What Good People Group does

Good People Group (GP Group / ДЖИ ПИ ГРУПП) is a Russian privately held full-cycle Below-the-Line (BTL) marketing holding company that designs and executes integrated marketing campaigns for enterprise brands across all regions of Russia. The group is legally registered as OOO "DZhI PI GRUP" (LLC GP Group) in Moscow Oblast, Mytishchi (OGRN 1127747021390, INN 7725770271), with the earliest operating subsidiary (GP North) established in 2006 and the legal holding entity incorporated on 2012-10-08. Operations are organized through a holding of 15 partner companies and six named regional subsidiaries — GP North, GP Ural, GP Volga, GP Siberia, GP Far East, and GP South — collectively running 12 regional offices and reaching approximately 300 Russian cities. Yuriy Sidorenko (Юрий Сидоренко) serves as General Director (CEO).

The company delivers three principal service verticals: consumer marketing (leaflet and sample distribution, tastings, gift-with-purchase programs, prize draws, walking mascots, spray marketing), event marketing (store openings, conferences, lotteries, corporate events, master classes), and trade marketing (combined, exclusive, and technical merchandising, mystery shopping, retail audits, external personnel deployment). Execution is supported by a workforce of roughly 250 office staff and 2,500 field personnel, with the company claiming 4,000+ successfully implemented projects and a six-year average managerial tenure in BTL marketing. No proprietary software platform, AI capability, mobile app, or API product is disclosed; the business is a pure-play professional services operation.

Revenue is generated through quote-based B2B service contracts with enterprise clients spanning beverages, electronics, retail, banking, telecommunications, tobacco, automotive, cosmetics, food, luxury, and pharmaceuticals. Disclosed customers include Coca-Cola, IKEA, M.Video, Johnson & Johnson, VTB Bank (VBRR), Beiersdorf, MTS, Samsung, LG, Sony, Philip Morris, Reckitt Benckiser, Shiseido, Hoff, Hamleys, Giorgio Armani, Hugo Boss, Nissan, Cadillac, Bacardi, Belwest, Tele2, Discovery, Dolce & Gabbana, Paco Rabanne, Chivas, Tatspirtprom, Bonduelle, and Maheev, with approximately 150 clients served per year. No revenue figures, external funding rounds, parent company, or ownership percentages have been disclosed.

Name

Good People Group

Legal name

Obshchestvo s ogranichennoy otvetstvennostyu "DZhI PI GRUP" (Limited Liability Company "GP Group")

Website

https://gp-g.ru

Company type

Private

Founded year

2006

Operating status

Operating

Short description

Good People Group is a Russian privately held full-cycle BTL marketing holding serving enterprise brands nationwide through six regional subsidiaries, 12 offices, and 2,500 field personnel, delivering consumer, event, and trade marketing services.

Ownership category

akta.pro rank

Product category

BTL Marketing Services

NAICS

Advertising Agencies (541810), Advertising Agencies (54181)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Street Team & Flyer Distribution Staff (HSACAEAF)

Keywords

• BTL marketing services
• Consumer marketing campaigns
• Event marketing services
• Trade marketing solutions
• Field marketing agency

Headquarters

HQ city

Moscow (Mytishchi)

HQ country

Russia

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Marketing Services: Provides full-cycle BTL marketing services including consumer marketing, event marketing, and trade marketing to clients across Russia. Revenue generated through service contracts with major brands and retailers.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Good People Group is a full-cycle BTL (Below-the-Line) marketing agency that develops and executes integrated consumer marketing, event marketing, and trade marketing campaigns for major brands across all regions of Russia. Services are delivered through six regional branches (GP North, GP Ural, GP Volga, GP Siberia, GP Far East, GP South) backed by 250 office employees and 2,500 field personnel operating in 300 cities. The agency's portfolio includes leaflet and sample distribution, tastings, gift-with-purchase programs, store opening events, conferences, merchandising, mystery shopper programs, and retail audits.

Product overview

Good People Group operates as a full-cycle marketing services holding company offering integrated BTL (Below-the-Line) marketing solutions through a network of 6 regional branches covering all major regions of Russia: GP North (Northwest), GP Ural (Urals), GP Siberia, GP Volga (Volga Region), GP Far East, and GP South (Southern Russia). The company provides three primary service verticals: Consumer Marketing (leaflet distribution, sampling, tastings, gift promotions), Event Marketing (store openings, conferences, corporate events), and Trade Marketing (merchandising, mystery shopping, retail audits). All regional offices deliver the complete portfolio of services under a unified management structure.

Differentiator

Problem solved

Functional benefit

Products and services

• Consumer Marketing Services Consumer-facing BTL marketing activities including leaflet distribution, balloon distribution, product sample distribution, gift-with-purchase programs, tastings, customer consultations, walking mascots, prize distribution centers, and spray marketing campaigns. Designed for brand and marketing managers at major consumer brands.
• Event Marketing Services Event organization services including store openings, training sessions, conferences, lotteries, sports events, professional competitions, corporate events, and master classes. Designed for brand managers and retail chains needing event-driven BTL activations.
• Trade Marketing Services Trade marketing solutions including combined, exclusive, and technical merchandising, external personnel deployment, mystery shopper programs, and retail audits. Designed for retail-focused brands and retailers needing in-store marketing support.

Named customers30 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators7 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• ADV Group: One of the largest Russian BTL and field marketing agencies. Comparable to GP Group in offering consumer activation, merchandising, and event services to major brands across Russia.
• Nectarin: Russian BTL/marketing agency providing field marketing, sampling, and promotional campaigns for FMCG and retail clients; competes directly with GP Group for nationwide activation budgets.
• Mass Media Group (MMG): Russian full-service marketing and BTL agency with regional coverage and major brand clients; directly comparable in scope and target customer base.
• Premier Event Agency: Russian event marketing and BTL agency serving large enterprise clients with promotional events, conferences, and trade marketing activities.
• Geometria Event Agency: Russian event and experiential marketing agency; overlapping service offering in event organization, conferences, and corporate activations.
• Media Instinct Group: Russian integrated marketing communications group offering advertising, BTL, and digital services to enterprise clients across multiple regions.
• Arena Media Agency: Russian media and BTL agency providing nationwide brand activation and trade marketing services, comparable in customer profile and regional execution model.
• IM Group: Russian marketing services holding with multiple regional agencies serving FMCG and retail clients across Russia, structurally similar to GP Group's holding model.

Broad incumbents

• Action Global Communications: International BTL and brand activation network with Russian operations; comparable in offering (live marketing, shopper marketing) but operates at a broader geographic scale.

Regional players

• Optimum Media Direction: Russian media agency with BTL-adjacent activation capabilities; serves similar enterprise clients in Russia but with stronger media-buying focus rather than field execution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Good People Group