КРЕАТИВНІ КОЛАБОРАЦІЇ В РЕКЛАМНІЙ ІНДУСТРІЇ УКРАЇНИ

<p><strong><em>The purpose</em></strong><em> of this study is to determine the role of creative collaborations among enterprises in the advertising industry in strengthening an agency’s brand, enhancing its competitive position in the market, and implementing social responsibility initiatives.</em><em></em></p><p><strong><em>Research methodology. </em></strong><em>In the process of reviewing and systematizing the theoretical and methodological framework on the implementation of creative collaborations in advertising agencies, a set of research methods was employed. The descriptive and systems approaches were used to examine collaborations as a component of integrated marketing communications. The grouping and comparative methods enabled the comparison of different collaboration practices within the advertising industry and the assessment of their effectiveness. The case study method was applied for an in-depth analysis of the «BORSHCH» project as an example of a collaborative approach. Content analysis was used to examine communication materials, publications, and presentations related to the project in order to identify key messages and interaction tools.</em><em></em></p><p><strong><em>The results. </em></strong><em>Creative collaborations play a crucial role in the development of modern advertising agencies, as they ensure the synergy of knowledge, resources, and creative approaches. In the context of intense competition and the dynamic nature of the digital environment, agencies are required to shift from isolated solutions to partnership-based interaction models. Collaborations enable the development of comprehensive communication strategies that integrate various tools, ranging from SMM to PR and creative production. The case of the «BORSCHT» project demonstrates that a collaborative approach contributes not only to increasing the effectiveness of advertising campaigns but also to the formation of professional communities, the development of networking, and the strengthening of participants’ reputational capital. Such initiatives illustrate the transition of the Ukrainian advertising market toward a model of open interaction, where partnership is not merely an additional tool but a fundamental principle of operation. Creative collaborations thus represent a strategic factor in enhancing the competitiveness of advertising agencies, ensuring innovation, adaptability, and resilience in the modern communication environment.</em><em></em></p><p><strong><em>The novelty</em></strong><em> of the research lies in rethinking the role of creative collaborations in the advertising industry as a powerful tool of integrated marketing communications that determines a company’s strong position in the advertising services market.</em><em></em></p><p><strong><em>Practical significance. </em></strong><em>The findings of this research can be applied in teaching practical courses in advertising management, advertising, advertising business, and the organization of advertising and PR agencies, as well as in training programs for professionals working in communication, advertising, and digital agencies.</em><em></em></p><strong><em>Key words: </em></strong><em>advertising industry, advertising agency, creative agency, creative collaboration, integrated marketing communications, social responsibility.</em>