World Cup 2018: Russia and the opportunity to tell the truth

Marketing around the Russia World Cup requires brands to understand both the position of the host country and the changing behaviours and culture around football.

One truth about Russia: it is vast. As the weeks slip by before the World Cup Finals in June of this year, we will start to hear more about its 11 time zones and 24-hour train rides across tundra. What we don't currently hear is that the vastness embraces...