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BRAND UKRAINE International Conference

06 June 2024, 07:30–18:00 UK Time

9.00 - 20.00 EEST

The BRAND UKRAINE International Conference is a flagship event dedicated to Ukraine's brand development and international communications. Serving as a professional hub, it unites both Ukrainian and international experts in strategic communications, brand development, and global research, alongside government officials, diplomats, and business representatives.

This year, the event focused on Ukraine's soft power, which has been instrumental in garnering broad international support and strengthening Ukraine's hard power since the beginning of the full-scale Russian invasion. 

Participants had access to:

  • Two large discussion panels featuring leading Ukrainian and international experts.
  • Four workshops covering topics such as creativity, working with international media, AI, digital storytelling, and countering disinformation.
  • Tasting sessions featuring Ukrainian wines and modern Ukrainian cuisine.

Among the conference speakers were:

  • Simon Anholt, author of the concept of the national brand and founder of Good Country Index and Nation Brands Index.
  • Louis Brooke, Executive Director of Research and Strategy at Zinc Network
  • Konrad Jagodzinski, Director of place branding at Brand Finance consulting agency.
  • Viktoria Lyalina-Boyko, Director of the Department of Communications and Public Diplomacy of the Ministry of Foreign Affairs of Ukraine.
  • Serhii Derkach, Deputy Minister of Community Development, Territories, and Infrastructure of Ukraine
06 June 2024, 07:30–18:00 UK Time
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Konrad Jagodzinski
Place Branding Director
Brand Finance

Konrad leads Brand Finance’s place branding and soft power practice. He liaises with clients, directs consulting projects, and is responsible for the creation and promotion of the annual Global Soft Power Index, Nation Brands, and City Index studies.

Konrad has extensive experience in advising clients in the fields of place branding and public diplomacy. Before joining Brand Finance, he worked at the Polish Embassy in London where he developed and delivered successful marketing communications campaigns as well as media relations programmes of official engagements by the president, prime minister, government ministers, and the ambassador.

In his role at Brand Finance, Konrad has advised a variety of place branding organisations, including the GREAT Britain and Northern Ireland Campaign, Austrade, and Cape Town Tourism.

Before moving on to grow the place branding practice, Konrad was the Communications Director of Brand Finance and Managing Director of Brand Finance’s PR agency – Brand Dialogue for 5 years. He has a proven track record in executing integrated communications strategies, having been responsible for publishing nearly 100 industry and country reports on the world’s most valuable brands on an annual basis.

Konrad has qualified with the Professional PR Diploma from the Chartered Institute of Public Relations (CIPR). He studied European Studies MA at King’s College London and the Humboldt University in Berlin, and International Relations with Political Science BA at the University of Birmingham.



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