Business Lockdown: For creative director Smirnov, ‘crisis is best moment to change deeply’

Editor’s Note: Ukraine’s businesses are struggling after the country introduced nationwide restrictions on movement and travel starting on March 12. The restrictions have been strengthened since then and are set to last until at least May 11. Most businesses are closed with employees working remotely or not working at all. The exceptions include supermarkets, pharmacies, banks, parcel delivery services. The borders are closed to most forms of traffic, except Ukrainians returning by foot or by car. Most domestic transportation is closed or heavily restricted. Estimates range on how deeply the ensuing recession will harm Ukraine. The Kyiv Post talked with entrepreneurs about their daily struggles, asking how the quarantine has affected their ventures and what they are planning to do once it’s lifted.

We want to hear your personal story of survival during this national lockdown. Please contact us at [email protected].

Alexander Smirnov
creative director and partner of the Tabasco creative agency. Founded in 2016, it has helped market 500 brands and shot over 1,000 commercials for them. The agency offers strategic development, design, branding and marketing consulting 

“The most difficult thing for us was to deal with the panic induced by the shutdown. It was hard to keep our business in good shape while assuaging the fears and panic of investors. Only when the panic is gone can you make cold-headed decisions.  

“The market will narrow down because of the quarantine. Only ambitious and far-sighted players will be able to enjoy the market shares left after the shutdown – and we want to be one of them.

“We want to make the best out of this quarantine situation. Luckily, we only had to postpone two projects. We had a diverse portfolio when the crisis began, so it helped us. Now we’re getting many new orders connected with anti-crisis communication. We are also actively hunting for new clients who need (to change) strategies (so as not to) burn through their marketing budgets.

“The other difficulty was to organize remote shootings, but we managed to do it thanks to smart production teams and up-to-date software.

“We just keep moving. We’ve put some new projects on the tracks, helping the country with public awareness campaigns, which we did for the Ministry of Health and Red Cross Ukraine. And we found time to initiate projects for pet shelter Sirius, which seems to be a success. Another project is a job protection program for (workers in the creative industry) who have been fired due to the crisis. It’s called #TabascoWorkForGood.

“It is the third big crisis in my memory as an entrepreneur. Only work can help us now. So we keep rolling.  

“We didn’t receive any help from the government, but we would like to have access to the same tax delays and exemptions as every business does. However, there is a (saying) in Ukraine that the best thing the authorities can do for us is not to interfere in our business.

“My message to the business community is simple: A crisis is the best moment to change deeply. You can’t avoid it, you can’t overlook it. You simply have to try and make the best of it.”