The Executive Director of Media Systems, Yana Yanikyan, was recently featured as a guest on the Business Lab program by Oragir.News, where she spoke about the evolving perspectives of modern advertising, marketing, and digital communications.
During the interview, Yana Yanikyan discussed the 13-year journey of Media Systems, highlighting the company’s key development stages and the strategic decisions that have helped it remain competitive in a rapidly changing digital environment. She also addressed how the advertising industry has evolved over the years, shifting from simple promotional messaging toward more sophisticated, targeted, and strategic communication with audiences.
Yana Yanikyan emphasized that advertising agencies often take on an educational role, helping businesses better understand the tools and strategies necessary for effective communication and long-term brand development.
The conversation also explored the impact of digital transformation on the advertising industry, including the growing role of artificial intelligence, the importance of selecting the right media channels, and the strategic distribution of advertising budgets. In addition, Yana Yanikyan spoke about the importance of maintaining professional ethics and a strategic approach to media planning in an increasingly complex media environment.
As a lecturer at Yerevan State University and Russian-Armenian University, Yana Yanikyan also reflected on the connection between academic education and practical business experience, stressing the importance of preparing future specialists for the realities of the modern communications industry.
The interview concluded with a discussion about women entrepreneurs in Armenia’s business environment, addressing the stereotypes they often face and highlighting how knowledge, experience, and consistent work remain the strongest foundations for professional success.