Sergey Garmash Post Bank. Who has a bad life in Rus': Russian actors who criticize the country

MOSCOW, 28 Feb- RIA News. State Duma deputy from the LDPR Ivan Sukharev sent a recommendation to Minister of Culture Vladimir Medinsky not to allow actors who speak unfavorably about Russia to film in films with state funding. The parliamentarian considers it unfair that those who criticize the country get paid for starring in domestic films high fees"from budget money, which is formed from the receipt of taxes and fees." RIA Novosti recalled artists who make money in Russia, but speak unflatteringly about it and its citizens.

Alexey Serebryakov

The reason for Ivan Sukharev’s initiative was an interview with Alexey Serebryakov in the video blog of journalist Yuri Dud. The actor is known for his roles in the films “Leviathan”, “The Ninth Company”, “Cargo 200” and the TV series “Gangster Petersburg” and “Doctor Richter”. Serebryakov’s words that national idea Russia's "strength, arrogance and rudeness" received wide resonance.

The father of two adopted children also spoke sharply about the “Dima Yakovlev law”, which prohibits the adoption of Russian orphans by US citizens.

Particular indignation was caused by the fact that Serebryakov and his family have been living in Canada since 2012, but continue to act mainly in domestic films. In particular, he played one of the main roles in the patriotic historical fantasy “The Legend of Kolovrat,” which was released late last year. In an interview Yuri Dudu the actor said that he does not see a contradiction in this, since he is a citizen of Russia and plans to return to the country when his children grow up.

Anatoly Pashinin

The main newsmaker of 2017 was Anatoly Pashinin. The actor, familiar to the mass audience for his roles in the films “Admiral”, “We are from the Future” and “Storm Gates”, has repeatedly spoken out against the political situation in Russia. In 2014, a native of the Ukrainian Svetlovodsk moved to Zaporozhye, where he spoke out in support of Euromaidan and for the “total war” in Donbass.

Last August, information appeared that Pashinin was fighting on the side of the Ukrainian Volunteer Army, which is part of the extremist organization “Right Sector”* banned in Russia. He confirmed that he had joined the eighth battalion and was “getting a thrill” from participating in hostilities. At the same time, he remains a citizen of Russia, but has no plans to return to the country.

Dmitry Dyuzhev

Another antihero national cinema- star of the TV series "Brigada" Dmitry Dyuzhev. In November 2017, the artist, in an interview with the Latvian television channel LTV, complained about the lack of respect of the Russian audience for his selfless acting work. The cause of discontent was an incident at the airport when economy class passengers did not give Dmitry a place in the check-in line, although he had a business class ticket.

Dyuzhev said that people demonstrating such an attitude will be content with “crap, bullshit, cheap and incompetent TV series” offered by domestic TV channels. In conclusion, he doubted whether the image of an “educated, decent and spiritual” Russian corresponds to reality.

Konstantin Raikin

Perhaps the most constant critic of the state is artistic director theater "Satyricon", actor and director Konstantin Raikin. In October 2016, he made a sharp speech at the All-Russian Theater Forum. The artist called on his colleagues to show solidarity in a situation where there are “aggressive attacks on artistic expression,” performances and exhibitions are being closed, and he also spoke out against “censorship of the crowd” and said that the state should not interfere in creativity.

In November 2017, Raikin again found himself at the center of a scandal. The Dozhd TV channel published a video message in which the cultural figure called the prosecutor's checks taking place at Satyricon "revenge" of the Minister of Culture Vladimir Medinsky for that very speech at the Union Congress theatrical figures. Representatives of the Ministry of Culture denied the accusations, explaining that the inspections were related to the difficult financial situation in the theater.

* Extremist organization banned in Russia

Recently, Pochta Bank, a new retail bank of federal scale, opened in Russia, created by the VTB Group and the Federal State Unitary Enterprise Russian Post on the basis of Leto Bank. In support of the new brand, the agency developed the concept of an advertising campaign, the face of which was the popular Russian actor Sergei Garmash.

The launch of Pochta Bank was back in January 2016, but the details of the functioning and communication strategy of the new financial organization have become known only now.

Post Bank service points will be located in post offices, where you can do several things: receive a parcel, pay receipts, make a transfer, take out a loan or make a deposit, and bank card. Services can be used in person, through the ATM network and online, including through mobile app and website.

The bank is positioned as territorially close to its target audience, which includes 2 cores: clients of Russian Post branches from 25 to 50 years old ( middle class and above) and people from 55 years old, as well as clients of Leto Bank (representatives of the middle class and below) from 25 to 50 years old. Thus, the new bank is focused on comprehensive services for pensioners and the mass segment.

In 2016, Pochta Bank plans to open about 6 thousand windows in post offices, and in the future, to cover 41 thousand Russian Post branches. The rebranding of Leto Bank client centers has already started, which will turn into Pochta Bank in 350 cities.

According to the General Director of Russian Post Dmitry Strashnov, the creation of Post Bank is an opportunity to increase the availability of financial services for residents of the entire country and attract cash, which are in cash circulation among the population, as well as increase competition in the financial services market.

The bank's slogan will be: "A new bank with many years of experience." At the heart of Pochta Bank's brand strategy is the message that it is not like other banks, because it is larger than any well-known bank. Illustrations from the bank’s presentation will tell you more about this idea.

The logo for the new bank was developed by the BBDO Branding agency. The creators took the Russian Post logo as the basis for the graphic sign of the new bank, since work under the auspices of the postal department is the main difference between Post Bank and other banks on the market.

Olga Konovalova, CEO BBDO Branding

A study we conducted of international postal banks showed that the bank brand in many countries is very close to the brand of the post office itself. Post Bank in Russia adheres to the same paradigm.

The postal sign is preserved, but new form style and bright additional color provides the identity of the new sub-brand. The graphic code conveys the energy and friendly character of the new brand.

"The symbol of Russian mail has a long history and appeared in tsarist time. He is well recognized by clients. We have retained the corporate red color from Leto Bank,” Dmitry Rudenko, President and Chairman of the Board of Post Bank, said earlier.

Pochta Bank entrusted the development of the creative concept for its promotion to the Instinct agency, which was an advertising partner of Leto Bank. The main character of the advertising campaign in support of the launch of the bank was actor Sergei Garmash, known to viewers from the television series “Kamenskaya”, the films “Hipsters” and “12”.

In the commercials that appeared on today federal TV channels, Garmash talks about the advantages of the new bank, including its history, territorial proximity, long period of interest-free loan repayment, bonuses, etc.

People's Artist of Russia Garmash will receive about 26 million rubles for participating in photo shoots and filming commercials for television and radio about Pochta Bank. Another 4 million will be a reward for granting the bank the right to use these materials for a year, a Life source close to the actor said. Garmash’s fee is almost twice as much as Semyon Slepakov’s for participating in the Summer Bank advertising campaign, on the basis of which Pochta Bank was created. Slepakov signed an agreement worth almost 16 million rubles in August 2015 for a year.

Let's try to present the range of feelings of the famous actor.

He probably feels like he chopped the cabbage well...

And now he can afford a lot

The morning of the new day will no longer be gloomy

Sergei Leonidovich now has a great reason to celebrate

But the main thing is that it doesn’t feel bad in the morning

That feeling when you got an advertising contract and not your colleagues

The feeling when your friend was not given a loan from the bank that you advertised

- Seryoga, it took me a month to get this “Russian Post” watch!

Earlier, Chairman of the Board of Post Bank Dmitry Rudenko, speaking about further work with Slepakov, noted: “Unlike the mischievous style of advertising “Summer Bank”, aimed at relieving people of the stress associated with the loan, we must talk about the bank savings, payments and transfers. Here a different image emerges – reliability, stability, confidence.” Garmash, invited to this role, stipulated in the agreement with the bank that “creative concepts”, “scenarios for advertising materials” and “results of photo sessions” are subject to agreement with him.

This point did not appear by chance: Garmash already had negative experience of participating in advertising of banking services. In 2009, he became the face of the advertising campaign for SKB Bank Dmitry Pumpyansky. The images in which the actor appeared on the bank’s posters became the reason for going to court - Garmash demanded compensation for moral damage in the amount of 1 million rubles. The actor claimed that the photographs were not agreed upon with him.

“I would suggest to the director of the bank,” Garmash said then, “that he himself put on an “alcoholic T-shirt” and appear with me. If he does this, I will drop the lawsuit.

The conflict between People's Artist of Russia Sergei Garmash and SKB Bank, which arose after the distribution of “terrible” advertising photographs depicting the actor, seems to have ended. The actor’s unsuccessful attempts to obtain a million-dollar fine from a financial organization through the court unexpectedly added theatricality to the whole story. Garmash, being a creative person, found a non-trivial approach to solving the problem. He agreed to make peace, but only if the head of the bank himself starred in an advertisement wearing an “alcoholic T-shirt.” And he took it and agreed.

Sergey Garmash has been the face of the Sverdlovsk commercial SKB Bank since the spring of 2009. Over the course of a year and a half of cooperation between the actor and the credit institution, the bank’s fame has increased significantly, and not only in Sverdlovsk region. Now in many regions of the country they know that there is a bank whose advertisement depicts a popular artist either in a T-shirt, or in a tunic, or with kefir, or at the wheel, or with a whistle. The bank’s idea, implemented by the Advertising Technologies agency, to make the actor “a simple man close to the people” was clearly a success: talented actor successfully got used to the image offered to him.

However, problems were not long in coming. Already last fall it became clear that advertisers had clearly gone too far with “simplification” of the image, and at the same time violated the terms of the contract. This is what subsequently forced disgruntled actor go to court. Perhaps the story would not have received such a wide response, and Garmash himself would not have even known in what form he appeared before the residents of Yekaterinburg, if not for one of his acquaintances who went to this city.

The fact is that a friend of Garmash saw the actor in advertising photographs posted around the city, in such an inappropriately frivolous manner that he felt uneasy. According to the Kommersant newspaper, this friend was especially struck not even by the “alcoholic T-shirt”, which, by the way, is written in the contract (as part of the image), but by some mythical cap attached to the actor’s head. Having learned about this, Garmash himself began searching for his advertising images and discovered “downright terrible” photographs on the official website of the bank and on other pages of the Runet.

"I understand if this was an aspiring model, but we're talking about O People's Artist", the actor's lawyer Evgeny Vitman later explained. The lawyer admitted that if the pictures chosen by the advertising agency had not been so disgusting, there might not have been any lawsuit at all. However, Garmash could not allow himself to be treated so freely. Ural information Agency"URA.ru" published comments from a lawyer who feared that after "such an image" directors, including Nikita Mikhalkov, would no longer want to film the artist.

From a legal point of view, Garmash’s main complaint was that the bank and advertising agency did not agree with the actor on the photographs they had chosen and published the advertisement without his permission. At the same time, the conditions for placing advertising images were clearly stated in the contract. Firstly, only footage approved by the artist could be used in advertising. Secondly, the actor’s images were not supposed to get into Moscow and St. Petersburg, and thirdly, the range of advertising platforms was limited. For example, the advertising sites on which these photographs subsequently appeared were not included in the approved list.

In March of this year, it became known that in early February Sergei Garmash filed a double lawsuit against the bank and the advertising agency. However, for technical reasons (the court was told that the plaintiff did not pay the state fee), the claim was withdrawn. Already on February 15, a second lawsuit was filed, which actually duplicated the first. The fine that the actor tried to collect from SKB Bank was 12.666 million rubles - this is the amount the actor assessed the damage and “moral suffering” caused to him. The latter, as some publications write, were brought to the artist by his own friends, who made fun of Garmash’s comical and buffoonish appearance in a cap in every possible way.

However, during the hearings this case Garmash made a number of concessions. At first he abandoned his original demand - to destroy all the photographs he did not like. And then, in June, he expressed his readiness to agree to a settlement with the bank, provided that it paid him 1 million rubles as compensation for moral damage. However financial institution, who denied her guilt throughout the case, did not want to incur additional costs.

SKB Bank emphasized, first of all, that the credit institution fulfilled all the conditions specified in the agreement and paid for the work of both the Advertising Technologies agency and the actor himself. The court reported that in total the bank spent about 5 million rubles on the advertising campaign with Garmash. At the June meeting, Whitman confirmed that the actor had received his fee. The bank's press service told Lente.ru that this conflict was solely the fault of the advertising agency, which did not bother to coordinate the photographs taken with the actor. The guilt of Advertising Technologies is indirectly confirmed by the fact that representatives of the company never appeared in court, and it was impossible to reach them by phone. It is worth noting that in currently this agency is no longer functioning.

Be that as it may, on July 26, the Arbitration Court of the Sverdlovsk Region rejected Sergei Garmash’s claim against SKB Bank. The judge found the actor's claims unfounded, and considered the notorious cap to be an attribute traditional for Santa Claus, not seeing anything criminal in it.

In October, the artist said that he would continue the legal battle, but at the same time named the terms of reconciliation that could suit him. Since Garmash was most offended by his not entirely respectable appearance in advertising photographs, he invited the head of SKB Bank to pose for the camera himself in such “folk” images. “I would suggest to the director of the bank that he put on an “alcoholic T-shirt” and appear with me. Let him make such a poster using Photoshop and hang it until the end of the advertising campaign. If he does this, I will drop the lawsuit,” he said Garmash.

The media waited about two weeks for the reaction of Vladimir Pukhov, the head of credit organization. And soon he surprised everyone by agreeing to appear in a bank advertisement wearing an “alcoholic T-shirt”, and with kefir, and with a bun - apparently, the banker’s desire to make peace with the actor was strong. Statement by the head of SKB Bank with detailed explanation its decision was published on October 28 on the official website of the credit institution. In this statement, Pukhov admitted that he took such a step not out of fear of a trial, but out of “deep personal respect” for the actor.

Undoubtedly, similar stories in Russia, conflicts are rarely resolved peacefully, and even at the mutual desire of both parties. It is quite possible that the actor simply realized that he could not resolve this matter through the court, and he no longer had the desire or strength to swear. It’s good that the banker had enough sense of humor to support Garmash’s proposal and end this conflict. On the other hand, it is worth recognizing that such a decision was the only possible way out of the current situation and the only correct one from a marketing point of view.

Photos of Pukhov appeared at the disposal of Lenta.ru quite quickly. However, hardly anyone could have imagined that Garmash and the head of the bank would appear together in the new advertisement, thereby finally confirming that the conflict had been resolved. Both in T-shirts and with kefir. Advertising campaign A credit organization built on “nationality” may, of course, raise questions in terms of content and form, but now you definitely can’t deny it a sense of humor. As SKB Bank told Lenta.ru, new advertisement with two heroes will appear on the streets of Yekaterinburg in early November. At the same time, representatives of the bank assured that this is not the end of the story, the continuation lies ahead.

As became known source, after an audit of Russian Post, the Accounts Chamber came to the conclusion that the postal department could buy Post Bank from VTB for 0.7 billion rubles. more than its cost. The parties to the deal do not agree with this. And who voluntarily admits the possible “cut” of the difference in price?

The purchase of Post Bank (formerly Leto Bank) in 2016 is the implementation of Russian Post’s strategy to develop non-cash financial services through post offices. The postal department thought about it and decided that since it has a large number of branches in big and small towns and villages, then why not use the premises as bank offices. And involve postal workers in customer service.

The management of Russian Post apparently did not think about the fact that for banking activities you need to have at least some kind of information. If you know how to sew boots, then you will learn how to bake cakes. But a clear benefit was immediately visible. This is in addition to the possible division of the overpayment for the bank.

By 2023, Pochta Bank should open sales points in 21 thousand post offices (50% of all) and attract 10.5 million customers. Revenues of Russian Post from this project will amount to 70 billion rubles., of which 50 billion rubles. – for the use of infrastructure. Who would refuse that kind of money?

Pochta Bank is headed by Dmitry Rudenko, who previously worked at Russian Standard Bank, specializing in consumer lending, and VTB-24. At the end of December, Rudenko bought 2 shares of Post Bank from VTB and now his vote is decisive in the dispute between shareholders, who have shares of 50% minus one share.

Dmitry Rudenko plays on whose side?

Rudenko himself says that he will act in the interests of Russian Post. But as a former VTB employee, he can always go over to his side. A very convenient position for the head of a bank. You just have to keep your nose in the wind. It is quite possible that Russian Post could have given Rudenko the money to buy shares in Post Bank in order to escape the control of VTB.

Already in 2016, the bank opened 4,100 points in post offices. For 9 months of 2017 - 12.5 thousand points, its customer base exceeded 5 million people. It would seem that the “deception” strategy is working successfully.

However, the quality of service clearly suffers. This is not surprising. The entire top management of the bank, like Rudenko, is from Russian Standard. And in this bank, the collectors were “famous” for their ability to communicate with clients, threatening them and offering to sell a kidney to pay off the debt.

Is Garmash to blame for everything?

In the banking market there are a large number of examples of “vacuum cleaner banks” that have sharply increased client base. “Trust” and “Otkritie” were “vacuumed”, now both are undergoing reorganization. At one time, the Moscow Credit Bank (MCB) was doing the same thing, which is still afloat, but has serious problems.

The signs of a vacuum cleaner bank are aggressive advertising, which allows you to attract a large number of customers and a low rate. As the advertising face of the bank, Trust used the image of film actor Bruce Willis, Pochta Bank limited itself to Sergei Garmash, who is now receiving angry streams of indignation in reviews of the work of the bank, which, apparently, with the help of advertising, is simply “swindling” depositors.

“Garmash, what are you pushing into us!” – this is how one of Pochta Bank clients titled her review. To receive a loan of 15 thousand rubles. she went to the nearest post office. She was met by a girl who had difficulty answering additional questions. Therefore, the woman decided to watch from the side the man who was standing behind her. As it turned out, he himself was a postal employee and took out exactly the same loan.

He was given a credit card that supposedly already had money on it. However, the ATM in the branch was not working. To activate the card, you had to put another 600 rubles on it. Judging by the man's dissatisfied appearance, these expenses were not part of his plans. But his misadventures did not end there. It turns out you can only withdraw 5,000 rubles from the card. and each time pay a commission of 300 rubles. Total to withdraw the entire amount is 900 rubles. The man, indignant, decided to terminate the contract, but to do this, again, he had to deposit 600 rubles.

The bank employee suddenly turned from a nice girl into a bitch who didn’t care who was standing in front of her. Next - screams, knocking on the table and a torn agreement. Conclusion of a failed client- “So Sergey Garmash made money from advertising for his face, and we kind of trusted. It was the same with MMM. If you are satisfied with paying incomprehensible payments for incomprehensible transactions, and then giving away another half of the apartment, then please. But under no circumstances do I recommend that you go there.”

The main complaints against Pochta Bank are that the advertising does not correspond to the actual lending conditions. Is the bank deceiving its customers? What kind of trust can he then count on? In this case, we can only expect mass termination of contracts. It’s better to lose 600 rubles than the thousands that are written about in reviews.

Here are just a few of them:

« Money scam" - "Took out a loan of 350,000 rubles. they wanted to impose insurance for 91,000 rubles, but I refused such happiness. So they imposed life insurance of 6,000 rubles. and 6000 rub. commission. Everywhere they advertise 12.5 per annum, they give it at 19.9, it turns out the advertising is outdated. Never set foot on these hucksters again. We will also advise our friends to avoid this temptation.”

« Deception on deception and deception drives" - "In general, deception is deception, and deception drives! And it’s also very offensive that Pochta Bank chose such a person as its “face” good artist, like Sergei Garmash, although the artist is not to blame for anything here. Therefore, do not believe the advertising of this newly-minted bank, no matter what periodicals she didn’t show up, and God forbid you have anything to do with this dishonest office!”

« Fraud"! – “I took out a loan for 230,000 rubles. Less than 2 weeks ago. Today I want to close it. During these days I already have to return 238,500. I tried to find out where this amount came from. It turns out that my loan included a paid service for converting interest, which costs more than 6 thousand (3% of the loan), although I said that I would return the money in the near future and I don’t need it! I really want to go to court, but I’m running out of time.”

Disrespectful attitude towards your clients - too hallmark"vacuum cleaner cans". Why respect clients? The main thing is to make them bring money. And with such thinking and service no way long-term strategy you can't count. You can only declare it.

How do postmen “bank”?

Everyone knows who works at Russian post offices and for what money. Therefore, the involvement of postal workers in banking activities, who are allegedly tested and screened out, is not at all seen as one of the directions of the Post Bank strategy.
This year, a scandal has already erupted throughout the country when a Post Bank employee was fired for swearing in a conversation with a client.

This is how a Pochta Bank employee talked to a client.

Frequent “beeping” indicates the special “friendliness” of the bank employee. What can you expect from postal workers who are constantly irritated because they can barely make ends meet due to low salaries?

They have to find their own ways to pay additionally for services. And having access to banking operations can lead to clients’ money being diverted. And many clients of Pochta Bank are pensioners who already count every penny. And they may one day run out of money.

Pensioners are shocked!

What if the postal worker doesn’t like clients who start arguing about the terms of the Pochta Bank loan agreement? He can probably do what the Russian Post employee did in Nizhny Novgorod.

She just sprayed out gas canister in the face of pensioners, who only shamed her that she did not want to serve them at the end of the working day. Panic began at the post office; pensioners ran out into the street, gasping for breath.

Wrong strategy?

And there is also one very important point. In any bank branch there is control over its employees. And the head of the department and security, who intervene when conflict situations arise. In their absence, it may come to the point that post offices will be robbed by bandits. And at the same time, completely innocent people who have nothing to do with the development strategy of Pochta Bank may suffer.

What if dissatisfied clients beat or, even worse, shoot their offenders with hunting rifles? Has anyone thought about this? Or do security issues have nothing to do with the bank?

Probably, Pochta Bank believes that they have ridden their luck. The number of clients and branches is growing. But how long will this last? And what to expect when growth slows? When will a large mass of recruited clients have to repay the loans they took, but they won’t have the money for it? In this case, Pochta Bank may suffer the fate of “vacuum cleaner banks.” After “inflating” they usually burst.