists are capable of doing.
There won't be typical case descriptions with numbers (NDA and all that jazz), but you'll get an understanding of what we've been working on.
There won't be typical case descriptions with numbers (NDA and all that jazz), but you'll get an understanding of what we've been working on.
Before StrategyHub, our strategists had the opportunity to work in companies such as Publicis, McCann, TBWA, Havas, Dentsu Aegis Network, BBDO. Below are a couple of examples of projects from there.
Expertise
Tech
Research / Media Strategy
Client: Samsung
Media strategies and audience research
Project Overview:
The goal of this project was to launch a new phone model, the Galaxy S9, into the Russian market, positioning it as a competitor to surpass Apple/iPhone in terms of sales.
As a result of the work, a new approach to media audience segmentation was proposed, based on user journey mapping. The campaign was divided into stages and tactical solutions for channels were suggested for each stage, including media KPIs, budgeting and a flowchart.
As a result of the work, a new approach to media audience segmentation was proposed, based on user journey mapping. The campaign was divided into stages and tactical solutions for channels were suggested for each stage, including media KPIs, budgeting and a flowchart.
This case is an example of extensive collaboration between a strategist, media planners, media buyers, analysts, as well as the brand and creative team of the client.
Made Publicis
Research / Positioning / Branding /
Communication Strategy (multi-regional launch)
Communication Strategy (multi-regional launch)
Client: Limo Aero Taxi
A new air taxi service in Europe. The project involved developing the positioning of the new service and a communication strategy for its launch on the Italian market.
Project Overview:
This is an example of a founder's idea brought to life – seaplanes that can become an accessible mode of transportation, replacing traditional taxis and offering advantages in terms of time, speed, and convenience.
The main task was to research the audience in northern Italy, including locals, expats, and tourists. This included over 10 segments, in-depth interviews, ethnographic research, and unconventional communication methods with concierge services at the best hotels in Italy.
The main task was to research the audience in northern Italy, including locals, expats, and tourists. This included over 10 segments, in-depth interviews, ethnographic research, and unconventional communication methods with concierge services at the best hotels in Italy.
As a result, we identified our target audience, determined the appropriate price point and devised the communication strategy and messaging for each segment. We also pinpointed the key aspects of our positioning to focus on.
The bold brand identity was developed under the guidance of Alexey Malybaev from Firma, with the project supervised by Dmitry Ashman and Alina Mityushova.
The bold brand identity was developed under the guidance of Alexey Malybaev from Firma, with the project supervised by Dmitry Ashman and Alina Mityushova.
Research / Positioning / Communication Strategy
Client: Hola by Ozon
A private label family clothing brand by Ozon.
Project Overview:
The launch of a new private label clothing line in anticipation of major brands leaving the market. Key players in the mid-range family clothing sector were studied, the audience was segmented, the new brand's key strengths were identified, and a big creative idea was formulated.
After positioning, we developed a communication strategy for bringing the brand to market, considering all the changing factors during a period of significant turbulence.
Other clients in the tech segment:
Itogo (Lanit) / Kontur / Lamoda / Kore Live / LG
FMCG
Connection Strategy
Client: Coca-Cola
For the each strategist it is important to work one day with a lovemark as a part of big team. This helps develop essential qualities such as the ability to listen to each team member and client, advocate for one's ideas and align personal hypotheses with a larger global concept. In short, it's a base and a good training foundation.
Project Overview:
What is a connection strategy? Imagine you're working in a global team: creative is done in São Paulo, digital is managed in Warsaw, product development takes place in Milan and Belgrade, and supermarkets branding is handled in London. Your task is to bring all these team members together, oversee their work, structure and maintain the content of a global guide aimed at boosting beverage sales in supermarkets.
The document included: target audience profiles, the big idea, a message matrix for each segment, supermarket branding and merchandising and promotional products.
This was a six-month project with the largest team and the widest geographical scope.
This was a six-month project with the largest team and the widest geographical scope.
Small Baskets:
Global Shopping Guide Development Project for 53 Regions
Made in Publicis
Connection Strategy
Project Overview:
Working with such lovemark always involves numerous agencies with clearly defined responsibilities. Our strategist's task was to prepare a unified presentation that included the contributions of the entire team, specifically: adapting the creative idea, media and tactical solutions, limited edition product packaging and special projects.
This example required not only strategic expertise but also managerial skills.
Christmas Campaign 2018 (Rus)
The traditional campaign for the most iconic Christmas brand
Made in Publicis
Other clients in the FMCG segment:
Remy Martin / Bacardi / Grey Goose / Mars / PepsiCo
Auto
Research / Positioning / Communication Strategy
Client: PanGo cars (Rus)
Launch of the First Ecosystem of Services for Used Car Sales on Eastern Europe region
Project Overview:
In this project we studied car enthusiasts from various regions and different demographics, identified their key barriers and drivers in choosing and purchasing used cars, formulated the positioning and key values of the service, and proposed several creative ideas and tactics for the service launch.
Additionally, we developed a GTM strategy outlining all stages, channels, and a calendar timeline.
Research / BTL Formats and Strategy
Client: Skoda (Rus)
BTL Strategy
Project Overview:
Our team has extensive experience in events and a keen eye for the best global benchmarks. For this project, we needed to propose and justify several BTL formats that would address the client's business objectives.
We selected and analyzed case studies from the best global practices, provided detailed descriptions of the formats, and offered evaluation proposals for each (formulas and mathematics are quite rare in the events market, but we devised a way to tackle the task).
Other clients in the Auto segment:
Toyota / GAC / Audi
Industry
Research / Digital Strategy
Client: AGC (Rus)
Digital Strategy for the Largest Global Glass Manufacturer
Project Overview:
Our task was to propose a new approach to engaging with B2B/B2C audiences in the digital environment. We conducted research and proposed: segmentation and capacity for each group, customer journey mapping, breakdown by paid/earned/owned channels (including SMM, CRM and email marketing, SEO & UX approach), messaging for each group, examples of content plans, tone of communication and the interconnection of all channels on an annual calendar.
Research / Workshop Series / HR Employer Brand (EVP)
Client: ATS and Market Council
(Energy regulator in Rus)
(Energy regulator in Rus)
HR Brand Strategy
Project Overview:
How to transform a monopolist in the energy sector into a modern and relatable employer, highlighting all its advantages and clearly explaining its features and prospects?
This was the question we answered by conducting a series of workshops with middle stuff and top management, where we identified values, brand character, brand attributes, features that unite all employees and jointly formulated and approved the company's mission and vision.
This was the question we answered by conducting a series of workshops with middle stuff and top management, where we identified values, brand character, brand attributes, features that unite all employees and jointly formulated and approved the company's mission and vision.
As a result, the brand employer positioning with EVP was formulated, a separate employer brand website was developed and key HR metrics were improved.
Other clients in the Manufacturing segment:
Saint-Gobain
Sport
Research / Positioning / Communication Strategy / Media Strategy / Brand
Development Marketing Strategy / Implementation of Developments Within the Company
Development Marketing Strategy / Implementation of Developments Within the Company
Client: Olimpbet (Rus)
Federal Brand Relaunch Strategy
Project Overview:
The task was to re-launch the brand and conduct rebranding. Betting is a complex industry where data is the main currency, and achieving openness from the target audience is quite challenging. However, after lengthy market analysis, a new positioning and communication strategy was formulated, where the main task was to break out of the cluster and make a bold statement.
The challenge was not only in the development but also in the implementation of everything developed within the company, cascading the strategy across all channels. TV, digital, content and SMM, influencer marketing, BTL and sponsorship, merchandising – everything possible was utilized.
The "before and after" of the rebranding can be seen on the case page by TBTBO.
The "before and after" of the rebranding can be seen on the case page by TBTBO.
And examples of videos can be found below:
Research / BTL / Communication Strategy
Client: Adidas
BTL/Event Promotion Strategy for the New Football Kit
Project Overview:
Launching a new football kit from the official sponsor of the Russian national team through BTL was not an easy task. We approached it through the top dogs – young street football stars who were well-versed not only in football but also in fashion.
Scouting top dogs at the official Adidas Base venue, interacting with 15-year-old future stars about fashion, the game, music, trendy places, and street corners where street football is played, as well as filming interview videos with them.
Immersing in teenage culture to craft a strategy for federal events through their connections – it was incredibly impactful!
Scouting top dogs at the official Adidas Base venue, interacting with 15-year-old future stars about fashion, the game, music, trendy places, and street corners where street football is played, as well as filming interview videos with them.
Immersing in teenage culture to craft a strategy for federal events through their connections – it was incredibly impactful!
These were examples of how we can engage with completely different audiences —from gambling enthusiasts to dynamic teenagers, many of whom have already become true stars.
B2B
You could call it strategic consulting or business mentoring, but it's what we love most. Many years of experience working in completely different companies from small creative studios to global corporations, have shaped our understanding of operational mechanisms, key processes, organizational structures, and necessary team members, as well as the workings of marketing and communications.
We assist companies of various sizes with all these aspects, and we also work closely with founders to fix what bothers them or to provide the necessary stimulus for development.
After that, everything starts working, founders are inspired and enlightened, and more and more people learn about the companies.
After that, everything starts working, founders are inspired and enlightened, and more and more people learn about the companies.
Research / Positioning
Client: Departament
Positioning the best event agency on the Eastern Europe market
Project overview:
What if we apply the principle of positioning, which is usually used for product brands, to an agency? Back in 2016, this was innovative. Three visionary founders formulated the defining positioning of their brainchild: new&wow, the main idea of which boiled down to the fact that everything their team does will be about something new and exciting.
The application of advanced technologies and the best people in the team at that time became the key to success. The strategist had to bring visionary thoughts together and develop the agency's brand book, which became a role model for other agencies.
The application of advanced technologies and the best people in the team at that time became the key to success. The strategist had to bring visionary thoughts together and develop the agency's brand book, which became a role model for other agencies.
This work marked the beginning of collaboration in B2B marketing with the agency market: now the portfolio includes over 15 developed positions and strategic works for leading agencies in Russia and the CIS.
And it can be confidently said that we know the agency market better than anyone else!
And it can be confidently said that we know the agency market better than anyone else!
Research / Brand architecture / Positioning
Client: Hello IO
Brand architecture and positioning for a phygital company
Project overview:
Several different businesses around technology: phygital parks for children and adults, an innovation laboratory, and ready-made interactive solutions for events. How to unite them under one brand?
What connects them, which of the businesses can become the flagship and be the most promising for entering other markets, and how can they be unified under a single brand? This is what we were dealing with back in 2018. Today, Hello IO is a global leader in phygital and immersive technology experiences.
Other clients in the B2B segment:
Agencies’ positioning:
Departament, Larnilane, Hello IO, Easy Production, TBTBO, Progression,
HQ (Nightstreet), Bright agency, Dixi Pro, Yasno.design, Palmer, Tomat
Departament, Larnilane, Hello IO, Easy Production, TBTBO, Progression,
HQ (Nightstreet), Bright agency, Dixi Pro, Yasno.design, Palmer, Tomat
Collaboration with:
Linii, Journey, Make love, 24TTL, Re:evolution, D2Marketing solutions,
Zavtra studio, Navy
Linii, Journey, Make love, 24TTL, Re:evolution, D2Marketing solutions,
Zavtra studio, Navy
We are adept at working with startups at various stages of their projects, as well as within the structures of large corporations, understanding the rules of the game in various formats.
Importantly, we have experience operating in different markets: we have managed projects in Italy, France, the USA, Germany, and the Netherlands.