Anatoly Topol

Yandex advertising special projects product line development; writing the special projects sales policy; new experimental media advertising formats development, including on the main page of Yandex; team building; project management.
Projects examples: the world's first panoramic streetview shooting of the Everest climbing route for Toyota ("Russia Today" - https://clck.ru/ABDG3); exclusive partnership with Disney for promoting the premiere of "Star Wars: The Force Awakens" movie ("Kinopoisk"-https://clck.ru/ABDGN); launching a new format on the main page of Yandex: a vertical banner with an expandable multimedia unit ( «Vedomosti” - https://clck.ru/ABDGS); the exclusive release of Madonna's new album «MDNA» on Yandex.Music for Nokia ("Kommersant" -https://clck.ru/ABDGY); launching the most expensive branding format on the Russian Internet: Ya.Brand (branding of Yandex's main page) - (“Rossiyskaya Gazeta” - https://clck.ru/ABDGk); the exclusive release of Zemfira's new album on Yandex.Music for Nokia - («Vedomosti” https://clck.ru/ABDHh)

Yandex clients advertising tasks, their practices and decision-making process expertise; mapping of all Yandex advertising products, solutions and technologies; development of marketing strategy and promotion of Yandex commercial products and services; forming and running the company's b2b marketing budget; tactical control of launches of new advertising products of the company.
Results: structuring the product line and launching a new website for Yandex advertising technologies www.yandex.ru/adv; holding more than 150 client events; for the first time in the history of the company, a number of image advertising campaigns of the Yandex.Direct brand ("One-yar rabbit pirate" https://clck.ru/ABPgu, "Every word counts" https://clck.ru/ABPh2, "12th Anniversary Yandex.Direct " https://clck.ru/ABPh6, "Queries come true" https://clck.ru/ABPhC, "From words to deeds" https://clck.ru/ABPhL); launch of long-term preparation of the brand platform of commercial products of Yandex (the end of the project is planned for late-2017); holding Yandex.42 event about the impact of technology on society, economics, business and marketing for the top management of Yandex clients in the laboratory of CERN (Switzerland) in November 2016 (absolutely new format for the company).

Searching and development of ideas for new non-media, experimental commercial products based on a variety of Yandex services and technology of computer intelligence and machine learning; market research; business planning for the launch and development of new products. Projects examples (not under NDA): the use of geolocation data in advertising (collaboration with Nilsen for Unilever); experiments in the field of computer vision and technology for tracking indoor and outdoor audiences for targeting OOH advertising; the development of a platform for collecting, analysing and using offline tracking data to improve the effectiveness of advertising on the internet and search for new advertising formats.

The creation specialised department within the agency and making the entire product line in the categories of internet special innovative advertising projects, PR on the internet and promotion in social media; formation of strategies in the field of non-standard advertising solutions on the internet for the clients; building sales and developing long-term relationships with the agency's clients; search for new special project solutions and development of partner relations with all the largest internet sites in the country.
Results: construction of an independent department specialising in non-standard advertising solutions in the fast growing internet industry in the first 2000s, and growth in one of the most successful internet advertising agencies of the Russian market since its inception; hundreds of realised advertising projects for the largest advertisers of the market.

(formerly: Special Projects Manager, Special Projects Director ad AdWatch Agency)