Octagon to market Russia’s answer to Britney Spears

Octagon, the sports and entertainment marketing agency, has been given the task of making Russian teenage singer Alsou an international pop megastar to rival Britney Spears.

The 18-year-old was discovered in 1998 and holds the record for Russia’s biggest selling single; she is also Russia’s first major pop export.

Alsou has a record contract with Mercury in the UK, which is part of a global deal to promote the singer.

Octagon aims to market her as an “ultra funky chick”, to coincide with the launch of an album later this year.

A spokeswoman for Octagon says: “Octagon wants to replicate the success of Britney Spears and then take it to another level.

“She’s the first Russian artist that has been signed internationally, which is probably a reflection of the strong cultural differences between East and West.”

Octagon has been involved in entertainment since January and has signed up other acts including world-famous guitarist Carlos Santana.

Octagon’s main specialist area is in sport, managing icons such as tennis star Anna Kournikova, as well as buying the rights to major events.

In June, it launched a cause-related marketing service, forming part of the consulting division within Octagon Marketing.

The company has also developed a research tool, The Sponsorship Effect, which it claims is the first to measure accurately the effectiveness of sponsorship.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here