On April 1, there was a Zoom meeting for advertisers on wartime marketing. The event was announced in the adsforUA Telegram channel .
Announcement Advertising during the war
We share the experience of what we are doing now :
How we help Ukraine.
Development scenarios and forecasts.
Answers to questions.
Participants :
Vladislava Denys , creative director of Cheil Ukraine, president of the Art Directors Club of Ukraine.
Moderated by :
Herman Sevalnev , co-owner of the VDVOKH agency
Video meeting recording:
And now a transcription of the questions that were considered in relation to marketing during the war.
1. Isn’t the phrase “Advertising during the war” an oxymoron for you?
In fact, this is a certain oxymoron, because there has been no advertising in Ukraine since February 24. Something pointy is placed
in the digital . If we talk about offline in our holding, then a very large share of direct offline advertising is the combined telecast of several channels and radio stations that have merged since February 24. There are no ads
on the radio .
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On television – only social. Outdoor advertising is dedicated to a Russian warship, which cannot but please.
Digital has a very spot-on SMM, and we’ve stopped everything little by little. Only now, individual advertisers or businesses that have more or less stayed afloat are asking questions and considering the possibility of some point return of certain media activities with geotargeting in those territories where there are currently no active hostilities.
Talking about advertising
the point of view of even small manifestations of it, then of course it is. I have a very good fashion designer friend, Sasha Gapchuk . At the moment, he sews discharges for armored vehicles and discharges for weapons. And for the first time in my life, I really saw model Bronics, they look very attractive. And he promotes them through his buy 99 acres database Instagram. This is advertising.
If we are talking about large system budgets , then they have come to nothing and this will continue until at least the end of 2022 according to my personal estimates.
A very similar situation with television
Advertising , most likely. That is, as long as we have a unified television network, unified broadcasting, there will certainly be no advertising there. But this is a third of 25-30% of all courses on the market. What we have now in the form of advertising is an entrepreneurial initiative. But this is not an advertising system. But without popularization of one’s services, nothing agb directory happens, so this is systemic advertising, there is no systemic economy.
The only thing that works well with us is the mobile connection to the National Bank . Based on these 2 components: the presence of the Internet, the presence of communication and the National Bank, we hope to revive the economy in about 2 years.
I work for a Korean network agency
We have a very interesting situation – our bosses believe in our victory, so they left the agency afloat and pay salaries. There is no such thing as downsizing, they are commercially convinced that everything will come back and keep the agency, pay taxes, etc.
What do we do? We advertise for Moldova because we support the Moldovan market. And what we did recently was to remove the letter Z from the advertising of Samsung products last year. We were not the first, the Baltic countries were the first to do it. This is one commercial side.
Consider advertising in these difficult
times an oxymoron, because advertising is communication , first and foremost. If we talk about the commercial side, which is obviously frozen now, we in the club are talking to our western media people, to LBB online , to D&AD Festival , to Cannes , to those we didn’t have access to talk to, everyone who gives us some kind of donation and media support, agree that now it is necessary to retain people, their culture, belief in victory, creative effort, potential. So we are currently developing initiatives for the future, we will get help from the D&AD Festival – they excluded Russia from the festival and the money that was intended for it, they want to go to Ukraine.
Develop our online school for Young
Creatives, and keep the budgets for submitting to international festivals. We have already agreed with many festivals that Ukrainians will apply for participation for free. And now we are agreeing on the same thing for next year.
The PR market is very small and narrow,
Media, we understand what the media are currently writing about and rush with some other informative messages besides informing the population about the course of military events, humanitarianism, etc. Maybe it doesn’t make sense, it’s not the kind of news people want to read. However, we now have a separate niche that we have occupied and that is working, it is analyst monitoring and crisis communications. Because all our clients believe that we will definitely win, they do not plan to leave the Ukrainian market, but they may partially limit their advertising and PR activities, etc. But they are sure that in a few months we will renew our retainers. That is, no contract has been terminated, they are suspended either partially or in full.
And we have now singled out 2 such niches for ourselves, with which we can fully maintain the staff, pay salaries, and we have also paid taxes in advance.
We have offered our international partners, our staff with very good fluent written English , that we can do some work for their clients. Of course, these are not our full-sized fees, but these are the fees that can cover the wages of our employees in Ukraine, and they can continue to do their work, who now have the Internet and have access to workplaces.
Crisis communications, monitoring-analytics
for several international clients who have attached a trailer to some clients: for example, companies left the Russian market, and their exit from the market was not properly communicated and negativity is starting to fall on them too.
We also refused several large clients who did not leave the Russian market, they also wanted crisis communications in Ukraine. Despite the big budgets, we are not ready to work with them.
We are an independent agency, more focused on digital, social media, and in general we have strategies.
If we talk about advertising , here we need to look at what we understand by advertising. If it is media placement, classic budgets and 360, then of course there is no such thing and it is an oxymoron. It is there somewhere, for example, we have several clients, including banks, finance, which are now intensifying their activities in the western regions and they have very interesting products there. The banking and financial sector is working in some way now, but these are very local things.
And if you look at advertising as something broader, for example, it is some strategic directions, it is timewatching, communications, future planning, expansion , etc., then no, it is not an oxymoron, it is and should be. And those
have now to carry out strategic work, for which there was always not enough time, but there is a margin of safety and they understand that they will not conduct active advertising campaigns, but will invest in production, they have money and time.
global businesses that are trying to move to the markets of Europe and the USA.
