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Boutique advisory · Moscow

Reputation
is capital.

LUCKYENKO is a strategic communications advisory for business owners and top executives: communication strategies, reputation protection, personal branding. Personal. Confidential. Turnkey.

Discuss a project Practices & fees
Dmitry Lukienko
Dmitry Lukienko · strategist, communications advisor
12+
years in strategic communications
+72%
brand mention growth for a client
75 000
subscribers grown from zero in one year
≤3
retainer clients at a time
Strategy · Crisis management · GR · ORM / SERM · AEO / AI reputation · CEO personal brand · M&A communications ·  Strategy · Crisis management · GR · ORM / SERM · AEO / AI reputation · CEO personal brand · M&A communications · 
01

We are a boutique, not an agency

At an agency, a partner sells and juniors deliver. With us, the strategist behind the track record is personally involved in every project — so we keep no more than three retainer clients at a time and answer for the result personally.

Typical agency
LUCKYENKO
Who works with you
Partner at the pitch, juniors on the project
The strategist behind the track record
Number of clients
Dozens at once
No more than 3 on retainer
Approach
Conveyor and templates
Architecture built around the owner's objective
Decision speed
Via an account manager
Directly with the strategist
What you pay for
Office rent and headcount
Expertise and result
02

Cases that sell themselves

Every project is a business metric, not "reach for reach's sake".

+72%

Major Russian retailer

Transformation communications strategy: +72% marketplace mentions, +37% share of expert publications, a shift to proactive reputation risk management.

0→75 000

Personal brand of an e-commerce founder

Repositioning a public figure from a crisis-associated image into a standalone business brand: Telegram from zero to 75,000 subscribers in a year; media tone shifted to professionally positive. Client name — upon referral, with consent.

2024

Federal campaigns

Head of digital for V. Davankov: the 2024 presidential race and the Moscow mayoral election. Real-time agenda management under maximum media pressure.

GR

Moscow Government · ANO "Dialog"

Federal-scale government communications: special projects, influencer relations, converting GR capital into media weight.

03

Practices & fees

Four engagement formats. Fees are quoted "from"; the final figure is fixed in the specification after diagnostics.

Entry point

Reputation audit

Digital footprint, tone and associations, vulnerability map, attack landscape, competitive contour. Plus an AI audit: how neural networks describe you and your company — and how to manage it. Deliverables: a 90-day plan and a crisis protocol.

from ₽400,0002 weeks · credited toward the retainer
Core

Strategic retainer

Messaging platform and tone of voice, media plan, op-eds and executive comments, monitoring, a monthly memo to the owner.

from ₽500,000per month · 6+ months
Flagship

M&A integration · GR packaging

Post-deal reputation integration, ESG narratives, positioning for tenders, subsidies and state support, executive speeches.

from ₽2,000,000per project · 2–6 months
Emergency

24/7 crisis response

The first 24 hours: response protocols, neutralizing toxic stories with an alternative agenda, negotiations with media and platforms.

from ₽1,000,000per case
04

Process

I

Diagnostics

A 30-minute call + NDA. We define the objective, risks and engagement format.

II

Audit

Two weeks: digital footprint, tone, vulnerabilities, attack landscape, competitors.

III

Strategy

Messaging platform, ToV, media plan, speaking program, crisis protocol.

IV

Execution

Media, content, op-eds, speaking slots, the GR agenda — managed by the strategist.

V

Protection & growth

Monitoring, ORM/SERM, quarterly reports to the owner with reputation-capital metrics.

05

Expert network

The strategist is the core. A vetted team is assembled for each project.

Dmitry Lukienko
Dmitry Lukienko · founder, strategist
StrategistMeaning architecture, top executives, crisis protocols, the media and GR contour
AnalystMonitoring, media analytics, semantics, competitive contour
EditorOp-eds, comments, speeches, interviews
ORM specialistSearch results, footprint cleanup, SERM
DesignerPresentations, infographics, visual reports

All experts are vetted on projects, work under NDA and are coordinated personally by the strategist.

06

Principles

P.1

Confidential

NDA before the first substantive conversation. The fact of engagement — only with the client's approval.

P.2

Personal

No more than three retainer clients. The strategist is in the project, not "at the pitch".

P.3

No conflicts

One market, one client. We never work for a direct competitor of an active client.

P.4

Accountable

Metrics and reporting in every product. The strategist is personally liable for the result.

P.5

Transparent about the past

Cases are discussed based on public data or with client consent. Flagship cases are anonymized: the name is disclosed upon referral.

P.6

Visible to AI

We manage not only search results but also how AI answer engines — ChatGPT, Perplexity, Yandex, GigaChat — describe you and your company. Reputation in AI answers is the new first screen.

07

Expertise in the public field

I don't just advise — I work in the media and speak to the market myself.

Columns & articlesOriginal pieces on crisis communications, CEO personal branding and ORM — VC, Sostav, industry media.
Expert commentaryI comment on business and industry agendas for media within my network.
Speaking engagementsForums, closed sessions for business owners, mentoring in strategic communications.
08

Owner's questions

We already have an in-house PR team. Why you?

I don't replace your team — I reinforce it with a strategic layer your team simply cannot hold: the principal's positioning, crisis protocols, access to the federal media and GR contour. Your team keeps control; I take on what requires external weight and crisis experience.

How do you ensure confidentiality?

An NDA before the first substantive conversation. I work "behind the scenes": no public reports or mentions without your consent. The fact of engagement — only with your approval.

What if I'm not satisfied with the result?

Metrics are fixed in the specification: share of voice, tone, share of expert publications. Reports come every quarter.

How quickly can you start?

Diagnostics in 1–2 days; the audit kicks off within 3 business days after the NDA. In an acute crisis — response within 24 hours.

Do you work in my industry?

One market, one client. If I already work for your direct competitor, I'll say so and decline. Otherwise — I take on an industry after a deep audit.

Why a boutique and not an agency?

At an agency, a partner sells and juniors deliver. In my case, the strategist behind the track record is personally on the project. That's why there are no more than three clients — and the result is my personal responsibility.

09

Let's discuss
your objectives

Advisory & retainer
luckyenko@yandex.ru
Phone
+7 965 034-57-87
Telegram
Dmitry