Programme

National and regional branding is an important aspect of Russia's economic development. Numerous initiatives have emerged at both the federal and regional levels in recent years, but they have failed to produce significant results on a national scale. The lack of a comprehensive approach to marketing the country is resulting in inefficiency, the waste of public money, as well as duplication of work and services associated with promoting both individual industries and general humanitarian ideas. To address these goals, Russia needs a combination of effective measures to establish an overall national communication strategy, a national Made in Russia brand campaign, and an IT platform to promote Russia's manufacturing, export, tourism and cultural potential, as well as its human capital. How can all these be combined in order to achieve a national communication strategy? What role can national brands play in boosting Russia's economy? How can a national brand be made a source of investment? How should national and regional brands help the development of the economy, and how can effective cooperation between regions to promote the country be supported? What soft power tools does Russia need as part of its national communication strategy?

Moderators
Petr Lidov, Director of Corporate Communications, Sputnik
Yuliana Slashcheva, Chairman of the Management Board, Creative Production Association Soyuzmultfilm Film Studio FSUE

Petr Lidov

Director of Corporate Communications, Sputnik

Yuliana Slashcheva

Chairman of the Management Board, Creative Production Association Soyuzmultfilm Film Studio FSUE

Prior to joining CTC Media, Yuliana was President of the Mikhailov & Partners group of companies. Before that, she was Chief Executive Officer of Mikhailov & Partners, one of Russia’s largest strategic communications agencies, having assumed this role in 1994.
From 2004 to 2005, Yuliana was a partner with the BBDO Group, where she was responsible for business development activities.
From 2001 to 2004 she was a Board member and Corporate Communications Director for the Russian investment company ESN Group, as well as the Vice Chairman of Kelenergo, a Russian energy company.
Yuliana was named one of the 20 most influential businesswomen in Russia by Kompania Magazine in 2013. In 2012, she ranked first in the PR agency manager category of Kariera Magazine’s list of “Top 100 communications specialists.” Yuliana also won the 7th Annual National Media Manager of Russia Award in 2007.
Yuliana received a degree in marketing from the Moscow University for the Humanities.

Panellists
Alexander Brechalov, Head of the Udmurt Republic
Viktor Evtukhov, State Secretary, Deputy Minister of Industry and Trade of the Russian Federation
Andrey Nikitin, Governor of Novgorod Region
Wang Ping, Chairman, China Chamber of Tourism
Mikhail Sadchenkov, General Director, National Brand "Made in Russia"
Xenia Frank, Chairman of the Supervisory Board, Elena and Gennady Timchenko Charitable Foundation

Alexander Brechalov

Head of the Udmurt Republic

In 1994, he graduated with academic distinction from the Krasnodar Highest Military School (Military Institute) named after General of the Army S.M. Shtemenko. In 1999, he graduated from the Moscow State Academy of Law named after O.E. Kutafin. In 1994-1996 he was a deputy chief of the custodial service at the Chkalovskiy garrison (special air division). In 1996-1999 – lawyer at TV-6 Media.In 1999-2000 – lawyer at the Alfa Bank.In 2001-2002 – head of the legal division at the Uniastrum Bank.In 2002-2003 – director of the legal department at the Uniastrum Bank. In 2003-2006 – Director General at the LLC “Uniastrum Consulting”. In 2006-2011 – President of the Executive office at the LLC “VBO Consulting”.In 2011-2013 – President of the LLC “VBO Consult”.In 2013-2014 – President of the Russian National Non-Governmental Organization for Small and Medium-Sized Businesses “OPORA RUSSIA”. Since 2014 until 2017 – First Vice-President of the Russian National Non-Governmental Organization for Small and Medium-Sized Businesses “OPORA RUSSIA”. According to the Fund “Institute of Economic, Social and Political Studies”, he is at the top of the ISEPI-2016 List of the Most Promising Politicians and Public Figures in Russia. On 10 September 2017 Alexander Brechalov was elected head of the Udmurt Republic

Viktor Evtukhov

State Secretary, Deputy Minister of Industry and Trade of the Russian Federation

Education:
1993 – Leningrad Finance and Economics Institute with a major in economic cybernetics.
2002 – Saint Petersburg State University, Faculty of Law.
2004 – Master’s degree from Saint Petersburg State University, Faculty of International Relations.
2003 – Defended his post-graduate dissertation and granted the degree of candidate of economic sciences.
2008 – International Management Institute of St Petersburg (IMISP) under the Masters of Business Administration programme.
Professional experience:
1998 – Elected deputy of the Legislative Assembly of St. Petersburg (second convocation) for the 33rd Electoral District (Moskovsky District) and was twice re-elected in 2002 and 2007.
2009 – Appointed member of the Federation Council of the Federal Assembly of the Russian Federation – Representative in the Federation Council of the Federal Assembly of the Russian Federation from the Government of St. Petersburg; representative of Saint Petersburg State University in the government and administrative bodies of the Russian Federation.
2011 – Appointed Deputy Minister of Justice of the Russian Federation.
2012 – Appointed Deputy Minister of Industry and Trade of the Russian Federation.
2014 – Appointed State Secretary and Deputy Minister of Industry and Trade of the Russian Federation under an order of the Government of the Russian Federation.

Andrey Nikitin

Governor of Novgorod Region

Born in 1979 in Moscow.
2001 – graduated from State University of Management.
2007 – was awarded EMBA degree at Stockholm school of Economics.
2002-2011 – held key positions in Ruskompozit Group of companies composed of the largest Russian enterprises which do business in the markets of glass fibre, composite and geosynthetic materials.
2009 — was appointed Director General of Ruskompozit Management Company LLC.
Since 27.07.2011 – held a position of the CEO of the Agency of Strategic Initiatives (ASI).
13.10.2017 – was appointed the acting governor of the Novgorod region by the Presidential Decree.
Member of the Presidium of the Council under the President of the Russian Federation for economic modernization and innovative development of Russia.
Member of the Presidium of the Presidential Council for Strategic Development and Priority Projects.
Member of the Supervisory Board of the Agency for Strategic Initiatives to Promote New Projects.
Awarded the Order "For Merit to the Fatherland" II class and the Russian Federation Presidential Certificate of Gratitude.
Ph.D. degree in Economics.
Married.

Wang Ping

Chairman, China Chamber of Tourism

Wang Ping, Chairman of China Chamber of Tourism, Vice Chairman of Global Tourism Economy Forum, Chairman of Tourism Cooperation Committee of China-Africa Business Council, Curator of China Ethnic Museum. She was appointed in succession Art Consultant of Foreign Affairs Office of the State Council, General Art Supervisor of the China Architecture, Sculpture and Mural Art Company under the Ministry of Construction. She was the 10th and 11th National Committee Member of CPPCC, the 9th and 10th Standing Committee Member of ACFIC. Wang Ping is a leading expert on Anthropology and Museum Study. Since 1992, She presided over the construction of China Ethnic Museum as chief designer in support of the government, and firstly adopted Former Site Relocation to preserve and maintain national building communities.

Wang Ping is also one of the leader in Tourism of China. She firstly raises the concept of Pan Tourism, combining tourism and other industries; she helped to promote Shangri La to international tour destination; she involved in planning Global Tourism Economy Forum which proved a great success; she suggested and cooperated with Hong Kong Pei Hua Education Foundation to launch 20 years' Personnel Training Project transporting high level administrators for Chinese Tourism; she proposes to promote economic development, poverty reduction and enriching people through tourism. She has been engaging to improve the status of Chinese Tourism by issuing Chinese voice in world tourism industry. She is influential and appealing in the tourism industry worldwide.

Mikhail Sadchenkov

General Director, National Brand "Made in Russia"

Branding, marketing and external communications expert. CEO of Natsionalniy Brand Agency, operator of the national brand Sdelano v Rossii – Made in Russia. Concept creator, Made in Russia brand. Between 2007 and 2012 worked as an independent consultant for Federal Antimonopoly Service, Federation Council, political parties and strategic enterprises.
In 2012 founded and became CEO of Natsionalniy Brand – an agency that aims to create and promote a national brand Sdelano v Rossii – Made in Russia. In 2015 Sdelano v Rossii has been introduced at the Milan Expo with participation of First Deputy Prime Minister of Russian Federation Igor Shuvalov. In 2015 became an invited expert for an international branding textbook Nation Brand where he published an article about Sdelano V Rossii brand. Awards: in 2009 and 2010 received an honorary diploma for valuable assistance from the chairman of the Federation Council.

Xenia Frank

Chairman of the Supervisory Board, Elena and Gennady Timchenko Charitable Foundation

Chairwoman of the Supervisory Board, The Elena & Gennady Timchenko Charitable Foundation
Xenia Frank is the Chairwoman of the Supervisory Board of the Elena & Gennady Timtchenko Charitable Foundation. She initiated the creation of the Foundation in 2010 and oversees strategy and development of its program portfolio which is aimed at supporting active ageing, developing sports and culture, helping families and children. In each area the Foundation seeks comprehensive, sustainable solutions to Russia’s social problems, with a special emphasis on regional development and solutions for small towns and villages.
Xenia Frank is also an active investor with interests in the areas of agriculture, logistics and social entrepreneurship. She has acted as an advisor to young entrepreneurs and an investment judge for the Skolkovo StartUp Academy. She is on the Board of Directors of Transoil, one of the largest private oil and oil product logistics providers in Russia.
Xenia graduated with honours from the University of Edinburgh 2009. She also holds MBA (with distinction) from INSEAD.

Front row participants
Andrey Barannikov, General Director, SPN Communications
Gleb Nikitin, Acting Governor of Nizhny Novgorod Region
Andrey Pavlov, Founder, President, Zenden Group
Ivan Cherezov, Head of Sport Projects, Concern Kalashnikov

Andrey Barannikov

General Director, SPN Communications

Graduated from Department of Asian and African Studies of St. Petersburg State University (major: History of India).
Andrey Barannikov has 27 years of experience in public relations. He started his career as PR manager in Andréasson Public Relations. Since 1999 Andrey Barannikov is the CEO of SPN-Granat.
Since 2014 the company is an independent agency called SPN Communications. Under the leadership of Andrey Barannikov, it became one of the top three communications companies in 2012-2016 according to the National Rating of Communications Consultancies. The Holmes Report called it the Agency of the Year in Russia and the CIS.
Andrey Barannikov is the Honorary Chairman of the Association of Consultancies in the field of Public Relations (AKOS), Vice President of the Russian Public Relations Association (RASO), Member of the Executive Committee of the International Communications Consultancy Organization (ICCO), Member of the International Public Relations Association, Member of the International Association of Business Communications (IABC), Academician of the Russian Academy of Public Relations. (RAOS).
Andrey Barannikov is the winner of a number of international and Russian professional awards: IABC Gold Quill Awards (2012, 2014, 2015, 2016, 2017), SABRE Awards (2006, 2007, 2008, 2010, 2011, 2012, 2013, 2014, 2015), Global SABRE Awards (2011, 2012, 2013, 2014), IPRA Golden World Awards (2004, 2010, 2012, 2013, 2014, 2015, 2016, 2017), Cannes Corporate TV & Media Awards (2011, 2012, 2014), Silver Archer (2002, 2007, 2008, 2009, 2015, 2016), Best AKMR Certified Event Agency (2013, 2014, 2015, 2016), etc.
In 2017 Andrey Barannikov was included in the list of Top 1000 Russian Managers for the fifth time and was named one of the 20 best top managers in the country in the Professional Services category.
Andrey Barannikov acts as Chairman of the Organizing Committee for the Baltic Weekend international communications forum and Deputy Chairman of the national PR contest PROBA ICCO Global PR Awards, as well as judge and expert of multiple professional competitions.

Gleb Nikitin

Acting Governor of Nizhny Novgorod Region

Born in Leningrad on August 24, 1977 in Leningrad.
Education:
1999 г. – St Petersburg State University of Ecomonics.
2004 г. – St Petersburg State University, law major.
2007 г. – Post graduate studies at the Presidential Financial Aacdemy, PhD.
2008 г. – Presidential State Service Academy.
Трудовая деятельность:
1999–2004 – various positions at the St Petersburg State Property Management Committee.
2004 – appointed the general manager for the state property commercial management at the Federal State Property Agency.
2007 – appointed first deputy general manager for Federal Property Management Agency.
2011 – appointed acting general manager for Federal Property Management Agency.
2012 – appointed Deputy Minister of Industry and trade of Russian Federation.
2013 – appointed First Deputy Minister of Industry and trade of Russian Federation.
September 26, 2017 - appointed acting Governor of the Nizhny Novgorod region.
Awards:
In 2009 has been awarded 2nd Degree Order for Service to the Motherland.
In 2010 awarded a citation from the Government of Russia.
Holds other awards.
Additional information:
Grade II Full State Councelor of St Petersburg.
Grade II Full State Councelor of Russian Federation.
Speaks foreign languages.
Married, two children.

Andrey Pavlov

Founder, President, Zenden Group

Ivan Cherezov

Head of Sport Projects, Concern Kalashnikov