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Communications in Politically and Economically Turbulent CIS Region

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Zhenya Pankratieva Noblet Media CIS

We talked to Zhenya Pankratieva of Noblet Media CIS about surveys on lifestyle and financial views, and she had the following to say:-

First of all, how are you and your family doing in these COVID-19 times? 

Zhenya Pankratieva: In March 12, 2020, my family moved to our country house. We’ve spent quality time together, enjoyed great nature and sport opportunities. We were back in the city in November 2020 because of difficult school logistics. Business questions were not the reason to change our locations: my husband and I had perfect opportunities to work from the country house. And our golden retriever was the happiest dog ever when we stayed in the countryside.

Tell us about you, your career, how you founded Noblet Media CIS.

Zhenya Pankratieva: I’ve been working for the worldwide biggest communications/advertising companies before I decided to found my own company in 2006. I had a clear understanding of what kind of people and procedures I’d like to have in my company. High-level communications experts are well – educated, curious, and quality relationships oriented. We are a team with the same values, not single stars. The values are important. The background is important. We support each other, honestly discuss all issues and consider long – term factors while making decisions. We are flexible and usually propose comfortable and timely solutions for clients, as it does not take long to make decisions. 

How does Noblet Media CIS innovate? 

Zhenya Pankratieva: At first, it’s geography. We live and work in a turbulent region. Our markets are former CIS countries: Ukraine, Georgia, Kazakhstan, Azerbaijan, Belarus, Armenia, Moldova, Uzbekistan. Taking into consideration political and economical context, we are experts in global and local solutions for our markets. We live here; our families and team members know everything, follow all changes and predict possibilities and opportunities.

For international businesses, we are comfortable and useful: the same quality standards and effectiveness in all markets with fewer efforts and resources.

Second, we adopt internationally accepted instruments and innovations to local markets. We are fast, as we do everything simultaneously in all markets. 

At third, we do and use a lot of research and questionnaires to support our proposals. We always get third parties opinions while forming our approaches and solutions.

How the coronavirus pandemic affects your business, and how are you coping?

Zhenya Pankratieva: Of course it affects. We apply more efforts, wait longer for the clients’ decisions. Our team experienced 3 economic crises in our markets for 15 years. We know all the stages, our structure and procedures are optimized enough to survive many years ago. 

Did you have to make difficult choices, and what are the lessons learned?

Zhenya Pankratieva: Being CEO of the company does not necessarily mean to take popular decisions. I see my role in moderating the situation within the company. I provide all the information, outline possible solutions, and discuss with the team. We take collective decisions, as company goals are transparent. As we all have the same values, we rarely argue.

What specific tools, software, and management skills are you using to navigate this crisis?

Zhenya Pankratieva: Being a communications company, we are supposed to be good communicators. And we are. We make sure all parties involved in our business clearly understand the final results and intermediate procedures. As our clients have strong procurement and compliance departments, we need to build the same system with our partners and suppliers. We use Windows, Google Chrome, Teams, Webex, Zoom for daily operations. 

Who are your competitors? And how do you plan to stay in the game?

Our competitors are the companies who try to play the same scenario. I strongly believe that we have a unique team and approach. The worldwide communications business does not have a period of growth, as there is a significant drop in public opinion toward media and social media, government, and state bodies. Building trust for brands and companies is essential, and I am sure we are a necessary component in societal development.

Your final thoughts?

Zhenya Pankratieva: I follow the job automation theme. And of course, I wonder how everything will look like in 20 years. And I hope our team will take part in changing the world for the better.

Your website?

Kossi Adzo is the editor and author of He is software engineer. Innovation, Businesses and companies are his passion. He filled several patents in IT & Communication technologies. He manages the technical operations at

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