The Advantage Ukraine kicked off with Zelensky's speech at the NYSE


The pro bono campaign, initiated by WPP's global head of communications Mark Read, unofficially kicked off on 24 August on Ukrainian Independence Day, when blue and yellow banners with the message "We are free. We are strong. We are open for business." were displayed at embassies in London and Washington. The Advantage Ukraine campaign was officially launched on Monday, September 6, when Ukrainian President Volodymyr Zelensky gave a virtual speech at the New York Stock Exchange.

"While we are fighting for our freedom and relief for our proud nation, I am working hard on a plan to ensure a prosperous future for Ukraine. The Advantage Ukraine initiative invites foreign investors and companies with vision and courage to join us, and we will offer unique growth opportunities to the world's best companies. Adventurous companies that see potential in our country will both help realize Ukraine's economic potential and benefit from untapped growth opportunities."

― Ukrainian President Volodymyr Zelensky

President Zelensky at the New York Stock Exchange

President Zelensky at the New York Stock Exchange

The campaign has been prepared since this April, with significant participation of Czech, Ukrainian and Polish agencies from the WPP Group. Zuzana Kabelková, Ogilvy's Strategy Director, has been part of the five-member project team since the beginning and has been instrumental in the development of the entire global strategy and has also collaborated on the creative part.

"With its prosperous technology sector and renowned creative industries, Ukraine has the potential to become a global hub of innovation. At WPP, we are excited about the growth opportunities that Ukraine offers in many of the industries that are represented among our clients. Investment opportunities for the private sector can play a key role in the country's economic recovery."

― Mark Read, global CEO WPP

The Ukrainian government has launched, which lists hundreds of current and future opportunities for foreign direct investment. Investment opportunities worth over $400 billion include PPP projects, privatization deals and partnerships with private sector companies. An expert project team of investment bankers and researchers appointed by the Ukrainian Ministry of Economy will work with companies interested in investing. The project team is supported by the United States Agency for International Development (USAID). Ukraine is already a leader in science and technology - offering a skilled, English-speaking workforce with in-demand STEM-trained skills.

The Advantage Ukraine initiative was reported by Czech Television in the Byznys 24 and its launch is also the subject of an article on