Translation. Region: Russian Federal
Source: Official website of the State –
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Students from the State University of Management participated in one of the largest industry events in the development of creative industries – the Russian Creative Week Forum, which was held at the National Center "Russia."
The Russian Creativity Week Forum plays a key role in communicating visionary ideas and a new philosophy for our country's economic transformation. "We are changing the vector of long-term planning and moving to a new stage—from discussions and plans to practical steps. Today, creative industries are becoming a center of gravity, shaping the cultural code and helping the country develop. This is the path to increased competitiveness," noted Forum Director Marina Mongush in her welcoming speech.
The event's program combined strategic themes: human intellectual capital, creative entrepreneurship, cultural values, and national projects.
Students from the GUU Institute of Marketing, led by Olga Vasilyeva, attended lectures, presentations, and discussions, gaining a closer understanding of the advertising industry and its current issues.
"This day showed how important it is to think horizontally—not just about business or art, but about the interactions between them, about responsibility and values. The lectures on educational transformation and public leadership were particularly impressive—you see that they're not just about theory, but about concrete projects and mechanisms. After such a day, I'm not just inspired—I want to take action," said Alisa Ben Afna, a fourth-year student in the Advertising and Public Relations program at the State University of Management.
As part of Russian Creative Week 2025, a special AKAR session, "Advertising as Part of the Creative Economy: Focusing on National Identity," was held. It became a key discussion platform for the new role of the advertising industry, officially included in Russia's creative economy. Industry experts, government representatives, and business leaders discussed strategies for advertising development in the new economic environment, identifying key growth areas: the transition to national values, the development of domestic technologies, and entry into international markets.
The students were particularly impressed by the exhibition center's layout, dedicated to the achievements of Russia's regions. It showcases innovative robotics, VR and AR technology, a modern ventilator, modified prosthetics, the world's first 5D printer, and much more, all of which make them proud of Russia's cutting-edge technologies.
"This isn't just an exhibition, but an entire space where you can realize your potential, rethink your ideas about yourself and your future, gain motivation to take action, and see that change is possible here and now. The exhibition's main lesson is to love yourself, value your abilities, and boldly move toward your chosen goal," shared Polina Novikova, a fourth-year student in the Advertising and Public Relations program at the State University of Management.
Students also engaged in a discussion titled "Russian Superheroes: Cultural Code and Potential for the Global Market," featuring writer Sergei Lukyanenko, producer and showman Gavriil Gordeev, creative industries researcher Daria Pugacheva, and other experts. Understanding the cultural code was a key topic. The speakers noted that it has not been lost, but is being sought and understood.
Subscribe to the "Our GUU" Telegram channel. Publication date: October 6, 2025.
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