WPP's Group M Worldwide is handling Ukraine's Ministry of Culture and Information Policy's "Advantage Ukraine" campaign to promote confidence among businesses, investors and policymakers that the battered country will recover from the Russian invasion.
According to Group M's "memorandum on cooperation" signed in Kyiv on Aug. 17, the campaign will highlight opportunities available for "visionary business leaders and investors."
The multi-market advertising, PR and promotional campaign will drive home the message that Ukraine "is still open for business and has the potential to be a key cultural and digital technology European hub."
Advantage Ukraine is part of a wider program launched by the Ministry that will "showcase the variety of talent and expertise in Ukraine across sectors including agricultural, technology, education and the creative industries."
Group M's Warsaw office coordinates the WPP effort that includes participation from Ogilvy GmBH (Frankfurt), Hogarth Worldwide (Bucharest), Mindshare Poland and Hill+Knowlton Strategies (New York).
H+K's "deliverables" include communications strategies, message tracks, campaign/press materials, stakeholder/media engagement, interview preparation/facilitation, timeline, event facilitation and final media and materials output.
The Group M effort runs through the rest of the year.
Advantage Ukraine's target markets are the US, Canada, Czech Republic, Denmark, France, Germany, Hungary, Italy, Poland, Romania, Slovakia, Spain, Sweden, UK, Netherlands, Belgium and Japan.