Advertising as a driver of the creative economy: experts discussed the industry’s shift towards national identity at the National Centre RUSSIA
The session "Advertising as Part of the Creative Economy: Course Towards National Identity" was held at the National Centre RUSSIA on 26 September as part of the VI Federal Forum-Festival "Russian Creative Week". Representatives of the government and the expert community discussed the key directions for the development of the advertising industry under conditions of reduced foreign influence.
The moderator of the session, First Vice President of the Association of Communication Agencies of Russia (ACAR), Valentin Smolyakov, reminded participants that in 2025 the advertising sector was officially included in Russia’s creative economy, and noted its growing importance in the country.
"In 2025, advertising became part of the creative economy. By market volume, we are second after IT, but in terms of the coverage of creative industries, we are probably the first. We bring together both creativity and economics, involving directors, actors, musicians and designers. The President of Russia, Vladimir Putin, has set the task of increasing the share of the creative economy to 6%, and the advertising industry has an important role here," emphasised Valentin Smolyakov.
The objectives of advertising, including from the state’s perspective, are to ensure a transition towards national values and cultural identity, to develop domestic technological platforms and advertising tools, and to promote Russian creative products on the international market. The participants discussed how creative industries are transforming and how regulatory frameworks are being established in the new economic realities, the directions in which Russian advertising technologies and platforms are evolving, and the specific features of building brands based on national values.
President of ACAR Sergei Piskarev responded to a question about whether the industry feels a demand from the state and what strategic goals its representatives set for themselves. He also outlined the key mission of advertising.
"Our main role is building communication with consumers through brand development. And a brand is, above all, an idea embodied in a product, a name, a visual image, and, most importantly, in the accumulated consumer experience. After all, we always think about what impressions a person ultimately receives. This applies to both products and services," added Sergei Piskarev.
Igor Kirikchi, General Director of BBDO Moscow, shared his views on whether there is a demand for national identity in advertising or if producers are still oriented towards Western models. He also stressed that values are a natural part of every brand’s DNA.
"If we aimed solely to impose Western values, we would not create anything new, limiting ourselves to adaptation. As for brands — all of them, by and large, want to be highly moral and value-driven. After all, even a selfish person would not want to buy milk based on the idea of selfishness. However, in promoting values, moderation is always essential. For example, in commercials it is not always appropriate to show a large family, even if such families are supported by the state. Anything that looks like pressure or overstatement causes rejection," concluded Igor Kirikchi.
The VI Federal Forum-Festival "Russian Creative Week" is being held from 25 to 27 September at the National Centre RUSSIA. The focus is on three strategic areas: value-oriented economy-2035, spatial development of the country and regions in the era of a new type of economy, and the role of the creative individual in shaping new economic models. The key event of the Forum-Festival was the plenary session "The State as a Visionary: A New Philosophy of Russia’s Intellectual and Creative Leadership".
Event photobank
The 10th Russia-China EXPO has opened in Harbin, and the Department Store stand, the flagship project of the National Centre RUSSIA, attracted visitors’ attention from its very first hours of operation.
From 17 to 21 May, the National Centre stand will present goods from 60 Russian manufacturers from different regions of Russia.
The Russia-China EXPO is being held in Harbin from 17 to 21 May.
