The first course of the “Creative Thinking and Idea Development” training, held at the AA Istanbul International News Center, was delivered by Emre Kuzuoğlu, AA Brand Management Manager.

Kuzuoğlu said that it is important to know “to whom and how to sell” the idea, and that the target audience must be well understood when writing news.

Kuzuoğlu stated that the target audience may vary depending on the units, saying, “In Türkiye, while presenting your idea, evidence, or real-life example is very useful. While it is important to do something that has not been done in other countries, in Türkiye, people say, ‘Let’s be safe and change what has been done.’”

Using an Istanbul shopping mall as an example, Kuzuoğlu said, “A shopping mall that needs to be ventilated is being built in Japan, but if you build it in Levent in the autumn in Istanbul, people's bones will freeze. This project is suitable for Japan; we don't need something like that.”

Kuzuoğlu emphasized the importance of strategy and foresight, adding that different approaches should be tried by changing strategies.

Training program

The Creative Thinking and Idea Development training aims to integrate the technical design skills gained by participants with AA's global brand identity and transform each participant's output into a professional brand output that serves the corporate strategy.

Participants will gain knowledge on topics such as “Design Thinking,” “Digital Tools and Visualization,” and “Storytelling and Content Creation.”

The training will continue throughout February with different sessions.