Panel discussion: Marketing on the edge: trends, hype and bullshit 2025 [ukr]

Wanna listen

Every year, marketing specialists are sold new “must-have” trends: AI advertising, zero-click economy, meta-universes, personalization in every pixel. But which of them really works? Let's talk about how audience behavior is changing, why “pouring the budget into the target” no longer works, and what tools will survive in the coming years. No water, no illusions - just an honest discussion from practitioners.

What trends in marketing are already “dead” but still being sold?
What really works in the BANI world?
How to distinguish hype from a useful tool?
What are the must-have skills of a marketer in 2025?

IT Summit

Julia Petryk

CEO & Co-founder of Calibrated, Founder of Tech PR School, Co-founder of PR Army, and Author of PR_pub.

Specializes in international tech PR, teaches, and consults Ukrainian and international companies.
In 2023, she was recognized with the Future is Female award from Advertising Week and Warner Bros. and was named one of the 25 PR Innovators by PRovoke Media.
In 2024, she became the first Ukrainian to join the PR jury at the Cannes Lions.

Anton Lipskiy

Head of PPC Department в Netpeak Ukraine

Over 18 years of experience in digital marketing.
Has progressed from a contextual ad moderator to a Chief Marketing Officer.
Experience working with nearly all niches and business scales, from small companies to the top 10 Ukrainian advertisers.
The PPC Department team has successfully executed projects for ATB, Intertop, ARX, and COMFY.

Yelyzaveta Bordunova

Artist and media manager, founder of KYLTYRA agency

Artist and media manager, founder of KYLTYRA agency for meaningful communications and content. Host of business events and the podcast "How Do You Do It" about prominent Ukrainian entrepreneurs and businesses.
8+ years of creating content and communications, developing media projects, and leading creative teams.
Former editor-in-chief at Vector, bit.ua, and Amomedia (Genesis).
Instagram, Facebook

Valentine Hrytsenko

CMO Ajax Systems

The first non-technical specialist at Ajax Systems. He has been developing global marketing for 9 years
He has a total of 17 years of experience in marketing, having worked on the agency, media and client sides
Ajax Systems is an international technology company and Europe's largest manufacturer of security systems. Ajax products are trusted by more than 4 million end users and 290 thousand PRO users in 187 countries.