Octagon named Matthieu Fenaert exec director of Octagon Russia. Fenaert, previously co-managing director of Octagon Brazil, will be based in Octagon’s Moscow office and lead the agency's marketing and events business through the FIFA Confederations Cup this summer and next year's World Cup. An eight-year Octagon veteran, Fenaert led the organization's efforts and client-based campaigns for the last two FIFA World Cup cycles and the 2016 Rio Olympics. His team worked on behalf of six official 2014 World Cup partners: AB InBev, Johnson & Johnson, Brazilian bank Itaú, telecom Oi, insurance firm Liberty Seguros and adult language school Wise Up. During the Rio Games, Matthieu’s team worked on behalf of more than 10 clients, including tech firm Cisco, Brazilian beer Skol and higher learning institution Estácio. Octagon President, Marketing Int'l Jeff Ehrenkranz said, "Matthieu is a trusted leader at our company and is well respected by clients and rightsholders alike. Octagon's practice in Russia will flourish under his leadership. ... Octagon is the only agency that has someone in Moscow full-time with such an extensive FIFA World Cup and Olympic Games pedigree." Fenaert answered several questions regarding the Confederations Cup and World Cup in an exclusive email interview with SBD Global.*
SBD Global: Recent reports claim that ticket sales for the Confederations Cup are a bit lagging at this point. How confident are you that attendance for the event will be strong?
Fenaert: I am optimistic we'll see an uptick in sales now that we're two months out from the start of the event. However, Confederations Cup tickets sales should not be the sole predictor of sales for the upcoming FIFA World Cup.
SBD Global: How much of a predictor do you believe Confederations Cup ticket sales are for the following year's World Cup?
Fenaert: It is likely that we'll continue to see an improved economic outlook in Russia as we approach next summer, and a strong performance from the Russian national team during the 2017 Confederations Cup could help the team increase fan interest and boost attendance next year. We can also expect a large quantity of international fans coming to Russia in 2018. Traditionally, fans who attend the World Cup come from the USA, U.K., Germany, Brazil, Argentina, Mexico, Australia, Japan, Switzerland and France. They will definitely travel again for the 2018 edition, especially if their teams qualify. Given the geography, I expect European fans to dominate the landscape next summer.
SBD Global: What are some of the biggest similarities and differences between Brazil and Russia from the standpoint of sponsors promoting a World Cup in those countries?
Fenaert: At Octagon, we help our clients earn attention by tapping into fans' passion for sports and entertainment, and it's clear there is passion for football in both Brazil and Russia. In Brazil, football is compared to religion, and the host country was intent on showcasing its prowess both on and off the pitch. In Russia, consumer passion for football is growing, and the overarching sentiment is one of national pride. From my perspective, Russia is committed to showing the world that it is a modern country which can, once again, successfully host a major international sporting event.
*The rest of his interview will be published in this week's Hangin' With.
