During the 20th Ukrainian Student Advertising Festival, members of the student scientific club “Student Marketing Club M-Team” had a unique opportunity not only to attend a series of professional masterclasses but also to meet leading experts in the field of marketing and advertising in person. The event became an important platform for exchanging knowledge, sharing experience, and exploring modern practices in the communications industry, while also contributing to the development of a professional mindset among future marketers.
As part of the festival, a large-scale series of masterclasses was delivered by leading industry professionals, covering key areas of modern marketing - from crisis communications to digital tools and creative strategies. Each session was enriched with practical case studies, analytics, and real-world industry experience.
Olena Derevyanko, co-founder and partner of PR-Service Agency, Vice President of the Ukrainian PR League, Head of the APKBU Committee on Crisis Communications, Doctor of Economics, professor, and author of the book “General Theory of Reputation,” spoke about the role of creativity in building business resilience during crises. Her masterclass focused on how companies can effectively respond to challenges while maintaining audience trust. She emphasized that in today’s business environment, crises are inevitable, making it essential not only to react but to proactively develop crisis communication strategies. Special attention was given to creativity as a tool for transforming challenges into opportunities for brand growth.
Svitlana Shybetska, Brand PR Manager at IDS Ukraine, shared her experience in using influencer marketing in brand communications. She provided detailed insights into selecting the right influencers based on brand values and audience behavior. She also highlighted the importance of authenticity, trust between influencers and their audiences, and effective methods for evaluating campaign performance.
Dmytro Oltarzhevsky, Head of the Department of Advertising and Public Relations at the Institute of Journalism of Taras Shevchenko National University of Kyiv, addressed the topic of strategic media relations. His masterclass focused on building a systematic approach to working with journalists and editorial teams. He emphasized the importance of long-term partnerships, creating strong media hooks, and understanding the media’s role in shaping brand reputation, especially during situations.
Yevheniy Myronyuk, co-founder and Strategy Director of the Brain Tank marketing group, presented a session on developing powerful consumer insights. He explained that true insight goes beyond observation - it is a deep understanding of consumer motivations. Participants gained practical tools for audience analysis and idea generation that can evoke strong emotional responses.
Diana Bilous, Digital Marketing Manager at KFC Ukraine, spoke about audience engagement through digital apps. She focused on key trends in digital marketing, including personalization, gamification, and integrating brands into users’ everyday digital experiences. Her presentation demonstrated how technology can significantly enhance user engagement.
Oleksiy Lisovsky, Director and Founder of Priorate Group, shared real examples of advertising mistakes and ways to avoid them. He analyzed common reasons behind unsuccessful campaigns, from poor positioning to insufficient audience research. Through real-life cases, participants learned how even small mistakes can impact overall communication effectiveness.
Anastasia Lipanova, CMO of KFC Ukraine, presented case studies of the “Big Menu” and “KFC Large” campaigns. She outlined the full cycle of campaign development — from initial idea and market analysis to execution and performance evaluation. Attention was given to the role of creative concepts in driving brand awareness and business results.
Anna Ostapenko, CEO of Media First Ukraine, and Anastasia Zaitseva, Creative Director at Better Svit, introduced participants to modern careers in advertising. They discussed the transformation of the job market, emerging roles, and the importance of continuous learning. Their session helped students better understand industry expectations and career opportunities.
Mykhailo Petrusiak, Creative Group Head at Saatchi & Saatchi Ukraine, shared his professional journey in the creative industry. He spoke about the challenges faced by young professionals and emphasized the importance of creativity, teamwork, and bold decision-making in building a successful career.
The masterclass program was highly valuable and content rich. Representatives of the festival’s General Partner, KFC Ukraine, along with experienced professionals from the advertising and marketing industry, shared trends, insights, and practical tools for working in today’s dynamic environment.
The event became not only a source of knowledge but also a strong motivational boost for students. Live interaction with experts, the opportunity to ask questions, and exposure to real professional experiences helped participants gain a deeper understanding of the modern marketing and advertising landscape.
In conclusion, participation in the festival became a truly valuable experience for members of “M-Team,” opening new opportunities for professional growth, inspiration, and self-realization in the field of marketing communications.
03.04.2026
