Ukrainian Military Units Adopt Business Strategies Amid Ongoing Conflict
Ukrainian military units, including Azov, Third Assault Brigade, and Charter, are evolving by blending military operations with modern management practices and soldier welfare initiatives, reports 24brussels.
Founded in response to Russia’s initial invasion in 2014, Azov has undergone significant transformations alongside more recent formations established in 2022, like Third Assault Brigade and Charter, which have expanded to include several additional brigades this spring. Each of these units now boasts over 20,000 personnel.
“We do not treat people like animals,” said Charter’s commander, Volodymyr Kozhemyako, emphasizing his commitment to involving soldiers in planning and decision-making processes. “Our fighters know exactly what they are doing and are fully dedicated to the cause.”
Commanders within these battalions are assessed on specific performance metrics, including “cost per enemy destroyed” and “cost per day on the front line.” Additionally, each unit features dedicated human resources departments to ensure promotions are based on merit rather than personal connections. Kozhemyako has expressed plans to implement resource management programs akin to those in civilian enterprises, noting that persuading older officers of the need for marketing and accounting resembles convincing former collective farm workers of similar necessities.
Support services such as Azov Care play a critical role in recruiting, providing assistance to wounded soldiers and their families. Non-combat positions are offered to those wishing to return to duty, while arrangements for funerals and compensation claims are facilitated for the families of fallen soldiers.
In addition to military operations, these units maintain an active presence on social media and YouTube, collaborating with prominent figures in music and sports. Notably, Third Assault Brigade has launched a drone school near Kyiv targeting youth aged 18-25, with approximately a quarter of participants subsequently enlisting. Their marketing campaign has generated up to 200 applications daily, although it has faced criticism, according to media head Kristina Bondarenko. Furthermore, the brigade produced a compelling film featuring frontline footage alongside Oscar-winning filmmaker Myroslav Chernov.
As the conflict evolves, marketing strategies for these battalions have also shifted. Initially, Third Assault Brigade employed aggressive imagery featuring weaponry before transitioning to lighter, humorous themes, such as a drone pilot lounging in a deck chair with the slogan “Summer, FPV, Third Assault.” Following setbacks in the 2023 counteroffensive, a new campaign emerged, using zombie imagery with the tagline, “If we do not fight, darkness will prevail.”
Now, as peace negotiations falter, the emphasis has shifted toward military service as a lifestyle. Billboards for Charter proclaim, “Grow in Charter,” while Third Assault shows soldiers with children and pets under the tagline, “We are here to live.” These advertisements bear a resemblance to political campaigns, and analysts suggest that this trend may position these units as possible launchpads for their leaders’ political ambitions following the war.
The nature of warfare in 2025 contrasts sharply with that of 2023. As the landscape changes, success hinges on the ability to lead and dictate the pace of transformation.
