UA EN

TABASCO expands and strengthens the creative department

28 March 2024

In the photo (from left to right): creative director and partner Oleksandr Smirnov, associate creative director Oleg Zavgorodniy, associate creative director Artem Gusev, New Business Group Head Serhii Artemenko, associate creative director Tetyana Bilozorova, director Victoria Enkina.

TABASCO advertising agency expands creative department. Now it consists of 3 units, each of which is headed by associate creative directors — Oleg Zavgorodniy, Artem Gusev, Tatiana Bilozorova. They lead projects from the moment of briefing to implementation, are engaged in selection of teams, communication with clients, presentations, the decision of strategic problems.

The new structure will allow to pay even more attention to each of the clients. Now the client will be able to keep in touch with the representative of the agency, who makes the final decisions on strategy and creativity.

Serhii Artemenko, who joined the team in 2019 as a copywriter, headed the new business as Group Head.

Oleksandr Smirnov, partner and creative director of TABASCO:
“In my articles, I keep saying that the social media revolution has nullified the “six-handshake theory”, turning it into two or even one contact that should bring the expected result. Vertical structures almost always lose to horizontal ones — in speed, simplicity, efficiency, and the most successful projects meet the principles of agile. Customers do not need processes, but solutions. To do this, they should not interact with “positions” according to the staffing schedule, but people who are thrilled to create a cool product here and now.
Today we can proudly say that TABASCO is an example of a new type of structure in which the creativity is created not on a vertical conveyor, but by a mobile and talented creative special forces. It is especially gratifying to note that the leaders of TABASCO creative units have grown and developed within the agency. Oleg Zavgorodniy, Tanya Bilozorova, Artem Gusev and Serhii Artemenko are our stars, who have earned the right to play the leading roles and infect brands with the brightest virus of creativity and innovation”.

By the way, TABASCO started testing such a model in 2019. Then Oleg Zavgorodniy became the associated creative director, who took over some of the clients under his supervision. This was a very effective step, so now it has been decided to restructure the entire creative department of the agency. Prior to her promotion, Tatiana Bilozorova was Creative Project Manager and Artem Gusev was the Art Director of TABASCO.

Victoria Enkina continues to work as the director of the agency.

TABASCO has been the leader of the Advertiser’s Choice rating since 2006. In 14 years, more than 500 brands have been launched and more than 1,000 video projects have been shot. Winners of the Effie Grand Prix and winners of the Berlin Music Video Awards. Works in the markets of 4 countries: Ukraine, Belarus, Kazakhstan, UAE.
The agency conducted the largest rebranding in the history of the country: Vodafone, Credit Agricole, Raiffeisen and others.

Oleg Zavgorodniy: 12 years in advertising, more than 2 years as an associate creative director. Numerous awards at festivals, including the Cannes Lions National Diploma, the Print of the Week at Lurzer’s Archive, and more. Among the clients are Vodafone, Ukrtelecom, Samsung, ALLO, WWF, Hyundai, Kraft Foods, Carlsberg, Ferrero, Kernel, Universal Bank, Ukrgasbank and many others.

Tetyana Bilozorova: For 15 years in advertising she managed to work in top Ukrainian and foreign agencies (including Kinograf, Publicis Russia, BBDO Moscow), to collect awards (from KIAF to Effie), to make many influential clients happy (Nestle, Beeline, Intel, Vodafone, Alfa Bank, Masafi UAE, Ria.com, etc.).

Artem Gusev: over 7 years of experience in design and advertising. ADC * UA member, Young Cannes Lions participant, D&AD Fellow with publications in Lurzer’s Archive. He has worked with such brands as UIA, Alfa-Bank, Credit Agricole, Hello, ZTE, Huawei, Citroen, Philip Morris.

Serhii Artemenko: 5 years in the field of advertising and marketing. Victories in creativity contests Red Apple, Golden Drum, Golden Hammer, KIAF, White Square, Young Lions Ukraine and ADC * UA Creative Express. Launch of the KABANOSY brand from Dmytruk on the Ukrainian market, development of the promotional campaign “We dream important” for Goodwine, full creative support of “Alfa-Bank Ukraine”, ALLO, etc.