Serdar Paktin

PAKT insight+imagination

We are sensemakers: Making your brand culturally relevant.

Services

We are a (brand) semiotics, cultural insight and creative strategy consultancy that will support you to find key symbols and concepts for your brand or company. We make rigorous cultural research and analysis for Marketing and Communications that will light the way for your strategic decisions.

Our expertise is to reveal meaningful symbols, trends and concepts within target culture and to empower you on how to be meaningful and relevant in different cultures. In this context, we provide services such as (brand) semiotics, cultural trend analysis, insight and foresight studies in order to help you to steer the meaning of your brand or company both now and in the future.


Speciality

We are specializing in three main areas: Cultural Understanding, Systems Thinking and Future Shaping.

  • Cultural Understanding: we use cultural analysis, semiotics and cross cultural knowledge to understand the culture that you are targeting to exist in.
  • Systems Thinking: we look at global trends, future scenarios and speculative approaches to understand how the world is changing and what are tendencies towards the future.
  • Future Visioning: we try to superimpose our Cultural Understanding and Systems Thinking so that we can see how they relate and how we can make your brand, product, service, company culturally relevant and being resilient towards the future at the same time.

Background

 

I have a background in cultural studies/semiotics, branding/advertising and activism/campaigning. I have a diverse background in communications as well as working for global brands/agencies with a focus on Turkish and the MENA markets.

I had a military high school training that followed with Air Force Academy in Turkey, until I quit. This formation brought me a great deal of skills in terms of strategy, problem-solving, being creative in difficult conditions and so on. Later, I’ve continued to university in Cultural Studies and then in M.A. at The New School for Social Research (as a Fulbright Scholar) in New York. I’ve gained a great vision in terms of understanding human relations and communication during my studies.

I’ve worked in New York as a research associate at Whitman Insight Strategies, which is an expert on political campaigning strategy with clients such as Bill and Hillary Clinton, Michael Bloomberg and American Red Cross. After my return to Turkey, I’ve worked as Strategic Planning Director for a local agency that focuses on developing brands from growing SMEs. I’ve worked on brand positioning for those brands and their marketing strategies. Then I’ve worked in content strategies for online platforms as well as campaigning strategy for Change.org Turkey.

Since 2014, I’m running my own consultancy where I help brands, companies and NGOs on their branding, campaigning and communication strategies as well as cultural market research. Also, consulting global brands and agencies on cultural insight and trends from mostly from the MENA region.

I have worked with NGOs such as Goethe-Institut (Germany), Adam Mickiewicz Institute (Poland), Heinrich-Böll Stiftung, Third Sector Foundation (Turkey), Greenpeace (Turkey), Amnesty International (Turkey); brands such as Unilever, P&G, Peugeot/Citoren, Danone, Leica Turkey, Mercedes-Benz Turk, New Lab (New York); and agencies such as Space Doctors (UK), Sign Salad (UK), The Semiotic Alliance (UK), MEAT Global Brands (UK) and Happy People Project (Germany).

Also, I am trying to influence the next generation communicators at Kadir Has University, Istanbul through two courses I teach: Online Reputation Management and Communication for Social Good. I also have a startup on Multisensory Experience Design in Istanbul, Tasty Cinema, where we organize and design events that combine movie watching experience with specially designed menus for that movie.


Sectors

  • Advertising & Media
  • Automotive
  • Business to business
  • Children & Youth
  • Consumer durables
  • Entertainment, leisure & travel
  • FMCG
  • Government, social research, education
  • Grey market
  • IT (inc Ecommerce)
  • Pharmaceuticals & Healthcare
  • Retail

Skills & Services

  • Business services for market researchers
  • Ethnography
  • International
  • Qualitative
  • Quantitative
  • Secondary Research (data mining, desk research, web analysis)
  • Specialist techniques
  • Workshop facilitation