Natalya Popovych

Founder & President
One Philosophy

Ukraine

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“Innovation comes from commitment to bigger issues than anyone of us individually can address and diversity of opinions, backgrounds, collaborations across different realms. Only then we can create the reality we want to live in.” 

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Entrepreneur, international communications expert and civic activist Nataliya Popovych is a communications hero for our times, bringing her skills to bear on a geopolitical challenge of enormous significance. Russia’s invasion of Ukraine this year provoked a unified response from the communications sector, but some communicators have been fighting Russian aggression for many years and have been playing a more direct role, with Popovych as the most prominent. In 2014, while still leading Weber Shandwick’s Ukraine affiliate, she co-founded an NGO, the Ukraine Crisis Media Center, to amplify Ukraine’s voice in the wake of Russia’s annexation of Crimea and occupation of eastern Ukraine. Two years later she set up her agency, One Philosophy – now a 60-strong group of four agencies which works with global corporate clients and state and international institutions – and this year she and colleagues founded The Resilient Ukraine civil society organization, which houses WeAreUkraine.info, an information and advocacy platform that provides tools for global engagement in support of Ukraine, including boycotting Russian organisations. She is the co-chair of the Ukraine Communications Support Network, an international taskforce to coordinate the pro bono efforts of global public relations players and serves on Business for Ukraine, a coalition of Ukrainian and international civil society groups. 

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How do you define innovation?
A daring solution that addresses the burning need in a new and original way.

What is the most innovative PR or marketing initiative you've seen over the past 12 months?
Ukraine Street :) and I have to say that I really do not have much time to follow marketing initiatives lately.

In your opinion, which brands and/or agencies are most innovative in their approach to PR and marketing?
Fashion and design, architecture

Describe a moment in your career that you would consider to be innovative.
Сreating purpose-led One Philosophy, Solutions for People, Be--it, One Health. Co-creating Ukraine Crisis Media Center in 48 hours when Russia attacked Ukraine in 2014. Creating The Resilient Platform during the pandemic. Co-creating www.WeAreUkraine.info and then Resilient Ukraine in 2022.

Who do you admire for his/her approach to innovation?
Bjarke Ingels, Arup, Buurtzorg, Orestad, Leggo

How do you get out of a creativity rut?
There is always a bigger need to address.

What advice would you give to the PR industry around embracing innovation?
Innovation comes from commitment to bigger issues than anyone of us individually can address and diversity of opinions, backgrounds, collaborations across different realms. Only then we can create reality we want to live in.

What would you be doing if you weren't doing your current job?
If there was no war, I'd be translating "Humankind: A hopeful history of the future" into Ukrainian

Which book/movie/TV show/podcast/playlist/other cultural source has provided inspiration over the past year?
Timothy Snyder - Lectures on Ukraine

How would you like to see work culture, and the role of the office, evolve?
Be as human as possible.

How can the PR and communications industry harness innovation to make more progress on diversity, equity and inclusion?
Recognize that respect for one's dignity and equality of opportunity should be at the core of all decision-making.