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Since 2024, Publicis Groupe Ukraine, in collaboration with the global research company Global Web Index, has been conducting the Brand Compass study across 42 countries, including Ukraine. One of the key dimensions explored in the study is how consumers perceive brands within selected categories, focusing on: Brand Love, Trust, “A Brand for Me” (Emotional Closeness), and Social and Environmental Responsibility.

Despite the full-scale war in Ukraine, the advertising industry continues to evolve. New agencies are emerging, Ukrainian creative projects are winning international awards, and local agencies are consistently featured in the news and industry rankings. Yet, many stereotypes about the Ukrainian advertising business persist. I’ve spent 20 years in the industry — on both sides of the table (client and agency), ran my agency, and now I’m part of the international communications group Publicis Groupe Ukraine. Having gathered what I call a “360-degree perspective,” I’m ready to debunk five common myths about Ukraine’s advertising industry.

Tetiana Slyvko, Managing Director of Saatchi & Saatchi Ukraine, Olena Bakum-Ramola, Chief Creative Practice at Publicis Groupe Ukraine, and Olga Buzunova, Director of Publicis Groupe Content, shared their insights from the Cannes Lions.

In June 2025, the Minefield Honey project won Ukraine’s first-ever Cannes Lions Gold. In 2026, honey harvested from Ukraine’s mined meadows may be sold in German supermarkets. The teams from Ukraine’s Ministry of Foreign Affairs, the agricultural holding Kernel, and the agency Saatchi & Saatchi Ukraine had been working toward this since 2023, when the first batch of honey was bottled. How much has it raised for demining?

Saatchi & Saatchi Ukraine made history as the first Ukrainian agency to win a Cannes Lions Gold for the ‘Minefield Honey’ project. The team received the award in the category ‘Sustainable Development Goals: Decent Work and Economic Growth’ at the prestigious Cannes Lions International Festival of Creativity 2025.

The second season of the Minefield Honey creative campaign — a collaboration between Saatchi & Saatchi Ukraine, Kernel, Ukraine’s Ministry of Foreign Affairs, and Dronarium — earned a Bronze at the 2025 Cannes Lions advertising festival. The project was awarded in the ‘Corporate Purpose & Social Responsibility’ category, according to the festival’s official website.

Leo Burnett Ukraine developed the identity, website, presentations, and social media design for the organization. All materials were created following the HumanKind philosophy — an approach centered on people, meaning, and purpose. It’s a belief that creativity can change behavior and communicate important messages through simple yet powerful imagery.

A Public Talk with Ukraine’s Leading Business Executives, Hosted by Radio NV.

I’m Daria Malikhatko, Data Science Director at Publicis Groupe Ukraine. For over 10 years, I’ve been developing business analytics, automation, and research practices to support communication strategies and campaigns for major brands in Ukraine.

In January 2025, Google introduced a new open-source solution, Meridian, a Marketing Mix Modeling (MMM) framework. It empowers advertisers to set up and run in-house MMM to evaluate the ROI (or simply, the return) on media investments and optimize their marketing budgets. But what does this mean for Ukrainian businesses? Is it that easy to launch MMM in-house? And why did Google release a solution that spans all media channels — and what makes it stand out?