In a bold move to revolutionize trade marketing, I spearheaded the development and implementation of Premium Visibility installations, a project that set a new standard in product showcasing and Point of Sale…

The Marlboro Gold introduction in Russia represents a groundbreaking approach in digital marketing, seamlessly blending digital content, gamification, and consumer promotion into a single platform. At the heart of this initiative is a 10-minute interactive movie, immersing audiences in a covert mission led by the MPort Secret Agent. This mission, crucially involving the transportation of Marlboro Gold from Berlin to Russia, unfolds through a narrative rich in…

In 2013, Russia, previously a haven for tobacco advertising, suddenly faced stringent communication restrictions, drastically altering the marketing landscape overnight. While many viewed this as a significant setback, I recognized it as a unique opportunity to strengthen Marlboro's brand positioning in a challenging environment. My approach was not just to adapt but to innovate, leading to the creation of the Mconcept – a pioneering strategy to…