Global: Focus on ... Ukraine

Population: 45,858,000
Urban/rural split: 68.5%/31.5%
Capital: Kiev
Monetary unit: Hryvnia
Age breakdown: 0-29, 37.3%; 30-59, 42.3%; 60+, 20.4%

Ukraine is an emerging free market that has been badly affected by the world financial crisis, and PR in Ukraine struggles to gain a foothold. However, as the digital market picks up and global brands make their mark,the industry may find its feet.


The most popular print daily is Kommersant, while TV channels include ICTV, 1 1 and TRK Ukraine, with the most influential, Inte, owned by the Ukrainian head of state security service. About a third of the population is online, with digital growing fast.

Major brands

Industry such as steelworks and mining is a major element of the Ukrainian economy. Metinvest Holding and Smart Holding are both big names in this area, while Telenor Group and Kyivstar are mobile leaders and vodka brand Nemiroff is a top seller.

"We don't focus too much on editorial. We are more interested in direct communication with our customers"

Zhanna Parkhomenko Head of corporate affairs, Kyivstar

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