Abstract:

JWT is originally an American advertising agency with a lot of well known clients. The JWT-network has 169 offices in 44 countries all over the world. As JWT is the fourth agency in the world, it obviously has to stay in pace with the developments in the former Eastern bloc. At the end of September 1990 100 million Russians experienced an extraordinary evening of television. Central, a British television company broadcasted 5 hours of British programming on Gostel radio, Russia’s largest TV channel. J. Walter Thompson filled the breaks with typical British advertisements. The results of an in-depth study amongst a sample of Russian men and women concerning this advertising will be the basis of this paper. Furthermore it will include a broader marketing perspective, some key-characteristics of the Russian consumer and it will end with major conclusions and recommendations.