On February 10, 2026, students majoring in D5 “Marketing” at Kyiv National University of Technologies and Design participated in a master class organized by the Organizing Committee of the 20th Ukrainian Student Advertising Festival in cooperation with the General Partner, KFC Ukraine, on the topic: “Brand Values and Effective Communications in Contemporary Marketing.”
The event focused on examining the role of brand values in shaping long-term communication strategies and in developing creative advertising campaigns capable of establishing a sustainable emotional connection with youth audiences. Attention was devoted to the integration of a global brand identity into the local socio-cultural context of the Ukrainian market.
The master class was delivered by representatives of KFC Ukraine: Brand Manager Yana Lut and Chief Marketing Officer Anastasiia Lipachova.
In her presentation, Yana Lut comprehensively outlined the system of corporate traditions and values that constitute the strategic foundation of the brand. The mechanisms of transforming KFC’s global heritage into the national cultural environment were analyzed, and it was demonstrated how brand value orientations are implemented through specific marketing tools - from the development of tone of voice to visual and creative solutions within the company’s communication policy.
A separate segment of the presentation was devoted to the analysis of successful creative cases that received high recognition at both national and international levels. Interest among the audience was generated by the presentation of a nationwide promotional campaign featuring Monatik. The speaker elaborated on the principles of selecting a brand ambassador, the specifics of developing the communication mechanics, and the evaluation of cooperation effectiveness, emphasizing the importance of aligning brand values with the personal brand of a public figure.
Anastasiia Lipachova complemented the presentation with a strategic vision of brand development in Ukraine, outlining contemporary approaches to building marketing strategies in a highly competitive environment. Special emphasis was placed on the importance of analytical tools, audience segmentation across generations, and the adaptation of communications to transformations in media consumption patterns.
Furthermore, particular attention was paid to the role of digital tools, integrated marketing campaigns, and corporate social responsibility in addressing current socio-economic challenges. The speaker also provided practical recommendations regarding professional development and career advancement in the fields of marketing and advertising.
The event was conducted in the format of an open dialogue, which encouraged active student participation in professional discussions. Representatives of Kyiv National University of Technologies and Design had the opportunity to interact with students from various regions of Ukraine, including Kharkiv, Dnipro, Lviv, Odesa, Chernivtsi, Chernihiv, Zhytomyr, Ivano-Frankivsk, Rivne, and other cities. Participants exchanged ideas, presented their own concepts, and addressed questions to the speakers, thereby fostering interuniversity communication and professional networking.
The student and academic community of Kyiv National University of Technologies and Design express its sincere gratitude to Yana Lut, Anastasiia Lipachova, and the Head of the Union of Advertisers of Ukraine, Yevhen Romat, for supporting this educational initiative and for their significant contribution to the professional development of future specialists in the field.
The organization of such events contributes to the establishment of a sustainable platform for professional dialogue between business and the student community, ensures the integration of academic knowledge with practical experience, and fosters the development of a new generation of competitive professionals in the Ukrainian advertising industry.
16.02.2026
