White Square | Белый Квадрат




Chief Creative Officer, Havas Creative Group Turkey, joined CREATIVE jury of White Square international advertising festival 2021 and shared his opinion on current industrial questions. Numerous awards at advertising festivals, including Cannes. Has judged with Cannes, Clio, Eurobest and New York Festivals. Havas Istanbul has been selected as the 2020 creative agency of the year in Turkey.

— 2020 has been challenging for the communication industry in every country around the globe. What professional experience or lesson that could be named as a discovery have you got? 

— Distance is overrated. And obligation is the most effective teacher. However, without social relations, we are incomplete. And there is certainly a limit to virtual satisfaction.

— In your opinion, what are the things in communications, advertising and creativity that stayed in the past forever, and what will remain unchanged for the projects to work properly & effective? 

— The need for unique ideas never vanish. No matter what the circumstances. In fact more so, when it is testing times. We will definitely not go back to 100% physical space. Every agency and brand will create some form of hybrid working method. No one will want to waste hours on traffic going to a client meeting.

— The projects of your agency again and again have been award-winning at international advertising festivals around the globe. Is there any formula for success, or is it like playing in a casino, when you don't know which bet will be the winning one? 

— Neither. We just keep reminding ourselves that without interesting ideas, we are ordinary.

— Do you have a project in your portfolio that is particularly special to you, perhaps the one that was a prize-winning at ad festivals, or, vice verse, a project that stayed unnoticed despite its significant results? If so, why this project is so special to you? 

— I’m more about the process than the product. What thrills me is the search for the idea. And once we are finished with a piece of work, I tend to forget about it. Whether it’s a winner or an underachiever.

— You are a jury member on the White Square Festival 2021, and you have already been a jury member on various international creativity festivals. Can you name one or more key evaluating criteria of entries for you and why? 

— Does the work build upon a valid, clever insight? Does that insight come to life in a unique expression? If the idea is truly one of a kind, I guess I can overlook flaws in execution.

The international advertising Festival "White Square" is one of the largest creative festivals in Europe. Are you going to give a talk during intense business program of the festival, and if so, what ideas will you share?

— I’d like to talk about goodness… I know everyone does, but I think I can bring in a fresh perspective. There’s work that does change the world for better. And then, there’s an awful amount of greenwashing. I’d like to point out the differences. It will be insightful I promise :)

 You represent Turkish advertising industry at White Square Festival. Are there any specific features of advertising in your country, or should advertising be universal for any region/country? For example, can projects from Turkey be successful in Eastern Europe? 

— Ad festivals have finally realised that locality is no reason to downplay some work in judging. On the contrary. With a case that defines the local context well, these ideas bring in so much freshness to festivals. Turkey has not been bad in international shows for some time now. But knowing some creatives in our industry I feel we can do a lot better.

It's Time! - slogan of White Square 2021. It’s time to submit entries! Deadline is on May 17.