The 'Heart to Heart Advertising' event was organized by the Department of Advertising, Faculty of Communication at Üsküdar University. Haluk Sicimoğlu, Founder and CSO of Thaat’s It!, participated in the event. Stating that advertising agencies in Turkey are a battleground for egos, Sicimoğlu underlined that the principle of ‘You will say us, not me’ should be adopted. Sicimoğlu added that advertisers desire to connect with people.
Associate Professor Dr. Cihan Becan, a faculty member of the Advertising Department, moderated the event held at Üsküdar University South Campus Fuat Sezgin Conference Hall.
Prof. Dr. Süleyman İrvan, Dean of the Faculty of Communication at Üsküdar University, also attended the event, which drew significant interest.
“You will say us, not me…”
Haluk Sicimoğlu, Founder of Thaat’s It, stated that the 10 characteristics used at BBDO are an important definition for advertisers and emphasized that he also adopted these in his own company. Stating that advertising agencies in Turkey are a battleground for egos, Sicimoğlu also underlined that the principle of ‘You will say us, not me’ should be adopted.
Advertisers Must Trust Their Intuitions…
Sicimoğlu, mentioning that Gerald Zaltman is one of the renowned academics who guided his life, stated; “Advertisers have intuitions and they must trust them. I agree with Gerald Zaltman’s words, ‘False assumptions about how consumers make decisions lead you to make serious strategic errors.’ 95% of our decisions are subconscious and made emotionally.”
“To Decode the Emotional Brain, One Needs to Go Back to Ancient Times”
Haluk Sicimoğlu, emphasizing that decisions are made with the emotional brain, said that what has been learned about the brain in the last decade is different from what has been learned throughout history, and stated that one needs to go back to Ancient Times to decipher the emotional brain. Reminding that impulses have not changed since ancient times when making decisions, Sicimoğlu mentioned Desmond Morris's Seven and stated that the unchanging impulses are: safety, health, belonging, protection, curiosity, reputation, and sexuality.
Advertisers Desire to Connect with People…
Sicimoğlu, conveying that consumers think with metaphors and images, said; “We must use images in our research. Concepts of connection, balance, transformation, container, journey, source, control are important. Advertisers do not do this job for money; advertisers desire to connect with people.”
The event, which attracted great interest from students, concluded after participants’ questions were answered.