Speakers

Iryna Balashova

iProspect

She is a CEO, iProspect Ukraine, the global digital marketing agency.

She has been working in marketing agencies for 10 years. In iProspect Ukraine Iryna started as an account manager and three years after took on the role of CEO of the company. lifecell, Mastercard, NESTLE, Toyota, SEB Group, British American Tobacco, Fora, Bayer, Danone and others are among the clients of the agency.

iProspect is annually included in the TOP ratings by IAB Ukraine and is a certified partner of Google and Meta.

Advertising and Promotion

11:40-12:00

Connecting to Reality: brands communications on the second year of full-scale war. Successful stories and failures from lifecell

Discussion panel

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Key issue: Marketers believe that people still expect brands to show care and mention volunteering, charity, and extremely high level of social responsibility in wartime communications. Well, is it so?

In its own research, lifecell found that despite the fact the war remains the major issue in the Ukrainian context, the audience is already ready to perceive other topics in brand communications. Moreover, by continuing to use narratives of the beginning of 2022, brands do not stand out from the competitors.

The report highlights:

1. How did lifecell survive at the beginning of the war, when all the company’s resources were redirected to rebuilding the damaged infrastructure and advertising budgets were cut. What was communicated and done.

2. Audience insights regarding marketing communications of brands in 2023: what tone of voice will be appropriate in communications in the coming year.

3. Cases of how lifecell changed its communication in response to mood and context changes in the society.

4. Shit happens: examples of unsuccessful communication solutions.