HS&E, which includes agencies Cake Group and Ignition, is the brand engagement division of Havas Group.

HS&E Russia is based in Moscow and aims to cement the group's presence in the country as it gears up for an outstanding "Decade of Sport", which also includes the World University Games in Kazan and World Athletics Championships in Moscow next year, the FINA World Aquatics Championships in Kazan in 2015 and the World Ice Hockey Championships in 2016.

HS&E Russia was created from a team within agencies MPG and Arena Magic Box, both part of the Havas Group.

The team had been operating in Russia for the last seven years, focusing on sponsorship and brand entertainment with clients including Heineken, Hyundai and Lexus.

Maria Gavrilova, who had been leading the team, will be managing director of HS&E Russia.

"The opening of HS&E Russia comes at a very strategic time, as Russia continues to attract an increasing number of international events," she said.

"Crucially we have the local insight and can benefit from the support of the global HS&E network to help both local and international brands develop long-term relationships with Russian consumers."

The expansion of HS&E into Russia increases the network's global footprint, which spans 36 offices in 20 markets.

"Russia will be hosting several major global sporting events in the coming years," said Lucien Boyer, the President of HS&E.

"Our experience working for 10 Olympic sponsors around London 2012 combined with our global track record with major sports and entertainment stakeholders and brands, notably with the FIFA World Cup, gives us the expertise to advise clients looking to connect with consumers around these big events."

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