An annual report for Russia's biggest search engine

Can you imagine a world without Google?

mail.RU report cover, Barnaby Benson.co.uk

The client

Mail.ru group

The challenge

In Russia, Mail.Ru is the go-to search engine. They wanted an annual report which did this strong market position justice. As their London copywriting agency, we were tasked with editing Mail.Ru’s latest annual report. They wanted a tone of voice similar to those found on leading technology websites: confident, knowledgeable and not too corporate.

The solution

We provided them with a range of tonal options and analysed each one so they could understand how it created its effect. Once they had settled on a tone, we implemented it without compromising the technical details that had to be included. In jobs like this information is Tsar.

The writing

‘We are creating an integrated communications and entertainment platform to serve the world’s 250-300 million Russian speakers. Of our target audience, an estimated 143 million live in Russia. The rest are primarily based in the former Soviet Union, while others are located around the world’.