Ukraine’s particular circumstances have, of course, led to a decline in the economy over the past two to three years, and we’re only now beginning to see the first signs of recovery. The rebound, I’m afraid, will be long and arduous. Market reforms and the creation of a favourable investment environment that attracts foreign and domestic entrepreneurs are the keys to creating wealth, jobs and opportunities. Against this background, the advertising profession has needed to downsize for survival. However, when growth in consumer spending returns and economic green-shoots begin to sprout, the demand for creative agencies will return and the prestige and success will be captured by those in the profession who stay ahead of the trends and offer clients the best solutions. I am bullish about the future of our business in Ukraine over the long term.
Ukraine never got a [Cannes] lion. What is your vision about ukraine become more relevant to world’s trends?
The push for creative excellence and effectiveness, which Cannes recognises and rewards, comes from clients – and must be matched by agencies. The most successful at Cannes are those who place importance on developing a client-agency partnership that fosters creative approaches. World trends are rapidly changing, especially as technology, data and content have become the major drivers of creativity and innovation. Virtual Reality experiences and Artificial Intelligence were among the main topics at Cannes this year. For Ukrainians to win at Cannes, they need to be present, stay ahead of the trends and offer clients creative and unique applications that solve their business objectives. It’s all within reach.