Online-Lecture: Balancing Performance and Awareness: How to Build Effective Marketing in 2025

In times of crisis, the marketing budget is often the first to be cut. Many companies shift their focus entirely to performance campaigns in search of quick, measurable results. But this one-sided approach comes with long-term risks for the brand and the business.

During this lecture, we’ll explore how to strike the right balance between driving immediate sales and building long-term brand value. Using real client cases from Promodo, we’ll look at how branding elements can be integrated even into product-driven campaigns, why visibility in AI assistant search results is becoming mission-critical, and how to strategically allocate budgets across different marketing channels.

EBA Management Development Centre Team together with Valeriia Lavska invite you to participate in the Online-Lecture: Balancing Performance and Awareness: How to Build Effective Marketing in 2025.

Target audience: Marketing Directors and CMOs, Founders and Business Owners, Heads of Digital or E-commerce, Performance marketers looking to broaden their strategy.

Speaker: Valeriia Lavska, CMO of the full-cycle marketing agency Promodo. More than 8 years of experience in marketing, launched and managed the creative event space Promodo hub, worked in journalism. As Marketing Director of Promodo, updated the agency’s communications, relaunched two websites. The agency’s case study “People from Reinforced Concrete” became a finalist for Effie Ukraine in 2023. Promodo has been recognized as the #1 Performance agency according to iab Ukraine for five years in a row. This year, it was in the TOP-5 of the media agency rating and TOP-3 of the media agencies of the VRK rating “Advertiser’s Choice 2024”. Joined Promodo in CEEDA – an alliance of digital agencies in Central and Eastern Europe. In 2024, launched a podcast with marketing directors “Added Value”, whose guests were CMOs and heads of marketing departments of companies such as Intertop, Comfy, PUMB, WOG, STB, WineTime, and others.

Questions for discussion:

• How the customer journey is evolving — and how businesses can adapt?
• Why performance is crucial, but abandoning brand-building is a long-term trap?
• Tools for marketing automation that actually save time and scale efforts.
• What reports help business owners make faster, better-informed decisions?

Registration is obligatory. To become a participant, please, click the “Register” button. Only the users of the EBA site can register at the event. Should you have any questions, please, write at [email protected] or call (044) 496-06-01. 

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