The results of the third annual rating of young Russian media managers have been announced
The number of participants in the Russian young media managers rating, compiled by executive search firm Odgers Berndtson in collaboration with PwC in Russia and with support from communications company Mikhailov & Partners, is growing each year and has now exceeded 200 for the first time. New appointments in the media market at all levels and in virtually all the major holding companies have resulted in the renewal of most management teams and the emergence of many new names: 40% of those listed in the rating are appearing in it for the first time.
The Russian young media managers 2013 rating lists 209 managers aged 35 or younger with the greatest growth potential. Since the rating was first compiled, the list of participants has expanded by approximately 30% - in 2011 it included just 146 media managers. 82 (40%) of this year’s participants are appearing in the list for the first time. This rate of growth is a reflection not only of the emergence of new stars on the scene, but also of the high level of demand for specialists in the sector – the media market remains one of the most actively changing industries.
The participants are traditionally listed in four main categories - CEO, Content Creation, Commerce, and Company/Product Promotion – and further subdivided by industry segment. This year, changes have been made to the list of segments: to ensure that each manager’s achievements and growth are assessed as objectively as possible the Methodology Committee has divided the Internet segment into two new segments: Media in the Internet, and Internet Services. This is also more in line with current market trends. The Press, Radio and TV segments have been retained. In addition, the methodology this year features a CEO Award – a multiplier coefficient applied to the final score of participants who have demonstrated professional growth and taken up a CEO position in the rating year.
In 2013, the rating was seriously impacted by the appointments of new CEOs (Juliana Slascheva at CTC Media, Petr Zakharov at Afisha-Rambler, Jean Emmanuel de Witt at Sanoma Independent Media, and others). In most cases this led to a change of management team. Amongst the most notable developments was the Afisha-Rambler team moving to Yandex and RBC, and the RIA Novosti team ending up on the labour market.
The youngest participants this year were media managers born in 1989: Ignat Aleynikov, Director of RBC’s Preview Service, Ashot Gabrelyanov, General Director of LifeNews TV channel, and Kirill Vorobyev, Head of Monetization of Digital Media and Transmedia Projects at CTC Media. All three young managers work in the TV industry, highlighting the fact that these days it is TV channels and TV companies that are giving young people opportunities to develop as managers.
The number of managers in the Press segment fell from 55 last year to 44 this year. The trend towards young people moving into the Internet Project sector as the most promising in career terms continues, while the ranks of the print press industry are gradually ageing and thinning out.
Radio remains the smallest category in the rating. As was the case last year, this is due to the relatively closed nature of the sector and its conservative personnel practices. It should be noted, however, that the number of participants grew from 10 last year to 15 this year, mainly due to an increase in the number of PR directors and new managers from the Profmedia Broadcasting Corporation (VKPM).
The Media in the Internet and Internet Services sectors, together with TV, are the biggest sectors in the rating. The leading company in Internet Media is RBC, with seven young talents, followed by Sports.ru and Look at Media, with six each. The top places in Internet Services were shared primarily by people from Yandex and Mail.ru. The biggest demand last year was for specialists in the e-commerce, video services and Smart TV sectors.
Roman Tyshkovskiy, Managing Partner and Head of Media at Odgers Berndtson, the brains behind the project: “Last year was a difficult one for the sector and there wasn’t much good news; many people became disillusioned and lost heart. But these moods pass and will in any case be followed by an upswing in the cycle that can be approached with better professional preparation, making proper use of the current situation. Today’s young media manager needs to create ideas and learn to manoeuvre intelligently in the existing market. These abilities will always be useful.”
Natalya Yakovleva, Partner, Corporate Services in the Sphere of Communications, High Technology, Entertainment Industry and Media, at PwC in Russia: “Talented young professionals in the media business are obviously looking to digital sources, Internet projects and the TV industry as the most promising segments for market growth. And this confidence is not unfounded: according to PwC’s latest Global Entertainment and Media Outlook: 2014-2018, by 2018 almost two out of every three dollars earned by companies in the entertainment and media industry (not including expenditure on Internet access) will come from digital content. For their part, employers are also showing an interest: in this year’s rating we’re seeing some dynamic young managers in the “digital” divisions of the traditional media holdings.”
Svetlana Gorevaya, General Director, Mikhailov & Partners Strategic Communications: “We follow the media market closely and are seeing just how much its structure is changing thanks to the active development of projects in the Internet, as well as transmedia projects. The young media managers rating this year illustrates the trends that should be watched both by media industry leaders and specialists in allied sectors, because in the future the impact of these changes will only grow. And we all need to be ready to work in the new environment.”
The rating is based on data for the period from January 2012 through December 2013. It does not take account of achievements and new appointments in 2014. Media managers born after 1st July 1977 were eligible for inclusion in this year’s rating.
A full list of participants in the rating, the scoring methodology and the results of previous ratings can be found at: – http://www.youngmediaman.ru/.
The rating’s general information partner is Kommersant Publishing House and monthly business magazine “Sekret Firmy”; the main results of the rating, accompanied by comment and analysis, are published in the magazine’s July 2014 edition.
About the rating:
Since 2012 Odgers Berndtson, in collaboration with PwC and with support from Mikhailov & Partners, has compiled the annual Russian young media managers rating, based on an assessment of professional achievements and future career prospects. The main aim of the project is to identify and draw attention to young professionals (up to the age of 35) who will most likely be driving events on the media market over the next 3-5 years. In the short term, the industry will experience a natural generational change, which means it is important to identify and boost the professional weight of young leaders in the sector and their real achievements.
About the methodology:
The original rating methodology was devised by Odgers Berndtson on the basis of its in-depth industry expertise and many years of experience of recruiting senior executives in the Russian media industry. Audit and consulting group PwC acts as an independent consultant for the project. Potential participants must be no older than 35 (inclusive) at the start of the two-year rating period. Each manager’s individual score is based on five factors: his or her competitiveness, professional achievements, peer recognition, an assessment of short-term commercial prospects of the media sector in which his or her employer operates, and demand for the manager’s position.
This scoring methodology makes it possible to include in the rating not only prominent media figures, but also people who normally only receive recognition from other professionals or industry analysts.
A more detailed description of the methodology can be found on the project website.