"Shared success is everyone’s business"! MAKE SENSE developed a communication campaign for UKRPROMINVEST-AGRO.
At a time when businesses are facing unprecedented challenges and unity becomes a decisive factor of stability, UKRPROMINVEST-AGRO made a strategic move — it updated its system of corporate values and introduced internal competency standards.
In times of economic and wartime instability, the performance of each employee directly impacts not only the success of the company but also the food security of the entire country.
The challenge — with an asterisk — was to turn this transformation into a meaningful, inspiring, and large-scale internal communication that would unite everyone: from agronomists in the fields to department heads in offices. The solution needed to resonate with each of the 3,600 people working in the company.
To convey the new system of values in a simple and accessible way, MAKE SENSE developed a communication campaign built around the powerful idea: “Shared success is everyone’s business.”
This became the main slogan of the campaign, communicating the core message: the strength of Ukrainian business lies in unity and in each person’s individual responsibility.
To ensure more effective communication across diverse employee groups, the central message evolved into: “Shared success is my business.”
This version was complemented by real quotes from employees — concrete actions or achievements that reflected their personal contribution to the overall result.
Such a personalized approach highlights that every team member is an essential part of the collective success.
As part of the project, a full communication platform was created, including key messages, core visuals, a series of informational materials, digital newsletters, and promotional items for high-traffic employee zones.
Kyrylo Tereshchenko, founder of MAKE SENSE:
“We are a meaning-driven agency. We help craft deep, accurate, and powerful messages that unite all target audiences, spark pride and foster engagement. The strategy for UKRPROMINVEST-AGRO is more than just a strategy — it’s a communication of the values we want to see in our country. It’s about belief in people, belief in collective strength and responsibility that turns every action into a step toward victory.”
Viktoriia Andriienko, Communications Director of UKRPROMINVEST Group:
“It was important for us to design a campaign that truly reflects what we believe in as a business. Employees at all levels contributed to shaping the company’s values — we conducted numerous focus groups, analyzed many cases, and identified what genuinely unites us.
All of this became the foundation of the ‘Shared success is everyone’s business’ campaign, which now serves as a compass for the daily work of the entire UPI-AGRO team. We’ve already proven that we can operate at a European standard — and now, thanks to each employee’s personal responsibility, we continue to raise that standard in everything we do.”
