TBWA\Istanbul - Female Executive of the Year in Europe, the Middle East & Africa
Company: TBWA\Istanbul, Turkey
Company Description: TBWA\Istanbul develops business-changing, culture-defining and award-winning ideas for brands. The agency adopts Disruption® philosophy for every work being done. It is one of the most award winning - both locally and internationally - and most productive agencies of Turkey.
Nomination Category: Individual Awards Categories
Nomination Sub Category: Female Executive of the Year in Europe, the Middle East & Africa
Nomination Title: Burcu Özdemir Kayimtu, Managing Director
Describe for the judges the activities and accomplishments of the nominated executive since the beginning of July last year (up to 525 words):
Burcu Özdemir Kayimtu always pursued the ideal of creating change for the sector and society. She’s realized the firsts of its kind within the areas she works on and became an example for the sector with her projects.
She believes that a successful agency should be able to attract young talents from different backgrounds, incorporate them, and constantly develop them.
Previously, she had organized Advertising classes for the senior students of Advertising in Istanbul Bilgi University to earn young talents.
She’s transformed her belief into a partnership. TBWA\Istanbul was the first agency that has Joint-Business-Partnership with Google in Turkey in 2018. Within this partnership, Google is providing periodical trainings with curated content, as well as its own trainings such as All-Stars-Academy.
Burcu Özdemir Kayimtu made new ventures in 2017&2018 by working on the agency's business model.
In 2017, Hey Moments was established to serve group brands and new clients in the field of event&experience design.
Design Community was established in 2018. It serves as a hub for creative minds from inside&outside the agency, coming from different disciplines of design, art, typography, architecture, fashion etc.
In 2018, considering the shifting dynamics of the brand universe, partners who specialize in digital-media-planning, performance-marketing and user-experience have joined the agency to provide a more holistic service. This model is also a first in Turkey.
In 2015, TBWA\ launched a network-wide initiative to achieve a more balanced representation of women in leadership roles, including workshops, events, mentorship programs, speakers.
Following global initiative, informative communications were carried out within the context of "Take-the-Lead-2020" in TBWA\Istanbul. Female executive candidates and new managers were sent to trainings and received mentorship.
Constantly asking “Can creativity change the world?”, she believes the agency should take part in social change. Under her leadership, TBWA\ForGood was launched in 2017. The Social Good Panel was organized, bringing together NGOs such as UNDP, Support-to-Life and UNICEF with agency clients.
With the initiative, in 2017&2018, Shared Values Movement, a movement against polarization in society, was launched for one of Turkey's leading media companies, Dogan Holding. Workshops were held across Turkey and key take-outs were published in mass-media.
A board game was prepared for the dissemination of these values, and sold in bookstores across Turkey. Burcu Özdemir Kayimtu is still in the Executive Board of Shared Values Committee.
Under TBWA\ForGood, CSR projects initiated for the leading clients such as Akbank and Enerjisa, and awareness campaigns implemented for NGOs such as Amnesty-International and Needs-Map (social help platform). Moreover, trainings were organized to improve how NGOs communicate.
-TBWA\Istanbul’s profitability grew 53% with Burcu Özdemir Kayimtu’s Management.
-TBWA\Istanbul became the most awarded agency with 49 at The-Crystal-Apple-Awards-2017, 14 at Kirmizi-Media-Awards and 8 at Effie-Awards-2018.
-In 2018, TBWA\Istanbul selected as “Agency-of-the-Year” for the 5thin a row by CampaignTR.
-TBWA\Istanbul received Turkey's first Cannes Lions award in Design Category with newly-established Design Community in 2018.
-Hey Moments with +70 projects in 6 countries for 18 brands achieved a 30% profitable operation in its 1styear.
-Social-Good-Summit 2018, organized by Mashable in USA will be organized by TBWA\ForGood in Istanbul.
-She was in the judging committee of Stevie IBA'18.
Provide a brief biography of the nominated executive (up to 125 words):
Burcu Özdemir Kayimtu joined TBWA\Istanbul in 2003. In her career from Account Management to General Management, she served many local and international brands. Following her appointment to General Management in 2013 at the age of 30, TBWA\Istanbul was named as the “Agency-of-the-Year” by prestigious Adage and Mediacat in 2013&2014. In Capital’s Most Admired Companies Research, TBWA\Istanbul selected as “Top-Ad-Agency” for 2 years.
In 2015, she was named as one of 13 professional women who make a difference in Turkey at “Woman-to-Watch/Women-Making-a-Difference” Award.
She joined Social Good Summit and the International Smart Cities Conference as a keynote speaker. The Brand Age selected her as "Inspiring Women of the Year 2017".
She is still one of the six members of the Advertising Association Board of Directors.