Soap Opera is a creative agency that uses innovative storytelling to help brands engage consumers and become part of popular culture. They combine strategic consulting, creative content development, and integrated production to build brand cultures. Soap Opera's multi-disciplinary team works across business, communication, marketing, content creation and implementation to develop long-lasting brand relationships with consumers through entertaining and purposeful storytelling.

1. BRAND CULTURE

2. Soap Opera is a unique structure that creates, produces and spreads
innovative, purposeful and breakthrough ideas
that will make your brand’s storytelling part of people’s
entertainment and cultural interests.

3. OUR BELIEF
We believe that the main purpose of brands
is to make people’s lives more exciting.

4. OUR ENGAGEMENT
Nowadays, if you want to drive consumer engagement and preference, you have to make
people having fun, getting surprised and sharing a talk. You have to get them excited. You
have to make your brand’s story a fundamental part of their entertainment and cultural
interests.
That’s where we come in: Soap Opera is an innovative, never-seen-before communication
model. We combine intelligent consulting, engaging content and integrated production output
to nurture and fulfil your brand culture expectations.
We are built around a clear logic that works from end to end: from business, communication
and marketing solutions, to fresh content creation and innovative implementation. We
dedicate high-profile specialists in tailor-made teams to every project we undertake.
This is how we build an aesthetic and purposeful world for your brand. This is how we create
long-lasting relationships with your consumers: by mobilizing and unifying fields of expertise in
order to touch, to move, to entertain.
Let’s create and spread your brand culture.
Let’s surprise them. Let’s make them talk.

5. PAID / OWNED / EARNED MEDIA
Brands’ longevity and impact is connected to the level of
their ‘owned and earned media’ resonance
(Disintermediation Model)

6. CONVERSATIONAL FACTOR
The top passions shared on socal media
28 %
25 %
Movies & Television
18 %
10 %
11 %
9 %
Health & Sports
Music & Arts
Fashion & Shopping
Technology
& Social Media
Food, Drink
& Travel
©2013 Infographic by Azntaiji Multimedia & Social Radius.

7. NEW CONSUMERS’ MEDIA HABIT
Growth rate by segment in Russia and worldwide
2011-2015, %
Newspapers Russia
PwC, Global Entertainment and Media Outlook, 2010-2015
20,8
13
16,5
7
15
8,6
15
6,5
12,1
5,6
11,2
3,5
10,8
8,2
10,7
6,1
5,8
2,4
4,9
3,5
4,2
-1,1
3,6
1,9
1,7
1,9
Internet advertising
TV subscriptions
Internet access
TV advertising
Out-of-home advertising
Radio advertising
Video games
Filmed entertainment
Consumer magazines
B2B
Recorded music
Book publishing
World

8. SALES EXPECTATIONS
BBDO Worldwide / Mars - Based on 83 FMCG brands’ activity - 2012
9.4 purchases
influenced
14.3 purchases
influenced
17.0 purchases
influenced
22.4 purchases
influenced
Content
(engage)
Conversation
(contribute)
Community
(participate)
Create
(collaboration)
ABILITY TO DRIVE TALK
REACH
engagement
index 3.2
engagement
index 4.9
engagement
index 5.9
engagement
index 7.7

9. OUR CREATIVE EC0-SYSTEM
Soap Opera is a strategic and creative structure that disrupts the paradigm of the
communication industry. This new eco-system is enabling to create a specific brand culture
and to enhance the consumers’ engagement, whatever the budget and the medium.
Soap Opera is the conductor that leads to embody the vision for your brand’s communication.
Generating big ideas, sourced in the brands’ values, Soap Opera will be able to develop
strategic platforms and transform them into creative ideas and innovations that transform
consumers’ behavior and consideration.
The ideas will then be driven by units/specialists to create ownable and long-term storytelling,
embracing a fast and flexible process for your brand and your campaigns.
Soap Opera is a business, strategic, creative and
entertainment eco-system to bring Big Ideas from their
conception to implementation.

10. OUR CREATIVE EC0-SYSTEM
production house
art gallery
creative space
knowledge platform

11. MSK Eastside Gallery is not only a
contemporary art gallery. This is a
social place where great ideas are
being born, talked about and spread
around.
MSK Eastside Gallery is a place
where organizations, companies,
brands, artists, students are
gathering to share what is new and
interesting in the different domains of
art, design, visual arts…
www.mskeastside.com
BSM is a one-of-a-kind production
house, removing limits and
conventions by embracing the new
paradigm of consumers’ attention.
7 years in Russia and projects for
MMOMA, Picnic Afisha, Moscow
Museum, Publicis United, McCann
Erickson, Saatchi & Saatchi, Draft
FCB, BBDO, Ark Thompson, LAP
Records, Conde Nast Publications,
Afisha Publications, Propaganda
Club, Crisis Zhanra, K35, Ru ARTs…
www.brainstormmanagement.com
OUR CREATIVE EC0-SYSTEM
Unleash.pdf is the online hub where
new ideas are getting tracked, where
exclusive information is shared and
where trend spotting and intelligence
are invigorating projects and visions
for the brands and for the people.
www.unleashpdf.com
Our strategic and creative hub, the heart of the collective operations

12. OUR ACTIVITIES
Strategy
Brand, Marketing and
Communication Strategy
Cultural Strategy
Trend Setting
New Business Support and
Consultancy
(for agencies and service corporations)
Educational ‘Ad Hoc’ Program
Art management
Art Gallery
Art Direction & Consulting
Launch and Corporate Events
Talent Management
Art Concept and Development
Production
Film / Video Production
Visual / Photography Production
Design and Publishing
Entertainment Production
Creative Integrated Ideas, Brand
Content and Expression

13. OUR SPIRIT
Soap Opera is an interesting mix of people, with different backgrounds and specialties,
nourishing each other to bring to your brand an undisputable success.
We live according to the Monchu philosophy, an Okinawan word meaning ‘One Family’, a
powerful community where we invite you. Our spirit is one of innovation, culture and art,
collaboration and ideas, business and entertainment. We hold ourselves to high creative
standards and our talent rules.
Our independence allows us the freedom to focus on what’s important and pursue ideas
beyond conventional limits. We have the flexibility to adapt and to react.
We’re brave, nimble and culturally diverse.
Soap Opera is not just a name; it’s a way of thinking that
empowers, links, supports and transcends our group of people.
We make each other better.

14. OUR CORE TEAM
Franck Vinchon
Founder/Partner Soap Opera
Director Unleash.pdf
Zag Kaghado
Founder/Partner Soap Opera
Director BSM Production
Artist, Curator, Producer.
Born in US, New Jersey
Master’s Degree International
Communication, Rutgers State
University.
Participated and curated many
exhibitions around the world
Produced advertising
campaigns for brands like
Microsoft, Megafon,
Mastercard, Coca Cola, Nike,
Adidas…
Advertising Top Management,
Strategist, (Screen) Writer
Born in France
Master’s Degree in Marketing &
Communication, Sorbonne
Paris
Worked in international
networks (Y&R, Publicis,
Saatchi & Saatchi, BBDO) for 17
years on brands/companies
like P&G, Mars, Nestle,
PepsiCo, Ikea, Toyota, MTS,
Martini, General Mills,
Monster.com
International Accolades:
Cannes Lions, Epica, Clio,
D&AD…
Ja’Bagh Kaghado
Founder/Partner Soap Opera
Director BSM Production
Wildrik Batjes
Founder/Partner Soap Opera
Director MSK Eastside Gallery
Art Gallerist, Event Director
Born in France, French/Dutch
Bi-Master in Marketing, Paris
and Cambridge
Participated in exhibitions
around the world, specialist in
auction and art business.
Developed entertainment and
art venues concept in Paris and
Moscow
Artist, Photographer, Director,
Curator
Born in US, New Jersey
Photography / Fashion Institute
of Technology "FIT" NYC.
Exhibitions around the world to
promote his art, developed
many events in Russia and
abroad.
Participated and curated many
exhibitions around the world
Created advertising campaigns
for brands like Megafon,
Mastercard, Coca Cola, Nike,
Adidas , John Galliano, Mac…

15. Contact: Franck Vinchon
franck.vinchon@soap-opera.me
+7 916 219 2681