berfin Celik: intentionally integrated

Welcome to the thoughts that fuel my personal and professional decisions – many of which are difficult to distinguish between.

As someone who works in advertising, I tend to talk about my work quite often. Especially having worked on iconic brands like Bravo, Sprite, and Covergirl – all at the height of their marketing efforts. I have always appreciated how integral these brands have been in my life and the lives of most people I know. Despite how different and unrelated their categories may seem, each of those brands had found a way to thread into my everyday life. The kaleidoscopic effect making my work and my personal life indistinguishable on the onset.

Digital marketing is the channel that took marketing out of its traditional, linear landscape and transformed the way brands communicated with audiences – extending beyond the singular moments media was consumed (be it a televised award show everyone watched in the living room or news on the radio listened to while driving) and integrating into the everyday moments. With personal computers, pocketable telephones, and tablets that fit into backpacks, digital marketing permeated onto us, integrating into our lives seamlessly.

As the industry continues to evolve, my ideals of how media & marketing is meant to play into our consumers’ lives (as well as my own) has also continued to evolve. With this blog, I’ll be sharing my perspectives, shaped by my professional and personal experiences and enriched by my educational learning. As an Associate Director of Integrated Investment, I’m partial to the investment decisions that are influenced by the ever-changing landscape of media.