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CONTENT Сreating experiences to build sustainable connections between brands and its audience
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MEDIAReach and segmentation to build client relations
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NEWS / 18.02.2026
Children influence 87% of parents’ purchases: how Alfa is changing marketing rules
Generation Alpha is already influencing the market despite not having its own income. By 2035, they will account for more than one‑fifth of the population — which means a long‑term redistribution of consumer power and brand attention. The key characteristics of this audience and the mechanics of engaging with it were explored in detail by the online media outlet MMR.
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NEWS / 14.02.2026
Blackouts and the advertising market: main risks
According to Oleksandr Krasnikov, Media Director at Publicis Groupe Ukraine, the situation with different screens in the capital varies and depends on their location. For example, some screens do not have their own backup power supply and operate according to the city’s general blackout schedules. Others are energy‑efficient screens that function using a diversified power supply system.
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