Ekaterina Smygina, Head of Integrated Solutions Center of Cheil Russia
STORYTELLING. THE MODERN INTERPRETATION OF TRADITIONAL ATL PRINCIPLES IN DIGITAL COMMUNICATION
Key factors to make success case:
1. Communication scenario vs Creative idea
2. Budget planning: from budget calculation based on expenses to KPI based approach
3. Holocracy to optimize project management resources
4. KPI funnel planned by channels and tools
About Ekaterina Smygina
Ekaterina’s career in advertising started in 2000, since day one it was in digital area. Her first employer was Mail.ru, then she went on to work for Golden Telecom, Poster Ogilvy, IMS, Leo Burnett, Proximity, ADV. In each company she was directly involved in developing major strategic digital projects.
Ekaterina has a significant experience of running digital projects for top advertisers in Russia: P&G, Mars, Beeline, L’Oreal, Sberbank, Phillip Morris, Diageo, BAT, Microsoft, HP, Kimberly Clark, Nestle, etc.
Many projects developed under Ekaterina’s leadership earned awards at Russian and international advertising festivals. This includes Cannes Lions’s Bronze for “Car vs. Piano” project for Intouch insurance.
Ekaterina joined Cheil Russia in 2016 and holds the position of Strategic Alliances Director.
The projects she is proud of are:
- P&G everydayme.ru
- Intouch Car vs. Piano
- Samsung “Over the Horizon”
Ekaterina takes an active part in the life of Russian advertising community. She is a member of “Silver Mercury” supervisory board, gives lectures in Wordshop Communication Academy and Digital October center.