Bank Becomes Her

Wednesday, April 27, the news that a popular television presenter and a member of the Public Chamber Tina Kandelaki got a job at the bank, became a hit in all Russian online media, writing about finance and not only. It's clear why: Tina Kandelaki know all the Russians, but the Vyatka-bank, whose board of directors she came - probably only the shareholders and customers of the credit institution. Kirov bank in the ranking of "Interfax" is not the highest positions. In 2010, the Bank of the size of its assets 184 took place on equity - 262-e. The main shareholders of Vyatka-bank, as follows from information published on its web site are the Cyprus company Opidius Holdings Limited (90.57%) and the Department of State Property of the Kirov region (7.57%). The Bank is a deposit insurance system. In the media space Vyatka-Bank, founded in 1990, until today has not been noticed, that is news regarding the bank's operations were virtually absent. Did not help improve brand recognition and the fact that since 2008 the largest shareholder of the bank through the Cyprus company is mentioned Gusel'nikov Gregory, who until mid-2010, was a member of the Board of Directors Binbank. This item RIA Novosti reported. But Gregory Gusel'nikova probably just remember the Russians, followed closely by the transfer of "What? Where? When?. It is this financier, usually defended viewers send questions znaktokam and, of course, actively promoted Binbank, where he then worked. In the Vyatka-bank portal Bank.ru did not comment on the news about the occurrence of Kandelaki's board of directors, citing the fact that this issue falls under the exclusive competence of the Moscow media companies "Apostle Media (Tina Kandelaki, a co-owner of PR agency). In "The Apostle Media, also declined to comment, citing a news embargo until 12 May 2011. On this day, held a press conference Kandelaki and Gusel'nikova, which will provide answers to all questions. In particular, nothing is known about what the presenter will engage in a bank, whether it will be an independent director and a stake it acquired. According to Interfax, Kandelaki was elected to the Board of Directors on April 22 at the annual meeting of shareholders. Total of 11 candidates to the board were seven people. According to the agency, were not included in the number of directors president and first vice-president of the Vyatka-bank Zotine Oleg and Igor Smolin, as well as senior vice president Michael Binbanka Agureev. The board also elected the former Deputy Governor of the Kirov region Belykh Alex Pyhteev. Since March, 20,009 years Pyhteev holds the position of CEO of the Permian LLC business contact, accountable structure Whites. According to Interfax, a similar situation it faced two years ago: then the board of directors of the Vyatka-Bank team were representatives of the Governor Maria Gaidar and Alex Bulk. There is a reasonable and at the same time, the rhetorical question: why bank known mediapersona? Obviously, the problem of marketing the project. Connecting the "personal" brands to bank marketing campaigns - a practice routine. In early April 2011 VTB 24 has started a campaign on the federal TV channels, the main character which became popular showman and producer Alexander Tsekalo. And in November 2010, person of the advertising campaign of the bank "Trust" became a Hollywood actor Bruce Willis. However, one thing - to advertise the bank under the contract, and quite another - to manage it or be part owner. For example, in September 2010, director Fyodor Bondarchuk, acquired 15.04% stake in AB Finance for 150 million rubles. and joined the Board of Directors of the credit institution. Bondarchuk, then explained that the bank will be used as a tool for building a network of cinemas - that is, the director became a banker, they say, for the sake of business and not for the sake of a sound business cards and dividends. However, nothing prevents Tina Kandelaki and possess, and is responsible for promoting the bank. Examples are the "related" retail industry. The largest Russian mobile retailer Euroset is known for its outrageous marketing policy. "Talking heads" of the company became an actor Ivan Okhlobystin and TV presenter Ksenia Sobchak - she is a minority shareholder in the network. But any bank - an institution that cares about its reputation, by definition, therefore, to promote his brand is necessary not only recognizable, but a respectable person. Recall Kandelaki - still a member of the Public Chamber. Moreover, it is not the transfer of "Dom-2", but quite a serious "unrealistic policies" on the NTV channel. Therefore, its connection to work on increasing awareness Vyatka-bank probably can recognize appropriate.