5 Question with Publicis Groupe CEE Lioness: Alla Malinovskaya

As part of Publicis Groupe Central & Eastern Europe (CEE)’s 'Embrace Gender Equity' initiative that was launched during this year’s International Women’s Day on March 8th, the company created a special series 'Publicis Groupe CEE Lioness' designed to showcase and spotlight its many female talent and leaders across the CEE region, celebrating their experiences and important roles they play within the company. Get to know the Publicis Groupe CEE Lionesses through their stories in this series.

Q> Can you share your story with us, how have you gotten to where you are today in your profession? 

Alla> Advertising in the 90s was one of the most attractive professions - I loved the blend of creativity, science, and entrepreneurship. Most of all, in life, I value new experiences and I'm happy that working in advertising allow me to have many such experiences as I boldly apply myself in different areas of the business.

During these years, I have worked on the client side, the TV sales-house, a local full-service agency, an international agency, and as you can guess by now, an international group. 

I have worked as a specialist, manager, entrepreneur, and developer. It was and still is one of the most exciting adventures of my life. In my 27 years of working in advertising, 18 years have been spent with Publicis Groupe. 

Q> What has been your most memorable experience in your career so far?

Alla> There have been many precious moments over my 27-year career, but development of the Media Practice at Publicis Groupe Ukraine between 2017 to 2021 remains special for me. It was an incredible experience that required me to develop new knowledge and skills as well as patience, trust and relentless pursuit of the goal and dream. We launched the first digital performance agency in the market with Performics and support practice for our sister brands; offered e-commerce as a new direction for Publicis Groupe’s clients; restructured the team to highlight key expertise to work for the benefit of all media agencies and Groupe clients at the PMX base; and launched APEX as a solution for our clients. We have developed retention and motivation solutions to develop our key talents, increasing our attractiveness as an employer in the market.

For me, it was a unique experience of working together in a company of smart, passionate, result-oriented talents - true 'partners in crime'. At times, this experience was very tough and painful, but incredibly valuable.

Q> Similarly, what was the most challenging moment and how did you overcome it?

Alla> When I was offered the role of chief media officer in Publicis Groupe Ukraine and to lead the launch of the combined media and performance practices at Publicis Media, my twin sons were only 4.5 months old, and my daughter was only 2.5 years old.

It was not an easy decision, as motherhood was long-awaited and did not come easy for me – especially with three small kids at home combined with a new challenging project ahead.  I did not want to sacrifice family time for a work project, but I was very excited about the potential challenge. I was full of doubts. I’m very grateful to my husband, who supported me at all levels and showed respect to my ardent desire to meet this challenge. Sometimes it was tiring, but I remember this period with great pleasure.

Q> What are your most important tips on achieving success?

Alla> My main advice on how to succeed is not to think about success. The thought that you can lose and not succeed is shackling and does not allow you to act freely. Success is always something that comes as an effect of great efforts and real passion. It can't be a goal. My favourite motto in such cases is: Do what you should and come what may.

Q> What are your tips for younger female talent embarking on the journey you’re already on?

Alla> Remember that life is a journey without road map, where trust to yourself is the best navigator ever.

Be careful in where (company) you choose to grow in your career -it’s very important to find a conducive, enabling environment for true development. For me, Publicis Groupe became my true Lion pride where I met a lot of extraordinary, talented, and bright minded people always oriented for collaboration and support.

Know that life is not about success - it's about great adventures, true friends, and exiting memorable moments.

Believe that everything is possible when you want, and that professional development is just as important as any other areas of woman's life.