Advertiser’s Choice from All-Ukrainian Advertising Coalition 

Advertiser’s Choice

All-Ukrainian Advertising Coalition 


In Ukraine, there are various agency rankings (both for creativity, as well as effectiveness), but the Advertiser’s Choice research generates significant interest among both agencies and clients. It identifies advertisers’ preferences in choosing creative and media agencies. It reveals which agencies are considered most in-demand and competent among advertisers with significant advertising budgets. Study is based on anonymous online surveys, allowing for honest and objective market evaluations. When selecting agencies, the situation assumes no restrictions – by budget, network contracts, conflict of business interests, or duration of works. Research is conducted in three waves and involves more than 200 marketers. 

What is innovative about this initiative? 

The innovation of the Advertiser’s Choice research lies in directly involving advertisers in the process of evaluating and selecting creative and media agencies. This approach yields honest and unfiltered information about advertisers’ preferences and requirements, which, in turn, helps improve the quality of services in the market. The anonymity of the votes ensures the objectivity of the responses, while open surveys facilitate broad market participant engagement. This initiative also motivates agencies to self-improve, as they receive feedback from potential clients. 


The research had a noticeable impact on the advertising services market in Ukraine. It contributed to increasing transparency in the relationships between advertisers and agencies by providing agencies with feedback about their market perception and recognition among potential clients. The rankings formed based on the research helped agencies understand how their efforts are evaluated by clients and in which aspects they need to improve. For advertisers, it became a tool for assessing and choosing agencies based on the opinions of industry peers, not just agency presentations. This also motivated agencies to implement innovations to achieve higher positions in the ranking.