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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.

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.

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.

The company has already rebranded in 1992, 2009, and 2017. Ukrposhta’s previous logo — shaped like a geolocation pin — appeared nine years ago and was developed by Saatchi & Saatchi Ukraine. “At the time, Ukrposhta had a completely outdated logo and visual identity,” says Serhii Biloshytskyi, Creative Director at Saatchi & Saatchi Ukraine. The company wanted its visual system to align with its development strategy — including the launch of international and courier delivery services, the expansion of logistics, and other changes. According to him, the current team at Spiilka Design Büro has added more ‘Ukrainianness’ to the brand identity.

I would rather call it a restyling, and I like it. To me, it feels like an evolutionary development of the postal horn we’ve been familiar with for the past ten years — a layering of new meanings. Some of us saw a geolocation pin in it, while colleagues at Spiilka saw the letter “U.” > > From a professional perspective, I can only applaud the project’s design team. The result is both meaningful and stylish. I suspect that for most people who are not particularly interested in advertising or creativity, almost nothing has changed — which means Ukrposhta has certainly not lost recognisability. Therefore, from a professional point of view, I can only applaud the design team once again. The result is meaningful and stylish.

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.