Father #2 eng by FEDORIV

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CONTENT 5 FATHER FOR FATHERS 6 STRATEGY=IDEA

Why should a business owner be a marketing expert as well?

8 FEDORIV NEWS

father FATHER FOR FATHERS

Made with feeling

10 REDDOT AWARD 2014 WINNER IN PACKAGING DESIGN 14 ONE KINGDOM IS NOT ENOUGH FOR ME

Non-traditional life rules of two businesses owner, a real MOTHER Olga Gutsal

Andriy Fedoriv talks with the legendary Ukrainian boxer Vladimir Klitschko

27 FEDORIV HUB – THE OFFICE OF THE FUTURE

62 EVERYTHING HAS CHANGED

A few years ago, FEDORIV created a concert show programme for the Russian iconic rock band DDT which was presented to a large audience during its road tour in over 100 cities

28 BIG SAUSAGE STORY

5 years of successful cooperation. FEDORIV and Ostankino meat-processing plant.

40 A WAY FROM HERE TO THE SEA

70 FAMILY BUSINESS

"How can one tell the world his story? Out of what seem at first glance to be important…" Alessandro Baricco, one of the best writers of the time.

Vladislav Burda, owner of the RedHead Family Corporation talks about family values, growing a business, the transformation from being an entrepreneur into being an owner, and about dreams

46 THE RUNNING BANKER

SLAMSTOP is a car door system providing smooth silent closing of doors. FEDORIV strained after launching the brand in markets of dozen countries.

58 TEDx KYIV CONFERENCE

Guide to the FEDORIV International Marketing Company

HE WORK OF EVERY MASTER IS AN EVOLUTIONARY process. You plunge deeper year after year, and the things you delve into get more and more complicated. But the paradox is that this is a way to go from the complicated to the simple. From mind-bending speculations and multi-layered formations to clear and elegant ideas. It takes, however, years to find clarity and attain elegance. This is what I have learnt for 15 years in marketing... There are two kinds of businesses. The first ones are soulless businesses created to make quick money. They revolve around instruments, processes and instructions. For some reasons that I find irrational, some of them are successful if you equalize money and success. The second ones are businesses that have a soul. These are companies headed by the Owner who has put his soul into it, not companies owned by abstract stock-holders and managed by a board of directors. Through thin threads and invisible channels, emotions and energy emanated by the Owner enter each office, plant or store, ultimately creating a unique air, drive and incentive in his company. The nature and values of this person are manifested in everything

Andrey Onistrat became the owner of the National Credit bank at age 35. However, his name comes up more often in sports news than in business news. What is more in Andriy Onistrat - banker or athlete?

52 MIND YOUR EARS!

Marketing. Creativity. Investment

18 BOXING IS ONE OF THE CRUELLEST SPORTS, BUT IT RESEMBLES LIFE THE MOST

76 TYRES WITH CHARACTER

83 MANEZH. I WOULD LIVE THERE 86 TIME TO SAY GOODBYE

Alexey Sai is a modern Ukrainian artist. Talking with him about modern art, you can get carried away and you won’t feel lost.

90 EACH FILM IS A START-UP

Film producer Oleg Kokhan calls himself a “manager of geniuses.” He considers feelings that draw awe and admiration to be the best award for his job, not money or awards.

94 WELCOME TO FEDORIV

Why does a company operating in a narrow B2B market, where everyone knows each other, need a brand? Andriy Fedoriv speaks about this and many other things with Oleg Shulyak, the founder of the Dalnoboy corporation.

around his business – from interior to sales. In everything! When having lunch in a restaurant or buying a product, you may have no idea who the restaurant owner is or who the brand belongs to, but you understand at once if one has put his heart into the restaurant and the product. I believe and I do know that a brand is an emotion. There’s the only way to succeed these days by fair means. You should make a consumer enjoy unique emotions and give him a new experience. To achieve that, designing a catchy logo, developing a brand book or running a good promo is not sufficient. It’s bla-bla-bla, and a consumer will feel it. A brand should be a business’s emotional driver and affect its values. A brand is an entity that unites the company owner with every customer and buyer. Today’s business is an exchange of emotions for money. And these emotions are those of a business owner. These people are FEDORIV’s customers, and this issue of Father is devoted to such people. Have a nice read! Andriy Fedoriv Founder of the international marketing company FEDORIV

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Marketing. Creativity. Investment

Strategy = Idea is a step-by-step algorithm and a set of tools for a business owner that enables him to transfer from sporadic ad campaigns to consistent brand management, to boost employee’s motivation, to generate growth. The workshop is based on our 16-year practice in the CIS, and analysis of our own projects on launching brands in real conditions, under cost and time pressure and with due account to international approaches that require special adjustment. The workshop has been developed by а business owner for business owners. Why should a business owner be a marketing expert as well? Because he is the most interested party. He realizes the price of a decision better than any top manager. He is beyond the bonus – salary – kickback coordinate system. He is willing to take risks because a good strategy leads to changes in business, and he has full capacity to approve such decisions.

ANDRIY FEDORIV, Originator of S=I and founder of FEDORIV international marketing company, “Successful marketing comes from the ability to create a strategy of development, not just high-performance ad campaigns. After fourteen years of working in this sphere, I can safely say that the projects that were created with the owners involved were the most 6

efficient! Nowadays, we work directly with business owners only. We have vast unique experience and believe we must share it.” When creating S = I, we set a mission to produce turnkey business development tools; to transform marketing from sorcery to tangible, reproducible and useful technology and; to present strategy implementation case studies for domestic and international markets.

The course’s hallmark is that it consists of 80% real examples of marketing strategy implementation. Theoretical units serve as cement in the wall – for bonding bricks. The main building blocks in the course are case studies where marketing strategies were put in place in various business spheres. Some examples analyze the projects delivered by a FEDORIV team.

The event is run for company owners only, and most of them manage their businesses themselves.

Some cases are brought up by guest company owners. They have included both middle businesses and global market operators like the Ostankino Meat Processing Plant (Russia) or Khortytsa (Ukraine). Guest experts – designers, digital media experts and media auditors – take the floor. The guest expert lineup changes all the time. S = I was attended by Khortytsa owner Evgeniy Cherniak (Ukraine); CEO for AVT Bavaria Alex Timofeyev (Ukraine); Deputy Director for GfK Ukraine Gleb Vyshlinsky; CEO for Taevas Ogilvy Rein Iida (Estonia); Chief Commercial Officer for the Ostankino Meat Processing Plant Sergey Popov (Russia); restaurateur at Resta Corp. Saveliy Libkin (Ukraine); Head of the Board of Directors at PocketBook International Oleg Naumenko; designer Liliya Pustovit (Ukraine).

This is course logically structured, each day is devoted to a specific set of issues and business tools. Day 1: Mainstream marketing strategies, consumer knowledge, research overview, segmentation. Day 2: Wholly dedicated to branding, communication. Non-TV channels get more of an emphasis each year. We talk much about design as a marketing tool. Day 3: We picture marketing’s future, which is already here actually – digital, planning and marketing budgeting technologies. Each case study and each unit ends the same way: members have to draw a conclusion of “how this is going to be applied for sales.”

Strengths Marketing must make sales, a money-payer should stay happy, and you should make a difference. How does S = I communicate these principles?

You start marketing upon giving an answer to the question, “How do we make a difference?” No answer – no marketing! 7

Result Business owners have a chance to get their brands analyzed quickly, and discuss their strengths and challenges with other attendees. Tough questions, honest answers, unexpected conclusions. . . Fast, clear, to the point and above all – efficient! As our discussions involve the owners of various types and sizes of businesses, some really surprising and valuable ideas are born.

Marketing. Creativity. Investment

The brand’s mission is that a purchaser should give his money and stay happy.

How it works You fall out of your regular life for three days. You come to one of the most respected business schools in Kiev (the course is organized under the auspices of KyivMohyla Business School) and, during a three-day span, you get substantiated replies to the questions related to your business challenges.

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SLANDO/OLX FEDORIV and SLANDO (now – OLX) started co-operation in September 2013. Since that time, 6 ad campaigns, were developed including a large-scale rebranding project. Except for communications in Ukraine, the FEDORIV team launched the OLX brand in Kazakhstan. SLANDO is a Ukrainian company that has been part of the Cape Town based Naspers Global Group since 2011. The OLX international network covers 115 countries and there is a website that serves specifically for each country. So, a Ukrainian website OLX.ua sells and presents ads for people who live on the territory of Ukraine. The Slando website has been showing excellent results with over 4 mln visitors monthly. For a few years now, Slando has been Ukraine’s top service for free online advertisements. The focus of the rebranding has been to unite all online corporate platforms all over the world under one brand, and to give a boost to and enhance the international presence of the OLX brand.

Delivery of the Future

Welcome to Norway! The EGERSUND SEAFOOD Holding Company was founded in 1921 and is one of Norway’s largest fish producers. In spring 2014, the first branded fish store for EGERSUND SEAFOOD was opened in Kyiv.

In the 13 years since its foundation, the Nova Poshta Expedited Delivery Service has grown up to be Ukraine’s largest private postal company. In 2013, Nova Poshta held a 32% market share. Nova Poshta plans to break into the international market over the next few years.

FEDORIV developed a positioning, design and promotion strategy for the Kazakhstan 2050 Government Program, a concept for making Kazakhstan one of the top 30 most developed countries.

Nova Poshta is a dynamically developing company that now operates 1500 branches in up to 700 Ukrainian cities and delivers some 5 million parcels monthly. For many years, Nova Poshta has come to be associated with innovations, precision, speed and perpetual motion. However, when the old brand identity no longer represented the company image. On May 15, 2014, Nova Poshta unveiled a rebranding developed by the FEDORIV international marketing company. Three months after the comprehensive rebranding started, Nova Poshta launched its first TV campaign "The World in a Box." Its primary objective was to show that you can send whatever you want via Nova Poshta. Using rich visual metaphors, the ad told costumers that “Nova Poshta had solidly entered the life of a modern person and made that life easier and more convenient. Everything surrounding us can be gotten from a postal package.” An international group of experts headed by the German director duo, Pet & Flo, worked on the campaign. fedoriv.com/work/nova-poshta 8

The Kyiv shop features a tailor-made design and offers the widest assortment of fresh fish. The Norwegian company’s partners visited Kyiv and acknowledged that the store was one of the best among all the holding’s outlets. The strategy and marketing for EGERSUND SEAFOOD in Ukraine has been entrusted to FEDORIV.

The key message for the Kazakhstan development strategy was “Kazakhstan 2050. Our force”. The ad campaign ran in all major cities, supported by online communication. 9

Marketing. Creativity. Investment

fedoriv.com/work/olx

Marketing. Creativity. Investment

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BIZOL is the first German motor oil manufacturer to receive the most prestigious global design award. The creative idea was perfected by international marketing company FEDORIV.

The Communication Design Award has gone to new and innovative packaging for BIZOL motor oils. An international 24 member jury of design experts selected the case among 7,096 entries from 49 countries. FEDORIV has re-designed its new containers to appeal to both professional mechanics and to car owners. Four easy to remember motor oil product lines were created: GATP. Green, Allround, Technology and Protect. Green, for maximum protection in traffic jams, Allround, for excellent engine cleaning, Technol-

ogy, for optimal fuel saving and Protect for extending the engine life. The defining design feature of large letters-signs embraces label as well making it easy to differentiate kinds of oils. Every kind in the new line is indicated with its capital letter and marker color. "Usually motor oil containers are not personalized and their labels are overloaded with information. Professionals and car owners cannot grasp easily which motor oil to choose. So we created a container, which would be

visually different displaying also easy to understand information. Receiving such a prestigious Communication Design Award speaks for itself. We have achieved our goal," BIZOL CEO, Boris Tatievski says proudly. About BIZOL BIZOL is a German manufacturer of innovative motor oils and other technical fluids. The company was founded in Germany in 1998 and its products are now sold in 65 countries. Over the next three years, BIZOL products will be sold in 100 countries.

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Marketing. Creativity. Investment

MOTHER

“ONE KINGDOM IS NOT ENOUGH FOR ME”

Marketing. Creativity. Investment

MOTHER

Olga Gutsal has two businesses – two completely different businesses. What can be more rough than motor oil and more delicate than high-end jewelry? Olga has found success in both. She’s been owning and managing Camion-Oil Ltd. for 20 years dealing with Liqui Moly and Bizol motor oils. Abrikos jewellery chain is Gutsal’s second business. What you are about to read here are non-traditional life and business rules of a very interesting woman.

Tibet, he would be either lying or has chosen a wrong occupation. — Don’t think earning your first million is a success. This is just proof that the market you have entered is glad to see you, which does not mean it will be glad to see you tomorrow or won’t be more friendly to someone else. — Establishing of any business from the very beginning to the time that you can somewhat relax takes 3 to 4 years. If you manage to survive, grow your market share, enhance your market penetration and get a profit, then you can say you have earned your first real money. And whether it is 1 or 10 million it doesn’t matter. — Once the establishment period is over, you can devise a 5-15-year strategic plan. Reconsider your personnel approach as employees working for you for the first four years may not be necessarily the same as those in the subsequent 15 years. A young business is run by a startuper, but a solid company should be headed by a person who can consistently deal with the daily commercial routine. Just like in sports, there are sprinters and there are long-distance runners.

on’t think that business has some sexual characteristics. You do business using the part of the body that has no physiological differences. — Starting a business and developing a company for 10–15 years require different skills. A business is started by entrepreneurs, yet it is maintained and continuously expanded by business-minded people. — I used to think that everyone is capable of becoming a business person after some learning and exertion of efforts. At the same time, I believed that only the chosen ones could be artists, writers or musicians. Now I know that being a business person is a unique profession, and that very few can become good at it. — A real entrepreneur does business because he can’t act otherwise as he derives great pleasure from it. An artist paints because he has a need for painting, a writer cannot help writing, and a dancer cannot help dancing. The same refers to a true business person who cannot help doing business. If someone were to say s/he would earn $10 mln and take off to 14

GOING ON WHEELS Bizol motor oil created by Olga Gutsal is sold in over 65 countries all over the world

MOTHER important for me than depth. I am very bad at making myself at home in conquered regions. I find it wearisome to deal with logistical support and refrain from any classic and long-established techniques of doing business. And nothing frightens me more than a personnel chart. I like heading my battle group of colonialists consisting of knights, priests, doctors and missioners. I leave the team in every new country to create my culture there.

— The notion of success has been substituted, and now its only yardstick is money. This approach emasculates society. Educators, engineers, scientists and poets are disappearing because people think that a profession is good and admirable if only it brings money. But it’s a mistake. You will be happy if you dedicate time to your labour of love. And money is by no means a key happiness criterion.

eople are quite good at things they really love. I like the motor oil market very much, since it matches some vital criteria. This is an unobvious market with low competition and without complicated government regulation. Besides, it is of no interest to bandits of all sorts. This is a market of fast moving consumer goods, which is of paramount importance.

— Launching a new product to the market when you’re already the winner is an unforgettable error! We were rolling out Bizol being a successful, reputed and experienced distributor, but it didn’t work. We made every mistake that one could make. But we still didn’t realize that till we blew big money and ruined our reputation in Russia and Ukraine. — Our worst mistake often made by all Ukrainian firms is our march on Russia. We had to waste much time and effort trying to penetrate into that large neighbouring, but still self-centered market that respects no one but itself. The same effort exerted for the other market would yield ten-times better results. — You should not gain a foothold in London and Moscow, but in Latin America and Arab countries that are absolutely indifferent to your nationality and citizenship, have respect to achievements and a desire for development. Besides, they adhere to strict financial arrangement rules. — Our key feature is oil colour. Green oil is intended for cars in most-congested cities. Red oil is for countries with a hot climate and high dust content in the air, and blue oil is for cars that work in cold countries. We are very proud of our products.

— I know the only one marketing expert who told me, “You need not waste money on advertising.” Back in 1990s, we asked a marketing company to perform an internal and external audit for us and work out a development strategy. They concluded the following, “Your company does not require advertising at the moment. Just consolidate your current positions.” The advertiser’s name who did not take my money was Andriy Fedoriv.

JEWELLERY BUSINESS #1

I never bring two identical items to Ukraine even if people urge me to do so and promise to pay much. I don’t like it when wives of prosperous men meet somewhere and see they have identical watch, pendant or earrings.

In my opinion, every woman should buy a decoration herself, because this is like an award for her. Besides, a piece of jewellery is as intimate as undergarments. It must fit, evoke feelings and feed its wearer’s ego. So I intentionally bring the things that every employed woman can afford herself to buy.

I teach men to respect a woman as a personality (and I’m really proud of it.) What does a man usually do after buying jewellery? He says, “I paid $20,000 for it. Wear it and know how much I love you. I love you more than $20,000.” Such men prefer to buy branded items or big jewels. But I want a man buying jewellery to pick a good present, not to make an investment. There should be no criteria, except for “I like it” or “I want it.” Judging by growth rates for the last eight years, I am on the right track.

ducation is the only thing able to change the world to the better. So, I acknowledge no social projects other than educational ones. Nothing else matters.

— I used to believe that the rich had to help the poor. Now I am dead set against socialism. As a businessman, I create jobs and pay taxes honestly, thus, I perform my obligations to people who cannot work for some reason. But if I start to be ashamed of having money and to scatter it among the unemployed, I would thereby aggravate the gap between the poor and the rich. Humans are so strange that they will not work if they have this option.

Marketing. Creativity. Investment

— Freedom is the supreme value for me and my partners. Any dependency creates restrictions. We were Ukraine’s largest distributors of Liqui Moly oils. When the corporation changed its CEO, we realized our dependency and vulnerability and decided the only way to gain independency is to establish our own trade mark. That is how Bizol emerged.

MOTHER

— On becoming rich, a businessman starts to feel somewhat ashamed of the products of his labour. Society puts pressure on the businessman urging him to share his wealth. It’s an absurdity. An idea of sharing his Nobel Prize with D students would never come upon any notable physicist. Why so? We are talking about double standards. — My plans for the foreseeable future are to expand Bizol’s presence in 100 countries; to create two conceptually new products, because oil deposits will run short some day, and an internal combustion engine will be a thing of the past in 50 years; to write at least two books about how business modifies your life, family, love and sex.

— People often tell me, “Doing jewelerry business, you satisfy your woman’s passion.” False. It’s just an ordinary business. I found the company because of having sympathy for our women. I am 50 – the age when it’s time to stop struggling for men’s attention. Other women are not my rivals any more, and I come to love, respect and value them more than ever. So, I want to do something good for them.

— Today, our Bizol branded oils are marketed in 63 countries. Our vision is to secure presence in 100 countries within the next five years. Then, we’ll try to establish a strong foothold there. Entering any market means making the third sale. When an entity places the third order with our company, we say we have done a specific country, and choose a permanent partner.

— I saw that Ukrainian women stand out strikingly in Europe, however, not for the better. They are wearing decorative items manufactured by jewellery factories that set a prize for an item based on its weight. This is immoral with regard to a woman. In an effort to remedy the situation, I have brought a few collections from Italy for our dear ladies to look, try and stop buying decorations guided by their weight.

— One kingdom is not enough for me. When it comes to business, I can compare myself with a colonialist, as the area of a territory is more 16

TO DEAR LADIES Gutsal’s jewellery business helps her teach men to respect a woman as an individual

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WHAT DREAMS MAY COME

BOXING IS ONE OF THE CRUELLEST SPORTS, BUT IT RESEMBLES LIFE THE MOST Andriy Fedoriv met with the legendary Ukrainian boxer Vladimir Klitschko. The conversation turned philosophical: about the conflict of logic and intuition, dreams and strong feelings, about how to provide charity effectively and about the championâ&#x20AC;&#x2122;s plans for retirement PHOTO: SERGEY PILIPOVICH 19

Marketing. Creativity. Investment

As a child Volodya dreamed about healing people and traveling a lot. With the last one everything is fine.

father realize dozens or hundreds of short-range goals. It does not matter how ambitious the big goal is, it will be achieved if you don’t stop but, rather, keep moving forward. A.F.: I wonder what your opinion is on this: how do you transform a dream into a goal and a long-term goal into a short-term goal? V.K.: They are bound by invisible threads. It is like going upstairs: step by step. It is hard to climb, let’s say, one hundred floors in one step – it is really difficult and complicated; you may be exhausted or have a heart attack. However, a long-term goal can be realistic for everyone. It is possible to choose a suitable pace for an ascent, or just ride up in an elevator. The first step is crucial, but methods for goal achievement are different. You will not know these methods, however, until you try them. I am sure that the aspiration for movement, the search for new and better things, was genetically put in us. A baby is born, turns over, crawls, makes his first step, then a second, a third…and then the baby runs already; and this new ability makes him happy. Nature itself told humans to set new objectives and to achieve them. I do not believe that goals run out. The higher you climb the better the view is before you. It seems to you that you are scaling the highest peak, but from this peak you can see a higher mountain that you will feel obliged to conquer. This is an everlasting process. A.F.: Why do you think 90% of people do not succeed in life? V.K.: This is an incorrect statement. It is better to say that they achieve a limited success. As I mentioned already, everyone has his own limits. For example, one feels comfortable being the president of the country, another – the head of the housing office, and third – a teacher in the kindergarten. Every member of society has his or her own mission; everybody is connected together; and the majority performs the work that is necessary. Not everyone can be president of the country, the head of the housing office, or a teacher, and to enjoy this and to receive an emotional dividend. A.F.: Don’t you think that the concept “comfortable” is a sufficient excuse for people to just give up early? Look, one person could become president or a minister of housing and public utilities, but he just became the head of the housing department instead. He earns money and can provide a comfortable existence for himself. And he says, “That’s it! Done! I am ready! I did well!” In other words, lack of goal relaxes him. There is a theory that a human must be always hungry to move ahead.

went on a journey. So, I was dreaming of visiting many countries and the 7 continents. Do not forget the fact that I was in the Soviet Union, and it was difficult to go abroad at that time. You had to be a politician, in the military, or a sportsman. A.F.: So military claustrophobia was hemming you in, right? You wanted to break out somewhere? V.K.: I think so. When I remember my child feelings I guess you could say that borders seemed to fence me in. I did not like this. The limits disturbed me: I was aspiring to see the world, to discover myself in it. Nowadays I can say that this dream came true. A.F.: It is said that the lower the starting point and the more difficult and harder conditions are, the higher motivation will be. Those who grow up with what they feel they need and under comfortable conditions, tend to find it more difficult to force themselves to climb upwards. Do you agree with such a viewpoint? V.K.: It’s not all so easily defined. Each person has his or her own upper limit and decides individually about a mission and what he or she wants to achieve. I do not think that everyone wants frankly to become a billionaire or a celebrity. Indeed, the majority of people do the work they want. And this is their choice. It is possible to find yourself accidentally “playing the wrong role” and occupying the wrong place, but life will put everything in its place soon. Lottery winners provide a good example: almost none of them have managed to keep their unexpected fortunes and even fewer have managed to double such a fortune or create something great with it. A.F.: So, you are a fatalist, and believe that everything is predetermined, right? V.K.: No, not at all. I mean that you have to be honest with yourself and to strive for the things that are really important and valuable to you. If your heart and mind tell you that you may become a great surgeon, businessman, or sportsman, you have to believe in yourself. And what is important, you should fear nothing. Fear is like a “Stop” sign on the road. Each person decides for himself how far he will push these “Stop” signs away. I am sure that if you have no fear, there will be no limit for opportunities. Your big long-term goal is an important vector or a guide and to achieve it you have to

THE GOAL MUST BE VERY AMBITIOUS

Marketing. Creativity. Investment

Andriy Fedoriv: In one of your interviews, you mentioned that you dreamt as a child of being a medical assistant… Vladimir Klitschko: Yes, I had such an idea. Several generations of males in my paternal line were in the military. I spent my childhood on military bases and I dreamt of following in my military father’s footsteps. Prior to joining the Brovary Sports Boarding School of the Olympic Reserve, I was planning to become a student of the Suvorov Military School. A.F.: I can understand why you wanted to become a military man, but why a medical assistant? V.K.: I wanted to do something useful — to cure people. In addition, this profession fitted well with the desire to wear shoulder loops. A military medical assistant was seen by me as a perfect combination. Moreover, I thought that a military medical assistant would travel extensively and explore the world, so I was inspired by this profession very much. I probably read the book “Robinson Crusoe” ten times. A.F.: But he did not travel much. V.K.: I understand. However, he landed on that island because he

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IT SEEMS TO YOU THAT YOU ARE SCALING THE HIGHEST PEAK, BUT FROM THIS PEAK YOU WILL SEE A HIGHER MOUNTAIN THAT YOU WILL FEEL OBLIGED TO CONQUER 20

STOP-FEAR Fear is like a stop sign for a human. If one has no fear, there is no limit of opportunities 21

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V.K.: Mother Nature gives a chance to everyone in the life. But

A.F.: Since we’ve begun to talk about irrational things I would like

people are not clones, not everyone is the same. Everyone has own

to ask you a non-adult question. I heard an opinion that a boxing

desires and vocation. Nobody can force another human to strive for

bout — is the dance of shamans in which not a technique, strategy

and to achieve something, if he or she does not want this. Absence

or training wins, but an ability to apprehend by intuition, to un-

of great ambition is not a flaw. Such people are not less needed by

derstand a future punch in an invisible struggle of energies. Is this

society than the always hungry, curious and ambitious innovators.

nonsense, or has such an opinion a right to survive?

New opportunities can be opened to a person just because of his or

V.K.: Let’s remember the return of Vitaliy to the sport. He an-

her curiosity. Hence we see progress. A person is driven with desire

nounced, after a break of more than four years, that he will

to make something extraordinary that at first seemed unrealizable.

participate in the World Champion bout. Everyone tried to dis-

A.F.: How do you make important, crucial decisions? Do you rely

suade him, even me, his brother, who always dreamt of us being

I RELY MORE ON FEELINGS

on analysis, or do you rely on

concurrent champions in the super heavyweight class. I thought

intuition?

that he should not meet with the World Champion who was ten

V.K.: Mainly it is rather a symbiosis

years younger after such a long pause. However, Vitaliy said, “I’ve

of rational and intuitive thought.

made my decision. The brain and the heart are prompting me along

I believe that the common sense

the right path.” Should such a comeback have failed and Vitaliy

each person has depends on his life and professional experience,

lost the bout, everyone would have said, “We warned you! This was

education and cultural background. The more and richer this

logical and easy to predict!” All rational arguments were against

mixture, the greater percentage of correct decisions is made by a

Vitaliy. Yet he followed the dictates of his heart, not the rational

person. When I have to make a choice, I listen carefully to myself,

arguments. Vitaliy became a champion and everyone admired him,

to what my mind and heart tell me.

“Well, yes! He could do it! He surprised us!”

A.F.: What do you do when your intuition conflicts with logic: the

Why did I just recall the comeback of my brother? Well, it is clear

brain says one thing, but the heart — another?

that it is impossible to reach heights in the sport without doing

V.K.: Still I rely more on feelings. They are stronger. Bare logic may

rational things such as physical training and the development of a

lead to a dead end. Everyone has a devil on one shoulder and an

technique, a correct strategy, tactics and many other things. How-

angel – on another; they are in a continuous dispute about what is

ever, there is a reverse side of sporting wins. Faith in its own right

better for you and what is worse. And when it is time to make a de-

provided Vitaliy with a tremendous bundle of energy, which he was

cision, you are sitting and thinking, “I’ll probably do it this way, or

able to direct toward training and the achievement of his goal. As

maybe not. Maybe another option is available? Maybe I am looking

a result, he won. I can say about myself that confidence in my own

in the wrong direction?” Just bare rational arguments do not help

powers helps me to win in the boxing ring.

much. At such times, logic based on feeling can help.

A.F.: Can you name me three main

A.F.: Is any method available to develop such a feeling? Maybe, you

factors of your success in boxing?

NOBODY WILL GET ALIVE FROM HERE

have to remain alone, to pay close heed to yourself, or escape to the mountains?

V.K.: I do not think that a universal recipe exists to develop and “turn on” intuition. One does need to find a place to be alone. For example, I go to the Alps to concentrate. As to making a correct

BUSINESSMAN

PHILANTHROPIST

Doctor Steel Hammer went in for boxing when he was 14 years old. In 1996, at age 20, he captured gold in the super heavyweight class at the Olympic Games in Atlanta. He became the first boxer of the Caucasian race to win this title. Nowadays, he is the World Champion in four of the most prestigious versions of professional boxing. During his professional career he participated in 65 bouts with 62 wins.

Together with his brother, Klitschko owns and manages the promotion company K2 Promotions, which was founded in 2003 shortly before the expiration of their contracts with the Hamburg company Universum Box Promotion. Currently, К2 “works” with more than 40 professional boxers among whom are the World Champion in two versions Gennadiy Golovkin and the Olympic Champion Oleksandr Usyk.

The Klitschko Foundation was established in 2003. It operates systematically in the sphere of sports and the popularization of a healthy lifestyle. Sports projects are aimed at children, teenagers and youth. More than half a million children and teenagers took part in Klitschko Foundation projects over the last 10 years. The yearly budget of the Foundation: UAH 1M to 10M.

V.K.: Once the French producer one of the cruellest sports, but it resembles life the most. There is a phrase in boxing called

“speedskills”, which means the immediate application of skills

in the course of conversation with a person whom you just met.

learned. Anticipation developed with experience serves as an im-

Even if he cannot brag of high social status, he can be the bearer

pulse to immediate application. When you possess experience, you

of certain worldly wisdom which has to be listened to. It is a big

know where your opponent will be in one second. The legendary

mistake to ignore somebody else’s experience.

Pele is a demonstrative example. When he was young, he ran across the football field like a madman, but with experience he ran less and appeared in the right place at the right moment. Rationally, it is practically impossible to calculate the flight path of a ball taking into consideration the actions of each football player on a field. Intuition is of great help here. Always go with your gut — this is the first rule that guides me in the sport. Second — do your homework always. If you are prepared 100% for a bout, your opponent has zero chance to win. And third — respect your opponent. It is necessary to understand that, initially, you have equal chances, and he wants to win the same as you do. He may have trained himself, thought and acted the same way you did. In no case should you underestimate your opponents.

A.F.: Practically in every interview you mention the word “strategy”. What does strategy mean to you in the sport and in life?

V.K.: You have to know beforehand what you do something for. It is necessary to understand and see the final goal. Yes, it may be somewhat fuzzy, but it must be if a person dreams of having chil22

SPORTSMAN

Claude Lelouch said that boxing is

decision, it may strike at any time. For example, it may come to you

ALWAYS GO WITH YOUR GUT — THIS IS FIRST RULE. SECOND — DO YOUR HOMEWORK ALWAYS. AND THIRD — RESPECT YOUR OPPONENT

VLADIMIR KLITSCHKO — A HUMAN AND A SHIP

dren, he or she will not succeed in this without a partner. Children

In general, I associate a pension with certain limits and restrictions.

are a derivative of love. In this event, the result is to give life to a

It is like a Life Achievement Award conferred on professionals and

new human being, to your child whom you will love and bring up.

public figures. You are awarded and at that moment you think, “Is

You will do everything to make him or her successful, because his/

my life over? Did I achieve everything that I could?” A human being

her success would make you happy even more than your own suc-

wants to live and to create as long as possible, and he should not be

cess would. As long as you have no partner in life, this goal will be

limited in this aspiration. I would prefer to obtain my Life Achieve-

distant and fuzzy. So the search for the one to love will become your

ment Award after I pass away. When Woody Allen was asked about

first and most definite step on the way to realizing your goal. If you

his thoughts of death, he answered, “I’m not afraid to die; I just

are free and not closed in your feelings, I am sure love will find you.

don’t want to be there when it happens.” (Smiling). I agree abso-

You just must be ready to open your heart.

lutely with him.

A.F.: For how many years ahead do you plan your life? What is the

A.F.: Nowadays the concept of “charity” seems mainly about render-

maximum term for the implementation of your most distant goal?

ing medical assistance to sick

V.K.: I try to plan my life until the last day. Nobody knows when

I AM UKRAINIAN, "MADE" IN KAZAKHSTAN

this day will come. It is not worth worrying about it too much. One famous musician was quoted as saying that оne thing is for sure, “Nobody will get out of here alive.” As long as you have an opportunity to build life as you wish, you have to do it.

children. The Klitschko Foundation activities are focused on absolutely different things: about kids loving life, having a happy childhood and realizing their

A.F.: What are you going to do upon retirement? V.K.: I am not going to retire. I know people who feel great being

other path? How is it possible to combat inefficiency in a charity?

retired. But I am not one of them. I would feel discomfort doing noth-

V.K.: I am sure that, with a charity as in life – you must have a cer-

ing. I have certain plans for that age. I would not like to talk about

tain logic, long-term planning, a good organization and competent

them now, but I can assure you that I will be active till the end.

management. 23

dreams. Why did you choose this

Marketing. Creativity. Investment

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COULD YOU HAVE MANAGED TO ACHIEVE EVERYTHING THAT YOU DID IN BOXING IF GERMANY HAD NOT BEEN IN YOUR LIFE?

WOULD I GROW UP SO BIG WITHOUT CHERNOBYL? IS THERE LIFE ON MARS? WELL, SO FAR SCIENCE IS UNAWARE OF THIS

father but you will understand whether it is right or not when you do it. Nevertheless, it is better than to stay still. Therefore, I would like to tell young people not to be afraid, to follow the call of your heart, to go forward, and to make a first step. Second – respect and help other people, manifesting initiative. This relates not only to charity. It is important to try to understand and to learn to respect each other. It is the right time for Ukrainians to switch from destructive thinking to constructive thinking. You will have incredible feelings being proactive, making a first step and, as a result, creating something beautiful. It is not enough just to watch TV, to observe and to read the newspapers; you have to show initiative and to act. A.F.: Can you be more specific. I have a client – a very big company with more than enough money. For two years I tried to convince them to engage in social responsibility. The size of the company’s brand is so big that they can’t just stay on the sidelines. It’s not that it would be seen as indecent so much as it’s hard to understand. They say, “Well, we checked several foundations, but we do not trust them, and we are too lazy to do charity ourselves. It is better for us to devote ourselves to business. We earn money and this motivation is enough for us.” What would you tell them? V.K.: Andriy, advise these guys to read the book “Good to Great” by James Collins. Their current position is good, as they have developed a business that employs people. However, if they lack ambition to become great, and I may conclude based on your story that they have such an opportunity, they will go round in a circle. The world will progress around them, but they will remain behind. They will have to move forward in order not to fall behind. A wish to be not just good, but great, is important in any sphere – business, sports, or science. This company is not an exception to the rule.

If you do not to push your charity organization out of the comfort zone, it will be impossible to reach efficiency. A.F.: The things you say about charity look like a global open code, where everyone can join and do something. V.K.: Yes, it is. Mechanisms and instruments should be created to make people and organizations comfortable to join your initiative. For example, Steve Jobs: he invented a platform that allows each person who uses an application of some sort or another to propose his or her thoughts to millions of people. The popularity of the iPhone and the iPad is because of this seemingly simple and obvious idea. Unfortunately, Jobs himself has passed away, but what he did will survive for very long time. This continuity is very important. A.F.: Speaking about the modern world, are there limits, or not? V.K.: A human sets limits for himself individually. As I mentioned already, I am bound with limits learned from my childhood. I understand that certain rules exist. However, they are changed easier in the modern world! For example, the business magnate Richard Branson defied a number of stereotypes in business. This is a creative destruction. He breaks limits, which means he expands opportunities. The limits set by mankind are expanded in the process of evolution. A.F.: You live just a little in Ukraine, just a little in Germany and in the USA. Are you not tired of such a multi-cultural and multi-geographical life? V.K.: Well, not at all. I am a Ukrainian “made” in Kazakhstan. I was born there, but grew up in Ukraine. And this all together was called as the Soviet Union where people from dozens of nationalities lived. I think I had a good “vaccination” for a multi-cultural environment. A.F.: Could you have managed to achieve everything that you got in boxing if Germany had not been in your life? V.K.: Such questions could be asked continuously. Could I have achieved success, if I had had no brother? Would I have grown up so big without Chernobyl? Is there life on Mars? Well, so far science is unaware of this. (Smiling) A.F.: Are there any questions that I did not ask, but you want to answer? V.K.: I would like to give two pieces of advice. First — to young people, to the rising generation: All of us were teenagers, at a time when the world alarmed us and sometimes frightened us. We were afraid to make a first step. But this step is crucial. It could be wrong,

IT IS VERY IMPORTANT TO UNDERSTAND THAT CHARITY CAN BE EFFECTIVE IF IT IS NOT A DROP FALLEN ON A HOT STONE, BUT AN INEXHAUSTIBLE STEAM 26

FEDORIV Hub

THE OFFICE OF THE FUTURE ON OCTOBER 31, 2014, THE FEDORIV HUB IS TO HAVE OPENED IN THE CENTER OF KYIV. THIS PLACE WILL HAVE A UNIQUE FORMAT – WHERE BUSINESS AND TALENT, INVESTMENT AND CREATIVITY, MULTIMEDIA SPACE AND THE OFFICES OF THE FEDORIV INTERNATIONAL MARKETING COMPANY GET CONNECTED. ANDRIY FEDORIV TALKS BELOW ABOUT RISKS, BUSINESS AND CREATIVITY. freelancers there. We’re eager to create a place where two cultures – business and creativity – collide. If we are talking about a new world based on technologies and flexibility, not stability, then we will have to confirm this by making it a reality. Our hub will operate as a full-fledged office during business hours, but we will have enough space for hosting a disco party fitting 300-400 guests, or for holding a conference with 150 visitors, or to open a pop-up store on weekends, or to build a sample undergarments shop and invite 300 women to test it. This will be quite a different approach to the usual office setup. We want to create something that will constantly incite us. So, we’ll mount professional concert light and sound equipment as well as a host of multimedia installations. When I was 15, I had a two-cassette Sony tape-recorder. Now I have a hub. It’s fun.

Can you give advice about when it’s worth running a risk and when there’s no point in it? Just listen to your heart. If it hurts, you will know it. One must take risks. I compare such stages of life with a jump. I’m in a jump even now. We had a very spacious comfortable office located in a mansion in one of the most prestigious Kiev locations which suited me just fine. Once I left for Cannes. Staying there for a week, I was musing on my company’s development and on what I expected of it over the next five years. It became clear that I would never build the company of my dreams inside the current place. Whatever I did there, everything would bear some specific emotional, visual and energetical identity. So, we procured a 650 sq. m. area in the famous Arena building in the centre of Kiev and conducted a complete renovation. To conduct such expansive reconstruction at your own expense is a leap in the dark, especially under volatile market conditions. But my feelings whispered that I was doing it right. And suddenly, I got more drive, an adrenaline buzz and a new level of opportunities.

So, is this a space for business creativity? Certainly. Grandpa used to say one had to play a welltuned instrument. I should provide more inspiration to my employees so that they yield more ideas. This will require a special environment. You cannot be at the tip of the spear while living in a decrepit cramped house on the outskirts of the city, even if it was a comfortable one.

Why have you named the premises a creative hub? I don’t want to just do business. I need a point of intersection for business and creativity. By saying a hub, I don’t refer to co-working. We won’t engage part-time

Marketing. Creativity. Investment

It is very important to understand that charity can be effective if it is not like a drop falling onto a hot stone, but more of an inexhaustible steam. A stadium can be built for children and a ball given to them, but it is as important to motivate them. To do so, those people should be involved in the process whom the children want to emulate. If we speak about football for instance, a gathering of children with Andriy Shevchenko would be very motivating to its participants. Communication and cooperation with other participants of the process is one more cornerstone of effective aid. A detailed mechanism of interaction should be thought over in advance. For example, the Klitschko Foundation reconstructs the Youth Sports School (YSS): hundreds of children will be able to go in for sports. Other charity organizations will provide outfits for the children. However, if the government does not pay a salary to the coaches, the walls of this school will become empty. Cooperation at the local level is not enough for long-term effectiveness; it is necessary to go beyond the bounds of one country and collaborate with international organizations.

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sausages, smoked meats and semi-prepared foods. But the majority of sales is of sausages. On average, about 80 tons of sausage is produced per day. At the start of the project these indicators were only half of that. In the 500 kilometer sales area, all retail chains were certified and provided with deliveries. The share of private trade Ostankino is small - only about 3% of the turnover, and is not just a distribution channel but a testing base for new products, launches. No matter how pleased the owners of the company are with its success, changes are about to happen. Rebranding must start before it becomes forced and before it has to be done in a hurry - as an anti-crisis measure.

OBJECT: OJSC OSTANKINO MEAT!PROCESSING PLANT

RUSSIAN MEAT GIANT

In 2010 the situation looked favorable from a marketing standpoint. The business was focused on a compact market - a 500 kilometer area around the factory, a region with 45 million consumers. Sales amounted to about $850 million per year, which made Ostankino the largest specialized meat processing company in Europe. Rigid specialization allowed for the concentrating of eďŹ&#x20AC;orts and resources on the market of central Russia and Moscow, which is commensurate with an average European country in terms of territory and the number of consumers. The core brand Ostankino - Ostankino mea-rocessing plant - gave its name to the whole business. The plant itself has existed since 1954, but the company has clearly outgrown its scope. It includes three meat processing companies. The company spends about 10 million dollars per year for marketing. About 80% of advertising expenditures are directed at television advertising. POSmaterials are actively used: conventional costs per a campaing are about $400.000. The company sells about 15 thousand tons of its production per month. Ostankino has 10 product categories in its portfolio, the most popular are 28

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BIG SAUSAGE STORY father

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MIKHAIL POPOV

CHAIRMAN OF THE BOARD OF DIRECTORS OF OSTANKINO, ”IF YOU ARE NOT SEEN ON THE SHELF, ALL COMMUNICATIONS GO INTO THE BASKET, AND THIS SYMBOL IS VISIBLE FROM A FIVE METER DISTANCE”.

SERGEY POPOV

COMMERCIAL DIRECTOR OF OSTANKINO, “YOU SHOULD SPIN THE BIKE OF MARKETING, UNLESS YOU WORK THE PEDAL # YOU’LL FALL”.

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DURATION OF THE PROJECT ! SINCE 2010 AND UP TO THIS DAY COMPANY’S ANNUAL SALES ! ABOUT 1 BILLION DOLLARS APPROXIMATE MARKETING BUDGET ! 10 MILLION DOLLARS A YEAR

Marketing. Creativity. Investment

Sergei Popov, commercial director of Ostankino, “We wanted a simple solution on a level with common sense. We conducted a tender, where the largest Russian agencies participated. Moscow and Ukrainian ones reached the final. We did not stop with the Moscow-based companies for the reason that they ... became too choosy. One Moscow agency was very convincing at their presentation. Then they submitted to us a document with research, where the body of the text said one thing, but the conclusions said another,

and the creative design had nothing to do with the conclusions. A$er all, everything should be simple: the strategy should have logic and everything should be understandable from the point of view of common sense. The solution of the problem must be simple. If you have to solve it in a diﬃcult way, than it is not a solution, but new problem. We had a goal - to become more noticeable on the shelf, which already featured products of 15 producers. The products had the same color, 32

the same form, similar packages. So we set the FEDORIV marketing company a task - to make sausages from Ostankino noticeable and bring to the buyer a message that “they are delicious.”

RENEWED SAUSAGE

Andriy Fedoriv, founder of international marketing company FEDORIV, “It was necessary to create a vivid visual form

for the product. When we started working on the “Big Sausage project”, the first thing we started to look for was a rational advantage as to “Why is this sausage tasty?” Butter stood up among other features; It turned out that the recipe includes butter – 4 per 100 kilograms of finished product. This coincided with the perception of customers – the sausage is juicy and tasty. But when we conducted focus groups, it was found that quite a lot of consumers are not delighted with the butter that is in the sausage. High caloricity and cho-

lesterol do not match with a healthy diet. Butter, its characteristics and color, thus disappeared as something to communicate. We needed a simple symbol - prominent, recognizable. And we came up with a wave - it became a visual identification of Ostankino sausages. The wave is used on the vacuum package.

SOSISKA.RU

A young audience was neutral to Ostankino. Purchases were made situationally. If the costumer sees a familiar brand, attractive packaging and an aﬀordable price – he pays money for the sausage, not for the brand. The nostalgic motif of communications for Ostankino sausages was not for young audience. The older consumer segment, who were loyal

Marketing. Creativity. Investment

SALES GROWTH OF THE PROMOTED PRODUCT GROUP IN PHYSICAL TERMS ! 100%

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to the old values, are leaving us due to natural causes. We could "go" with the brand Slivochnaya, and do very well for about 5-7 years, and then what? Thus there was born the idea of making a brand that would be positioned for single men in the age under 35. During the product development work the question arose: why are all the sausages the same, at least in size? Because there is the Soviet GOST – the standard size and diameter.

Marketing. Creativity. Investment

When the test sales were carried out, nothing extraordinary was noticed. Simultaneously, in the other regions the Slivochnaya brand was tested. We saw that Slivochnaya - was a win-win option, with good growth potential, while Sosiska.RU – was a project without obvious potential. Still, it was decided to keep Sosiska.RU. When the advertising of Slivochnaya was launched, the reaction was standard for FMSG products: the sales grew during the period of advertising, "subsided" a little and then stabilized at a level higher than the original. But the sales of Sosiska.RU, a$er its advertising was launched, continued to grow smoothly. This was the signal for the project to move forward. A$er the preparation for a major release of the product was completed, a general federal advertising campaign was launched. A$er a few months the sales of the product reached 20 tons per day. “We were amazed at the accuracy of the forecast,” says Sergey Popov. “According to our estimates, we expected the sales to reach a level slightly above 500 tons per month. Everything turned out as it was conceived.” What channels of communication were used to promote Sosiska.RU? Outdoor advertising has not justified itself – food advertising with the background of a dilapidated house or bus station does not appeal in the most appetizing way. TV and POS-materials worked well. Also Sosiska.RU was promoted on the internet - using a special website with online contest. The scope of participation, as well as views, reposts and posted links was worth the investment in this competition. “Our measurements show that the advertising campaign Sosiska.RU rejuvenated the consumer demographics of Ostankino products by three years,” says Sergei Popov. “Previously, the average consumer age was 48 years, now – 45.”

Marketing. Creativity. Investment

Why not make sausages bigger for young men; for those who need more strength and more meat? There were no technological barriers to do this.

So this is how Sosiska.RU appeared – bigger sausage that, nevertheless, fit into a saucepan: “More power in a large sausage. Large Sosiska.RU. Ostankino quality.”

SERGEI POPOV, “AT FIRST WE WERE FRIGHTENED OF THE NEW FORM SLIVOCH! NAYA. IT WAS A VERY UNUSUAL DESIGN. WE DID NOT VENTURE TO CARRY OUT ADVERTISING ON A NATION!WIDE SCALE # THE MEDIA PLAN WAS EXPENSIVE. WE MADE A TEST PLACEMENT IN IVANOV AND KALUGA. THERE WAS SOME SURPRISE AND EVEN REJECTION. BUT THE RESULT EXCEEDED ALL OUR EXPECTATIONS: IN SOME PLACES SALES ROSE SEVERAL TIMES, IN OTHER PLACES THEY JUST ROCKETED. BY THE FALL OF 2010 WE DECIDED TO CONDUCT NATION!WIDE ADVERTISING ! THEN SALES ROSE 50%. THEN WE BEGAN TO SELL 50 TONS OF SAUSAGES PER DAY. AND NOW ! 80 TONS PER DAY. FINALY IN MOSCOW THERE IS SLIVOCHNAYA SAUSAGE, AND THERE ARE OTHERS: 50% OF THE MARKET IS OURS.” 36

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YES, DADDY CAN!

In 2012, a$er six years of preparation, Ostankino started up an umbrella brand communication. The positioning of the brand was “Ostankino equals quality.” On an emotional level in 2012 it was translated as “Daddy can!” The same way as dad is the authority in the family, Ostankino - is the authority for meat eaters. The first TV commercial was very emotional. It was the story of a school sandwich made by dad. It was broadcast on the TV-channels of the Russian Federation from April to June 2012 and was loved and remembered by consumers while it was discussed on Internet forums. Result the sales grew to the full capacity of production. Further there followed two more waves of successful TV-commercials in the “Daddy can!” campaign.

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father The FEDORIV marketing company oﬀered an ad format which is considered unique in the food market. There’s no need to talk about high quality, great flavour and freshness of Ostankino sausages – everyone knows it anyway! Let us better compliment people with a good humour. They should have fun!

Ostankino reminded everyone to celebrate Father’s Day on June 15, 2014, by coinciding two new episodes of "Daddy Can!" with that celebration. The new TVCs were about the interesting, funny, but sometimes diﬃcult lives of fathers! Daddy deserves!

Prominent directors just lined up to help, which is rare in advertising. We opted for Andrew Margetson (Great Britain), a leading comedy director who became famous for an impressive viral campaigns on MTV. He was afire with enthusiasm for the project and dived into all the details – from stage decoration to choreography. He was assisted by a team of experts from five countries. A foot-tapping dance by our dads and a vigorous song will cheer you up! fedoriv.com/work/ostankino

Marketing. Creativity. Investment

In August, a new ad campaign "Pa-Pa-Pa" kept on proving that Dad can do everything: to teach, defend, work and play! Besides, he is awesome at singing, dancing and training a bear. And he can slice sausages so masterfully that you would gasp in amazed delight!

IN THE FOLLOWING TWO YEARS, FEDORIV CREATED 6 MORE COMMUNICATION CAMPAIGNS FOR OSTANKINO, UNWINDING THE "DADDY CAN!" CREATIVE CONCEPT. ALONG THE WAY, THE LEGENDARY DADDY CAUGHT THE FANCY OF THE TV AUDIENCE AND BECAME THE EXEMPLARY FAMILY HEAD. HE GETS HIS DAUGHTER READY FOR SCHOOL, COOKS A SURPRISE BREAKFAST FOR MOM AND EVEN DANCES! TV COMMERCIALS WERE BROADCAST ON KEY CHANNELS IN 22 LARGE CENTRAL RUSSIAN CITIES, INCLUDING MOSCOW. 38

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A WAY FROM HERE TO THE SEA

The best-selling novels “Lands of Glass” & “Ocean Sea”, the movies “Novecento: pianist” and “Silk”, plays such as “An Iliad” and “Totem”, as well as a creative writing school in Turin – all the above were created by one of the best writers of our time, Alessandro Baricco.

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Books, in general, were in high demand until somewhere in the midtwentieth century. Now they are like driftwood washed ashore. Cinema has become more important, but that’s not something to mourn about: the work of many filmmakers has been well done! Meanwhile the theater is stronger than the cinema: plays have the same content but appeal more to the senses than a 2D or 3D film can – of course, the theater is only effective if the actors and director are good.

One should not correct mistakes too fastidiously. Perfection is divine, and the novel must include imperfections. I learned lightness from Salinger – he wrote about very serious things in a light manner. A book captures the spirit, breath; for me it's like music, so when translating, the most important thing is to catch the rhythm and tact. The sound may be more important than a sense. They read less in the south of Europe. Why would they read, if they have the sea, bars, boats? The north is another thing. There is no sun for weeks in Norway, and this was the second country, after Italy, where my books were published.

Marketing. Creativity. Investment

To see the film adaptation of your own book is like seeing your sister in Playboy. On the one hand – you do not want to believe that it's your sister. On the other hand – the photo is nice. And here you are torn between these two states, and then your life just goes on as usual.

After I’ve created characters, when I finish my work on a book, I start to miss them. They have become mine. Here you wake up on a cloudy day, in a depressing mood, and your characters live somewhere far away. They live by themselves, they have their own lives, and this longing for them creates the value of creativity.

In Holden School (Scuola Holden, a creative writing school in Turin, Italy), we teach about how to look and listen. People have their eyes and ears crammed. They will perceive only the most useful things as they are looking for something functional. But the most unnecessary things in life can turn out to be the most important.

An author and his readers are dancing together; it is almost an act of physical intimacy, like boxing. All the same, someone should hit and win. I never leave open endings; I like to bring things to a full stop and take full responsibility for what happens.

Writing a book is almost like playing chess. Each chapter is a move, something needs to be changed. Meanwhile there is no need to read the rules, because there is no iPhone user guide. 42

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When I founded a school of storytelling 20 years ago, everyone laughed at me, but today storytelling is mentioned everywhere. We teach people to tell stories everywhere - from books to video games.

Previously, doctors did not recommend novels because they were perceived to cause addiction, dependence, the ability not to notice how time passes and a departure from reality. The same things that were said about novels in the early XIX century, they now say about video games and social networks. So novels are safer.

Marketing. Creativity. Investment

If you look at what is now read in the hit parade of books, it will turn out to be mainly soft porn and the culinary arts. But the books are read. And a really good book will often be found somewhere around 15th place.

These statements were recorded during the writer's visit to Ukraine at the International Festival “Book Arsenal”, 2012. The visit was sponsored by the Italian Cultural Center and the international marketing company FEDORIV.

“…how it would be nice if, for every sea waiting for us, there would be a river, for us. And someone – a father, a lover, someone – able to take us by the hand and find that river – imagine it, invent it - and put us on its stream, with the lightness of one only word, goodbye. This, really, would be wonderful. It would be sweet, life, every life. And things wouldn’t hurt, but they would get near taken by stream, one could first shave and then touch them and only finally be touched. Be wounded, also. Die because of them. Doesn’t matter. But everything would be, finally, human. It would be enough someone’s fancy – a father, a lover, someone – could invent a way, here in the middle of the silence, in this land which don’t wanna talk. Clement way, and beautiful. A way from here to the sea.”

How can one tell the world his story? Out of what seem at first glance to be unimportant events and things, how does one suddenly discover the key to something important and necessary?

Alessandro Baricco, “Ocean Sea”

THE RUNNING

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Andrey Onistrat became the owner of the National Credit bank at age 35. However, his name comes up more often in sports news than in business news. Andrew is one of the few people who have run all the marathons in the World Marathon Majors series. PHOTO BY SASHA MASLOV 46

BANKER

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THE BIG BOSS

ADVANTAGES Banking is a very interesting profession. You find yourself in the middle of a huge information field where a variety of data collects itself: who needs money, who has money, who is successful, who isn’t, who is interested in waging war and who is looking for fun. So you are always out in front and in the know. Besides, everyone feels the need to have their money managed. Everyone necessarily needs a hairdresser, a doctor and a banker. There is a culture of financial management. You can’t leave your assets unattended. They need to generate income. Loss making situations need to be avoided.

STEREOTYPES Some people associate the word "banker" with a fat greedy pig in a Mercedes. I break this stereotype. If you strive to become a team-leader, you must forget about other people's opinions. You can a priori divide the world into two groups: first those who love you, because they want to be like you, and those who hate you, because they can never be like you. Blank out the second group.

EFFICIENCY I’m much more efficient due to my running. I’m well organized; I always have a fresh brain. Life can get on one’s nerves and it’s difficult to overcome stress quickly, but you can run out any negative thoughts. During sports training, I usually think of something positive or prepare for meetings. Three years ago, I read the Dalai Lama's appeal to his followers, and there was a phrase, "Everyone has to commune with oneself at least one hour a day." So much time for running! We have three showers, and all the workers are allowed to run during business hours. Had enough stress? Put on your sneakers and run for awhile.

Marketing. Creativity. Investment

One night in 2002 I decided that I wanted to become a banker. Without waiting until morning, I went out on the street to see, where I was going to work; it was Ukrsotsbank on Saksahansky Street. Before that, I had transferred from Kyiv Polytechnic Institute, where I had been majoring in economics, to Kyiv National Economic University to study accounting for banks. I began to work on a specialization, while still a student, to learn the basics of the profession. I've always been a great banker, yet it took a while to learn. During the first two years at Ukrsotsbank I learned how to lead large groups. In 2004 I was the crisis manager at one of the more problematic branches. One day I made my way through to the owner of the bank, Valeriy Khoroshkovskiy. He skimmed through my business plan and said, "Well, come on!" And things came on… Of course, if the crisis hadn’t happened, I wouldn’t have had my bank. I've always dreamed about it despite temptations to go into another field. In the past, when I told girls that I was an accountant, 95% of them started to sing an old condescending song about an accountant. However, accounting work is fantastic - clients come to you as if for a confession to a priest – they tell the most intimate secrets about their money.

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START I started to run for several reasons. One of my loved ones died in 2006; it was the most serious upheaval in my life. I was very upset and just ran out my pain. Secondly, I finally realized that I had to give up motorcycling because of an injury. I needed a replacement sport, as motorcycling took a lot of time and occupied my thoughts a lot. If the injury hadn’t happened, I could have easily found myself participating in triathlons and Formula 1, as Jenson Button did. At age 32 (a year before the tragic event mentioned above), I decided to run a marathon, but was unable to finish. Almost a year passed. Suddenly my fitness coach, Alex, called me and said, "We are going to the marathon in Monaco on November 7, will you go with us?"

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MARATHON I prepared for a month; I began to run more and more regularly. The maximum distance that I ran in October 2006 was 18 km. Monaco isn’t the best choice in terms of getting relief on the run. The marathon is very laborious, as hills constantly go up and down. Alex (an experienced athlete) ran abreast with me. He said, "Do you know that the marathon begins after thirty kilometers?" and rushed forward. I caught up with him after 30 km. He was tired. I was feeling pretty shabby, but not defeated, so I continued to move. I ran the marathon in 3 hours and 19 minutes. Catching my breath, I admitted to myself that I had become an addict and would always look for this adrenaline.

MOVE First I asked my secretary to make the top 10 runners list in Ukraine. I was advised to look for Igor Osmakov. I kept calling him for a month. He replied, "I don’t work with amateurs. I’m not interested in money. Don’t call me more." Suddenly one Friday I felt that his voice became softer, and he said that he was on the Kharkovsky Highway (in Kiev). When I walked into the café where we agreed to meet, I immediately saw the eyes that I was looking for. He suggested a training session on Monday at 11.15 am. I thought, "That’s a prime time for any banker." Osmak said, "It’s up to you." I began to run for 10-11 hours per week with professionally trained girls. It lasted 6 years!

THE GOAL Now I train 3-4 hours a day (20-24 hours per week) starting at 7 am. My current goal is to qualify for Kona (the triathlon in Kailua Kona, Hawaii. - Father). To do this, I need to cut half an hour on the Ironman time. This means that I have to ride thousands of kilometers on a bicycle to train more.

SPORTSMAN

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Marketing. Creativity. Investment

FEW THINGS ANNOY DRIVERS AS MUCH AS THE SOUND OF SLAMMED DOORS. FEDORIV, TOGETHER WITH THE CLIENT’S TEAM, HAS PUT IN A LOT OF EFFORT TO PRESENT SLAMSTOP IN THE MARKETS OF DOZENS OF COUNTRIES THIS YEAR. SLAMSTOP IS A CAR DOOR SYSTEM PROVIDING SMOOTH SILENT CLOSING OF FRONT AND REAR DOORS TO SAVE THE NERVES OF DRIVERS AND PASSENGERS.

MIND YOUR EARS!

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Marketing. Creativity. Investment

SLAMSTOP CONVEYS ITS KEY MESSAGE EASILY. THE EFFORT AGAINST SLAMMING CAR DOORS WAS EMBODIED EVEN IN THE VISUAL PRESENTATION OF THE LOGO. SLAM HAS A DYNAMIC, CURSIVE WRITING, AND STOP IS WRITTEN IN A STATIC MANNER.

ne gets used to good things fast, and instantly â&#x20AC;&#x201C; to great ones. Russian inventor Viktor strongly agrees with this saying. A couple of years ago, he was driving a high line car for a couple of weeks, and then changed to a low line one. Thus, he realized that he absolutely disliked the banging sound of closing doors. The door holder solves this problem in a luxury car. Of course, such a mechanism can be installed in low line cars; however, as Victor found out, it would cost slightly less than the old car itself. Viktor then decided to design his own door closer. A few months later, the first prototype was ready. It matched the technical characteristics of products used by automotive industry giants, but its mass production was much cheaper.

An international investment fund showed interest in the invention. Hence, a project came into being. In November 2012, representatives of the investment fund addressed international marketing company FEDORIV with a request to develop a brand for the door closer. That was more than just an interesting case for the team because a brand was required, which would become a symbol of a new category â&#x20AC;&#x201C; something like a classic blue ocean. FEDORIV invented the brand name SLAMSTOP. Hence, the new category would be called slam-stoppers. The launch was scheduled in 15 countries at once. In this case, the list of countries was very diverse in terms of both economic development and mental and cultural features. It included the United States, South Korea, Russia, UAE, etc. 54

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Marketing. Creativity. Investment

ENJOY THE SILENCE AND KEEP YOUR NERVES, WHILE SLAMSTOP PROTECTS THE DOORS OF YOUR CAR!

FEDORIV conducted a study on product perception among potential users and experts of the automotive industry in these countries. "We have found a universal consumer insight, equally understandable for different segments of the target audience in any country in the world," says Alyona Alekseichuk, strategist of FEDORIV. She notes, "When a passenger slams the car door with a bang, that’s like slamming the driver’s ears. Moreover, a person feels a physical pain. SLAMSTOP can solve this problem." "Since brand launching was scheduled in 15 countries at once, we were looking for 56

a universal visual language that would tell about the product and its advantages without words and attract the attention of potential customers to a new product category," Alekseichuk continues. "The image that is clear in all the countries and for people of all cultures is 'door’s ears'. Most car drivers see the car as an extension of their own body; they are a single entity." The brand was first presented last year in August at the Automechanika Moscow exhibition powered by MIMS-2013. According to a member of the SLAMSTOP Board of Directors, their door closer was favourably received by the expert community and potential customers.

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IMAGINE A UNIVERSITY, WHERE BILL GATES, JAMES CAMERON, SERGEY BRIN AND THOUSANDS OF THE MOST SUCCESSFUL SCIENTISTS, POLITICIANS, ARTISTS AND BUSINESSMEN GIVE THEIR LECTURES. THINK ABOUT THE COST OF AN EDUCATION OF THIS KIND. HAVE YOU MADE YOUR CALCULATIONS? NOW FORGET THE RESULT. THIS UNIVERSITY EXISTS, AND ANYONE CAN STUDY THERE ABSOLUTELY FREE OF CHARGE. WELCOME TO The annual TED conference (Technology, Entertainment, Design) THE TEDX WORLD!

gathers the world’s leading minds in a parade of unique ideas worth distributing. Nobel prize winners, inventors, presidents, artists, entrepreneurs, writers and the best representatives of various fields share their experience in vivid, entertaining language with the most easily understood pop-science terms. Bill Gates, Al Gore, Bill Clinton, Julian Assange, Sergey Brin, Seth Godin and thousands significant persons from all over the world have spoken at the annual TED conference.

Not Orwell´s 1984 The first conference took place thirty years ago in California. It was here where the first computer Thera by Маcintosh and CD from Sony were presented. Starting in 2009, a boom of independently organized conferences took place in different cities of the world – from San Francisco to Tokyo. For a person to get onto the TED stage. . . I’d like to say is “prestigious” - but it is not just a question of prestige but a sign of recognition that the speaker has done something really important for people. Potential speakers go through several levels of a selection process that are meant to determine how helpful to the world his or her ideas are. Then a thorough rehearsal of a speech begins. For example, a physicist must explain his or her theory in simple and understandable language, describing 20 years of research in 20 minutes. Businesses that are focused on innovation actively support the TED conference. Sponsors in different countries at different times have included such companies as Amazon, Audi, BMW, Burberry, Canon, Cisco, Coca-Cola, Ford, Google, HP, Johnson & Johnson, Kraft Foods, Mastercard, Nike, etc. TED conferences have been held under the auspices of the World Bank and NASA, and even Vatican City and the UK Parliament. 58

BACK TO THE FUTURE

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CONFERENCE

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TEDx on the Dnieper River banks TED in Kiev, as a branch of the world conference, has been held each year since 2009. During this time a community of several thousand people formed around it: those who go beyond the norms, specifying vectors of development and conceptualizing the future. The core team of organizers and enthusiasts has remained unchanged for the past 5 years. The international marketing company FEDORIV was a strategic partner of the fifth annual TEDx Kyiv conference in June 2013. The event gathered more than 500 participants and 17 speakers from Ukraine, Russia and Denmark. The topics covered at the conference varied from open source projects in the field of manned space flight to the study of the mechanisms of pain. Among the most interesting were the performances of IT-Prodigy Dmitry Kostik, Ukrainian psychologist and scientist-experimenter Iunona Lototska, dentist Yaroslav Zablotskii, master of computer graphics in the CIS Sergei Tsiptsina, and the owner of the first private research observatory in Ukraine Yuri Ivashchenko. Specially invited was cosmoromantic Peter Madsen, who is the Danish rocket developer looking to realize amateur orbital flights for people who can pay the price of a luxury car. Creativity plays an important role in TED - for example, in a concert hall in Kyiv there were performances of a "space" drum called a Hang as well as a Ukrainian reed pipe. There was also an entertaining performance of 59

“Star Wars” storm troopers. The quality of the proceedings, the selection of speakers and the depth of topics presented at TEDx Kyiv have already reached the level of other world capitals. The conference has demonstrated that Ukrainians want to and can unite around innovative ideas. The phenomenal energy of the audience increases from year to year. Among the ambitious goals of TEDx Kyiv is to invite a NASA astronaut and Hollywood stars of Ukrainian origin. After all, the essence of TED is to prove that the impossible is possible.

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To get an education, to find work, to ensure the future for yourself and your children. There will always be a million reasons to doubt whether we need creativity in general.

Faster is not always better and an excessive workload is not a synonym of success. Slowing down, people are actually starting to do everything better. — Carl Honoré, Canadian journalist and writer

All journeys make sense only when you have a home. And a home is not just a place for sleeping. It´s a place where you stand firm on your feet.

— Jung Kim, Korean writer

Most people consider morality through the lens of religion. Thefore, we spend so much time on the discussion of same sex marriages, not the discussion of poverty, war and genocide.

— Sam Harris, philosopher

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— Pico Iyer, British writer

These days people are less willing to talk to each other: posts, SMS, emails allow editing. — Sherry Turkle, Professor at Massachusetts Institute of Technology (MIT)

Don´t wait for anything. No one will build the country for us. We hired the government and the President for this, but it does not work. No one will act for us! — Pavlo Sheremeta, President of the Kiev School of Economics

What´s in your TEDx If it was seen as just a branch conference, the question of the usefullness of TEDx Kiev would not even arise. On the face of it this conference seems to be about everything and about nothing. Something new, however, is often born at the junction of the branches. People around the world are involved in the TED community, at least via regular Internet videos and articles. They receive information that allows them to look at their own fields in a new, unexpected way. TEDx is simultaneously a self-development tool, and a catalyst of inspiration, not to mention English practice (many of the online videos are accompanied by foreign language subtitles). According to the TED rules, every performance, no matter where it is held, should be recorded and made available for free access on YouТube. The best videos end up grouped into categories like "Technology", "Business" or "Inspiration". TED also makes compositions such as “10 Talks on Education" or "The Best Videos About Art". Another thing that makes TEDх unique is that it is a one-hundred-percent noncommercial event. The conference is organized by volunteers. 60

Funds gained from ticket sales are used to reimburse the costs of logistics such as hall and equipment rental, as well as booking the hotels and plane tickets for speakers from other countries. And yes, speakers do not receive any fees for their performance.

This article is an incentive to go to the TED website and watch some videos TODAY. One TED video a day guarantees you a fresh vision, inspiration and mental development! The work of the Fedoriv team in preparing the conference together with the team of organizers has been a fantastic creative collaboration. We developed the communication strategy and the tactical advertising campaign for the conference in 2013. It has really been one of the best projects of social responsibility for a business in today´s world.

Marketing. Creativity. Investment

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OBJECT: DDT ROCK BAND’S CONCERT!SHOW "EVERYTHING HAS CHANGED” A 100 CONCERT TOUR IN RUSSIA, THE CIS COUNTRIES AND WORLDWIDE 62

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TO THOSE WHO WERE BORN THIS NIGHT WE LEAVE THE EARTH. WE FAILED TO MAKE THE WORLD BETTER, YOU DIDN’T BECOME MY LOVE BUT TILL THE END OF TIME MANY GENERATIONS WILL BREATHE WHILE MEMORIAL CANDLES ARE BURNING STILL YEARS BEFORE THE DARKNESS

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YURI SHEVCHUK, "TO THOSE WHO WERE BORN THIS NIGHT", "EVERYTHING HAS CHANGED" ALBUM

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HOW DOES ONE PRODUCE A MEGASHOW?

DDT faced the fact that show business guys were not ready to go beyond their usual ideas and clichés, so they began to look for a solution among artists and filmmakers. Some of these people were ready for a creative breakthrough, but their work schedule was usually planned for a year or two in advance. Besides, a good creator almost always turns out to be a dictator and wants to impose his vision of the show. DDT had to start anew.

Yuri Shevchuk, “We’ll oﬀer the public our variants of being - not those that exist now oﬃcially. In 1992, we had such a “weird” album "Petersburg the Black Dog", then – “World Number Zero", now – “Everything has changed”. We lived in our studio for two years devoting ourselves to rehearsals and a search for new sounds and words. Many of the songs survived through ten reincarnations. The idea was to create a dramatized rock show, but not a rock opera. We wanted to keep a rock'n'roll format with its drive and concert vibrancy, but at the same time there had to be “end-to-end action”, as Stanislavski said. I searched for artists and stage directors for a long time. We found guys from Ukraine; I am pleased they are people with charisma and brains. The artists are not spoilt by Russia's oil boom, they work very well.”

PURE ADVENTURE

Nothing seemed to be special. Russian show business had long since learnt how to operate the megawatts of light and sound: just buy the maximum of dynamic light devices – as much as your budget and wiring could bare and operate these devices as long as possible. Generally, it’s supposed to be spectacular. Audiences like it. But this is appropriate for pop divas, not for rock'n'roll. When creating a rock show we had to deal with entirely diﬀerent tasks. First, to give an unusual – and what is most important – completely new aesthetic experience. Second, to enable a viewer who does not know the album by heart, to perceive things with additional images and not only the music. The idea was to help listeners not only to hear, but to see the story built into the tracks of the new album. And in the end, let them drive an emotional rollercoaster.

"When Yuri Shevchuk was in Kiev, our mutual friends who were bikers told him, ‘there is a guy out there. . .’ Yuri dropped in the office for half an hour, we sat for five hours," Andriy Fedoriv says. “We discussed different things, listened to music, watched videos made by young directors. We thought of how to approach the task. And we came to the conclusion that the only way to make the project non-typical is to refrain from applying any industrial approach. It was a pure experiment and a real adventure." In the end, the group engaged a young theatre director. The project started when Shevchuk, the director and FEDORIV team spent three days in a solitary cottage a hundred kilometres away from Kiev with mobile phones disabled and brains enabled. Yuri Shevchuk, "we spent a lot of artistic effort to avoid banal pictures: a rock band is on the stage, and there's something moving, but it’s not an abstraction. Everything makes sense here, there is end-to-end action, the story of a young man, perhaps he is me… partly." "We assembled contemporary artists at the cottage who were not connected with show business, and asked them to suggest whatever ideas they wanted, realizing that we would not have to implement their ideas. At that time, the project’s name was shortened and simplified to “Inache”. Then our creative professionals, screen engineers and video DJs arrived. And we proceeded to talk about image detailing and the technology of presentation. A$er that, the project foundation was ready by at least 50-60%," recalls Andriy Fedoriv.

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First, get a perfectionist leader and a creative team willing to try anything new. Add experts and marketers. Mix. Cook longer than the work schedule dictates. Don’t be satisfied with any intermediate results. Yuri Shevchuk, the DDT rock group leader, decided to go against the trend. The music world now tends to move in short, compressed cycles, where singles prevail over albums and short videos vanquish movies. Yuri started working on an unconventional project – a great concert program and an album of 28 tracks named “Everything has changed”. It was a real challenge to sell such music. Few people could do it. The album turned out to be unusual for contemporary times. The lyrics were extremely saturated from the semantic point of view and flooded with metaphors. The work of art was so extravagant and “in your face” that it required new forms of show space in order to present it on stage.

WHO WOULD DO THIS?

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"WE SPENT A LOT OF ARTISTIC EFFORT TO AVOID BANAL PICTURES: A ROCK BAND IS ON THE STAGE, AND THERE'S SOMETHING MOVING, BUT IT’S NOT AN ABSTRACTION. EVERYTHING MAKES SENSE HERE. THERE IS END!TO!END ACTION, THE STORY OF A YOUNG MAN, PERHAPS HE IS ME… PARTLY." YURI SHEVCHUK 66

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PRODUCTION

CINEMATOGRAPHY

Rock itself requires cinematography. We appointed Alex Sai, a famous Ukrainian artist and advertiser, as a creative project manager and video director. The Ukrainian company Front Pictures was involved in the process of creating multi-screen projections. Its assistants implemented a technological solution that created the possibility of laying out the video show for ten projectors working on diﬀerent planes, but running into a single image. At the same time, the design and promotional materials were made by FEDORIV.

Alex Sai, Project Manager for the live video show, “A lot of cool artists were involved in the process. 15 videos were created and several guys worked on each video. The tasks were quite diﬀerent: sometimes animation, and sometimes a video collage. We had 20+ days of shooting, but the whole job lasted for 6 months. I can’t say many interesting things happened on the staging ground, but surely we had work, work and more work.”

“It was quite bloody, because of the fight between functionality and “rock-n-roll,” Andriy Fedoriv recalls. “Yuri defended his group’s stylistic frame and genre. We tried to create a functional solution that we could sell. He led us to a creative, less functional, but more conceptual solution.” Then a period of filming began – twenty three days, mostly in Kiev, partly in St. Petersburg and Moscow. The post production turned out even “bloodier”: when all the material was filmed and shown to Shevchuk, about half of it was rejected because Yuri is one of those absolute perfectionists. The project’s complicated nature can be illustrated by the fact that a new, absolutely diﬀerent piece of music was composed for one video composition that Yuri really liked. A new track, that was not in the album, appeared especially for the concert so the audience could immerse emotionally deeper and deeper.”

Alex Sai, Project Manager for the live video show, “The result is an hour and a half unique video, made in 4 HD (remember the screen size of a four-storey house and the appropriate amount of video resolution needed). Many pieces were remade over and over again. The music dictated the form. We designed details and accents for each song, each rhythm, almost every word. For example, the guys decided to add a solo and we needed to do all the material again. The editing of such a single video o$en took the whole night. Watch the concert – the performance reflects every frame, every shot. A$er a number of concerts I could breathe out and just enjoy the show. I heard the reviews. They said it was cool. The audience in Ukraine, Russia, and Finland and in London liked it. Everybody likes it, so I'm satisfied.” “What distinguishes Yuri Yulianovich among others; what makes him a genius is eternal dissatisfaction with the result. With a creative dictatorship, the result was better. For creators and contractors who go their own way, this work has become a kind of University of art and soul. This is Shevchuk’s project, his victory,” Andriy Fedoriv says. “We were only a brush in his hand, we didn’t try to challenge his creative pride. On the contrary, we tried to meet his requirements as we knew that this subjectivity, this irrationality is the phenomenon of DDT.” The project “Everything has changed” made all its creators stronger. A$er projects like this you feel physically drained, but emotionally filled... and rich. “I came to rock music not to write 5-6 things and earn some boring corporate loot. The essence of creativity is to reflect the world around you. That's the main thing. As Brodsky said, for the artist it is not important what has been made; it’s only what he is thinking about now that makes sense. We are not a group that plays just for money, so we will suﬀer until the end of our creative days. It’s not interesting to live in a diﬀerent way,” Yuri Shevchuk says.

Marketing. Creativity. Investment

The amount of production work was huge, the variety was wide, and it took a lot of management. On the whole the project consisted of three main blocks: program branding, communication material design and video decorations. There were two obstacles in the way of putting everything in place – one was technological and the other mental. The tour had to be big and vibrant, but we couldn’t rely on classic theatricality and complex scenery because of regional restrictions: the quality of concert venues in many Russian cities is very low. The project developers came to the conclusion that the visual solution should be a screen not a normal one but a multi-screen device. It consisted of three major screens and ten additional ones, with a total area of hundreds of square meters. The dimensions of the main screen used in Moscow, was 16 meters high and 56 meters wide (as big as a four-storey house).

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"Everything has changed" concert programme was presentaed to a large audience during its road tour in over 100 cities. Two documentaries about "Everything has changed" were shot during the concert tour.

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VLADISLAV BURDA TALKS ABOUT FAMILY VALUES, GROWING A BUSINESS, THE TRANSFORMATION FROM BEING AN ENTREPRENEUR INTO BEING AN OWNER, AND ABOUT DREAMS. Vladislav Burda is the owner of the RedHead Family Corporation (children’s goods distribution) and is the founder and the president of the public “Association of Owners of Family Companies in Ukraine” FBN Ukraine.

F.: How did you become a businessman and what got you into this particular business? V.B.: I was brought into starting a business by my kids. My first child was born in 1994. At that time there wasn’t any baby food in Odessa. My wife no longer suckled the child. I regularly traveled to Moscow, so she asked me to buy baby food there. I brought food – my baby was fed and content. But there was one question: where will the other residents of the city, who do not travel to Moscow, acquire baby food? In this regard, a very simple business idea was born: I brought a small batch of baby food to Odessa to sell. It was sold very quickly. At that moment I realized that I had stumbled upon a gold mine. This product line has remained a core part of our business – about 35–40% of sales are still of baby food.

B U S I N E S S

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F.: So the first of the children fed by you have reached adulthood. What happened next?

F.: That is, you have to be sexy for them; a center of attraction?

F.: In the transition from being a manager to being a CEO, what kind of people should be involved?

V.B.: My child was growing up, and he needed not only food, but also clothes, shoes, etc. So the idea of creating a specialized shop appeared. At first we had a small section at “Children's World” and there was only baby food. A$er this small section we opened a section in the Central Store of Odessa. Then we opened a small shop in the food market, and then the idea of creating a children's supermarket, where everything would be combined, took shape. A key idea is still prevalent: that a mom comes to one place and buys everything she needs for her child.

V.B.: You must be uniquely sexy.

V.B.: The CEO should think about how to attract the best people, not necessarily outsiders. He should be able to catch these people. In 2001 I introduced the following rule – I awarded the top 10 people of the concern with the designation of being the best of the best. And the second thing - by analogy with school photos of my son, I started taking pictures of my team of top managers to see how the team changed over time. My system of promotion became a factor for growth - I was looking at the entire organization and was able to fill the ranks of top management with those who had been previously designated as being in the top ten best employees of the business. This is what I saw my function was at the CEO stage.

F.: You must be better than they are in the same area? V.B.: To delve into professional details is unrealistic for a large corporation. Therefore, you should project a personal aura – you should be interesting for them. Prospective managers should feel “I will be able to grow with this man, to create something new, to learn something, to implement a project that will inspire”. F.: And what sphere of attraction did you select?

It is important for your brand to be the first thing that comes to mind when it comes to buying a specialized group of products. We have always followed a policy of specialization. If some additional business provides a tangible synergy, then we will do it as long as it brings a benefit to families with children. For example, this is how the project “Successor” appeared. We had a second child. I already had more money to provide for him. I wanted something trendy and elegant for him, and we looked at the world of fashion – so the idea of opening child fashion shops arose. There was a synergy between “Successor” and the original shops “Antoshka”. We found that we were o$en serving customers of our original shops who wanted some alternatives to the usual assortment. F.: If you look at the 18 years in which you were on the path to being an “owner”, can you divide this time into some stages that relate to the changes of your role in business and in life?

V.B.: I chose innovations in management. We were mixing the best technologies of Adizes, Reiter, Manners, Horowitz, Astrakhan and others. And then I added the family business to this. What we are doing now is the development of three spheres: the relationship an owner has to his business, building correct relationships within the family of the owners and the alignment of proper relationships among the managers. With an awareness of these three spheres and an understanding of how they are diﬀerent, we can develop in a very diﬀerent way from other organizations.

V.B.: The first stage is that of “manager”. There is a business process and you have to manage it. At this point you have two or three people around you and, with this small team, you must create something that will be an eﬀective business. The second stage is the “top manager” when there is not just one business, but several.

F.: So, who are you? V.B.: I am the integrator and the communicator – I join people in various projects while identifying interesting ways of obtaining good results. I am very good at attracting good people. I worked as a manager and a micro-manager until 2004, ten years ago. As a result, I realized that I needed to go beyond the things I already knew. Then I created a new business structure with three units. At that moment I felt myself to be a CEO. In this role I remained until 2009 and then I realized that I needed to move to yet another new role – that of “leader.”

F.: How would you evaluate yourself as a manager?

F.: What are your tips for would-be owners who are managers at the moment?

V.B.: At first I was not a very good manager. I always found other managers who were better than I was. It took a long time for me to understand who I am. And in general this is a major milestone in a business career - when you realize who you are. I began to feel confident a$er 15 years of doing business.

V.B.: There can only be this advice: if there is great potential for a business, it is necessary to attract other managers who are stronger than you are. To do this, you will need to select a certain point of growth, where you will be learning the business faster than competitors, so potential managers will want to work for you.

F.: If we talk about being a manager - is there any major mistake, which should not be made at this stage? V.B.: I started when I was very young and flexible. I was not afraid to make mistakes. Stupidity did not have a great price for me. So firstly, it would be a mistake to be afraid to start when you are young – when mistakes are not so painful. From my point of view, the second main mistake would be to delay the start of a business because of the fear of going broke. Making a business plan instead of beginning operations is not a very good option for the start. A manager needs real-world practice, to try things out. To experiment is more important than to write a business plan. Thirdly, it is important to admit mistakes. Not recognizing a mistake is worse than a crime. The CEO seeks to create intrinsic motivation in his workers, to fulfill their calling. If their calling is not consistent with his objectives, then, no matter how he motivates them, it will not work well. If a good CEO knows how to pick the right people, he, as a leader, can help a manager to fulfill his dream. A dream could be anything - from the realization of business ideas to some personal things. Each manager needs to find out what his dream is and talk about it. The transition from being just the CEO to being a “leader” is working with dreams. Ideally, the company should have a human, who will know the dreams of all the people. These are usually two people - CEO (the leader of the company) and HR. These two people should talk to employees during their assessments. At least twice a year we should find time to speak with a person and give him feedback. And during the meeting, it would be good to ask – “what do you dream about”? Eventually, people see this question as easier and easier to answer and they start to explain exactly what they want. Sometimes these dreams can be realized in their career with you, sometimes - not. In any case, if you know them, it will be easier for you to work with those who have them. By the way, I can say that more than a half of all dreams are connected with family and children.

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My dream is to work together with my son, and not just to work, but to be partners. Initially with my first son, then with the second one. This is my dream number one.

F.: How many people in your organization do you lead personally? V.B.: Ten people. They are top-managers. I call us the Dream Team. F.: How should a CEO use his time?

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F.: What is your advice for business owners? V.B.: You should remember that you are the main person of the company who aďŹ&#x20AC;ects corporate culture. Culture is the most important thing in the organization, because it's the answer to the question - what kind of behavior is encouraged, and what is not. We are watched by everyone. If we do things wrong ourselves, we should be ready to see the others copy us. Also, itâ&#x20AC;&#x2122;s very important, what your mood is when you come to work and what mood you have when you think of your business. Your emotions give you away. F.: To what extent are you an emotional person in business communications? V.B.: About 70%. I can only work with a person I love. I encourage all owners to work only with the people they like. This is easily verified by the amount of energy that remains a$er communication.

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V.B.: He should allocate his time based on understanding where he has reliable people who are able to do work without any help, and where he has people who require either replacement or the focus of attention. Someone whom I can delegate my work to is always a hero for me. The freer my hands are, the more creative I can be. Creativity is one of the most valuable things in an organization.

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Why does a company operating in a narrow B2B market, where everyone knows each other, need a brand?

TYRES WITH CHARACTER Andriy Fedoriv speaks about this and many other things with Oleg Shulyak, the founder of the Dalnoboy corporation 76

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Oleg Shulyak founded the largest company in Ukraine for selling of truck tyres but … refused flatly to sell tyres. After the financial crisis his company Dalnoboy was the first and the only company in the CIS that offered its clients the opportunity to buy not the tyres, but the kilometres that would pass under them. “We had to change or die,” says 42 years old Shulyak. “Now we are not a tyre company, but a service company…We solve a client’s problem.” Such an approach has yielded great outcomes: the 50 largest vehicle fleets in the country are among Dalnoboy’s clients. Andriy Fedoriv learns here about the brand and marketing needed for such a “rough” business as the tyre one.

A.F.: Oleg, probably, you have often been told you don’t look much like a tyre seller in a chequered shirt and hipster glasses. How did it happen that you got into this business? Why tyres? O.S.: I was trained as a military interpreter of Chinese. However, in 1992 I was told that such wonderful specialists were not needed anymore, so do what you want, and goodbye. I did not have any idea how to do business, nor did I have managerial experience. I was forced, however, to become an entrepreneur. I got involved in selling and buying of cans of peas, underwear and other mass consumption goods. Once one of the barter chains led me to the Orel Steel Drawing Plant, but unfortunately they did not have what I needed. The commercial Director said that their tyres were “stuck” somewhere, and if I could take them out, I could take a part of them. I went to the place in question, drove out freight wagons full of tyres, and exchanged my share immediately to something else. That time everyone was engaged in the exchange of things: the country had little money. As a result, I thought that a company must be created that would take the place of the last segment in barter and sell various items for hard cash. I began selling and taking on consignment the tyres that I exchanged before. In the middle of the 1990s’ international transport was developed actively. Imported trucks entered the market, but it was difficult to find replacement tyres for them. I started buying and selling these tyres. Up until the financial crisis of 2008, we put a focus in our marketing on the drivers: published magazines and newspapers, organized some parties. We wanted to assure them that we appreciate and understand them, respect their work and want to be useful for them. However, I see now that this strategy was wrong, unprofessional and rather unproductive. Today we also have a need to communicate these messages to our clients, but we do this in an absolutely different way. The necessary condition of any business is to understand your client, and to take care of him.

A.F.: How does your company look now? O.S.: Until the crisis, we were living in a world that was like a vertical run: everything was growing upwards. In 2008 we had to “dry out” sharply. We had half the personnel and branches we do now. Now we have 25 branches and about 450 employees. Probably, we take 5th or 6th place in Europe, if we calculate by the volume of physical retail of truck tyres. As to production effectiveness — we are in the 3rd or 4th place. I am sure that it would be correct to compare companies by production effectiveness, but not by sales volume, number of clients or employees. Effectiveness is the main indicator and asset. The matter is that our country’s organizational culture is very specific with very complicated management, control, and document flow. The best asset of every company is an efficient technique for solving problems in this environment. We have a single network under single management with a single process flow. We are automated well enough and we offer unique products. Practically nobody else, even in Europe, concludes such large contracts for tyre lease. Since 2008 we have been striving not for a bigger number of clients, but for a higher quality of solutions for carriers’ tasks – and this is our advantage. The key is that we are not a tyre company, but rather a service one. Sale of tyres is not the subject of our business. Our subject of business is to resolve 78

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a client’s problems. Our objective is to make a client spend less for the tyres in the end. A bagel (tyre — Father) – is only one of the elements of a chain of work with a client. Other companies have a short and simple chain: the sale and mounting of tyres. We are different: we sell travelled kilometres, but not the tyres. This is more complicated, but interesting and perspective work.

A.F.: Tell me as a businessman… O.S.: I am not a businessman, but an entrepreneur.

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A.F.: What is the difference? O.S.: An entrepreneur focuses on changing his client’s life more than he focuses on money. And this is his main motive. If you were able to really change the life of your client for the better, you would crank it up a notch in personal development. But money – it is just a measure of effectiveness: of course, it must be earned, invested, and contributed. My motivation is everlasting dissatisfaction. Overstated expectations from myself and steep demands on others. Sure, such perfectionism hinders life, but it helps to progress, because everyday life and current problems bring disharmony and negatives. A kind of inner engine is needed so as not to sink into a routine life. Each entrepreneur should seek to find his unique idea or at least copy the best the world has experienced. One just needs to comprehend an idea, its core, and to study its ins and outs. If you want to understand the tyre world of Germany, the Great Britain or the USA, you have to look at it from the inside by going there and seeing how it operates, and to sort out the basic things. For example, four-fold less employees work in a company like mine in the UK! And in the servicing section – 10-fold less. When I ask, for example, how many employees may cope with a certain job, I am answered: “One. The company owner came to an agreement, and the employee visits a client once a year to adjust something.” But this is not our experience. A client in Ukraine demands to be visited once a month or even once per week, just to talk. We have an absolutely different mentality, habit and culture. Therefore, nothing can be just copied.

A.F.: How have you grasped the core of your business? O.S.: I always ask the partners and contractors to give me the opportunity to learn about their experience by joining their company. One understands trivial matters by doing so. Both the God and the Devil are in the details. Some very small detail may change the idea of a business. I’ve probably worked in all the positions in this sphere. I have worked as an installer, a seller of tyres, and

a client manager. Now I can say that I have an absolutely clear idea of any position – who, how and what they must do. This is very important: if a position is not thought over well, it won’t work, and it will be unclear what you are paying someone for. I was introduced in Japan to a 64 year old tyre servicing person (tyre weight is more than 70 kg — Father). I spent with him one day and realized that he does the same job as three healthy men do here. How?! A trick is that he picked up nothing heavy during the whole day. Process flow has worked out the kinks: here is a trolley, a jack, and a wrench is there – everything is in order and in place. He does not need to pick up heavy items; he must perform some clearly basic operations. In this country, it is to the contrary, when one wants to raise labour efficiency, they yell: “Guys, here, f….k your m…!” And guys begin to carry heavy round items, ride on square ones, and they do not even have time to go to the washroom. Their workplace is equipped in such a way that their feet are frozen; they can barely think not to mention perform their job. This is a problem of management. Nothing is thought over. However, if you thought things over, arranged and trained personnel, you would face another problem – competition at the workplace level. You train people, but they leave you. It is necessary to understand what might attract them to competitors, what they are paid there, and what labour conditions are provided. Because of this I managed to get employed by almost all of my competitors.

A.F.: How? Were you employed under your name? O.S.: This is funny. The problem is that nobody knows how to recruit correctly either in my company or in theirs. To recruit the right person it is necessary to understand who is sitting in front of you and what this person will do. It is very difficult to grasp anything from my CV. Practically I worked nowhere.

A.F.: What did you write in your CV? O.S.: I cheated. A.F.: Any example? O.S.: For example, that I graduated from the Moscow Institute of Foreign Languages. A.F.: Does this institute exist? O.S.: No, there are two words missing. However, nobody is interested in this. I am laughing continuously: why do people obtain a diploma? Nobody asks them to show it. I propose to potential employees coming to the interview to print any diploma.

A.F.: What mistakes have been made in these years? O.S.: As one of my friends says, a mistake — it is when you fall down from the fifth floor.

EMOTIONS FOR MEN OF IRON Brief excursion to the work of FEDORIV TASK

The company should be unique, figuratively speaking, as Manchester United. If this does not happen, everything will remain at the level of sea bears, which jump from one ring to another. This is also not bad, but there is little of a future in this. 80

At the beginning of 2012, Dalnoboy Company – the leader in the market of load carrying vehicles – turned to us. The company placed a challenge before us – to introduce emotions and uncommon solutions to the boring and conservative B2B market of tyres.

SOLUTION Protection was chosen as an emotion of the brand. This was the

central idea uniting both internal and external communication and the product itself.

PROCESS First — the product reform. Several tens of services have been packed into four products with different protection degrees. Second — total rebranding has been performed, which made the style more European. The shield – a symbol of protection became

the central element of graphic identification. Third — a complex communication campaign was elaborated upon and implemented. Internal communications were aimed at engaging the employees in the work of the refreshed company. The external campaign included advertising and direct communication with the clients.

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I do not recollect any catastrophic mistakes. I acknowledge that a number of decisions were premature. Ten years ago we wanted to train our clients not to go to the tyre service, but we shall go to them. Such a simple service is provided in many countries. We bought lorries and equipment to drive to the company and to mount tyres there. This idea failed. Customers were ready to drive a certain number of kilometres to queue up. They did not want us to come to them for the same money. I cannot consider this as a mistake. This service turned to be untimely. We relaunched it successfully several years later.

our company employees instead of to the clients. It is the wrong situation assessment when everything is done for a client. Your employee is the basis of success. If he or she likes an idea, it will be implemented. We try to get across that heroes work in our amazing company who change the lives of our clients for the better and protect their business and money.

A.F.: How? O.S.: Today many motor carriers buy tyres out of habit, but the tyres do not solve their problems. We said that we want to sell the result of a tyre’s operation, which means – travelled kilometres. We undertake the obligation that a certain tyre will travel a certain distance. Therefore, our logo represents the shield that protects a client from additional expenses for servicing and loss of time. We offer four levels of protection. First – a client purchases a tyre with a full service package (“all included”). Second – a client is insured against premature tyre wear. Third – a person buys a guaranteed kilometrage of tyres, e.g. 200,000 km. And fourth – when only kilometrage is paid for, it means that money is paid only for a travelled distance.

A.F.: Why does a tyre company need the services of a marketing agency? O.S.: When I bring all the processes of Dalnoboy to the level I am satisfied with, I will withdraw from everything and engage myself only in marketing. This may happen in three or four years. Of course, truck tyres are not branded clothing and require less marketing. Truck owners are very rational people and they do not believe in beautiful advertising. However, we should not underestimate the fact that the decisions of such men of iron still consist of 70 % emotions and they purchase emotionally as well. The Dalnoboy brand must deliver a powerful emotional message. This is our primary task. Further on, our rebranding will reflect a new attitude to the business, life, and to the company as it is. Finally, we have changed

the product and are doing our best to move away from just the tyres. The solving of a client’s problem is our current product. Tyres alone do not have a future, but any business without a unique idea will be transformed into a warehouse. I do not want to be a stock-keeper. And third — I need the brand to modify our personnel policy. So far it is not well understood in the company what I want to receive from personnel management. Thanks to our brand we offer opportunities to people. Maybe we do not make them happy, but they are satisfied at least. The brand is interwoven with the concept that we are a unique company comprised of wonderful people. This also requires updating — at first, to the outside world, and then we will move inwards.

A.F.: And why FEDORIV? O.S.: Except for FEDORIV there is no other company in Ukraine involved in such deep branding. As for me, this is an experiment: to find the marketing company that will be able to resolve an important issue — to dampen my obsession with grooming the company myself. There are girls who are not well groomed and those who are too well groomed. I had a crisis of mind. I was so overloaded with information and ideas that I needed the help of an outside assistant/reviewer who could tell me, “Throw away 90% of the garbage in your head.” It would have to be a very creative person, a marketing specialist who understands brands. I appreciated, Andriy, your desire to get down to business. I saw that you understand that Dalnoboy in the B2B sphere had a very complicated product. A new style, slogan, and idea were born. This is good, because a company that sells not only tyres, but creates emotions, does not exist in any country of Europe (moreover, in Russia).

A.F.: What do you worry about today? O.S.: Human resources, talent management. Personnel policy has to be changed. As I have mentioned earlier, we created the concept of a unique company comprised of amazing people. I am looking for those specialists who are capable of recruiting great personnel and managing them. Nowadays a company should be as unique, figuratively speaking, as Manchester United. If this does not happen, everything will remain at the level of sea bears, which jump from one ring to another. This is also not bad, but there is little future in this. Everything that is done must be done for the company. This law is as simple as choosing a nanny: you have to be useful for my child, but not beneficial to me. Any manager should act in the company interests, because the company — it is not me, but all the people who work in it.

I WOULD LIVE THERE MANEZH – A COMPANY THAT HAS ENGAGED FOR 16 YEARS IN THE MANUFACTURE OF SUN PROTECTION SYSTEMS AND WINDOW DESIGN. THE HEAD OFFICE OF THE COMPANY IS IN CHERKASSY, WITH BRANCHES IN KIEV, DONETSK, AND DNEPROPETROVSK.

An entrepreneur focuses on changing his client’s life more than he focuses on money. If you were able to really change the life of your client for the better, you will have cranked it up a notch in personal development 82

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A.F.: What is the uniqueness of the Dalnoboy brand? O.S.: The key idea of our brand is in its orientation to

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AN OFFICE AND PRODUCT COMPLEX DEVELOPED BY THE MANEZH COMPANY BECAME THE WINNER OF THE ALLUKRAINIAN “ARCHITECTURE AND DESIGN 2009” FESTIVAL, AND THE COMPANY’S SHOWROOM OF SUN PROTECTION SYSTEMS WAS THE WINNER OF THE ALLUKRAINIAN ARCHITECTURAL CONTEST “INTERIOR OF THE YEAR 2011.”

he most well-known projects by MANEZH: The hotels Hyatt (Kiev), Donbass Palace (Donetsk), the restaurant Pushkin (Donetsk), the stadiums Donbass-Arena (Donetsk) and NSC “Olimpiyskiy” (Kiev).

MANEZH has its own production facilities with stateof-the-art equipment. Its product selection ranges from internal and external sun protection systems to Venetian blinds for facades, systems for winter gardens, sunshades, terrace umbrellas and furniture. The company also implements complex solutions for artificial and natural lighting management.

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TIME TO SAY GOOD BYE ALEXEY SAI IS A MODERN UKRAINIAN ARTIST. HE’S FAMOUS. USUALLY IN SUCH CASES ONE WRITES HERE ABOUT AN ARTIST’S EXHIBITIONS, PROJECTS AND COLLECTIVE WORKS AS WELL AS TITLES, PRIZES AND AWARDS. BUT, AS FOR ALEXEY SAI, I WANT TO TALK ABOUT HIM AS AN AMAZINGLY SIMPLE, HARDWORKING AND FRIENDLY PERSON WHO ACHIEVED MUCH WITHOUT ANY PATHOS. TALKING WITH HIM ABOUT MODERN ART, YOU CAN GET CARRIED AWAY AND YOU WON’T FEEL LOST, AS OFTEN HAPPENS OTHERWISE. IF THESE WORDS ARE TOO FEW, GOOGLE: ALEXEY SAI. F.: People o!en talk about your downshi!ing from advertising to art ... A.S.: This did not happen in one day. I always combined them. Job – workshop, job – workshop. Even when I studied in the institute, I worked and went to the workshop. I took a leave of absence for doing exhibitions; I took another leave for getting my diploma. In the end, I was so tired from the parallel life. In advertising, there are a lot of pleasant things; I didn’t quit because I got burnt out. It is not bad to go on a demo part shooting somewhere in Milan, when there is the least responsibility, when you're sitting in a pavilion on the other side of Europe. But there is a lot in advertising that has lost its value for me. I am not fully withdrawing from this business. I shoot videos as a director. Even the most stupid ones because these are the most interesting tasks! F.: What do you think about the problem of cre-

ative people who consider themselves artists, dreaming to give it up one day... A.S.: I will say: if one does not work hard, he will fail. To fulfill oneself at the expense of the customer is a dubious idea. What field do you want to fulfill yourself in? In the new image of “Danone”? This is a self-deception. I do what I visualize as a professional. But it does not mean "they can go jump in the river with their strategy.” There are a few such people who try to go their own way, but they have si$ed out. We cannot say that stray artists are spoiling the advertising world with irrepressible creativity. Everything should be adequate. The other question is laziness. Having a comfort zone generates laziness. A creative mindset that allows one to be capricious and to laze around – in fact, does not help creativity. Solving problems can also be called creativity. O$en people who demonstrate by their appearance and attitude

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of “ah, leave me alone, I'm so vulnerable,” really do nothing.

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IN APRIL 2011, THE MAJOR EXHIBITION CALLED “SPACE ODYSSEY” TOOK PLACE AT ONE OF THE LARGEST UKRAINIAN ART SITES, THE NATIONAL CULTURAL COMPLEX “MYSTETSKYI ARSENAL.” ABOUT 130 UKRAINIAN AND FOREIGN ARTISTS PARTICIPATED IN THE PROJECT, 16 000 SQ. M. OF EXHIBITION SPACE OF THE COMPLEX WERE USED. THE INSTALLATION OF ALEXEY SAI CALLED “TIME TO SAY GOODBYE” WAS ONE OF THE MOST VISITED OBJECTS AT THE EXHIBITION. 88

F.: The subject of our meeting is one of your most large-scale installations - Time to Say Goodbye. What can you say about such a concise work? A.S.: I can talk about this in many ways. For example, that there is a ceiling, at which people stare for many hours, and the work itself is about how useless it is to stay under such a ceiling. I can also say that it's about our new standards of life. Or about minimalism. Not as a form, but as the eternal repetition of the same thing. We can say that it's entertaining. It’s either life or death. But we can’t say that it is something manmade. I mean these days a made-to-scale object can be created from a foam carton on glue. The work was spoken about due to the fact that it was touched by renowned sculptor Antony Gormley. He touched it and was happy to see such a concept – visually strong, massive, and 89

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F.: Let's talk about art. How is your famous “office theme”? Do you still create pictures in Excel or installations with office equipment? A.S.: I'm trying to get away from that. But the office theme is such an interesting culture. We are just inside and cannot appreciate it. Now all intellectuals say that the artist has to turn to social issues (I can think of some pathetic discourse). But I do not care about the socio-cultural aspect of the office theme; I am more interested in the archaeological one. Just think, what a fun culture an office is. It has appeared all over and is widely spread. It cannot be ignored; it has its own way of life, its own emotional patterns. Of course, it is more relevant to talk about the destruction of the countries of the European Union, protests, and crises. But this cult-phenomenon has lasted longer. Just 10 years ago, corporate people caused surprise and irritation because of artificial smiling. Now we are accustomed to it, now there are a lot of such people. It is a good thing that this culture is not aggressive and no more destructive than other cultures. There is a fun and characterized cast of people: not a class, but a culture. And it is interesting to me.

indeed it is made of wood dust and foil, which are materials for oﬃce ceilings. And there was a smell of ... ozone at first. It was because of 360 lamps of cold light. But I did not plan that. The work was not invented especially for the exhibition. It came together just like that, from a series of “Alexey, do a project.” F.: A lot of people perceived it simply and positively, as the light at the end of the tunnel. A.S.: The light at the end of the tunnel is an image of a clinical death.

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KEY POINT — Oleg Kokhan considers feelings that draw awe and admiration to be the best award for his job, not money or awards

A film for me is an opportunity to travel (I thought of this as a child as well), but it also offers a chance to create unique, philosophical and fantastic worlds.

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working on a project. A film itself is a part of a project in my profession, but it is absolutely the most important part. The time span of making a film is much longer for me than for the creative team. The preparatory stage is crucial to me as a producer — the creation of the story, the choice of actors, locations, and the post factum related to reviews, premieres, festivals, and distribution.

— The uniqueness of a producer’s work is that exciting moments are available at all stages of film making. For example, in the process of reading a script and discussing it with the director and the creative team, you suddenly understand that it has something that provokes an inner emotion… At that moment the feeling of falling in love with the story appears, which “infects” all the participants, and the story creates a desire to deliver this feeling to the audience without “splashing”.

— It is not easy to part with the films. There is a beginning, culmination and the end in any relations. This is natural – the laws of the genre and life are such. Some people understand and accept this and go on and start everything all over again to experience the same, but absolutely different feelings with a new story that has new characters. However, some are afraid to let go of the recognition of a fulfilled work that just happened, and they do not make their minds up to proceed to another project and meet a new challenge.

Ironically, film producer Oleg Kokhan calls himself a “manager of geniuses.” He has worked with bright producers such as Kira Muratova, Otar Iosseliani, Krzysztof Zanussi, Roman Balayan, Alexander Mindadze and Sergey Loznitsa.

— I realize completely when my work on a film is completed and the film starts living its own life. Therefore, I try “to let it go” at the right time. It is very important to be involved in a new creative process at this moment of parting.

Andriy Fedoriv has learned what makes the most distinguished national producer tick; what he thinks about and what governs his life. 90

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EACH FILM IS A START-UP

— When I work on a film, I always say that I am

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PRODUCED! List of works by Oleg Kokhan, four-time holder of Nika awards

2007 “TWO IN ONE” Director: Kira Muratova

2008 “BIRDS OF PARADISE” Director: Roman Balayan

The life span of a film is much longer for the producer than for the director. The producer lives long after the premiere show with reviews, awards, distribution, sale of copyrights etc.

2009 “MELODY FOR A BARREL ORGAN” Director: Kira Muratova

2011 “LET’S BE PARTIAL TOWARDS OUR FRIENDS” Director: Michael Agranovich

2009 “WOMEN WITHOUT MEN” Director: Shirin Neshat

2011 “FLIGHT IN NON-FLYING WEATHER” Director: Alexander Stolyarov

2010 “MY HAPPINESS” Director: Sergey Loznitsa

2008 “THEATRE ROMANCE OF BOGDAN STUPKA” Director: Alexander Stolyarov

2010 “CHANTRAPAS” Director: Otar Iosseliani

2008 “HEART ON THE PALM” Director: Krzysztof Zanussi

2011 “ON SATURDAY” Director: Alexander Mindadze

It is difficult to describe the feeling at the moment when, after two or three years of work, hundreds of trips, endless negotiations and discussion, plus stacks of agreements and estimates, you are sitting in a full auditorium. And now the lights go out and the film starts. Your film. This is unbelievable.

— I never regretted joining the film industry. It was good that, at the very beginning, I wasn’t told how hard it would be… from internal conflicts within teams to financial difficulties and physical torments: when we shoot a film when the outdoor temperature is 34°С or when the oil is frozen in the camera… still I am sure that I would not have changed my mind anyway. I understand that I am possessed by cinema and I experience an incredible passion that cannot be stopped or replaced.

— I dream of making a film that becomes famous worldwide, allowing me to secure my producer identification code. I understand and feel clearly how it’s possible to do this. Not to shoot a Hollywood blockbuster in the USA, but to

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2007 “A DOLL” Director: Kira Muratova

PRODUCER —

2012 “ETERNAL REDEMPTION” Director: Kira Muratova

deliver cultural traditions of my native country: of nation, spirit, and history. I want to do everything that the great Ukrainian Sergey Paradzanov did with “Shadows…” in his days.

from selling soundtrack rights to promotional product rights.

— When starting work on a project you forecast

paths. For example, an entire department exists that draws up and sells royalties for The Walt Disney Company. Mickey Mouse or Donald Duck on a T-shirt, a pen, a napkin, and a glass may cost zero-zero-zero point one… but these cents multiplied by a billion prints will generate huge money. Here you will find the economics!

its future – topicality, resonance, the degree of discussion. The film may become a code revealing deep ideas, not of individuals, but of a whole generation with their history and views. The authors don’t just simply provoke feelings in people, but they develop an intellectual message in a way that nobody has done before. They sharpen it intentionally to offer an opportunity for a whole nation to reconsider something in its evolutionary path.

— For most, the economics of a film is determined by the difference between the film budget and the net box office takings. However, these numbers do not give a full picture of the commercial success of a film. A film can go into the studio library where parts are then used in other films and it earns money for decades. There are various ways for a film to make money: 92

— Franchise films have a number of other income

— The ability to make a commercial film — involves talent, but it is also a craft with its own technology and there are laws for each genre.

— Fewer and fewer studios specialize in auteur cinema because of commercial gains control. It’s harder for class A festivals to gather films of high class. There is evidence of decreased investment in auteur cinema. However, unique authors such as Woody Allen, Quentin Tarantino, Jim Jarmusch, whose films are box office hits, continue to work successfully while their works remain art.

Between mainstream and arthouse, there is a very clear difference. You go to a mainstream film for entertainment. It may as well have been written on its cinema birth certificate, that its basic task is to entertain the public in a bar on Boulevard des Capucines. Arthouse films are the territory of deep dialog and experiments. Cinema as an art form is very young.

— Blockbusters earn the lion’s share of their revenue on the first weekend. At the beginning, some films do crazy box office and later appear on TV and DVDs. “Longbusters” do well at the box office over a long period, e.g. films by Fellini and Tarkovsky. Movies such as “The Irony of Fate” (Soviet hit) or “Star Wars” are ideal models because they were both blockbusters and longbusters.

— Director Alexey Balabanov (who died in 2013) and producer Sergey Selianov formed a perfect creative union. Balabanov shot one film as he wanted, e.g. “Morphine”, and another for commercial purposes such as “Brother”. The producer financed both of them. This agree-

ment was followed. Balabanov was quite a radical person, but he understood the situation he was in. He found his producer and agreed to a compromise preserving his author’s position. There are, however, creative personalities who are not ready for a compromise.

— When you are in contact with the authors of a planetary level you realize clearly that these people need something more than gold and fame. They have a necessity to do their work and this is their life. These people are transformed when they work on a film, but when they are not doing this, they are practically asocial and do not understand what they should do in life.

— Kira Muratova — this is auteur cinema. Her style is recognizable worldwide. Her film language is not acceptable to everyone, but her films leave nobody cold. It is very important to do what you both can and want to do. Such cinema does not have a mass audience, but her films are in the “golden collection” of cinematography of the ХХ and ХХІ centuries. These films are 93

forever, but not for one weekend. Making such films, you are doomed to introduce only one work in five or ten years. However, for masters such as Kira Muratova – this is a deliberate choice, and another path is unacceptable.

— Talented people like to repeat that they are not interested in what others think and what others say about them. However, this is not exactly true. Absolutely, they work for someone — an audience, critics, colleagues. However, they initiate things from within themselves, not from what they know about the market and audience as modern one-day authors often do.

— Film “Artist” has a position in the auteur group and it provokes great sympathy in me, “Guys! What did you invent in 100 years of cinematography? Light? 3D? Colour pictures? Dolby Surround?” Today they can shoot a black and white film almost without sound — and it collected all possible awards and did huge box office. Because the basic story is what matters along with the originality and skill in telling it.

The Brand â&#x20AC;&#x201D; The soul of a business International marketing company FEDORIV

All businesses can be divided into two categories. First — there are soulless mechanisms that just earn money. Second — there are companies established on the basis of a clear ideology and the values of a proprietor who cares about his or her mission on the earth. At a certain stage a company in the first category can be more successful, but eventually a company in the second category will always win. It will become stronger and more effective, because, when you invest in your business not only your brains, but your soul, you will always receive a response. In our case, it was sales growth.

“FOR THE LAST YEAR OUR PRODUCT CATEGORY DROPPED BY 7%, BUT WE GREW BY 25 %. WE BELIEVE THIS HAPPENED THANKS TO THE MARKETING ABILITIES OF FEDORIV” Sergey Popov, Co-owner and Commercial Director of the largest meat-processing plant Ostankino in Russia

“DURING THE PERIOD FROM AUGUST TO DECEMBER, SALES OF GALICIA JUICES INCREASED SEVEN FOLD” Taras Barshchovskiy, Owner of the enterprise Yablunevyi Dar, about the Galicia brand

“I LOOKED FOR A LONG TIME TO FIND THE ARTISTS AND PRODUCERS WHO COULD IMPLEMENT MY IDEA — TO LEAVE THE TRADITIONAL ROCK’N’ROLL FORMAT, ITS HARD BEAT AND DYNAMIC, AND INSTEAD TELL THE STORY OF XXI CENTURY MANKIND. SUCH REMARKABLE PEOPLE WERE FOUND IN KIEV. I AM HAPPY TO REPORT THAT EVERYTHING IS PERFECT IN UKRAINE REGARDING CHARISMA AND BRAINS” Yuriy Shevchuk, DDT music band, “Everything is Different” Show

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Who are our clients?

What do we do?

Proprietors who built businesses with own hands. Bright, talented, ambitious personalities who would feel bored within the framework of a soulless corporate hierarchy. Wise, bold, and powerful. They are charismatic leaders who love their work. Money is important to them, but now it is far from being the main thing. They never stop working and continuously set new and crazy goals for themselves. To do things even better…faster!

We help business owners create brands and manage them. We are a strategic partner that undertakes the responsibility for everything that happens with the brand.

For these people, mundane matters can be difficult. They find it complicated to deal with the stale world of bonuses and kickbacks, much of which they may not know about. On the other hand, for the recruited marketing director or brand manager, the process is important, but not the result. To elevate a brand share by 0.04% in the next year — this is not a goal. It’s nonsense! But to upend the market while launching a new product or give a spanking to competitors — this is worthwhile work!

Things are easy with us. We think the same way you do. A brand is not beautiful advertising or a package. It is an investment that must yield a profit. It is a tool that changes the business completely — brings it to a new stage of development. We are ready to be bound to the result and to answer for it financially in all our long-term projects. But things are not always easy with us. We argue. We do not work for you but instead of you. We work together with you. The result is important to us, and we have gotten used to fighting for it by any means and regardless of what the experts say. If you are an inappropriate partner for us, we will tell you honestly about this at the very beginning.

If you are such a person and you find it interesting to change the world, then welcome to FEDORIV! 98

Marketing. Creativity. Investment

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We are an international marketing company. We unite strategies and ideas — the language of cold hard numbers and creativity under one roof. Our work is not completed with the development of a formal brand strategy. We want our ideas to take form. We have created four departments to implement this, including strategy, design, communication and digital. We are far more creative than other strategists and more thoughtful than ordinary designers. Today our team consists of 40 full time specialists. The geography of our projects: Russia, Ukraine, Germany, Great Britain, Singapore, the USA, Norway, Kazakhstan, and the Baltic States. Our clients are the leaders of categories with billion dollar turnovers, aggressive start-ups, music bands and public organizations. We are proud that our projects produce not only money, but make this world better.

What do we believe? Nobody gives a damn. Machines, offices, warehouses, logistics, and quality standards — nobody is interested in these. People are irrational in their choices. If mankind were logical, the market of flowers and postcards would not exist and tennis shoes with a simple checkmark on them would not gather a cult following. You sell a commodity, but people pay for their emotions. For a apt word, for a picture that appears in the mind, for a faint smile. People pay for the brand. A good brand — is an emotional generator of growth and a driver of change. That’s why the brand is the soul of a business. Everything we do — create a strong feeling to be associated with the brand. Starting from advertising and completing with a purchase.

We do not participate in bids. We do not take part in the small local advertising festivals. We do not make “just a commercial” or a “simple logo”. 100

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Who are we?

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FEDORIV Hub

VIP Meting Room

Design Department

Andrey Fedoriv The favorite question "Why is there a bone?"

Elena Maslova approves ideas

Alena Alekseychuk is strategic at office and in real life

22.5 m panoramic videoscreen Father magazin you are reading now

小ommunications Department Secret Room for superheros were multimedia miracles are made

Victoria Klochkova Creative Producer and the turtle owner BBQ

Strategic and Brand Development Department

FEDORIV starts here Oleksander Lavrov loves coffee and challenges

Lounge Area Production Manager

Bar Area with the most creative drinks and snacks

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Skype-call with London

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How do we launch brands? Flight We are traffic controllers

Assembly We are constructors

Designing We are designers

We create the brand: perform marketing analysis, develop a brand model, seek its unique essence, invent the name and logo and propose a global strategy for the achievement of set objectives. Duration: 2—4 months

We prepare the brand for launching: we create about 70 visual materials from package to office design, construct a website properly optimized for people and search engines, and develop a communication strategy and an advertising campaign for the launch. Duration: 2—6 months

We bring the brand to life: engage in brand management, market monitoring for quick responses to any situation, carry out advertising campaigns and training sessions for personnel, as well as provide continuous digital support. Duration: 3—12 months

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The brand is ready for an independent life of its own, and we just help to manage it: we resolve tactical issues while looking for new opportunities for further development and growth.

WELCOME@FEDORIV.COM

Duration: everlasting cooperation

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Take-off We are pilots

IF YOU ARE THE OWNER OF A BUSINESS…IF YOU HAVE AMBITIOUS GOALS AND YOU ARE READY FOR GLOBAL CHANGES – LET’S MEET ANYWHERE IN THE WORLD