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From Russia with Love
 Richmond, VA (May 2004)–When a delegation of 13 Russian advertising executives wanted to meet with Richmond’s finest purveyors of promotion, RightMinds was the first agency contacted. The Russians visited with a number of area agencies for about three weeks through a program sponsored by the Center for Citizen Initiatives in San Francisco and spent a half-day at RightMinds on Friday, May 7, learning about the fine art of American marketing, advertising and public relations.
Following a tour of the agency by Jennifer Scott, vice president of public relations, they heard presentations on “Building a Successful Business at RightMinds” from Peter Habenicht, vice president of account services; “The Creative Process” by Elizabeth Hahn, associate creative director; and “Media Buying” by Brent Morris, director of media.
Translator Valery Shekhter quickly and efficiently interpreted every word spoken by the RightMinds presenters, who were impressed by his effortless grasp of sophisticated marketing terms and techniques. The program’s facilitator, Irina Karaldina, also was fluent in both languages. “Everyone was so envious of the large photo studio at RightMinds and the creativity of the agency’s employees,” she commented.
Peter Habenicht was bombarded with questions from the curious Russians about every aspect of conducting business at RightMinds. “Concepts like news releases or special events, which are elementary aspects of promotion in a free-marketing economy, are kind of hard to explain to people who’ve lived in a socialistic economy most of their lives,” he remarked.
“They came here looking for hands-on tools, not theory,” added Peter. “Any given topic prompted a flood of questions such as “Give us an example!” or “Tell us exactly how you did that.” It was a very interesting day, to say the least.”
“I really enjoyed their enthusiasm and willingness to dig deep into the topics,” said Jennifer Scott. “They were amazed at all the different services and the extensive talent we have here at RightMinds. Apparently the model of a truly integrated marketing agency is at the very opposite of the narrow niches where they work. Hopefully we’ve inspired them to start a new trend at home.”
About RightMinds
RightMinds is a strategic marketing company that provides planning, development, implementation and management of full-scope branding, marketing, and communications programs for consumer and business-to-business marketers. In addition to being particularly strategic, RightMinds has integrated a team of expert implementers in the disciplines of advertising, marketing, media, public relations and web in order to be able to accomplish any client objective. RightMinds serves a variety of regional and national clients from its Richmond, Virginia headquarters and an office in Atlanta, Ga. Among the agency’s accounts are LandAmerica Financial Group, Inc., Dominion Resources and Genworth Financial.
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