Levent Kavuzlu is the founding partner and co-president of Fikir Merkezi. He is as an experienced adman and an avid sportsman as well. He was once a national volleyball player, and is now a board member of AAA of Turkey. Many Turkish brands were born from his hands.
Meltem Gurler is also a founding partner and co-president of the agency. She studied psychology and worked on both sides of the ad industry before starting her own agency. She is also board member of KAGIDER (Women Entrepreneurs Association of Turkey) and active in NGO’s.
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Today the agency employs 37 team members along with a sister PR agency (Piart Tanitim). Team members are experienced, dynamic and creative people working in harmony in a casual atmosphere where expressing themselves is essential. |
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OUR WAY of THINKING and PHILOSOPHY
Idea-tion®
Ideation is a trademark of Fikir Merkezi. According to the idea based philosophy, there is an idea in the communication process of any brand, starting from product development to point of purchase activities.
No matter how many ideas there are in the communication process of a brand, they eventually turn into a single image in consumers’ brand perception. Therefore, all ideas behind a brand must be collected.
In this approach we follow the steps below in creating an “idea”:
- Identify the idea that will satisfy the main need of the brand.
- Integrate and penetrate the idea into every phase of the communication process.
- match the brand with the target group in right time and right place.
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Ice-cream pleasure with fresh milk
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OUR IDEA-L’s…
To create content for the brand:
Today our mission is to produce content that people will follow up on and share with each other willingly. We create content FOR the brand and not stick content TO the brand.
Multi-layered (Matrix) approach:
We transmit different messages to different consumer audiences to make sure each different type of consumer receives their own targeted message. Today, in the most successful contents we see nothing but this matrix approach. A universal example is the famous film titled “Matrix”. If you are able to gather all action film lovers, science-fiction fans, people interested in opponent political movements and intellectuals around a single movie, you have succeeded in developing a multi-layered matrix approach to take the place of a linear approach with single message and single target group.
Episodic approach:
Our brain collects two types of knowledge: semantic (taught) knowledge and episodic (experienced) knowledge. Psychologically, people tend to trust the latter more then the former. That's why many successful campaigns with great impacts owe their success to the efficient use of episodic knowledge in the common subconscious of a society.
OUR CLIENTS…
Fikir Merkezi creates campaigns for many clients across Turkey including the foremost national bank Vakifbank, ice-cream company Ulker Golf (the main competitor of Algida) with the 85% growth in its sector in 2007, Metro Group Asset Management (M1 Merkez Shopping Malls), Nestle Waters/Erikli, Zyxel Network Products, Kasmir Carpets and Johnson Diversey.
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The Turkish word ‘tutulan’ in the title has a double meaning in Turkish.
It can be understood as "The most popular water of Turkey"
Literally it reads ‘“Erikli is Turkey’s most held water”
Fikir Merkezi created this work to announce Erikli’s as the first in customer satisfaction research with the highest point in all categories.
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Some of our recently produced TV commercials can be seen at the following links.
http://www.fikirmerkezi.com/pictures/bulten/Vakifbankimaj.mpg
http://www.fikirmerkezi.com/pictures/bulten/UlkerGolfRoyal_promosyon.mpg
http://www.fikirmerkezi.com/pictures/bulten/UlkerGolfRoyal.mpg
For more information please visit www.fikirmerkezi.com
Being one of the fastest growing independent advertising agencies in Turkey, Fikir Merkezi with its distinctive approach and philosophy will continue to be recognized in the Turkish advertising industry.
