“Under the Sun of Insights”: Kyiv hosts the biggest marketing marathon of the year

6 June 16:04

on June 4, the capital hosted a large-scale marketing event MRKTNG MRTHN “Under the Sun of Insights”, which brought together more than 500 participants and 40 industry experts. The event was organized by MMR online media together with the ekonomika business/media holding in the UNIT.City innovation space, "Komersant Ukrainian" reports.

The central theme of the marathon was the issue of keeping consumers’ attention in the face of information overload and turning real insights into working strategies. The event was hosted by Iryna Prokofieva from 1 1 Marathon and Volodymyr Rabchun from 1 1 Media.

Key speakers included representatives of leading Ukrainian companies and brands. Serhiy Grabchak from Oschadbank spoke about the bank’s bold investments in culture during the war, including collaborations with Litkovska, MAKHNO, and Tsvite Teren. Ksenia Sikorska from FUIB shared her experience of rebranding the bank, emphasizing:

“Beauty is not enough, there must be meanings.”

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Special attention was paid to military marketing and fundraising. Representatives of the Azov Brigade and TWID agency discussed the specifics of working with the military audience, defining campaign KPIs, and ways to scale. The discussion was moderated by Vitaliy Kapustyan.

Participants also learned about the latest technologies in marketing from Anna Gladirevska from EVA, who presented a virtual makeup fitting service, and from Daria Malikhatko from Publicis Groupe Data Science, who spoke about finding insights through visualization and BigData.

An important part of the event was the charity component: the organizers raised funds for tens of kilometers of communication for the 5th separate assault brigade. Each donation was equivalent to a meter that helps the military at the front line.

During the marathon, the best X-RAY marketing projects were also awarded. Oschadbank was the general partner of the event, and 1 1 media was the general media partner. Other partners included Motorola, L’Oreal Ukraine, AB InBev Efes Ukraine, and dozens of media partners.

MRKTNG MRTHN 2025 has become a platform for the exchange of experience between leading Ukrainian marketers and demonstrated how creativity and strategy can serve not only business but also support the country in times of war.

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Остафійчук Ярослав
Editor

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