FROM A CREATIVE IDEA TO REAL RESULTS: GUEST LECTURE BY ANTON FORTUNATOV FOR STUDENTS

As part of the Marketing course, a guest lecture was delivered by Anton Fortunatov, Director of the Digital Art creative agency and an expert in marketing, creative communications, and the implementation of large-scale media projects.

The event brought together students majoring in D5 “Marketing,” D7 “Trade,” D3 “Management,” D2 “Finance, Banking, Insurance and Stock Market,” and C1 “Economics.” The students had the opportunity to explore practical aspects of modern marketing, gain insights into the operations of creative agencies, and learn from real-life examples of successful communication projects.

The central theme of the lecture was how to transform a creative idea into an effective marketing tool that not only attracts the audience’s attention but also delivers tangible business results. Emphasis was placed on the role of creativity in an environment characterized by limited resources, intense competition, and contemporary challenges.

During the meeting, Anton Fortunatov shared his professional journey, from working in television to managing creative teams and implementing large-scale marketing projects. In particular, the speaker discussed his experience collaborating with the TV channels “2+2” and “Novyi Kanal,” AIR Media-Tech, and other representatives of the advertising and media industries.

Special attention was devoted to real-world case studies from the lecturer’s professional experience. These included his involvement in the development of the international media project UNITED24 Media, collaboration with international influencers to promote Ukraine worldwide, and the creation of the YouTube project “Agent 3700” for PrivatBank, dedicated to financial literacy and fraud prevention.

According to the speaker, the latter project received professional recognition, including an X-Ray award, and was shortlisted for the prestigious Effie Awards.

Anton Fortunatov also focused on the development of marketing and creative strategies, building effective teams, organizing workflows, interacting with clients, and evaluating the effectiveness of marketing decisions.

Drawing on his own professional experience, he demonstrated that successful creativity is not merely an original idea but the result of systematic work, a deep understanding of the target audience, strategic thinking, and clearly defined objectives.

An important part of the lecture was dedicated to professional advice for students. The speaker emphasized the importance of continuous self-development, a willingness to experiment, mastering new tools, and not being afraid of making mistakes.

In his opinion, communication skills, networking, responsibility, teamwork, and the ability to adapt quickly to change play a particularly important role in professional development.

The practical value of the meeting was further highlighted by Anton Fortunatov’s proposal to provide students with internship opportunities at the Digital Art creative agency.

This initiative opens opportunities for students to gain firsthand experience of real business processes, understand how marketing teams operate, and participate directly in practical projects.

Organizing guest lectures as part of academic courses is an essential component of practice-oriented education, facilitating the integration of theoretical knowledge with the real-world experience of industry professionals.

For future specialists, such meetings provide valuable opportunities to broaden their professional perspectives, develop analytical and creative thinking, and gain a deeper understanding of current trends in the business environment.

We sincerely thank Anton Fortunatov for his informative and insightful lecture, engaging real-world case studies, valuable professional advice, and willingness to share his experience with the student community!

09.11.2026