MTS

Maintaining MTS brand leadership in a highly competitive and saturated telecom market. The task was to create a sustainable 360° communication platform that could consistently communicate the USPs of different tariffs and ecosystem products without audience fatigue.

Developed and evolved a long-term creative platform built around ambassadors Valuev and Nagiev. Scaled the platform across every communication channel — TV, digital, OOH, and special projects — with one consistent Tone of Voice over many years.

The most effective advertising platform in the brand's history. The campaign delivered consistently high Brand Linkage, with viewers never confusing the advertising with competitors. It earned a series of Grand Prix and Gold Effie Awards, proving sustained Brand Awareness and Loyalty (NPS).