Business programme

Global vs Local: How to Promote a Creative Product Based on Your Own Identity

07 Jun , 09:00–10:00
A Healthy Society, Traditional Values and Social Development: The Priority of the State
pavilion G, conference hall G4

Over the past decade, the world has changed significantly, including in terms of values and the consumption of creative products. Today, nations compete for creative people, ideas, and the opportunity to be the first to create new creative products and make them popular not only in their own country but also abroad. Countries create and promote their own images, meanings, and narratives through products of the creative economy: films, advertising, music, animation, and more, offering a wide range of consumers the chance to become part of this culture. There are major players in the global creative market who set trends and create successful products: Hollywood, Marvel, Universal Music, Amazon, Apple, Microsoft, and others. However, globalization has not made the entire world identical. It is not just that Russia, and also China and the Middle Eastern countries, have policies in place to protect their markets. They create their own cultural product. They demonstrate a positive example: that it is possible to successfully create and promote national content based on one’s own identity.

Moderator
Svetlana Balanova, Chief Executive Officer, National Media Group

Panellists
Marina Abramova, President, Creative Economy
Daria Korneeva, Editor-in-Chief, Kommersant-FM
Andrey Krichevsky, Chairman, Committee on Intellectual Property and Creative Industries, Russian Union of Industrialists and Entrepreneurs; President, IPChain
Lyubov Malyarevskaya, Director General, Russian Mediagroup
Denis Simachev, Creator, Owner, Denis Simachёv
Yuliana Slashcheva, Chairman of the Management Board, Soyuzmultfilm Film Studio; General Director, Gorky Film Studio; Chairman of the Management Board, Russian Animated Film Association
Natalya Tretyak, General Director, Prosveshcheniye
Dmitry Uvarov, Director of strategic partnership, VK
Pelageya Khanova, Singer; Founder, Soloist, Group "Pelageya"; Honored Artist of the Russian Federation

Broadcast