PROGRAM
9:00 – 10:00
Registration and coffee
10:00 – 10:15
Welcome speech by the Head of BRAND UKRAINE, Maria Lypiatska
10:15 – 10:30
Opening remarks
10:30 – 11:00
Ukrainian Soft Power: a talk by Simon Anholt, author of nation brand concept
11:00 – 12:30
Panel Discussion. Soft Power: How the Great War Changed Key Narratives in Ukraine's Global Communications
This panel discussion will explore the phenomenon of Ukrainian soft power. The focus will be on Ukraine's best communication practices, which contributed to the country's success amidst full-scale Russian aggression and strengthened its resilience. The panelists will discuss the role of media and digital communications, diplomacy, and leadership in attracting sustainable international support. Moderator: Louis Brooke, Executive Director of Research and Strategy at Zinc Network Panelists: Viktoria Lialina-Boiko, Director of the Department of Communications and Public Diplomacy of the Ministry of Foreign Affairs of Ukraine; Konrad Jagodziński, Director of Place Branding at Brand Finance; Valentyn Paniuta, Head of United24Media, co-founder HyperNormal Agency; Alina Tornahi, Head of the Marketing and Communications Department of the Ministry of Digital Transformation of Ukraine; Daria Kaleniuk, co-founder of the International Center for Ukrainian Victory (ICUV), executive director of the Anti-Corruption Action Center.
12:30 – 13:00
Coffee Break
13:00 – 14:30
Panel Discussion. The Power of Brand: How Ukraine's Positive Global Image Can Facilitate the Post-War Recovery
How can we keep our fight on the world's agenda while also building bridges for post-war recovery? Is it now relevant to deepen knowledge about Ukraine beyond the news, develop strategies, and create "deferred demand" for tourism, investments, and attracting global talents to Ukraine after the victory? Moderator: Petro Darmoris, Head of PR & Partnerships BRAND UKRAINE Panelists: Serhiy Derkach, Deputy Minister for Community Development, Territories, and Infrastructure of Ukraine; Olena Shapovalova, Director of the Ukrainian State Center for International Education; Vitaliy Deynega, Founder of Come Back Alive Foundation and Ukrainian Witness media project, former Deputy Minister of Defense of Ukraine; Maria Yukhnovets, Co-founder and Board Member of the Association of Incoming Tour Operators of Ukraine; Kateryna Hrechko, CEO of Techosystem.
14:30 – 15:30
Lunch
15:30 – 17:00
Workshops
Zinc Network. Creativity Without Borders: How to Launch an International Campaign That Can Change the World (registration is closed)
An event by the British communication agency Zinc Network will be useful for representatives of creative industries and anyone not afraid to create bold international campaigns that go beyond accepted standards and inspire change.
How to Pitch Ukrainian Stories to International Media
The workshop is for those eager to tell the world about Ukraine more effectively. It will provide insights into creating appealing narratives that resonate with international audiences, and practical tips for successfully pitching Ukrainian stories to international journalists.
Ukraine.ua and UNITED24Media. Artificial intelligence and storytelling: the power and pervasiveness of digital communications
A workshop will be beneficial for those looking to master tools based on artificial intelligence. Together with digital storytelling, they revolutionize international communications and open new possibilities for audience engagement.
BRAND UKRAINE and Detector media. Disinformation's Impact on Country Image and Perception and Strategies to Counter It
The joint workshop by BRAND UKRAINE and Detector media is intended for international delegates, government officials, and anyone involved in strategic communications. The focus of the discussion will be the relationship and impact of disinformation on the country's image. We will analyze effective strategies for detecting and countering disinformation.
17:00 – 17:15
Coffee Break
17:15 – 18:00
Sergiy Klimov: Ukrainian wine as an unexpected instrument of promoting Ukraine on the international stage
The speaker's presentation will focus on 10 facts that the international audience needs to know about Ukrainian wines – from history, local grape varieties and new regions to the resilience of Ukrainian winemakers who continue to produce wines in close proximity to the frontline and under the sound of Russian missiles.
18:00 – 20:00
Tasting of Ukrainian wines and contemporary Ukrainian cuisine