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"In the branding and advertising business, leadership assumes many guises," write Yuri and Anna Radzievsky. "We are, in many ways, both a laboratory and factory of innovation. It is not only that we must unrelentingly be creating new ideas. In our case, the ideas need to cross the divides of language, culture and geography. Our own platform as an agency is the resonant phrase, 'Brands without borders'."
Utilizing New Media in Advertising is an authoritative, insider's perspective on the key strategies for using new media approaches to create attention-grabbing advertising campaigns. Featuring presidents and CEOs representing some of the nation's leading advertising companies, this book provides a broad, yet comprehensive overview of the variety of new multimedia advertising techniques used to grab the consumer's attention in today's competitive marketplace.
About the Authors
Yuri and Anna Radzievsky founded GlobalWorks in 1999, an agency fusing branding, culture, and technology for the global, borderless marketspace. Mr. Radzievsky is chairman and chief executive officer, while Mrs. Radzievsky serves as executive vice president. For three decades, he has been a trailblazer in global branding, multicultural marketing, and digital communications. She is recognized for combining award-winning creativity with relentless entrepreneurial drive, leading to the launch of three highly successful advertising agencies.
During the Soviet era, Mr. Radzievsky was born and reared in Moscow, where he hosted one of the USSR's most popular TV shows and wrote for Soviet TV, radio, and stage. Mrs. Radzievsky came from Riga, the capital of Latvia. Born in Riga, on the Baltic Sea, she grew up in the multicultural environment of the former USSR, where consumers spoke in more than one hundred languages and dialects.
Mrs. Radzievsky graduated from the University of Latvia with a master’s degree in chemical engineering. Her interests took her into the communications realm, and she became involved with TV production in Moscow. Both with advanced degrees in engineering, their real passion lay in the arts and communication. They met while he was host of the TV show, and she became immersed in TV production. The polyglot world of Russia placed them at the center of an evolving, multilingual, multicultural universe.
The couple immigrated to the United States in 1973 and founded Euramerica, a pioneer in multicultural marketing communications, which quickly grew to be the largest in the field. They launched a second agency in 1990, YAR Communications, building it into a leader with billings of more than $200 million a year. After founding GlobalWorks, they combined the agency with Internet-focused Liquid Digital, in 2000, absorbing its cutting-edge technology to form GlobalWorks Group LLC.
The Radzievskys' clients have included AT&T, General Electric, Discovery Communications, CNN, EDS, and Walt Disney. Current clients include Hughes, Ernst & Young, Cablevision, AlcatelLucent, Avaya, and other leading global brands. In the decades the couple has been in business together, their agencies have created, adapted, and recast advertising for business and consumers, in more than eighty languages, and for more than one hundred countries, including the United States.
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