WPP and the Ukrainian Government announced at Cannes today a partnership to attract investment into Ukraine and help rebuild its economy after the onslaught of the military invasion by Russia.
Oleksandr Tkachenko, Minister of Culture and Information Policy of Ukraine, discussed the forthcoming campaign in a session with WPP CEO Mark Read at the Cannes Lions Festival.
WPP's work on the effort is pro bono.
WPP agencies from Ukraine, Poland and Czech Republic will work with Tkachenko and his government colleagues on a marketing campaign, ‘Advantage Ukraine’ to demonstrate that Ukraine is open for business.
The initiative will target business leaders within the region and across the world to encourage investment to support the economic recovery of the country.
The wider program will showcase the variety of talent and expertise in Ukraine across sectors including agriculture, technology, education and the creative industries and its huge potential for commercial investment.
“I’m pleased to announce our partnership with WPP on our new Advantage Ukraine initiative that will create the right conditions for inward investment and create attractive opportunities for visionary business leaders and investors,” stated Tkachenko. “We want the world to know that Ukraine is still open for business and has the potential to be a key cultural and digital technology European hub.”
Added Read: “We are very proud to be able to support Ukraine directly through this campaign. Creativity has the power not only to solve commercial problems but to address some of the biggest issues we face. WPP’s partnership with the Ukrainian Government will aim to do both – underlining the enormous commercial potential of the country while supporting the economic recovery essential to rebuilding Ukrainian social and cultural life and ensuring a positive future for its citizens.”