Post Show Report Reklama 2021

15 / 11 / 2021

Reklama 2021 took place at EXPOCENTRE Fairgrounds on 1821 October 2021. It is a major professional event in the Russian advertising market. The participants demonstrate innovative products and services for the advertising industry. This year, Reklama was held for the first time as part of another major project Russian Industry Week. 

Together with Reklama 2021, Russian Industry Week brought together key exhibitions and congresses including the Technoforum 2021 International Exhibition for Equipment and Technology for Materials Processing, and the Rusweld 2021 International Exhibition for Welding and Cutting Equipment, Technologies and Materials.

Dates: 1821 October 2021

Venue: EXPOCENTRE Fairgrounds, Moscow, Russia

Organised by EXPOCENTRE AO

Supported by the Russian Ministry of Industry and Trade, the Association of Communication Agencies of Russia (AKAR)

Under auspices of the Russian Chamber of Commerce and Industry

With participation of the Interactive Advertising Bureau (IAB Russia), the Association of Brand Consultancies of Russia, the Russian Association of Marketing Services (RAMU), the National Visual Communications Association (NAVC), the National Association of TV & Radio Broadcasters (NAT), the International Association of Promotional Products (IAPP), the Association of Producers of Visual Advertising and Information VISCOM

Exhibition area: 4,000+ sq m

Attendance: 13,800 unique visitors from 29 countries

Exhibitors: 205 companies

Countries: 12 (Belarus, China, Czechia, Germany, Ireland, Italy, Japan, South Korea, the Netherlands, Norway, Russia, the USA)

Participating companies:

Foreign brands: Mimaki, Brother, Sipos, HP, iEcho, Esaprint, Evosan, Juki, GMP, Mefu, IDP, Docan, Canon, Epson, Roland, Aleph, Ricoh, Kornit Digital, Witpac, etc.

Russian: 190 companies (leaders in production and supply of equipment and materials: ZENON Sign Supply, Smart-T, RussCom Group, LRT Group, All Prints Technology, Bigprinter, Vink, Techno-Grafika, Veles, Rosprinter, Hamcore, etc.; equipment for machining different types of materials: Lasercut, Laser Center, Stankom, Kami, SRP Machines for Cutting Polystyrene Foam, Challenger, RDM, etc.; several suppliers and manufacturers of outdoor advertising structures and LED displays: DiMedia, Diamond Led, Ledcapital, Piton; a newcomer Ecovice is a Russian manufacturer of honeycomb and solid polycarbonate) 

Show highlights

Reklama showcased the entire range of technologies and services for advertising production, including all types of visual advertising communications from traditional to the digital media which is now gaining momentum due to the technological transformation of the industry. 

The stand of the Youth Startup Centre showcased projects by students from the Higher School of Economics (HSE) entitled A Startup from Scratch: the Practice of Creating Your Own Business.

EXPOCENTRE AO and the Higher School of Economics concluded an agreement of intent at Reklama 2021. It was signed by Director General of EXPOCENTRE AO Alexey Vyalkin and HSE Vice President Igor Agamirzyan

Alexey Vyalkin, Director General of EXPOCENTRE AO

This agreement with the Higher School of Economics is a continuation of the work aimed at promoting young scientists and inventors. At the exhibition, we saw how very young guys are presenting their products, trying to commercialise them, and already succeeding in doing so. They have signed contracts with manufacturing companies that are ready to take their technology and put it into production. The agreement includes specific practical steps, and we will continue to expand our cooperation. 

Alexey Vyalkin and Igor Agamirzyan visited the HSE stand, talked to students and discussed their business development prospects. Eight start-ups were exhibited at the stand, including seven made by students and one school one.

Igor Agamirzyan, HSE Vice President

Congress and exhibition activities are one of the key channels for promoting new products, services and different types of business. Any large business starts its work in the open market with participation in trade shows, and it is very important that our students have an opportunity to present their products at EXPOCENTRE Fairgrounds, which is one of the leading exhibition venues in Moscow and Russia. This agreement outlines our intentions, and the Higher School of Economics attaches great importance to cooperation with EXPOCENTRE.

Conference programme

Events of the Reklama 2021 conference programme also generated a lot of interest.

The conference programme opened with the 10th anniversary Advertising Matrix Forum, organised by the Imperia Congress and Exhibition Company and EXPOCENTRE AO. The forum participants learned about the latest technologies for advertising production during the pandemic, and how retailers selected suppliers of advertising equipment and services. They also receive information about more than 40 practical cases from the advertising market leaders. The forum included conferences at which professionals gathered to discuss new advertising channels in 2022. Experts from the largest IT companies, advertising agencies and manufacturers shared fresh analytics, data, experience and knowledge about the global and Russian advertising market. The forum speakers were representatives of such major companies as Yandex, MTS, 2GIS, Romir, Trout&Partners, AdMetrix, Sendsay, Depot, and others. 

Another important event of Imperia was the 2nd Russian Conference on Modern Packaging. The participants discussed the challenges faced by manufacturers and consumers of packaging solutions, promising areas for the development of manufacturing business, how to plan a packaging business in a time of instability, how to make packaging 'healthy' and in demand, and questions for suppliers of packaging made of cardboard, polymers, metal, and glass. 

The central event of the conference programme was the two-day Forum on Communications 2030: Trends, Risks, Transformation. It was organised by EXPOCENTRE AO and the Association of Communication Agencies in Russia (AKAR) with support of the Russian Chamber of Commerce and Industry, the Civic Chamber of the Russian Federation, IAB Russia, the Association of Brand Consultancies of Russia, the Russian Association of Marketing Services (RAMU), the National Association of Visual Communications (NAVC), and the National Association of TV & Radio Broadcasters (NAT). 

The forum started with the visiting joint meeting of the Committee for Entrepreneurship in Advertising of the Russian Chamber of Commerce and Industry, and the Coordination Council for Social Advertising and Social Communications of the Civic Chamber of Russia. The event co-moderators were Sergey Piskarev, President at the Association of Communication Agencies in Russia (AKAR), Chair at the Committee for Entrepreneurship in Advertising of the Russian Chamber of Commerce and Industry, and Elena Topoleva-Soldunova, Chair at the Commission on Development of the Nonprofit Sector and Support of Socially Oriented Nonprofit Organisations of the Russian Civic Chamber, Committee Head at the Coordination Council for Social Advertising and Social Communications of the Civic Chamber of Russia. 

Representatives of the advertising business and community experts discussed two main topics: the approach to defining advertising as social and the creation of commissions that will assess the quality of social advertising for further placement. Elena Reshetova, Vice President at the Association of Communication Agencies in Russia (AKAR), Co-chair at the AKAR Commission on Social Communications and Corporate Social Responsibility, elaborated on social advertising approaches. Presentations of other speakers also aroused great interest. 

The forums first day also featured the Strategic Session on the Communications Industry the Real Economy, which was devoted to a role of the media and communication industry in the Russian economy. The discussions covered such topics as the communications industry and the state, the economics of communications and communications of the economy, digital economy communications trends, creative industries as a new source for economic growth, a role of brands in the modern economy, and communication trends in the social economy. 

The forum also included discussion panels by market sectors that reflected the dynamics of the advertising industry, and sessions devoted to media content, automation of business processes in outdoor advertising, territory branding, merchandising, and new markets in the promotional industry. 

The Conference of Manufacturers of Outdoor Advertising, held by the VISCOM Association within SIGNForum 2021, and the Conference on Digital Printing and Textile Decoration, organised by EXPOCENTRE AO and the Digital Textile magazine, aroused great interest among the exhibitors and professional visitors.

Reklama has once again proved its relevance for the Russian advertising industry. The visitors and exhibitors got the most out of the exhibition, held productive talks, concluded lucrative contracts, and found new business partners.

This is evidenced by the positive feedback from the exhibitors and visitors who praised the professional level of the exhibition management and the colourful showcase. Many exhibitors expressed a desire to take part in Reklama next year. 

Sergey Piskarev, President, the Association of Communication Agencies of Russia (AKAR)

Advertising is one of the main tools for manufacturers to compete. The fact that Reklama 2021 is showing the main development trends of the Russian industry makes us happy. During the conference programme we discuss pressing issues of business communications. We would like to thank EXPOCENTRE for holding the event at a high level, and for putting Reklama in the right context this year.

Sergey Pilatov, Board Chair at the Advertising Council Association, Member of the Public Council under the Federal Antimonopoly Service of Russia

Reklama is a place for proper networking. It is particularly pleasing that the extensive programme begins with an event hosted by the Association of Communication Agencies of Russia, which formulates the main trends and specifics of advertising of the past and future. At this difficult time, people really want to take part in the exhibition. I wish those who invested in participation to not only recoup their expenses, but also get profitable contracts, and that the people who came here to see the latest advances in advertising and technology will also conclude contracts that are profitable for them.

Maksim Vaynores, Business Development Director, HAMCORE

Reklama 2019 was a driver for us to develop our business. Our company was unknown to anyone back then. This show gave us a good boost. Any client with a big budget or a small one could be found for any equipment. Reklama is a perfect platform to promote small and medium-sized companies. Come to Reklama! Advertising drives sales!

Aleksandr Belov, Business Development Director, ZENON

Our company had three stands at the show. On the first day, the number of visitors to our stands exceeded all expectations. The following days also saw a full house. You can see interesting new products at our stand. One of them is a souvenir printer.

Nikolay Tomchak, CEO, PITON

Reklama 2021 took place two years after the pandemic. And it is a welcome event. Our company participated in three exhibitions this year. This exhibition broke all records for stand attendance. The number of visitors doesnt decrease, and communication between managers takes place every minute. We sold all the equipment that we brought to this show, found new clients, new niches that appeared during those three days. This is the first time we are taking part with a big stand. We put all our heart and soul into this event, all our love for our product. It seems to me that we have succeeded.

Maksim Popov, owner of DIMEDIA

I would like to thank the Reklama Team for managing to hold the show during the pandemic. Here we are presenting equipment related to outdoor advertising. We are the only ones who offered digital format in the form of ready-made solutions. Our company has invited major cities such as Kazan, St. Petersburg, and Novosibirsk. We discuss with our clients new solutions that they have not yet seen. The warm atmosphere here is conducive to getting the brains working.

You can see more feedback here>>.

We are looking forward to seeing you at the 29th edition of Reklama within Russian Industry Week 2022 at EXPOCENTRE Fairgrounds on 2427 October 2022.

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Press Service, EXPOCENTRE AO