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Reklama 2021, the 28th International Exhibition for Advertising, has opened. It is organised by EXPOCENTRE AO with the support of the Russian Ministry of Industry and Trade, the Association of Communication Agencies in Russia (AKAR), under the auspices of the Russian Chamber of Commerce and Industry, and with the participation of leading industry unions and associations.

For the first time, the exhibition is being held as part of a major exhibition and congress project Russian Industry Week, which brings together major industrial exhibitions and forums in the fields of mechanical engineering and metalworking, welding technology, technical diagnostics, building automation, advertising production, and much more.

Over 170 companies from 18 countries will display the full range of advertising production technologies and services, including all types of visual advertising communications, from traditional to the digital media, which are gaining momentum due to the technological transformation of the industry, at the Reklama 2021exhibition covering more than 4,000 square metres.

The exhibition product sectors are dedicated to souvenir products, advertising printing and packaging, solutions for retail space design, textile printing, light and outdoor advertising, equipment and materials for advertising production, information solutions for advertising and design.

At the same time, Reklama 2021 covers not only means of production, but also technologies for building advertising campaigns, including case studies, as well as marketing strategies that are discussed both at the stands of exhibitors offering marketing services and during the conference programme.

Already on the first day of the exhibition, the Advertising Matrix Forum announced itself. The event was dedicated to discussing the transition of the advertising market from the transformation of 2020 to the development.

Another 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 the 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.

According to Sergey Piskarev, the Reklama exhibition is one of the most important events where you can see the goods, products, services and new technologies that make the advertising industry function. These benefits are enjoyed by social communications. "It is right to discuss social advertising in connection with the Russian industry, as Russian producers also have social responsibility, are concerned about the state of society and, accordingly, social advertising," stressed the president of the AKAR.

"The topic of social advertising is of concern not only to our committees but to society as a whole. There has been a lot of social advertising recently due to the sad events related to the pandemic. Citizens are urged to behave safely, get vaccinated, etc.," said Elena Topoleva-Soldunova. In her opinion, it is necessary to work on the dissemination of social advertising on the Internet and in the media, so that everyone who applies can clearly understand under which rules they should interact with one or another media and how to make this interaction more transparent.

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.

Today, as part of the forum, there is also a Strategic Session: the Communications Industry – the Real Economy with the participation of representatives of the industry business community, experts, and journalists. The discussion covers such topics as "the communications industry and the state", "the economics of communications, communications economy", "digital economy communications trends", "the role of brands in the modern economy", and others.

The forum will also feature discussion panels and sessions on territory branding, E-commerce, merchandising, media content and new markets in the promotional industry.