Igor Ganzha is the most creative advertiser in Russia

2024 Author: Henry Conors | [email protected]. Last modified: 2024-02-12 02:44

He is called the most creative advertiser. Igor Nikolaevich Ganzha lives in Moscow, and was born in the Voronezh region on June 19, 1967. Has many prizes from international festivals. Rumor has it that their total weight is more than nine kg. He conducts trainings, master classes and seminars on the basics of creativity and brand building. Author of a book about advertising.

Former military and charismatic smart specialist

Igor studied to be an electronic engineer. After graduating from the Higher Military School, he worked as a military specialist in the rank of officer. However, he did not stay in the army, after three years he entered advertising.

Is the organizer of Pilot Media, an advertising agency. He served as creative director. Then he ran election campaigns. In 2002, Igor Ganzha founded the consulting agency LMH Consulting. Here they do not make advertising, but make brands, find effective solutions. Igor himself calls himself and his team "talented artisans". For artisans, the company has very good prices.- on average, you will have to pay 50,000 euros for services.

Despite the high cost, the agency is very popular. For example, the transformation of the Ostankino Meat Processing Plant from a Soviet factory into a modern enterprise in 2004 is the merit of LMH Consulting.

Igor Ganzha: basic information

• Is the vice-president of the "International Advertising Association" in Russia.
• On the list of academicians of the Russian Academy of Advertising.
• He is the head of the department "Creativity and production technologies in advertising" at the International Institute of Advertising.
• His clients include VB Leasing, Mir, Tsifrograd, Wimm-Bill-Dann, Ekonika, Kamaz, Sky Express, Rosbank and others.
• Wrote a book called "Creative". Affirms that one should not worry about one's inability to invent something new.
• He is the chairman of the board of the British School of Design.
• Developed and implemented a very successful project to improve safety performance at the Rusal plant:

…the question of money was not the main thing here, because in the first place this is a really socially important project. When we started work, everything was limited to hopelessly outdated posters of visual propaganda of the Soviet period … It did not work at all … As a result, the company "Take care of yourself" was born. This is a set of communication tools aimed at both the employees themselves and their bosses and (for the first time, as far as I know) their family members. And no one tried to intimidate anyone. The call "Take care of yourself!" quite positive. However, if someone was not convinced by positive rhetoric, he was offered brighter theses. For example, "Which hand will you give money to your wife if your right hand is torn off?" But only as a choice. In fact, the campaign is much broader in terms of tools and more complex in terms of internal structure. But it's not interesting. Interestingly, over the year, the cluster of people who tend to follow safety precautions has grown by almost 12%.

• Designs advertisements for Philip Morris, Mercedes-Benz, Sun Microsystems, Optima Electrolux, IBS, Bosh, Iz Hand Vruka newspaper, Konservator newspaper, iRU, etc.
• Carried out a photo project with members of the "Snob" club.
• Asserts that Brodsky is extremely useful to copywriters.
• His interests include photography and skiing, paintball and travelling, martial arts and windsurfing.

Quotes

• It seems to me that people have not changed much in many hundreds of years. And the youth hasn't changed much either. There have always been those who come to the university to study, and those who go there for more "interesting" entertainment. What matters here is something else. Advertising is a service branch of the economy, so the future of our profession should be discussed taking into account global economic trends, and not the local successes or failures of the next generation, or, moreover, the depressing views of HR directors. There will be a normal economy in our country - and the level of advertisingwill inevitably grow. I repeat: it is not the person that changes locally, but the attractiveness of the industry. It is on the basis of this that the selection of people who are employed in our industry takes place.

• The last thing to do is evaluate yourself. None of the people living today, except, perhaps, the great cultural figures, are able to adequately evaluate themselves. I continue to calmly do my job, not particularly impressed with either enthusiastic ratings or abusive ones. For the most part, they don't make any sense to me. It makes sense the efficiency of those companies, some we do.

Igor directly says that advertising and marketing, as well as brand building, are not an art - it's a craft. The craft can be learned. To create a good brand, you need a well-educated, technically savvy, interested in both the result and the process. To do this, he does not have to be a talented artist.