By Nick Davidov

The old Churchill quote, ‘Russia is a riddle, wrapped in a mystery, inside an enigma’, is often still bandied about by Westerners contemplating doing business in Russia. What they may not realise is that this is not the full quotation, Churchill went on to say, ‘…but perhaps there is a key’.

The ‘key’ Churchill was referring to is arguably globalisation. Businesses now have access to Russia to a degree unparalleled in the nation’s history. With this increased access, comes a chance to better understand the market and consequently, better appeal to the average Russian consumer. One of the major avenues through which Western companies can engage with Russian consumers is digital advertising.

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