The future of the advertising world discussed at Üsküdar

Üsküdar University Faculty of Communication, Department of Advertising and the Advertising Creators Association organized an Advertising Summit themed “Redefining Advertising.” The summit discussed creativity in the age of artificial intelligence, the language of algorithms, the conscience of advertising, and the stages from insight to idea. In six sessions, leading names in the industry discussed brands' digital and experience-focused communication strategies, the balance between data and intuition, the transformation from influencer to creator, and new generation consumer expectations. The summit provided students and participants with the opportunity to observe industry experiences firsthand and learn about current advertising trends. 

The summit held at Üsküdar University Main Campus Nermin Tarhan Conference Hall was attended by; Dean of Üsküdar University Faculty of Communication Prof. Gül Esra Atalay, Head of Üsküdar University Faculty of Communication, Department of Advertising Prof. Özgül Dağlı, President of Advertising Creators Association Çağlar Gözüaçık, Format-C Creative Director and Managing Partner Mert Bitmez, KARPAT Founder Karpat Polat, Istanbul Marketing Group Founder Batuhan Çevik, Advisor Marketing Founder Okan Gündem, Brand Consultant Gökhan Alacahanlı, Brand Consultant Gökhan Alacahanlı, Brand Consultant and Author Esra Baykal, Simple Global Agency Head Mert Dai, Serdesin Founder and Creative President Serhat Bayram, Deep 360 Founder Esma Bitirim, Tazefikir Group Agency Vice President Özlem Dural, Das Space Founder Selin Karahan, Influencer Buse Kara, Arina Digital Marketing Communications Group Head Özlem Çoşar, CIAN Founder and Creative President Cihan Kavaklıpınar, Sensei Kağan Küçük in Judo, OctoStory Founder and Creative Director Samet Koşar, Future Experience Studio Founder Serdar Keskin, Lighthouse VFX Founder and CEO Arman Şernaz.

Prof. Gül Esra Atalay: “Advertising is an element that shapes our daily life”

Dean of Üsküdar University Faculty of Communication Prof. Gül Esra Atalay delivered the opening speech of the summit. 

Atalay stated that communication, creativity, and the advertising world are undergoing a major change and transformation process; “Today, all of us are actually going through a process of change and transformation, and the advertising industry is included in this. Especially with the advent of artificial intelligence technologies in our lives, there is a much greater need to discuss what creativity has transformed into today. Of course, at the heart of everything lies a good idea. But today, is that good idea expected from artificial intelligence, should it be expected, or how should artificial intelligence be used in this industry? Discussing all these and paving a way for our students at this point is extremely valuable. Because advertising is not just about marketing or promoting a product or a service, but also an area that creates culture, is influenced by culture, and shapes culture. We all have unforgettable advertising scenes, memorable slogans, and advertising jingles that stick in our minds. Therefore, advertising is an element that actually shapes our daily lives. From this perspective, it is extremely valuable to consider advertising not only as a commercial part of the industry but as a production area that shapes an entire culture and influences generations.”

Prof. Özgül Dağlı: “We will address advertising creativity in its various aspects”

Speaking at the opening of the summit, Head of Üsküdar University Faculty of Communication, Department of Advertising Prof. Özgül Dağlı said; “As the Department of Advertising, I would like to start by thanking the Advertising Creators Association for contributing to the realization of this event. Our program was planned with fruitful cooperation, and today we will hold six sessions on different topics. In these sessions, we will have the opportunity to address advertising, and especially advertising creativity, in its various aspects. Valuable names from the industry will also share their experiences with us and our students. I believe this gathering will provide an important contribution for our students to see how the theoretical knowledge they acquire in classes translates into the industry.”

After the opening speeches, the first session began. 

Çağlar Gözüaçık: “For the industry to develop, individuals must first develop”

Çağlar Gözüaçık, President of the Advertising Creators Association, chaired the session. Gözüaçık said; “The Advertising Creators Association is one of the first and pioneering associations in our industry. It was founded in 1989. So, as of today, we are talking about a deep-rooted structure with a thirty-seven-year history. This association strives to play a significant role in the industry as a continuation of an important tradition. One of the important features of the Advertising Creators Association is that it has an individual membership structure, not a corporate one. Anyone working in the industry and contributing to the creation process of advertising can be a part of this association. Because as an association, we believe that for the industry to develop, individuals must first develop. At this point, students aiming to work in this field are also an important part of this development process. You are part of the infrastructure that will shape the future of the industry, and as an association, we attach importance to contributing to this area.”

Creativity in the age of artificial intelligence discussed

In the session titled “Creativity in the Age of Artificial Intelligence: Threat or Catalyst?”, Format-C Creative Director and Managing Partner Mert Bitmez and KARPAT Founder Karpat Polat discussed the impact of artificial intelligence on creativity from a multi-faceted perspective. While it was pointed out that artificial intelligence is a tool that accelerates idea generation processes and offers new creative possibilities, it was emphasized that human creativity still remains at the center of the process. The session also stated that artificial intelligence, when used correctly, can be a catalyst supporting creative production, but original ideas and strategic perspectives will continue to be shaped by human touch.

What do algorithms speak to?

The second session of the summit continued under the title “The Language of Algorithms: Do Brands Speak to People or Platforms?”. Moderated by Istanbul Marketing Group Founder Batuhan Çevik, Advisor Marketing Founder Okan Gündem and Brand Consultant Gökhan Alacahanlı discussed the language of algorithms and the infrastructures of platforms. The panelists pointed out that brands must consider both user experience and the priorities of platform algorithms when creating content. The session focused on how the infrastructure of social media and digital platforms shapes the visibility and interaction of messages. The session illuminated future communication trends for brands by examining the balance between human-centric approach and algorithm-centric strategies in digital marketing.

The conscience of advertising discussed

The third session of the day took place under the title “The Conscience of Advertising: Is Purpose-Driven Communication Real or a Trend?”. Moderated by Brand Consultant and Author Esra Baykal, Simple Global Agency Head Mert Dai and Serdesin Founder and Creative President Serhat Bayram addressed the issue of advertising conscience. The session explored whether brands' social responsibility and value-driven campaigns are truly a matter of conscience or merely an effort to follow trends; it also discussed how consumers perceive such communications and what brands should pay attention to in order to maintain their credibility. 

The relationship between brands and content creators evaluated 

The fourth session continued under the title “From Influencer to Creator”. Moderated by Deep 360 Founder Esma Bitirim, Tazefikir Group Agency Vice President Özlem Dural, Das Space Founder Selin Karahan, and Influencer Buse Kara discussed the relationship between brands and content creators in a transforming world. The session debated how the concept of influencer marketing has evolved into more creative and original content creation, how brands adapt to this change, and the importance of sincerity and interaction in collaborations. The panelists emphasized that relationships between content creators and brands are now based not just on promotion but on shared values and creative vision.

Data or intuition?

The fifth session of the summit took place under the title “Data or Intuition? The Search for Balance on the Path from Insight to Idea”. Moderated by Arina Digital Marketing Communications Group Head Özlem Çoşar, CIAN Founder and Creative President Cihan Kavaklıpınar, Sensei Kağan Küçük in Judo, and OctoStory Founder and Creative Director Samet Koşar explained how balance is established on the path from insight to idea. The session discussed how data analysis and human intuition are balanced in creative processes. The panelists emphasized the importance of not relying solely on numerical data or only on intuition when transforming insight into an idea; they highlighted that successful campaigns are designed with both data support and a creative, human perspective.

New generation expectations discussed

The final session of the summit took place under the title “Gen Z and Beyond”. Moderated by Head of Üsküdar University Faculty of Communication, Department of Advertising Prof. Özgül Dağlı, Future Experience Studio Founder Serdar Keskin and Lighthouse VFX Founder and CEO Arman Şernaz discussed the expectations of the new generation and the future of experience-oriented communication. Participants emphasized that Gen Z’s value-driven, digitally sensitive, and unique content-seeking approach is reshaping brands’ communication strategies. 

At the end of the sessions, certificates were presented. 

After the completion of the Q&A session, the summit concluded with a group photo.