The Organizing Committee of NRF’9 revealed the details of the new opening day of the Advertising Week

The Organizing Committee of NRF’9 revealed the details of the new opening day of the Advertising Week. On November 11, an exclusive day of the Advertising Week will be held, where the top officials of the media communication industry will perform in a show format. The final focus will be a rich evening program with guest star artists.

This year, the New Super NRF lives up to its name and presents an updated program that will break the patterns of business events. The forum will open with an exclusive day, which will become a platform not only for strategic dialogue, but also for a full-fledged show demonstrating the future of the industry through the prism of leadership, technology and creativity.

Nine participating companies, together with star guests and top officials of the media communication industry who influence the state of modern Russian advertising, will talk about current market opportunities. Presentations will be made by: GPM Advertising, National Media Group, Sberbank Seller, RWB Media, RBC, Sberbank Marketing, Group4Media, T2, Yandex Plus AdTech.

Movies, TV series, and shows open up new advertising opportunities for brands, including product placement, screensavers, sponsorship, and break ads. However, the interests of content creators and advertisers often do not coincide: advertisers strive for effective and secure messaging, while creators want to maintain the organicity and credibility of their product.

This will be the central theme of the speech of the National Media Group "Content King. Creators VS Advertisers", which will be held in a format close to a boxing match between representatives of advertisers and content creators.

The moderator will be Svetlana Balanova, CEO of the National Media Group.

Speakers: Vyacheslav Dusmukhametov, Russian screenwriter, producer and media manager, Andrey Zolotarev, screenwriter, creative producer, Dmitry Tabarchuk, Producer, CEO, NMG Studio, Egor Bormusov, Marketing Director at T2, Vice President of Marketing at Rostelecom, Mikhail Gorbuntsov, Media Director at T-Bank, Andrey Egorov, Chief Managing Director of NMi Group.

Brands are currently developing in the context of rapid changes in the advertising market, where companies are looking for new ways to effectively promote their services and products. In this context, the telecommunications company T2, which entered the advertising market at the end of 2024 with the acquisition of the adtech assets of Yabbi Group, will present a new brand of its advertising business.

As part of the performance "T2: from advertising noise to harmony", consisting of a unique theatrical performance created by the Brusnikin Workshop, participants will be able to immerse themselves in the atmosphere of the new brand and learn about its concept and future development plans. This event promises to turn the rules of the game in the advertising industry and demonstrate how creative approaches can enrich strategies. Anton Merzlyakov, Director of Big Data Monetization and AdTech T2, will speak on behalf of the company.

The advertising industry is at a turning point, at the beginning of a new era of AI marketing. Cybermarketing as part of the presentation "AI & Marketing. The future has come" will show that while someone is afraid of change, they have already handed over the work routine to neural networks. Dmitry Orchenko, CEO of Sberbank Marketing, together with an invited guest, will talk about the next level — the creation of their own digital counterparts — AI substitutes.

In good music, every sound makes sense, and in effective advertising, every decision affects conversion. Andrey Gevak, CEO of Yandex Plus AdTech, is on the NRF stage. Together with the musicians, he will demonstrate how harmonious and integral advertising can be when data, technology and creativity sound in unison.

The media plays an important role in the international arena today. Content unites cultures, becomes a bridge that unites viewers from different countries. Russian culture is a powerful brand that deserves global recognition. Boris Khanchalyan, Deputy General Director of Gazprom Media Holding, will share his experience and prospects for the development of the media industry in the context of international cooperation. At the end of the block, the forum's guests will enjoy an entertainment program with secret guests and bold jokes.

With the rapid development of the e-commerce segment, which has become one of the key media channels, there is a need to integrate digital formats with the physical world. This association opens up new horizons for the creation of omni-media, which accompanies the buyer in the process of omni-retail. In the speech of "E-commerce media: how online shopping turned into media, and what will happen next" Boris Peshnyak, Managing Director of RWB Media, will discuss the advertising opportunities of marketplaces, considering them from two perspectives — the eyes of the buyer and the brand. Participants will be able to immerse themselves in an interactive presentation, where everyone will receive new knowledge and a pleasant sign of attention.

As part of RBC's presentation, participants will be able to attend a talk show where the hosts will guide the audience through four rooms of new luxury, namely, they will show four key industry trends. The session will be moderated by Andrey Sikorsky, publisher and Marketing director of RBC, along with well-known media managers, visionaries and opinion leaders.

Speakers and participants will look at the media business through the lens of new norms and audience demands. Let's talk about the trend towards point content and deep meaning in the era of information noise. Let's discuss the need for authenticity and live communication between brands and the audience. Let's understand the importance of physical media in the digital age. Consider a request for live communication, networking, and creating communities to share information.

Since the beginning of 2025, the world has witnessed the rapid growth of artificial intelligence: more than 800 new AI tools and models, as well as over a hundred updates from leading developers. Artificial intelligence has ceased to be an experimental technology and has become an integral part of marketing processes, possessing the ability to see, hear, analyze context and recognize emotions. However, this progress raises a number of questions.: Can a machine replace human genius? How can we maintain a balance between the power of technology and the depth of human thought?

This year, the NRF organizers are raising the bar by presenting the largest evening program in the history of Advertising Week in Moscow. After important statements and bright shows, the forum participants will have a rich evening program.

It will be opened by the "Night of the Meme Advertising Eaters" — this is not an ordinary video show, this is an evening where advertising and the Internet will meet on the same stage. One program contains the best memes from all over the world — from legendary viral images to fresh jokes that were just yesterday on chat rooms, and today they have already become part of the cultural code in advertising. The screening will take place in the Main Hall from 16:00 to 17:00.

The grandiose party "130 years of radio", organized with the support of GPM Radio, will continue. Russian music stars will perform for the guests with their main hits: Dima Bilan, MOTH, Zvonkiy, A'Studio band. The event will be hosted by Anna Gordeeva and Bogdan Kantemirov. The program will run from 18:00 to 22:00.

For more information about the new opening day of the Advertising Week, see the official website and social media of the forum: telegram channel and VKontakte group.