Every season, Gazprom Football for Friendship unites thousands of people from all over the world who meet for the annual Football for Friendship Championship – whether in London, Lisbon, Berlin, Milan, St. Petersburg or elsewhere.
AGT Communications Group set up this global football initiative six years ago. Our core business spans nine PR agencies operating across Russia, Belarus and Kazakhstan and seven other companies specialising in event organisation, business tourism, media research, social media, digital comms, branding and publishing. But we’re proud of having also created this football organisation that is now in 211 countries, attracting 5,100 participants, and is known by more than 3.4 billion people worldwide.
Governments, sporting bodies (including FIFA, UEFA, Olympic and Paralympic committees), political leaders, as well as international news media such as Eurosport, have all thrown their support behind Gazprom Football for Friendship since its 2013 launch.
Its aim is to cultivate in the younger generation an interest in a healthy lifestyle through football – and to promote basic human values such as friendship, equality, fairness, health, peace, devotion, victory, traditions and honour. I believe Gazprom Football for Friendship should become a global platform for the promotion of friendship, tolerance and peace everywhere. Young football players of different nationalities, genders, backgrounds and physical abilities are ready to show people what the world could be without discrimination, racism, war and violence.
Connect with clarity, creativity and credibility
AGT’s main principles are high quality, efficiency, reliability, and transparency. Russia is a unique business environment and providing communication support in this market requires a unique approach. The basis of any project – be it a campaign, product launch or media support – is strong and relevant local expertise. Our deep understanding of the local market, combined with successful global practice in strategy, creative development, and event organisation enables us to be the first choice for customers who want high quality PR support, explains Vyacheslav Lashchevsky, AGT Communications Group chairman, board of directors.
It’s an approach that has won the AGT Group a broad range of Russian and international accounts, including the Ministry of Education of Russia, the Moscow government, Gazprom PJSC, Coca-Cola, 3M, Merck, and Samsung. And connections with federal and regional authorities, global experts, media and business associations make the AGT Group a trusted partner, reflected in its regular top three position within the national ranking of communications companies (NR2K) by the Russian Academy of Public Relations.
And, as well as being guided by our core values, we also have a desire to make the world a better place.
At a glance...
• Founded 1996
• Principal Vyacheslav Lashchevsky, chairman, board of directors
• Staff About 300
• Locations Russia, Belarus, Kazakhstan
What’s the best work you’ve seen in the past 12 months?
We are monitoring the development of the communications market, new trends, and the experience of our colleagues worldwide with great interest. With so many good projects, it’s quite difficult to name them all!
What will make the biggest impact on your agency this year?
There are a lot of external conditions that influence our agency and the professional market today. But as for the main issues – everything depends on ourselves, the AGT team. The key factor is our ability to solve communication problems for our clients in a truly professional, responsible, effective and innovative way.
How can agencies keep great people?
Give credence to your inhouse experts as well as empowering people through growth and professional development. Offer them the chance to work on interesting, complicated and large-scale projects.
Vladimir Serov is F4F global director, business development and international communications director at AGT Communications Group