Denis
Shapkarin

Perhaps, my main achievement is that I made myself. Yes, there were partners and a team next to me, but I have always been the founder, adviser and mentor — from the idea and start of partnership to net profit.

My main value is the miracle of sincerity. I try to look at the world through the prism of this state: where there is sincerity, there will be results.

— to understand the strategy for achieving the goal, smooth out the rough edges and look at the idea through the prism of my experience, which can save millions;
— to show what a leader should be like in order to lead strong people, and what he shouldn't be like — there are enough examples;
— how to win big clients — I do it every day;
— understand partnership, help with mediation or draw up solid partnership agreements that work for the result. If you are in crisis, want to quit operations or have lost common values — come, I have something to share.

— create a strategy for digital transformation of the business, from research to money in the account from online sales. I understand well how to play the long game, because I am an owner myself;
— conduct a private session and give recommendations on who to remove, what to keep and how to change so that it works, but only for the owner. The result of such work may be a clear vision of changes in the owner's mind on how to develop their business through digital transformation;
— I know almost all suppliers on the market, so I can definitely save time and nerves to choose the best ones in all areas;
— inspire you and create a clear picture of what your new digital company can be.
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— as an independent member of the board of directors, I can give recommendations based on my experience, depending on the company's request and goals;
— I can organise and conduct a strategic session for company development according to my standards. I have been personally conducting strategy sessions at Nectarin for 15 years.

The result of such work is usually:

• defining goals with the owner, determining the scenario for a strategic session aimed at involving all company leaders, creating key performance indicators according to the chosen goal;
• drawing up a scenario for preparing managers for the strategic session, setting tasks for each manager to prepare;
• determining the company's development strategy at four levels: marketing and sales, customer service, product and staff motivation;
• a roadmap — implementation of the plan created by the team as a result of the work.
• Feedback to the owner on the team composition, motivation of managers, recommendations on who to move forward with and who to say goodbye to.
• Recommendations to the owner for creating a motivation system.

Now Denis’ group includes 7 companies employing more than 700 people. All of them are profitable and plan to enter the international market, guided by a single motto — profit is everything, but honour is above profit.

The guarantee of long-term competitive advantage for the companies is to constantly change, retaining the best qualities, strive for unconditional leadership in everything, never stop at what has been achieved, thoroughly understand any task, constantly set ambitious goals and achieve them.

In 2006, I founded the full-cycle digital agency Nectarin with a partner. The agency specializes in comprehensive digital strategies on the Internet. The reputation of a successful service provider, customer reviews and well-deserved awards are vivid confirmation of this. In 2022, the agency won three nominations at once at the AdIndex Awards: SMM / PR / SERM, PHARM BRANDS, CREATIVE AND STRATEGY. It was also nominated for the grand prix «Agency of the Year». The agency became «Agency of the year» twice — in 2019 and 2020. In 2021, the case «Nichewoper» was recognized as the best in the nomination «The best creative concept» at the Bema! festival, received gold in the «Social» nomination and bronze in the «Integrated campaigns» nomination at the MedMen Healthcare Creative Awards, and also took silver at the MIXX Russia Awards festival. Today, the company's offices are located in Moscow, St. Petersburg and Saransk. More than 350 full-time employees not only understand all the intricacies of online advertising, but also solve critical business tasks for clients on a daily basis by developing comprehensive digital strategies.

In 2007, together with partners, he launched the VideoClick service (now MediaToday) and invested 500,000 rubles in the project while continuing to work at Nectarin. In 2013, he sold part of his stake for 120 million rubles. By 2019, the company ranked as one of the leaders in the AdIndex ratings in the categories of "Big Data Providers," "Native Advertising and Native Networks," "Online Video Advertising Sellers," and "Display Banner Advertising Sellers." The company serves over 100 clients, including network agencies such as ADV, Resolution, iProspect, MEDIACOM, as well as major international and Russian brands like Samsung, Mazda, Henkel, Rostelecom, Sportmaster, and others.

In 2008, he invested in the action-based RTB platform OtClick. He exited the company in 2016. The platform uses its own technology stack, proprietary audience data, and years of experience to ensure high-quality and efficient advertising campaigns. It reaches 240 million unique devices, and over the years, it has conducted more than 10,000 advertising campaigns for clients such as Lexus, Mazda, Mastercard, Sony, Nestle, Pfizer, and many others.

In 2010, he founded the production studio The Family. Today, it is an agency that closely monitors trends and experiments with new formats to solve ambitious business challenges and transform the consumer experience of its clients' audiences. Its creativity and the launch of effective advertising campaigns have attracted major brands such as Hyundai, JTI, L'Oreal, Sberbank, and Gazprombank as clients. Winning tenders allowed the company to break even within six months.

In 2011, he created BYYD, the world's largest mobile advertising platform for purchasing ad traffic on smartphones and tablets in real time. This is done within mobile apps and mobile games worldwide. The platform was developed with the support of the Innovation Promotion Fund. Among BYYD’s clients are globally renowned brands like Microsoft, Phillips, Toyota, Suzuki, Volvo, and many others. The company is profitable.


In 2012, he founded the advertising agency Umbrella without any external investments, combining digital, event, and BTL services. The agency is known for its unconventional approach to solving clients' business challenges and for the creativity and vibrancy of its projects. Despite having only 24 employees, the agency's clients include major international and domestic brands such as Unilever Food Solutions, Tissot, Heinz, VTB24, and Trust Bank, among others. He later sold his share to the founders.

Also in 2012, he launched the full-service advertising agency Headliner, which creates unique communication solutions based on deep data analysis. In addition to analytics, the agency's team conducts extensive in-depth research to achieve optimal results for advertising campaigns. The buying division employs 40 people, and the agency works with 800 contractors. Headliner operates successfully and is profitable, with clients including LG, Baldessarini, Versace, Revlon, Aviapark, Riviera, and many others.

In 2012, together with partners, he co-founded the crowdfunding platform Boomstarter, with an investment of $2 million. That same year, it won the "Startup of the Year" competition in the "Best Socially Significant Project" category. He sold his stake in 2016. Today, Boomstarter has raised 560.9 million rubles, has over a million participants, and has supported 2,550 successful projects. Its regular partners include Yandex, Skolkovo, MIF, and VkusVill.

In 2013, he launched the social media project "The Feats of Ordinary People," which now has a weekly audience of 17 million people. In 2022, it received 12 million rubles in government grant support, and since the beginning of 2023, it has secured more than 29.5 million rubles. The project team has published six books about everyday heroes, developed and maintains the interactive "Hero Map" portal, and produces three podcasts, including one on children's safety, which has made it to Yandex's top podcasts for parents. They also create and conduct safety lessons for elementary school students and run a YouTube channel with nearly one million subscribers. Since 2022, the "Time of Heroes" People's Award has been held in Mordovia, where residents nominate and vote for their local heroes.

In 2015, he founded the celebrity marketing agency Feedstars, based on the previously created Feedman service. It became one of the first agencies in Russia to work with influencers. Today, the agency’s database includes more than 500 bloggers and celebrities. The agency is actively growing and profitable, successfully integrating influencer marketing into brand communication strategies to enhance brand awareness, reach, and target action metrics, ensuring precise targeting of the desired audience. Clients include Polaris, Amediateka, PhosAgro, Otkritie, and other successful companies across various industries.

In 2019, he invested in the creation of SkinSwipe, the world’s only mobile app for trading skins in CS: GO and Dota 2. All trades are safe and protected by Steam.

In 2020, he launched No Sleep Agency, a specialized esports agency that helps brands engage with the gaming audience, which numbers 66 million people in Russia. The agency has already executed 20 gamification projects, 40 special projects, 100 successful media campaigns, attracted 100,000 clients, gained 50,000 subscribers, and involved 1 million participants in gamification events.

In 2020, he became a partner in the venture capital fund Cats.vc, which invests in technology companies from Europe and works with startups in the fields of SaaS, B2B, Fintech, and Digital Health. The company offers a solution for managing corporate payments, providing automated tools for issuing corporate cards, monitoring business expenses, optimizing workflows, and forecasting financial risks.

Face-to-face meetings will take place in Denis’s office once a week. The mentor has the right to refuse a potential candidate after the first interview.

— Owners of online agencies, production studios, automated digital advertising services.

—hired employees;
— business owners outside the digital marketing category.