Moscow, November 14th, 2006 – The piercing cry of a newborn baby. The “Hello World” on the screen of a new programmer. The first corporate press release. These initial, defining moments are redolent with new opportunities, a sea of love and the desire to change the world for the better. What if these concerns bring on a loss of clarity and the occasional gaff?! They are worth it! Because we are motivated by the desire to go to work in all earnestness on the flaws in this world. Or, to be more exact, to take marketing and PR services for IT companies into a whole new dimension of effectiveness, rationality and professionalism.
With no more to-do, let us introduce our company: Rosencrantz & Guildenstern. We are in no way connected with the film by Tom Stoppard, and even less with Hamlet’s childhood friends. We are the first and only marketing agency in Russia specialising in services to IT companies. We have chosen not to be “all things to all men”, since we are convinced that such an approach is a non-starter in the modern world of mass communications. The fight for the minds of consumers can be won only by focusing tightly on one market segment. And, of course, its clients. Only by concentrating one’s forces is it possible to create powerful and effective presentations supported by years of experience and networking. This is the price of successfully developing a business via marketing.
Our slogan: The IT-Brands Builders is not a chance item among the company’s regalia. The building and development of IT brands is our hobby, our profession, our rising and setting, our sleeping and waking – and we enjoy every minute of it! And what can be better in life than for one’s work also to be one’s hobby? And what other situation can lead to better results? Every project is special to us, and something we take genuine pride in. We get right behind the brands we promote. Should one develop a temperature, a cough or a runny nose, we’ll be up with it all night till it recovers. And we are talented night nurses. Kaspersky Lab grew tall and strong under our charge, going from a little-known local player to one of the major anti-virus brands in the world. Another name in the information security world – InfoWatch – is both our pride and joy and the litmus test of our professionalism. Not only was its brand built from scratch in only two years, but the entire Russian market of specialised confidential information defence systems and has gained widespread attention.
Both Rosencrantz and Guildenstern are staunch supporters of logical approaches to work and planning. Chaos, fuss and erratic bursts of productivity are excluded from the company’s methodology. Our approach focuses on project cycles and complete tasks. Stage one: research, definition of the fundamentals and objectives of the project, and the existing competition. Stage two: planning, the selection of strategic and tactical goals, tools and deadlines. And finally, the project is rated on the basis of its stated business goals with the option for fine tuning.
A typical malady which modern marketing agencies suffer from is lack of shoes. No, we haven’t been at the wacky tobacco or drinking. It really is the case that the majority of companies offering such services are shoemakers without shoes since they have failed to successfully develop their own marketing. What would you think of a restaurant where the waiter offered you lettuce leaves, chicken fillet, croutons, parmesan cheese and the ingredients to make up a sauce instead of what you actually wanted: a Caesar salad? Not much, that’s what. This is why Rosencrantz & Guildenstern offers you well-prepared, easily identifiable products and not a chaotic range of services you then have to make sense out of. You need to solve a problem. We have its solution right here on our menu.
And last – but not in terms of importance – is Rosencrantz & Guildenstern’s promotion of IT brands beyond their native Russia. The company has huge experience in Europe, the US and Asia as well as strong business contacts with local journalists and PR agencies. If you’ve ever been struck by the thought that the grass is greener on the other side, we’ll be glad to hear from you.
Corporate press releases – especially the first – are often concluded by a life-affirming word or two from the CEO. It’s nice to be in a position to dispense with such officialese and keep things more lively. So in lieu of the standard bottle of Champagne smashed against the brow of a new ship, we present the dialogue between Tim Roth, Gary Oldman and Richard Dreyfuss in Tom Stoppard’s immortal film:
– Lucky thing we came along!
– For us?
– Also! For some it is performance. For others patronage. They are two sides of the same coin. Or the same side of two coins.
– It was luck.
– Or fate?
– It was a round.
– Fate, then.
