5 May 2026
The market is systematically wasting resources because clients and agencies load different meanings into basic terms — PR, marketing, advertising, branding: creating a shared professional language is the next stage of market competitiveness.
Batyr Latypov — Co-founder of BMGroup, 30+ years in advertising campaigns and marketing. Initiator of the project to establish professional market standards.
Imagine a typical situation: a company orders a "PR campaign." The agency delivers media placements, while the client expects publications in the press. In the end, both sides did what they believed was right. Both are convinced they are correct. And both are dissatisfied with the result.
This is not an isolated case. It is a systemic issue. When basic terms — PR, marketing, advertising, branding, communication — are understood differently, neither the agreement nor the outcome can be assessed honestly.
It works. But the cost of working this way ends up being higher than it should be.
Every time the parties understand a task differently, time is wasted on clarification. When results are evaluated against different criteria, disputes arise. When the rules are not transparent, the winner is not the best player, but the one who negotiated better in that particular moment.
The market works — but wastes resources that could have been directed toward growth.
Creating an environment where:
Not a top-down regulator. Not declarations. A living professional process.
All market stakeholders: business clients, agencies, independent professionals, educational institutions. Where necessary — government bodies.
The key principle: this is not one party's position imposed on the rest. It is a dialogue from which shared understanding emerges.
You can write any standard. But if it has not been tested through discussion among real participants, it will remain just paper. Content captures opinions. Dialogue creates consensus.
This is precisely why the key format is discussion meetings: closed professional debates, thematic sessions, and roundtables.
Not a perfect market. Concrete changes:
This already meaningfully improves the quality of work.
The market has emerged as a phenomenon. There are specialists, there is practice, there is an understanding of the local context.
The next stage is not simply applying others' approaches, but participating in the creation of our own. If this moment is seized, it becomes a competitive advantage for the region. If it is missed, the gap will only widen.
The first step is participating in a discussion meeting. The date and venue will be determined jointly with those interested.
Those who already feel the need for clarity and structure — they are the first participants.
Agreement is a process, not a document.