WPP’s Xaxis this week announced the opening of its first office in Russia. The trading desk has appointed Nikolay Bulanov to lead the new office as managing director, Russia. Additionally, Xaxis Russia is now a part of GroupM Russia.
Bulanov previously worked at Media Set, a Moscow-based media buying firm, per a release, where he served as director of business development. Prior to that, he was an online ad sales director at Afisha and Ramlber, a ProfMedia Internet publishing group.
“Russia is a key market for many of our global clients with a large, tech-savvy population of around 70 million connected consumers,” stated Caspar Schlickum, CEO EMEA at Xaxis. “Nikolay brings an excellent understanding of the intricacies of the Russian media market to Xaxis, and his experience working with both advertisers and publishers makes him an ideal choice for the managing director role.”
Bulanov acknowledges in a statement that programmatic trading is in its early stages in Russia, calling it “a nascent slice of the overall Russian digital media market compared to more established regions, such as the U.S. and UK.” However, he adds: “[It] is growing rapidly.”