Moscow PR firm Apostol is guiding the corporate re-branding of Kalashnikov, the Russian firearms maker that is burnishing its image and expanding into consumer markets.
The $380K campaign is introducing the legendary maker of the AK-47 as Kalashnikov Concern, or CK, with a tagline that translates to English as "Protecting Peace," and in Russian can mean "Weapons of Peace" or "Weapons of the World," according to the government-backed RT news.
CK is part of the state-owned Rostec corporation. The firearms maker, which supplies 27 countries but has been hampered by US and Canadian sanctions, said in September that it plans to double its annual output over the next three years. Earlier this year, it was reportedly mulling a pact with actor Steven Seagal to serve as global brand ambassador.
Apostol is the firm of media figure Tina Kandelaki, who co-founded the PR firm with Vasily Brovko, now head of communications for Rostec.
CK is the former Izhmash arms maker, which took on the Kalashnikov name last year and has made Ak-47s since their creation in 1949.
Newsweek reported last week that there are an estimated 100M AK-47s in circulation around the world in virtually every conflict zone. The assault rifles are the standard infantry rifle in about 80 countries.
The company is reportedly preparing to release an update of the AK-47, a new high-tech assault rifle, the AK-12.
Business leaders will face challenges in the upcoming year, some of which will come as a complete surprise, or beyond anyone's imagination.
Teneo has hired Philipp Grontzki, who is a 20-year veteran of corporate communications and financial journalism, as a managing director in its strategy and communications group.
Rowan Benecke, who co-founded Zeno Group and helmed Burson-Marsteller's tech practice, has joined McKinsey & Co as director of communications for North America.
BCW has named Golin's Matt Coldagelli EVP and leader of its corporate affairs practice in Chicago.
Abby Bailey, who headed corporate communications for Fedex in its Middle East, India and Africa region, has joined Teneo as managing director in Dubai.
Have a comment? Send it to 
No comments have been submitted for this story yet.