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.