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Trends, memes, cross‑posting or unique content — brands are competing for the attention of Threads users in different ways. But is that enough as the competition grows? And what creative solutions are businesses choosing to stand out on Threads? Alina Semeniak, SMM specialist at Publicis Groupe Content, explored these questions.

Creative festivals have long since stopped being merely a showcase for ambitious ideas — today they’re an expensive but potentially high‑return growth tool for agencies and brands. The real question is how to turn award submissions from an emotional gesture into a deliberate business strategy that actually works. A guide by Serhii Biloshytskyi, Creative Director at Saatchi & Saatchi Ukraine.

Today, Ukrainian companies are facing radical shifts in digital marketing: artificial intelligence is reshaping how search engines work, creating both challenges and powerful opportunities for growth. More than 50% of Google queries now trigger AI Overviews — intelligent summaries that give users ready‑made answers without sending them to websites and without showing ads. For businesses, this means one thing: adapting to the new search reality is no longer optional — it’s essential. Is your company prepared for the next era of search marketing?

Search no longer works by the old rules: more than half of search queries now include AI Overviews. Does this sound like a challenge? Or perhaps an opportunity for growth? To win, brands must understand the new reality and adapt to change. So, how is AI‑powered search reshaping the way Ukrainians behave and make choices? Is this the end of the SEO era? What should brands do to appear in AI‑generated search results? And how should marketing strategies evolve to succeed in the AI‑driven reality? Find answers in the article by Maryna Navrotska, Head of Product Marketing at Performics Ukraine.

Today we’re spotlighting year‑end insights from top creatives — featuring Serhii Biloshytskyi, Creative Director at Saatchi & Saatchi Ukraine.

Key strategies and digital habits of Generation Alpha — from TikTok to AI and gamification. These insights were shared by Maria Prus, Senior Strategic Researcher at Publicis Groupe Ukraine, on MMR, and we’ve adapted the material for SPEKA readers.

Groupe brings its past to life with AI and innovation, to celebrate its first century and set a course for the next

As of 2025 estimates, Generation Alpha already numbers over 2 billion worldwide and more than 4 million in Ukraine. Soon, they will become active drivers of the economy. We decided to study their behavior right away. In the latest wave of our annual RACE panel research in 2025, we additionally surveyed an audience aged 12–15. This helped us understand who these young people are, and now we can share these insights with businesses to shape their future strategies.

Every 15–20 years, a new generation emerges — a group of people united not only by their birth years but also by the environment in which they were shaped and raised. These conditions define their values, behaviors, and expectations of the world and brands.