Separatist Vardanyan’s money trails around the world A web of corruption and PR schemes

Recently, foreign media outlets have once again displayed an unhealthy surge of interest in Ruben Vardanyan, the former "state minister" of the now-defunct separatist entity known as the "Nagorno-Karabakh Republic." To recall, Vardanyan has been charged with 16 articles of the Criminal Code of the Republic of Azerbaijan.

He has been charged under the following articles of the Criminal Code of the Republic of Azerbaijan: Article 100 (“Planning, preparation, initiation, or waging of an aggressive war”), Article 107 (“Deportation or forced displacement of the population”), Article 109 (“Persecution”), Article 112 (“Unlawful deprivation of liberty in violation of international law”), Article 113 (“Use of torture”), Article 114 (“Mercenarism”), Article 115 (“Violation of the laws and customs of war”), Article 116 (“Violation of international humanitarian law during armed conflicts”), Article 214 (“Terrorism”), Article 214.1 (“Financing terrorism”), Article 218 (“Organizing a criminal community (criminal organization)”), Article 228 (“Illegal acquisition, transfer, sale, storage, transportation, or carrying of weapons, ammunition, explosive substances, or explosive devices”), Article 270-1 (“Acts threatening aviation security”), Article 278 (“Violent seizure or retention of power or violent alteration of the constitutional order of the state”), Article 279 (“Creation of armed formations or groups not provided for by legislation”), and Article 318 (“Illegal crossing of the state border of the Republic of Azerbaijan”).

On September 25, 2023, Vardanyan was charged under Articles 214.1, 279.3, and 318.1 of the Criminal Code of Azerbaijan. He was declared wanted, and on September 27, 2023, he was apprehended and handed over to the investigation authorities.

Campaigns in support of Vardanyan were already in full swing during his short-lived tenure as the so-called "state minister." At the time, several Western media outlets spared no effort in glorifying the billionaire, portraying him as a saviour striving to preserve "Armenianness" in Karabakh from the so-called "bloody Turks." Now, with his impending trial, the narrative has escalated further. Vardanyan is being recast as a "hero" and a "political prisoner." After all, what better way to solidify someone’s heroic image than through an arrest?

Romanticism aside, money makes the world go round—especially when the so-called romantic hero happens to be a billionaire. The media articles defending Vardanyan are, unsurprisingly, financed by his own wealth. After all, law enforcement arrested Vardanyan, not his fortune. Reports suggest that his family members are reluctantly spending considerable sums to safeguard the patriarch’s interests.

Western media have launched yet another campaign against Azerbaijan, accusing the country of the "illegal arrest of Ruben Vardanyan." While many Western outlets routinely align with the Armenian narrative, let’s admit it’s far more gratifying to do so when there’s financial backing involved.

Azerbaijan’s actions regarding Vardanyan are fully protected under international law. Meanwhile, Vardanyan’s reputation as a globally known money launderer has only taken a further hit with this case. Unsurprisingly, he is proving to be a "complicated client," with his defenders seemingly charging him a premium for their services.

Not to mention that his case is being handled by some of the world’s most renowned PR agencies, including Edelman, which our website has previously covered. But, as the saying goes, it’s not just about Edelman.

A particularly significant role among Vardanyan’s agents working to discredit Azerbaijan is played by the oldest French advertising company, Havas Group—one of the largest global advertising and PR conglomerates, operating in over 100 countries. When we say "oldest," we don’t just mean one of the oldest; we mean the very first advertising firm in France.

What can we say? It’s only fitting—serving ancient clients should naturally be the job of an ancient business.

The company was founded in 1835 by Charles-Louis Havas as an information agency. By the end of the 19th century, it had become the largest and wealthiest advertising company in France, holding, among other contracts, the exclusive rights to place all advertisements in the Paris metro. Since then, much has changed—the company underwent numerous mergers and acquisitions, and its owners shifted, but no one ever thought of abandoning the venerable name—Havas. A fine tradition. Only now, it’s in less than virtuous hands.

The Vardanyan project is led by Stéphane Fouks, the Vice President of Havas, a well-fed man with a simultaneously crafty and steely gaze. Fouks is one of the most influential communication and public relations specialists in Europe, a Knight of the Order of the Legion of Honour—the highest state award in France. Let’s take a look at some details from the career of this businessman.

For example, in 2010, Fouks advised and managed the presidential campaign of then-President of Côte d'Ivoire, Laurent Gbagbo, who was later overthrown by the opposition and arrested for his notorious role in crimes against humanity. In 2011, Gbagbo became the first leader to face formal charges at the International Criminal Court (ICC). Moreover, according to French media, Fouks became a key figure in the controversial Cahuzac case in France. Former Finance Minister Jérôme Cahuzac was accused of embezzlement in 2013. Various sources suggest that Fuchs acted as a consultant to Cahuzac, helping him repair his tarnished public image.

Fouks also played an active role in shaping the image of Dominique Strauss-Kahn as a potential presidential candidate for France. He intervened in the publication of books and threatened publishers with lawsuits to protect Strauss-Kahn's image. For example, in 2006, when a book was released revealing the role of sexuality in French politics, Fouks threatened the publisher with legal consequences.

As seen from this brief overview, Fouks embodies the classic opportunist businessman, playing on the edge and sometimes crossing that line. Undoubtedly, Fouks’ enthusiasm for promoting figures closely associated with corruption and manipulation has brought financial rewards, even though it has called into question Havas's reputation. Furthermore, Fuchs shows little concern for his clients' reputations, often adding antagonistic figures to his portfolio.

The smear campaign orchestrated by Vardanyan’s relatives and their paid consultants against Azerbaijan is bound to fail. Azerbaijan is a strong enough state to defend itself against such attacks. At the same time, the foreign individuals and companies that, even for financial gain, chose to oppose the country's sovereignty and territorial integrity will not be forgotten.

In conclusion, it is important to note that the preparatory hearing for the criminal case of Vardanyan is taking place today, January 17. The case will be heard in the Baku Military Court, under the chairmanship of Judge Zeynal Agayev. The defendant has been granted all procedural guarantees, including the right to a defence.