1

INCLUSION WITHOUT EXCEPTION

04.06.2021

MARIA KOLOSOVA

CEO GroupM Russia & CIS

5 KEY DIMENSIONS FOR DE&I

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GENDER

SEXUAL ORIENTATION

AGE

CULTURAL BELONGING(nationality, ethnicity, education, income, religion)

PHYSICAL and HEALTHCONDITIONS

2020

2040

2050

2050 The USA and UK become a ‘minority-majority ‘ country

The USA is predicted to lost its white majority for the first time since the 1600s according to the US Census Bureau.

2050: 10 bln people on Earth and vast majority are ethnicity and nationalities coming from China, India, Africa, Latin America

KEY PREDICTIONS:What is next for Diversity?

2040 Aging populations

The median age in countries including Japan, Singapore, South Korea, Italy and Spain is projected to rise above 50 by 2040

COVID-19

Women are doing significantly more

domestic chores and family care,

because of the impact of the pandemic.

The coronavirus pandemic could wipe

out 25 years of increasing gender

equality.

Source: UN Women, United Nations, US Census Bureau

1

2

3

WITH GREAT POWER COMES GREAT RESPONSIBILITY

People like familiar things – media make things familiar

People tend to follow others – media set the trends

Advertising as part of media impacts people’s minds

Use it consciously: create the positive impact

4

PURPOSEFUL BRANDS VALUE HAS INCREASED BY 175% DURING LAST 12 YEARS

5

• Attract new consumers for whom that’s

important

• Improve HR brand of the company:

inspire current employees and attract new

progressive employees

• PR: build image of a progressive

company

• GR: Improve relations with government

• Improve the image for investors (Dow

Jones Sustainability Indices since 1999)

Source: Purpose2020 research

6

AS PEOPLE BECOME MORE

MINDFUL, THEY EXPECT

BRANDS ALWAYS TO BE

PURPOSEFUL AND

SUSTAINABLE

68% 46% 34%

Americans can

boycott a brand

due to ethnical or

cultural beliefs

Expect brands to

be clear about

their values

Millennials

expect brands to

be brave in their

social position

Source: Kantar global report InSites

Sustainability is becoming important for

consumers, especially for gen Z and

millennials, people living in Moscow and big

cities, especially women

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RUSSIA

Source: Kantar global reportInSites

61% 48% 26%

Gen Z and

Millennials like

purposeful brands

vs 53% of mid-aged

people

Russians agree

that Media is not

representing

diversity

Russians can

boycott a brand

due to ethnical or

cultural beliefs

Source: Foresight Factory Growing Diversity trend, WCIOM

"The media industry in my

country is not doing a good job

at representing diversity in TV,

films etc."

48% OF RUSSIANS THINK OUR MEDIA – TV SHOWS, MOVIES ARE NOT REPRESENTING DIVERSITYTHIS IS ONE OF THE WORST LEVELS GLOBALLY

8Source: Foresight Factory Growing Diversity trendhttps://wciom.ru/analytical-reviews/analiticheskii-obzor/itogi-2020-go-sobytija-ljudi-ocenki-ozhidanija-ot-2021-go

14%

34%

Ja

pa

n

Au

stra

lia

US

A

Sin

ga

po

re

So

uth

Ko

rea

Ca

na

da

Sp

ain

Ger

ma

ny

Po

lan

d

Net

her

lan

ds

Fra

nce

Den

ma

rk

Ita

ly

Sw

eden

Irel

an

d

Fin

lan

d

GB

Mex

ico

Ru

ssia

Th

ail

an

d

Ma

lay

sia

Ind

ia

Ind

on

esi

a

Bra

zil

Vie

tna

m

Ch

ina

UA

E

Agree strongly Agree Neither agree nor disagree Disagree Disagree strongly

"Advertising in my country is not doing a good job at representing diversity"

FOR ADVERTISING SPECIFICALLY 50% OF RUSSIANS ALSO THINK IT IS NOT REPRESENTING DIVERSITY

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There is a clear global opportunity we can address together

18%

32%

US

A

Au

stra

lia

Ca

na

da

So

uth

Ko

rea

Ja

pa

n

Sin

ga

po

re

Ita

ly

Fin

lan

d

Ger

ma

ny

Sw

eden

Fra

nce GB

Irel

an

d

Sp

ain

Den

ma

rk

Ru

ssia

Mex

ico

Ind

on

esi

a

Th

ail

an

d

Ch

ina

Ind

ia

Bra

zil

Ma

lay

sia

UA

E

Agree strongly Agree Neither agree nor disagree Disagree Disagree strongly

Source: Foresight Factory Growing Diversity trendhttps://wciom.ru/analytical-reviews/analiticheskii-obzor/itogi-2020-go-sobytija-ljudi-ocenki-ozhidanija-ot-2021-go

DE&I AGENDA MANIFESTED ITSELF IN POSITIVE CHANGE NOMINATIONS OF EFFIE AWARDS

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HELP APP NGO NAKED HEARTS ZEWA

1 2 3 4

DIVERSITY & INCLUSION IS A TOP PRIORITY FOR WPP, GROUPM GLOBALLY AND IN RUSSIA

WPP INITIATIVES

• Global inclusion council

• WPP safe rooms

• Walk the talk

GROUPM FRAMEWORKS

• Responsible investment framework

• Multicultural marketplace

• Diverse voices accelerator

WPP DIVERSE TEAMS

• 40% women in executive leadership (2019: 37%)

• 51% women in senior management (2019: 50%)

• Industry leader in the Bloomberg gender-equality index

GROUPM RUSSIA

• 80% women in executive leadership

• 70% women in client leadership

• 78% women in total staff

11Source: WPP, GroupM, MediaCom

«Our expertise, creativity and ability to shift

opinion and change behavior can help to build

a more sustainable and equitable world»

David Henderson

Global Corporate Affairs Director, WPP

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MARIA KOLOSOVA

THANK YOU

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RUSSIAN MEDIA MARKET 2021 FORECASTGroupM

JUNE, 2021

494 473

537

0

100

200

300

400

500

600

2019 2020 2021

Media Market volume, bln Rubles

Actual Forecast

-4%

+13%+6% vs. pre-pandemic 2019

In 2021 Russian Media Market can

reach its historical maximum – 537

bln Rubles

The previous Media market volume

record was in 2019 (494 bln Rubles)

RUSSIAN MEDIA MARKET IS EXPECTED TO GROW BY 13% IN 2021

15SOURCE: 2019-2020 Russian Association of Communication Agencies, 2021 GroupM Russia forecast

9%

6%

21%

-15%

-25%

-53%

13%

9%

17%

17%

7%

-12%

-60% -40% -20% 0% 20% 40%

TOTAL

TV

DIGITAL

OOH

RADIO

PRINT

Dynamics by media

2021 / 2019 Growth rate, % 2021 / 2020 Growth rate, %

Digital remains the main growth driver

Digital spending expected to grow by 21% vs.

2019

TV can grow by 6% vs. 2019

Despite the increased investments in 2021,

Radio and OOH will not restore their positions -

negative dynamics will remain against 2019

ALL MEDIA WILL SHOW GROWTH, EXCEPT PRINT

16SOURCE: GroupM Russia Forecast 2021

MARIA KOLOSOVA

THANK YOU

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