The ‘Big and Clumsy’ vs. the ‘Independent Creatives’: Five Myths About How Ukraine’s Advertising Market Works

Despite the full-scale war in Ukraine, the advertising market continues to grow: new agencies emerge, the number of international awards for Ukrainian creative projects increases, and agencies are consistently featured in news and rankings. Yet, many stereotypes about the advertising business in Ukraine persist. I’ve worked in the industry for 20 years — on both the client and agency sides, ran my agency, and now, being a part of the team at the international communications group Publicis Groupe Ukraine, I’ll describe five myths about the country’s advertising industry.