ATLANTA Tinkoff & Co. has tapped The Republik to handle the first brand advertising for its flagship Tinkoff Beer on Russian television.
The Republik in Chapel Hill, N.C., competed against London-based creative shop Mother for the Russian brewer's account, according to agency partner and founder Robert Shaw West. There was no incumbent.
"Creatively, both of us are able to deliver equal work," said West about his agency's co-finalist. "But we put together a proposal that put 50 percent of our compensation at risk, based upon our ability to meet agreed upon goals."
An initial $3 million campaign will launch on Russian television in the St. Petersburg and Moscow markets in April.
If successful, a European rollout will follow. An American launch is planned for late third quarter.
West said the campaign will revolve around an as yet unnamed American movie star. "A male, someone cool and sophisticated with a wry sense of humor," he said. "There's an aspirational quality we'll focus on. Young Russia loves American cars, fashion and the materialism of the 1980s."