On October 14, students of the department of journalism and philology of Sumy State University, educational program "Advertising and public relations", took part in a master class by Ukrainian advertiser Viktor Synkov, copywriter of the "banda" agency.

The master class on the topic "How to learn to come up with better advertising ideas" lasted one and a half hours and did not leave indifferent about 100 participants who connected to the event via Zoom.

Our fourth-year students who participated in the event shared their impressions.

Liana Okhrimenko, student of group ZhT-92(rk):

– I was pleasantly surprised by the approach to the story about creativity through the prism of human psychology. I always think first about the stressful thought process, but never about what could make it easier and more enjoyable. So it was interesting to hear about life hacks on how to work with it. The advice about the idea was especially memorable. Because we are used to the fact that the idea is the first priority, and we always try to invent a bicycle right away. But this is preceded by something: thoughts, conversations with someone, discussions. This is something that is always forgotten, so it is helpful to hear a reminder like this from a speaker. And another very important thing, in my opinion, heard at the master class: "Content is a competitor of advertising." And the meaning of these words is really important, because if advertising has no content, will it continue to fulfill its role? Creating content, not advertising, is a valid point from the speaker, as is the addition that everything should be in context.

Maryna Sadymaka, student of group ZhT-92(rk):

– Today there is an incredible amount of interesting advertising, but how to create such advertising? Where to get inspiration? It turns out that to find creativity, you just need to start working, and our brain will do everything for us. Viktor Sinkov recommended sites where you can look for inspiration and ideas. At the same time, he warned: it is important not to review many ideas before creating your own advertisement, because you will not succeed in creating something unique - the brain will only produce similar thoughts. I liked the master class with a significant number of recommendations and life hacks, it was interesting, not long and informative.

Teachers of disciplines related to advertising and PR had the opportunity to participate in the master class, so Yaroslav Yanenko, associate professor of the department of journalism and philology of Sumy State University, shared his impressions:

– Master classes from advertising practitioners are important for teachers in the context of using the acquired knowledge in the preparation of lectures and practical classes. The "banda" agency, where Victor Sinkov works, is known for creating creative, modern, extraordinary advertising, so it was very interesting thanks to the speaker to look behind the scenes of the creative process, in particular, to learn how storming takes place in the agency - the collective development of ideas for advertising. I am sure that future advertisers will definitely find the speaker's advice useful.

The online event took place within the program of master classes of the 17th Ukrainian Student Festival of Advertising (USFR), the moderator was Yevhen Romat, head of the Union of Advertisers of Ukraine, coordinator of the USFR.