Marketing & PR Review

Strategies, trends, and case studies in brand building and communications.

Latest articles

• Google, Move Over: How ChatGPT Ads Are Kickstarting the Billion-Dollar Battle for Decision-Making — OpenAI has quietly fired a shot at the core of Big Tech's business model. Vitalii Yermak analyses how ChatGPT Ads monetise the consideration phase — and how CMOs should reallocate budgets.
• Why Your AI Transformation Can Fail — and It's Not the Technology — Between 70% and 95% of digital transformation efforts fail — and the cause is rarely technical. Alexandra Govorukha, Ambassador of IT Association of Ukraine in the UK and UAE, Communications Executive
• Three Trends Shaping the Development of PR in Ukraine Today — Mykhailo Shuranov, PR Director of NEQSOL Holding in Ukraine, examines how uncertainty, compliance, and artificial intelligence are reshaping communications practice in Ukraine today.
• "Artificial Opinion": Vitalii Yermak on a New Reputation Management Model in the Age of AI — People increasingly learn about a company or an expert without opening a single article. Vitalii Yermak calls this effect "artificial opinion" and proposes a three-level operating model for reputation
• How to Build a Reputation Strategy in the Era of Artificial Intelligence: Vitalii Yermak's Experience — Every time a potential partner or investor asks ChatGPT or another LLM about you, the AI's answer will depend on how you implemented your reputation strategy. Vitalii Yermak on building reputation in
• How Ukrainian Technology Companies Shape the Country's International Image — Mikhail Shuranov, PR Director of NEQSOL Holding in Ukraine, reflects on how innovation, defense technology, and resilience are reshaping the way Ukraine is perceived internationally.
• The First Decision in Any Corporate Crisis Is Not Communication — When a crisis hits, executives instinctively focus on communication. But the first decision leadership teams should make is far more fundamental: what exactly needs to change — actions, perceptions, o
• Reputation Capital: Why Trust Is Becoming One of the Most Valuable Business Assets — For decades, corporate value was tied to factories and equipment. Today, an ever-larger share comes from intangibles — and reputation is becoming the framework that ties them together.
• Why Brand Purpose Is Losing Its Power — After years of purpose-driven marketing, consumers are growing skeptical. What comes next for brands?
• Why AI Won't Save Your Business — But Strategy Will — AI doesn't fix a broken strategy — it amplifies what's already there. Why the businesses that win in 2026 are those that build a clear strategic foundation first, and use AI to execute it with greater