News

NEWS / 04.02.2026 SMM on Threads: how brands are leveraging the platform’s growing popularity

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.

NEWS / Design must be followed by operational change.” Why did Ukrposhta change its logo and visual identity for over UAH 600,000?

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 “At the time, Ukrposhta had a completely outdated logo and visual identity,” says Serhii Biloshytskyi, Creative Director at Saatchi & Saatchi Ukraine.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.

NEWS / The postal horn, the legendary UNR “shahivky,” and… hate? What market experts think about Ukrposhta’s rebranding

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.

NEWS / 23.01.2026 Reputation, new markets and partnerships: why and how Ukrainian companies should enter creative festivals — insights from Saatchi & Saatchi Ukraine, the agency behind a Cannes Lions gold win

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.

NEWS / 14.01.2026 Generative Search: Strategies for Keeping Ukrainian Businesses Visible in 2026

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?

NEWS / 30.12.2025 How to stay visible in generative search: tips for brands

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.

NEWS / 24.12.2025 Key takeaways of 2025: 12 questions for creatives

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

NEWS / 16.12.2025 Engaging Generation Alpha: Practical Tips, Key Insights, and Winning Strategies

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.

NEWS / 08.12.2025 New Year. New Century. New Wishes.

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

NEWS / 03.12.2025 Engaging Generation Alpha: Practical Tips, Key Insights, and Winning Strategies

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.