Kağan Yıldızalp is Chief Product Officer at Publicis Groupe Türkiye. For more than twenty years he has worked where media, data and technology meet; today he leads the group’s AI and data transformation. Here he writes about how brands stay findable, trusted and preferred in the new decision ecosystem.
As 2027 budgets are debated, brand communication may once again be the first line to go. Cutting takes a signature; replacing takes years.
Visibility in LLMs is driven not by short-term tactics but by brand equity built over years.
The hype phase is over; the accountability phase has begun. Three priorities for marketing leaders from VivaTech 2026.
Advertising isn’t disappearing; it is expanding from producing campaigns to designing a brand’s total impact.
The real transformation isn’t in efficiency; it’s in how consumers find information, weigh their options and decide which brands to trust.
Three takeaways for brands from Maurice Lévy and Rishad Tobaccowala’s “Lévy on the Level” conversation.
ChatGPT’s first year, and AI’s five areas of focus for the communications industry in 2024: insight, media, creativity, software, operations.
Fragmenting media, cookieless targeting, cross-screen viewing and a low share of GDP: Türkiye’s media investment in five themes.
Connected TV, smart homes and voice search are spreading fast in Türkiye. Planning is no longer about channels, but integrated screen and audio planning.
The engine of e-commerce isn’t big brands; it’s the hundreds of thousands of micro-businesses and SMEs selling on marketplaces.
The easiest line to delete from a budget is often the hardest one to write back in.Kağan Yıldızalp · Easy to cut, hard to replace
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