Recent articles

Every year, branding promises a “new era.” This year, three major shifts are clearly emerging. First, agentic AI is changing the very logic of branding and marketing: from strategy to daily decisions. Second, personal branding is no longer a “performance” and is increasingly becoming an asset: with control, its own audience, and real relationships, rather than reach for the sake of reach. And third, visual identity is evolving from a set of static elements into flexible systems that work with feelings, experience, and context, not just form. So, here are the key branding trends that will define brand strategy, personal brand development, and identity design in 2026. Strategic branding: AI agents, the human factor, and experience In 2026, simply “being visible” is no longer enough. AI agents have fully entered the game and are increasingly influencing people's choices. Not as...

Marketers and designers can work together to create magic that sells if they form a true dream team. Marketers know their audience and its pain points inside and out, while graphic designers translate this knowledge into visuals that grab the audience's attention at first glance. That's why today's brand success depends on the synergy between these two—without mutual understanding, good design won't sell, and a smart strategy will look too boring if it's not backed up by visual creativity. Who is a marketer: strategy above all else Who is a marketer in today's reality? It is a strategist who turns business data and audience behavior into sales. A marketer is a specialist who puts themselves in the customer's shoes: they research what worries them, what makes them happy, where they spend their time online, and how they live. They study...

In recent years, artificial intelligence has become one of the most influential tools in marketing. Predictive analytics, automatic campaign optimization, fast data processing, and scalability have significantly changed the approach to work. What used to take weeks can now be done in hours or even minutes. Platforms such as ChatGPT, Claude, and HubSpot AI are already capable of writing texts, creating advertising materials, suggesting targeting settings, proposing changes to website structure, and assisting with real-time budget allocation. AI is also actively used in web development and code work. At the same time, it is important to clearly understand the limits. Artificial intelligence is not a marketer. It is a tool that works within a given framework and is not responsible for the final result. Why is automation without control a risk? AI really does make digital marketing faster and more...

Content is a real gold asset that can work for you 24/7, bring in leads, and pay for itself for years. Your articles and other materials can become a magnet for customers, and it is quite realistic to implement this on your platform or in media relevant to your target audience. Content as a strategic investment: why now? Content is not only an expense, but also an investment that grows in value, like real estate. Because what is content? It is any valuable information: posts, videos, guides, infographics, or podcasts that build trust and attract traffic from search engines and social networks. People read blogs before buying because they can find more niche and honest reviews there, not just banners. No matter how you look at it, digital content has the currency of attention: it keeps the audience engaged, feeds...

How to start your career from scratch in 2026? What should you do first and how not to burn out at the start? To find out and analyze your personal mistakes at the beginning of your career, we talked to experts! Top HR managers and recruiters from the industry talked about the real start of a career in 2026. So, take notes! Let's imagine that you need to start your career from scratch right now. What should you do to get off to a successful start? Hanna, HRD WWL, Head of Recruiting WWG The first and most important step for me would be to choose a mentor. Consciously choose a person from a large company with a good background who: understands real processes, can teach the basics, takes you on as an assistant, and doesn't just “give advice.” Daria Kononova,...

Now mobile advertising takes up 75% of all digital budgets, as users spend more than 5 hours a day in mobile applications. Mobile advertising is no longer just a tool, but the basis of performance strategies for brands, companies and buyers. Below we will consider formats with real cases, the best mobile ads platform and effective tactics. Market status: why mobile advertising wins Mobile advertising in 2026 is an in-app ecosystem with 8 billion active devices. Also, regular banners can lose due to ad blockers. Currently, mobile advertising and its development prospects are closely tied to AI, which enables high-accuracy conversion predictions and targeted advertising that considers user privacy. For example, in Ukraine, TikTok Shops and Instagram Reels give vertical videos a conversion 4 times higher than horizontal formats. Therefore, mobile advertising is a must-have for performance campaigns. Top mobile...

February events for arbitrageurs and affiliates raise a lot of expectations! You never know where a snowfall will turn into an avalanche of leads, so experts need to attend various events for their own development and business. In 2026, this month definitely promises to be interesting: European conferences, LatAm gives the first signals about the liberalization of gambling, Africa shares insights about Tier-2 models, and Web3 hackathons are already warming up crypto traffic. This selection will have nine events that will really affect the market. Here you will find everything: from classic affiliate summits to iGaming hubs with local regulatory insights. It will be useful for CPA networks, gambling traffic, e-commerce affiliates and specialists in the field of arbitrage. Start of the month and immediately top 1. SiGMA Eurasia 2026 When: February 9–11, 2026 Where: Dubai, UAE Imagine: you walk...

Until recently, many people approached TikTok Ads with the same approach they used for Facebook or YouTube. Neat design, balanced graphics, corporate colors, perfectly matched fonts. Formally, everything is correct. But in the TikTok feed, such creatives often disappear in seconds, without even having time to convey the message. The problem is not with the algorithms or “poor presentation.” The problem is that TikTok reads videos differently. For the platform, it is not important how beautifully the video is designed, but whether it fits into the rhythm of the feed, whether it is convenient to watch on a phone, and whether it looks out of place among the usual content. TikTok does not have official lists of allowed colors or correct fonts. Instead, the platform constantly hints at how it evaluates creatives. Through format, dynamics, readability, and the first seconds...

We are used to believing that the more plans, control, discipline and “correct” rituals, they automatically lead to development. But very often behind this is only an imitation of movement, busyness without a real result. So we asked about real anti-productivity from various creatives in the industry and found out what worked and what didn’t. What did it lead to? Find out in the material! What did you do for quite a long time to get “development”, but now you understand that it was an imitation of movement? Oleg Kupets, owner KuTeam, KuPartners For a long time I thought that if I planned every step of my life and adhered to deadlines, I would be super efficient and productive. And accordingly, I would grow faster. But, that was a mistake, in reality everything turned out to be simpler and less...