As Russia Invades, Agency Networks Look for Ways to Support Ukrainian Teams and Partners

As Russian troops moved into Ukraine in the early hours of this morning, international advertising businesses such as WPP, Dentsu and Publicis sounded concerns for its employees and professional partners based within the country. In the build-up to Russia’s invasion of its neighbor, world leaders had begun issuing economic sanctions against the aggressor in a late bid to dissuade the country’s president Vladimir Putin from ordering his troops into action, after weeks of talks from the leaders of France and the U.K. had failed. Serviceplan Group, which has offices internationally including in Russia, set up shop in Ukraine in 2017, led by chief executive Elena Yakovleva with offices in the capital city of Kyiv. It includes offering local health marketing services to clients such as Pampers and pharma brand Epigalin Brest. Markus Noder, managing director for Serviceplan International, told Adweek: “We are worried about the current seriousness of the crisis. We care about our employees in Ukraine and Russia; therefore we’re having a regular exchange with both and are monitoring the situation as it develops.” French holding company Publicis Groupe, with offices across Central and Eastern Europe, has already implemented some forms of assistance for Ukrainian staffers and plans to continue supporting its teams in harm's way. “We are deeply concerned for the anxiety and apprehension that our 350 teammates in Ukraine are experiencing as events unfold," said Publicis CEO Arthur Sadoun today. "We have been monitoring the situation in Ukraine very closely in the past weeks, and our No. 1 priority in these difficult times remains the safety and well-being of our people and their families." Sadoun outlined some of the ways the global company is working to protect its Ukrainian employees: “The concrete actions that we have already put in place—including security alert systems, emergency hotlines and financial assistance—are being further reinforced to adapt to the rapidly evolving context," he said. "We are in continual contact with our Ukrainian teams to ensure we are responding to their questions and needs. At every level of the Groupe, from leadership to our worldwide Publicis community, we are by their side, and ready to help and support our Publicis family in Ukraine.” Giulio Malegori, EMEA CEO of Dentsu International, explained that the agency network operated in affiliation with businesses in Ukraine, working with 500 people across Carat, Isobar, Vizeum and Posterscope. “While we do not have any Dentsu employees in the country, we are in close contact with the leadership team in Ukraine and supporting them on their operations, employees’ well-being and clients’ commercial activities.” WPP watches for employee safety and 'global implications' Meanwhile, Mark Read, chief executive of WPP, the world’s largest agency network—with offices in Ukraine for agencies such as VMLY&R, led locally by chief executive Julie Manzour—revealed on an investor call to discuss its 2021 financial results that the business employed 200 people in Kyiv. “It’s not the right time to understand the impact of what is happening in Ukraine for the year, although it’s obviously a concern,” he said when touching on the invasion that had begun earlier in the morning. A company spokesperson sent the following statement to Adweek today: "Our priority is our 200 people based in Ukraine, and we are, of course, very concerned for their safety. We are in ongoing contact with our agency leaders in the country to provide whatever support we can, including financial support packages for all our people and other forms of assistance. The situation is fast-moving, and we will respond to developments as they happen." WPP chief financial officer John Rodgers said that less than 1% of WPP’s revenues came from Russia and that Eastern Europe made up a “relatively small percentage” and that it did not have “a high exposure” within those geographies. “The issue is much more about the potential broader, macro-economic impact of what is going on in Ukraine, which would clearly have global implications, not just local ones,” Rodgers continued. Read concluded the call by adding, "Our thoughts are with the news in Ukraine.” “We are working with them to help them, to keep them safe,” Read told The Evening Standard prior to the results call, declining to elaborate further. 'Extremely turbulent times' Earlier this week, as it became apparent Putin's government would not dial back its plans for war, Publicis' Sadoun sent the following email to the company's employees in Ukraine: "In what are extremely turbulent times for Ukraine, I wanted to reach out to let you know that you are all in our thoughts. The strength and the calm that you have been demonstrating so far is quite simply incredible, and you can of course count on the full support of the Groupe in this difficult moment," Sadoun wrote. "With Tomas [Lauko, Publicis CEO of Central and Eastern Europe], Enver [Kikava, Publicis Ukraine CEO], your local management team and [Publicis Groupe management board member] Anne-Gabrielle Heilbronner, we are here for you and your families, and to answer any questions you may have. A number of concrete actions have already been implemented to address the current situation, and we will continue to monitor and adapt in real-time. Nothing is more important for us than your safety and well-being, and we will face these challenges as one united team. Take good care of yourselves and of each other." Trump Ad About ‘Chaos’ in U.S. Actually Used Photo From Pro-Democracy Rally in Ukraine