"When several years ago we started collaborations with the biggest Eastern-European PR network in inside discussions for some reason the word "creative" would cause a light rejection of our venerable colleagues - obviously, this word was not in their custom vocabulary. In future to be revealed: as classical PR industry was formed beyond  marketing. Thus methods which we have adopted from advertising sphere successfully, are unknown and unused by traditionally PR managers. For nothing!" - Ivetta Delikatna, Chief-Talent Officer of communication holding Atlantic Group, Member of the Board UAPR.

How traditional creativeness can help PR projects to be more brightly - will be the topic of UAPR's work-shop on 9th KIAF, 28 of may at 4:30 p.m.:

• Why creative decisions are important and how do they influence on campaign's efficiency. 
• two approaches to making creative decision
• Examples and cases of Ukrainian and world PR departments, which were built using powerful creative ideas.

These teams and projects will be present by the PR industry leaders.