51
51 Agency is a Moscow-based, privately held B2B marketing agency founded in 2010 that provides trade marketing, sales force deployment, and promotional campaign services to multinational retail brands operating across Russia and the CIS.
- Company typePrivate
- Founded2010
- HeadquartersMoscow, Russia
- Headcount51–100
- GTM typeB2B
- OfferingServices
What 51 does
51 Agency is a Moscow-based, privately held full-cycle marketing agency founded in 2010 that specializes in retail trade marketing and field sales force deployment for multinational brands operating in Russia and the CIS. The company's core service lines are trade marketing, sales force outsourcing, consumer marketing campaigns, promotional events, receipt-based federal promotions, and strategy/branding, supported by an in-house IT support capability that builds chatbots, promo websites, and custom mobile applications for client projects (e.g., the 'Taste Guide' (Гид по вкусам) application developed for Moët&Hennessy). Operations are executed through dedicated consultant teams deployed in retail chains (most notably M.Video, where 51 has won 'best promo personnel' recognition), supported by a proprietary recruitment and training infrastructure for promotional staff.
The agency operates across Moscow, St. Petersburg, and up to 12 Russian cities, with project engagements spanning consumer electronics (Apple, Soundcore, Roborock, Nespresso, Nescafe Dolce Gusto), tobacco heating products (BAT/GLO), luxury goods (Kenzo, Moët&Hennessy), children's products (Chicco, Barbie/Mattel), food and dairy (Домик в деревне, Ряба, Помидорка, Шесть соток, Пикадор), and innovation/real estate (Xiaomi&Beeline joint store concept, Skolkovo fitness concept). Service delivery is managed from a single Moscow headquarters (additional contact: +7 (495) 103-48-21) through enterprise sales engagements and project-based or multi-year retainers (M.Video partnership described as 'long-term').
The business model is professional services: revenue is generated through project fees and retainers for B2B clients, with no separate consumer product, software subscription, or marketplace revenue. Documentation on the website (fiftyone.ru) and contact channels (info@, client@, [email protected]; VK and Facebook pages) indicates a sales-led go-to-market targeting brand marketing and trade marketing decision-makers. The legal entity is ООО «БТЛ.МИ», a Russian limited liability company; no parent company, external investors, or funding rounds are disclosed.
51 firmographics
Firmographics- Name
- 51
- Legal name
- ООО «БТЛ.МИ»
- Website
- https://fiftyone.ru
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- 51 Agency is a Moscow-based, privately held B2B marketing agency founded in 2010 that provides trade marketing, sales force deployment, and promotional campaign services to multinational retail brands operating across Russia and the CIS.
- Ownership category
- akta.pro rank
51 industry classification
Industry- Product category
- Marketing Services
- NAICS
- Advertising Agencies (541810), Convention and Trade Show Organizers (56192)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Integrated Full-Service Creative Agencies (MPAAAAAA)
- akta.pro secondary industry
- B2B Demand Generation & Lead Nurture Agencies (BPAFAKAA)
Keywords
Where 51 is headquartered
LocationHeadquarters
- HQ city
- Moscow
- HQ country
- Russia
- HQ region
- Europe
Offices1 record
Markets served
51 business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Trade marketing services: Full-cycle marketing agency providing trade marketing, sales force management, promotional activities, events, and digital marketing services to B2B clients on project and retainer basis.
- Sales force outsourcing: Deployment and management of dedicated consultants and sales representatives for client brands in retail environments.
- Promotional campaigns and events: Execution of promotional campaigns, tastings, federal promotions, and event marketing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom project-based pricing |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
51 product offering
Product offeringCore offering
51 Agency is a full-cycle B2B marketing agency providing trade marketing, dedicated sales force deployment, consumer marketing campaigns, events and PR, strategy and branding, logistics, and IT/digital support services to large retail and consumer brands in Russia and CIS countries. The agency recruits and trains consultants, manages sales forces across multiple Russian cities, executes federal promotional campaigns (including receipt-based promotions and tastings), designs customer experiences (including custom digital applications), and organizes events.
Product overview
51 Agency is a full-cycle marketing agency with a strong focus on trade marketing, founded in 2010. The company offers a comprehensive portfolio of services including sales force deployment, dedicated consultants for retail chains, receipt-based promotions, consumer marketing campaigns, events and PR, strategy and branding, and IT support services (digital tools). Their services span across major Russian cities and CIS countries, working with clients such as M.Video, Nespresso, GLO, Apple, Kenzo, Moët&Hennessy, and others. The agency also develops custom digital applications for client projects, such as the 'Taste Guide' application for Moët&Hennessy.
Differentiator
Problem solved
Functional benefit
Products and services
- Trade Marketing Services (Трейд-маркетинг)
Quantifiable outcome
- Sales 1.5-3.5x higher in stores with deployed consultants
- +5 more outcomes
Companies that use 51
Customer profileNamed customers20 records
Segments1 record
Ideal customer profiles1 record
51 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
51 partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- М.Видео (M.Video)coreLong-term partnership for deploying dedicated consultants and sales forces in M.Video electronics retail stores across Russia. Agency has won 'best promo personnel' recognition among all promo projects in M.Video.
Scale indicators15 records
Recent moves6 records
Expansion highlights4 records
51 competitors and assessment
Company assessmentDirect peers
- Deltaplan: Deltaplan is a Russian BTL/marketing services agency offering trade marketing, sales promotion and field force solutions across multiple Russian cities, overlapping closely with 51 Agency's core service lines.
- Mindshare Russia: Mindshare's Russia office offers media and integrated marketing services to enterprise clients including several FMCG and consumer electronics brands also served by 51 Agency.
- ACTION (Russia): ACTION is a long-standing global BTL and trade marketing agency with a Russia presence, offering field marketing, sales force deployment and retail activations for the same enterprise brand clients as 51 Agency.
- Wavemaker Russia: Wavemaker (WPP) operates a Russia practice combining media, content and activation services, frequently pitching for the same enterprise BTL/trade marketing budgets as 51 Agency.
- Progression Group: Progression is a Russian marketing services group covering trade marketing, retail activations and event execution for major brands, competing for the same enterprise budgets as 51 Agency.
- Mosaic Group: Mosaic is an international BTL/trade marketing and experiential agency with operations in Russia, directly competing with 51 Agency on retail activations, brand zones and field sales force programs.
Broad incumbents
- Publicis Russia: Publicis Groupe's Russia network provides integrated advertising, media and brand experience services, competing with 51 Agency for enterprise client mandates while offering a wider portfolio.
- BBDO Russia: BBDO's Russia office is part of the Omnicom network and delivers full-service creative and brand activation work for multinational clients, often competing for the brand-side budgets that flow to trade marketing agencies like 51 Agency.
- Havas Russia: Havas operates a Russia presence offering creative, media and brand experience services; it competes for the same enterprise BTL and integrated marketing mandates that 51 Agency pursues.
- Ogilvy Russia: Ogilvy's Russia operation is a broad full-service creative and marketing network serving many of the same multinational brand owners (e.g., consumer goods, luxury) that 51 Agency services at the retail activation layer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
51 social profiles
Digital presence51 financial estimates
Financial estimateRevenue estimate
Valuation estimate
51 leadership team
Management profileNumber of profiles
51 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
51 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 51
What does 51 do?
51 Agency is a full-cycle B2B marketing agency providing trade marketing, dedicated sales force deployment, consumer marketing campaigns, events and PR, strategy and branding, logistics, and IT/digital support services to large retail and consumer brands in Russia and CIS countries. The agency recruits and trains consultants, manages sales forces across multiple Russian cities, executes federal promotional campaigns (including receipt-based promotions and tastings), designs customer experiences (including custom digital applications), and organizes events.
Is 51 a public or private company?
51 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 51 founded?
51 was founded in 2010. It employs 51 to 100 people.
Where is 51 based?
51 is headquartered in Moscow, Russia, in the Europe region.
How does 51 make money?
Three revenue lines are on record. Trade marketing services are the primary driver. The others are sales force outsourcing and promotional campaigns and events.
Who are 51's main competitors?
Direct peers on record are Deltaplan, Mindshare Russia, ACTION (Russia), Wavemaker Russia, Progression Group and Mosaic Group. Broad incumbents are Publicis Russia, BBDO Russia, Havas Russia and Ogilvy Russia.
Does 51 have an API?
No public API is recorded for 51.
What industry is 51 in?
51's product category is Marketing Services. Its primary akta.pro industry code is MPAAAAAA, Integrated Full-Service Creative Agencies, with a secondary code of BPAFAKAA, B2B Demand Generation & Lead Nurture Agencies. Its NAICS code is 541810 and its SIC code is 7311.