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News Outdoor will develop the concept of outdoor advertising in Moscow
28.09.2011 2788

News Outdoor will develop the concept of outdoor advertising in Moscow

At an open auction held by the Moscow Department of Media and Advertising, News Outdoor acquired the right to develop a concept for the placement of outdoor advertising from the Garden Ring to the city borders. The starting amount that the city had to pay the winner for the work was more than 5,1 million rubles. However, the conditions were adjusted during the auction: News Outdoor, which won the auction, will itself pay the city more than 1,5 million rubles.

Seven companies took part in the auction: News Outdoor and Moscow City Advertising, which is part of it, Olymp company (is engaged in the placement of outdoor advertising), State Unitary Enterprise "Glav-APU", as well as MPO "Information Solutions and Technologies", "VIP Service Project "," Builder ".

The concept itself should be ready by October 15th. This will be the second concept for the placement of "outdoor" in the capital. The first concept, which regulates the placement of advertisements inside the Garden Ring, was prepared by the State Unitary Enterprise “Mosproject-3” in the summer of 2009 and approved by the public city-planning council under the mayor of Moscow.

“Outdoor advertising should be in harmony with the urban environment. Over 15 years of work in the industry, we have learned this simple idea very well and learned to plan an urban information space based on it. Executing a government contract in cooperation with other leading operators, we will present to the city government an expert conceptual vision of the future of outdoor advertising in Moscow, made by the best industry professionals. That is why we began to participate in the competition, ”said Maxim Tkachev, Managing Director of News Outdoor.

“From time to time, it happens that a contractor wins a government contract and does not receive money from the customer, but pays it,” said Fedor Kravchenko, head of the Media College of Lawyers. - With some reservations, we can say that this is legal, which is confirmed by judicial practice. But from the point of view of the logic of the state order, this is debatable, since the interests of the customer can be replaced by the interests of the contractor. ” The territory referred to in the tender documentation is huge, the cost of the work is quite large, argues Mr. Kravchenko, but the company is ready to perform this work “for free” and still pays the city. When conducting a tender, unlike an auction, the price would not be the only criterion for determining the winner of the tender.

“This is not about making a layout of advertising structures, their addresses and the number of carriers in a certain territory, as previously planned, but about approaches to placement,” commented Vladimir Chernikov, head of the media and advertising department. “That is, the company must work out formats that can be located on one territory or another, link it with the architectural look of Moscow.” About this writes the online magazine branded.ru

At an open auction held by the Moscow Department of Mass Media and Advertising, News was awarded the right to develop a concept for placing outdoor advertising from the Garden Ring to the city's borders ...
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