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


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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