Where Professionals Thrive: The Story behind the Community of Shared Experiences

“I used to work at our embassy in Delhi, India. There was this time when I got to attend classes at a British university there; they were focused on the development of management competencies. It was a boost for my advertising career. For example, I learned how to find development areas for business growth or how to set up internal business processes.

“I've been in advertising since 1994. I began as a sales and marketing director in a private company, then I moved on to publishing houses where I was in charge of selling ads for printed and, mind you, digital media.

“Over the years, I was finally able to say that I knew what advertising really was! There's no marketing without psychology, sociology, economics and politics. It's as obvious as the fact that advertising first flourished in the U.S. Combined, they are a great way to discover new depths to consumer behavior and develop marketing strategies.”

“I came up with it in 2014, when I joined OMD OM Group. I wanted to host club meetings where business gurus could share their knowledge and experience, keep in touch with friends and build new partnerships. The name wasn't intentional; it was a pure accident. Olga Barskaya, Vice President of OMD OM Group, asked me, ‘Is this going to be a small circle?’ I thought the club might need about 25 people or so. So yes, a small circle indeed.

“I knew a lot about business clubs at the moment. They happened to be gaining popularity all over the world and in Russia, too. I actually used to be a member of Rotary International, an American business club. It brought together representatives from various industries; they discussed current business developments.

“Raf Shakirov kicked off the first meeting of Uzky Krug. I'm sure you know who he is. If not, you can google him. We had three years' worth of plans for the development of the club. First, we specialized in sales and marketing; then our expertise grew, and we had more and more things to discuss thanks to our speakers. I've been making up an action plan for the club every year. To do this, I analyse business, economics and geopolitics. We invite marketers, managers and CEOs of various companies and agencies, and business coaches to speak at our meetings.”

“I think marketing follows our path: it is evolving just like humans. Maybe it's just wishful thinking; after all, evolution goes hand in hand with development. And Homo sapiens is the proof of that. Marketing is no exception. The thing is, we're experiencing something unprecedented: our needs are changing faster than ever, and our cognitive performance is accelerating. Modern marketing is becoming more and more technology-driven, and everyone is eager to embrace AI and machine learning. The very way we make our decisions is transforming. We're also changing our approaches to risk assessment. Marketing focuses on gaining a deeper understanding of how people make choices, what motivates them and what social, emotional and cultural factors influence their decisions. To adapt, we need to be in a professional environment, enhance our knowledge and learn new approaches and practices.”

“We've got a lot of regulars; they've been in our club for years. We have no problem finding common ground, and we've got a lot of similar opinions when it comes to our jobs, which is amazing because we have different goals and challenges. It honestly feels like a second family. For many, it's not just about partnerships and work. People become friends during our meetings. A lot of our friends come up with new ideas, topics and initiatives for the club all the time. We share both successes and challenges, mulling it over with people who can relate to the experience.”

“I've been interested in history for years. It helps you understand everything better. It also connects you to the past. And I love detective novels! I actually have a collection in English; I re-read it from time to time. I especially like Agatha Christie's books. Her writing is unique and very easy to read. A friend of my husband once asked him where I'd learned such perfect English. “Agatha Christie,” my husband said. And it is absolutely correct.”

“I like young people. They are independent; they learn new things quickly and really get into them. They master new technology easily, and they know how to work effectively in the digital economy. All 90s students have a very strong educational background. They didn't have mobile phones, and they read paper books. So they're flexible, willing to adapt quickly. They are now professional managers and very responsible team players.

“The younger generation in their 20s is all about the Internet. It shaped the way they view things. But it's okay. They move with the times, God bless them! What a world we live in!”