On April 11-14, the 13th POSM and in-store communications competition Popai Russia Awards 2017 took place.

This year 320 works from 57 companies in 20 nominations took part in the competition.

Chairman of the jury Artem Izmailov, national manager for trade marketing of Safilo Group, who is not the first time taking part in the evaluation of works, admitted that this time it was especially difficult to make a choice in favor of a particular project. About half of the displays were awarded top marks of 4-5 points.

 «Trend in creative displays. POSM manufacturers are increasingly moving away from standard solutions towards creative developments, the theatricalization of large stands with the involvement of the buyer, with some kind of interactive", - said Maria Dobrova, Category Purchasing Manager of Coca-Cola marketing direction.

At this year's contest, new nominations were added: "Best Shopper Marketing Campaign", "Best Motivational Program in the field of Trade Marketing" and Digital Media.

The contest is always a useful event where you can learn about new developments, get confirmation of your professional observations, and peek at interesting ideas.This is a big responsibility for the jury of the contest, and a big opportunity for the participants, so everyone was worried. The selection of works for the competition deserves special attention, and here is a compliment to the organizers of the event:well done, very interesting, though insanely much!"raquo;, - summed up Galina Tchaikovsky, Marketing Director of the "Optoclub ROWS". 

Special attention should be paid to the display « Shelf equipment Carolina Herrera Good Girl», presented by Virtu. This work not only won the 1st place in the nomination "Decorative cosmetics and perfumes", but also two special prizes - the Grand Prix and "Design of the Year".