NEWS

The "Fundamental Building Blocks of Marketing Summit" held at Istanbul Nişantaşı University's NeoTech Campus was completed with great interest. The event began with the opening speech of the Rector, Prof. Dr. Ayşegül Komsuoğlu Çıtıpıtıoğlu. In her speech, Çıtıpıtıoğlu emphasized that people are at the center of the marketing discipline, highlighting the transformative power of technology and expressing her belief that this event would offer new perspectives to the participants.

Prof. Dr. Gresi Sanje, Director of the School of Marketing Communication, discussed "Our Unchanging Goals with Changing Tools." Sanje mentioned that despite the rapid development of technology, the basic principles of communication remain the same. She also emphasized that technology is a product of human imagination, drawing attention to the complexity of human behaviors.

Haluk Sicimoğlu, the founder of THAAT’S IT!, made a Zoom connection presentation, providing significant analyses on how fundamental human instincts are used in marketing. Sicimoğlu highlighted that human drives such as safety, health, belonging, and curiosity form the basis of advertising campaigns, and explained with examples how critical these instincts are for brands.

İhsan Özçıtak, Co-Founder of Deeper, focused on human behaviors and data analysis in his speech, emphasizing the importance of social network structures in marketing. Özçıtak explained how people are influenced by their social surroundings and how these networks can be leveraged in marketing strategies. Through examples on clean energy use and anti-smoking campaigns, he demonstrated how social influences operate in marketing.

Tarık Bayar, Marketing Director of Reckitt North America, in his talk titled "Ads Inspired by Realities," addressed the chalenges faced by brands. Bayar presented a successful example with the "Water of Tomorrow" campaign by the Finish brand, which drew attention to water conservation, and emphasized that brands can form more meaningful connections with consumers by addressing societal issues.

The last speaker of the summit was Ahmet Şükrü Altındağ, Founder of Gamechangers. In his talk titled "The Heavyweight of Every Era: Technology," Altındağ stressed the importance of artificial intelligence as a key topic of the fourth industrial revolution. He provided examples of how artificial intelligence is used in the advertising world and concluded his speech by stating that technology should not only be a tool but also add value to people and brands.

The "Fundamental Building Blocks of Marketing Summit," which addressed developments in the marketing world and strategies for the future from a broad perspective, offered participants an inspiring experience. We aim to continue providing rich content in our future events and look forward to welcoming you in our upcoming inspiring atmospheres.