PUMB Wins Four Effie Awards Ukraine 2025

Effie Awards is the leading global recognition for marketing effectiveness, celebrating the synergy of strategy, creativity, and proven results. Established in 1968, today Effie honors the world’s most effective marketing ideas across 50+ countries.

At this year’s Effie Awards Ukraine, PUMB received four awards for its standout marketing campaigns. The bank also secured 9 shortlist placements and ranked 2nd among the best marketing teams in Ukraine. The award featured 93 categories — 40 industry and 53 special categories — with a jury of 290 experts from the Ukrainian and global communications market.

PUMB’s Awards at Effie Awards Ukraine 2025:

Silver — “The Bank. Only Profitable.” Advertising Campaign

In one of the most competitive categories, PUMB redefined the bank’s role in people’s lives.
The honest positioning — “You have several banks, and that’s fine. But PUMB still has the most profitable tariffs.” — became a breakthrough that:

• brought the brand into the TOP-3 banks by top-of-mind for the first time
• boosted the “profitable” and “convenient app” attributes by 20%+
• delivered +29% new cards in three months

This case demonstrates how transparency and real value can win in an oversaturated market.
Campaign developed and executed by PUMB Marketing together with Banda Agency and Netpeak.

Silver — Veteran Integration Platform “Living Toward Each Other”

One of the most important social projects of recent years, aimed at helping veterans reintegrate into peaceful life. PUMB created an effective platform offering financial education, grants, tools for entrepreneurship, and community support.

Key impact:

• 130,000+ participants
• 37.6 million media impressions
• State-level scaling through the Ministry for Reintegration and local administrations

This project addresses not a marketing challenge, but a national one.
Developed by PUMB Marketing in partnership with Adsapience.

Bronze — “Beauty With a Scar” Photo Project for Playboy

A powerful visual story about women whose bodies were changed by war — but whose strength and dignity remained unbroken.
PUMB and Playboy Ukraine showcased female resilience, self-acceptance, and courage.

Results:

• 229.5 million organic contacts
• 0 advertising spend
• Coverage in national and international media

Developed by PUMB Marketing in partnership with Adsapience.

Bronze — App Integration & SMM Campaign “Pina Colada of the Year”

PUMB took a bold creative step, transforming a decades-long viral story about an unpaid debt into a positive emotional ritual inside the PUMB mobile app — reshaping how people perceive loan repayment.

Social media results:

• 4M+ reach
• 131K shares
• 98% positive comments

Earned media engagement on the level of national brands

Developed by PUMB Marketing in collaboration with Havas Digital.

“Effie is about the power of ideas — whether they can change behavior, shift perceptions, or influence society. Our 2025 cases are about honest communication, new attitudes toward loans, support for veterans, and dignity for women changed by war. I’m proud that such stories receive nationwide recognition,”
— Ksenia Sikorska, Chief Marketing Officer at PUMB.

Effie recognition once again highlights that PUMB is more than a bank — it is a driver of meaningful change.