Üsküdar Üniversitesi Faculty of Communication Advertising Department held a seminar on “Strategic Planning in Advertising.” Hande Vatansever, Business Development Manager of Pazarlamasyon.com, moderated the seminar held via Zoom, while İsmail Seval, Founding Partner of Newton.ddc, participated as a speaker.
“I am working on new generation projects”
İsmail Seval stated that he has been working in the field of communication since 1998; “I started working in this field by working on various advertisements. Actually, I first started with corporate communication. After working in areas such as corporate communication and reputation, I moved on to the strategic planning function within advertising communication and strategic advertising. I carried out a number of integrated projects in all agencies, from media planning to digital marketing, within the framework of strategic planning and a data-driven strategic perspective. Then I founded my own company and I am trying to implement new generation projects on advertising technologies.” He said.
“There are three basic functions in advertising”
İsmail Seval, providing information about Strategic Planning in Advertising, said; “As you know, there are various departments and functions in advertising agencies. Most fundamentally, some people think, organize, and create. In this sense, there are three basic functions. The thinking part is strategic planning. The organizing part is customer representation. The producing, creating, and implementing part is the creative department. We can summarize it very clearly in this way.” He used the expressions.
“Our work is not art, we are a business function”
Seval, speaking about the importance of strategic planning, said; “Strategic planning is fundamentally about who a communication should address, in addition to creating an advertisement or a brand. Because the work we do is not art. We are a business function. We are an extension of the marketing function that drives commercial wheels.” He used the expressions.