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Graphic design in 2025 is a balance between technology and humanity. AI simplifies complex tasks, giving designers more freedom to experiment. Hyper-realistic 3D meets grainy gradients, technical minimalism meets the deliberate imperfection of hand-drawn graphics. It’s not just about how the design looks, but also about the emotions it evokes. So, in the new year, there will be room for both technology and creativity.

With the full-scale invasion, Ukrainians’ interest in their own culture has noticeably increased. The demand for popular performances and concerts has created a real hunt for desired tickets. In an exclusive column for AIN.Business, Maria Prus, Senior Strategic Researcher at Publicis Groupe Ukraine, along with speakers from the Franko Theater and the band SCHMALGAUZEN, explored the reasons behind this phenomenon.

Olena Sukhanova, Managing Director of MSL Ukraine and Publicis Ukraine, has over 20 years of experience in communications. She has worked with various business categories, managing projects for both international and Ukrainian companies. She has provided a full range of communication services, including strategic planning, ATL, PR, digital, and BTL. She is passionate about creating professional integrated teams that solve clients’ tasks through creativity and a holistic approach. She is distinguished by her entrepreneurial spirit and ability to develop exceptional relationships with clients. She has numerous industry awards, including the Grand Prix Effie. She has been a member of the Effie Awards Ukraine jury for 10 years.

UKRSIBBANK BNP Paribas Group, together with the creative agency Leo Burnett, has created a new series of videos for the campaign ‘Ukraine – A Place for Plans.’ Among them are stories of people who continue to realize their ideas despite any challenges. The director who turned life into stories is the already well-known Antonio Lukich.

When a person becomes a donor, they usually save several lives at once. This is reflected in the identity through lines-pathways that form the shape of a heart.

In today’s marketing landscape, where competition intensifies daily, it is crucial to understand the return on every hryvnia invested in advertising. Therefore, marketers continuously monitor which media channels deliver the highest profit, which target audiences are particularly receptive to specific messages, and how to optimize the budget to achieve the maximum results.

We will explain how and why, during a period of severe budget cuts and complete uncertainty, we chose the strategy of paying more for advertising contact, why our creatives were not in Ukrainian, and how LinkedIn, against all odds, became the most effective social network for the campaign.

Every year, Publicis Groupe enlists celebrities to send greetings to its vast global team. This year, the greetings featured none other than the iconic Snoop Dogg, known for generating hype.

The choice of Snoop was obvious, as the American rapper made a notable impact at the Olympic Games in Paris this year. He undoubtedly contributed to the vibe of this year’s events, turning them into a true spectacle.

The Brand Compass study by Publicis Groupe Ukraine identified the brands that have earned the most trust and affection in our country. The list includes both Ukrainian and international brands.

Confectionery products emerged as clear favorites, with Raffaello and Milka leading the way. Also in the top five are Pepsi, Coca-Cola, and Samsung.

Every day, brands compete for the attention of their consumers. Brand recognition is crucial for businesses to avoid getting lost in this sea of advertising noise. It’s not just about recognizing a logo or recalling a slogan; it’s about a deeper understanding of the brand’s values and uniqueness.

Numerous studies show that strong brand recognition enhances customer loyalty and increases a business’s competitiveness. However, this raises a logical question: how can one achieve a high level of recognition? How can you identify which marketing channels and tools work best? How do you avoid wasting budgets on ineffective strategies?