{"id":27859,"date":"2026-02-05T18:02:00","date_gmt":"2026-02-05T15:02:00","guid":{"rendered":"https:\/\/iletim.istanbul.edu.tr\/?p=27859"},"modified":"2026-01-29T14:16:11","modified_gmt":"2026-01-29T11:16:11","slug":"medya-ajanslarinda-yeni-nesil-calisma-anlayisi","status":"publish","type":"post","link":"https:\/\/iletim.istanbul.edu.tr\/index.php\/2026\/02\/05\/medya-ajanslarinda-yeni-nesil-calisma-anlayisi\/","title":{"rendered":"Medya Ajanslar\u0131nda Yeni Nesil \u00c7al\u0131\u015fma Anlay\u0131\u015f\u0131"},"content":{"rendered":"\n

Haber: Aycan Macit<\/strong><\/p>\n\n\n\n

Edit\u00f6r: Melek \u00d6zt\u00fcrk<\/strong><\/p>\n\n\n\n

\u0130stanbul, (\u0130\u00dc Haber Merkezi) – T\u00fcrkiye\u2019de medya ve reklam sekt\u00f6r\u00fcnde yeni bir yakla\u015f\u0131m olarak \u00f6ne \u00e7\u0131kan Glow360, klasik ajans anlay\u0131\u015f\u0131n\u0131n \u00f6tesinde hik\u00e2ye odakl\u0131 \u00fcretim modeli faaliyetiyle dikkat \u00e7ekti. Gen\u00e7 giri\u015fimcilik alan\u0131nda g\u00f6ze \u00e7arpan isimlerden Emre Budak,\u00a0Glow360 Medya Ajans\u0131\u2019n\u0131n kurulu\u015f s\u00fcreci, ajans-marka ili\u015fkisi ve gen\u00e7 giri\u015fimcilere tavsiyelerini \u0130letim Gazetesi ile payla\u015ft\u0131.\u00a0<\/strong><\/p>\n\n\n\n

Emre Budak, lise e\u011fitimini Dar\u00fc\u015f\u015fafaka E\u011fitim Kurumlar\u0131\u2019nda s\u00fcrd\u00fcrd\u00fc. \u00dcniversite s\u00fcrecinde Ni\u015fanta\u015f\u0131 \u00dcniversitesi\u2019nde tam burslu konservatuvar ve tiyatro b\u00f6l\u00fcm\u00fcn\u00fc okudu. Ayn\u0131 d\u00f6nemde BKM b\u00fcnyesinde komedyenlik ve ske\u00e7 yazarl\u0131\u011f\u0131 yapt\u0131. Yakla\u015f\u0131k on y\u0131ll\u0131k sahne ve metin \u00fcretimi deneyimi, Glow360\u2019\u0131n \u00fcretim anlay\u0131\u015f\u0131nda belirleyici oldu. Budak, kendisini \u201cy\u0131rt\u0131c\u0131\u201d olarak tan\u0131mlad\u0131 ve bu yakla\u015f\u0131m ajans\u0131n \u00fcretim reflekslerine de yans\u0131d\u0131.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Bir reklam \u00e7al\u0131\u015fmas\u0131ndan ajans fikrine<\/strong><\/p>\n\n\n\n

Budak, Glow360 Medya Ajans\u0131\u2019n\u0131n ortaya \u00e7\u0131k\u0131\u015f\u0131n\u0131 \u00f6nceden planlanm\u0131\u015f bir ajans fikrine dayanmad\u0131\u011f\u0131n\u0131 belirtti. S\u00fcre\u00e7in sahada edinilen deneyimler ve yap\u0131lan i\u015flerin ald\u0131\u011f\u0131 geri d\u00f6n\u00fc\u015fler sonucunda \u015fekillendi\u011fini s\u00f6yleyen Budak, \u201cMedya ajans\u0131 kurma fikri ba\u015ftan planlad\u0131\u011f\u0131m bir \u015fey de\u011fildi. Yap\u0131lan bir reklam \u00e7al\u0131\u015fmas\u0131n\u0131n g\u00f6rd\u00fc\u011f\u00fc kar\u015f\u0131l\u0131k, orta\u011f\u0131mla birlikte bu fikre yakla\u015fmam\u0131 sa\u011flad\u0131\u201d dedi.<\/p>\n\n\n\n

Bu geli\u015fmenin ard\u0131ndan Glow360 Medya Ajans\u0131 kuruldu ve sekt\u00f6rde faaliyet g\u00f6stermeye ba\u015flad\u0131. Ajans, \u00fcretim anlay\u0131\u015f\u0131nda klasik modellerden farkl\u0131 bir yol izledi. Haz\u0131r paketler ve standart i\u00e7erikler yerine, her marka i\u00e7in ayr\u0131 bir hik\u00e2ye kurgusu olu\u015fturuldu. Budak, bu yakla\u015f\u0131m\u0131 \u015fu s\u00f6zlerle anlatt\u0131:<\/p>\n\n\n\n

\u201cBiz m\u00fc\u015fteriyi kendimizden ay\u0131rmad\u0131k. Markaya sadece hizmet vermedik, aidiyet duygusu da sunduk. Markay\u0131 dinledik, duyduk ve anlad\u0131k\u201d<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Ajans alg\u0131s\u0131na kar\u015f\u0131 hik\u00e2ye ve aidiyet<\/strong><\/p>\n\n\n\n

T\u00fcrkiye\u2019de medya ajans\u0131 kavram\u0131n\u0131n h\u0131zl\u0131 yay\u0131lmas\u0131, sekt\u00f6rde g\u00fcven sorunlar\u0131n\u0131 beraberinde getirdi. Seri \u00fcretime dayal\u0131 i\u015fler ve standart paket sat\u0131\u015flar\u0131, markalar\u0131n ajanslara y\u00f6nelik \u00f6n yarg\u0131 geli\u015ftirmesine yol a\u00e7t\u0131. Budak, bu duruma bak\u0131\u015f a\u00e7\u0131s\u0131n\u0131 \u201cT\u00fcrkiye\u2019de ajans kavram\u0131 \u00e7ok h\u0131zl\u0131 yay\u0131ld\u0131 ama ayn\u0131 h\u0131zla da kirlendi. Bir\u00e7ok yap\u0131 seri \u00fcretim yapt\u0131, paket satt\u0131. Hik\u00e2ye yarat\u0131lmad\u0131. Bu y\u00fczden markalar ajanslara kar\u015f\u0131 \u00f6n yarg\u0131 geli\u015ftirdi\u201d  s\u00f6zleriyle \u00f6zetledi. Glow360, bu alg\u0131n\u0131n kar\u015f\u0131s\u0131nda konumlanan bir yap\u0131 olarak \u00f6ne \u00e7\u0131kt\u0131. Ajans, markalar\u0131 yaln\u0131zca hizmet alan taraf olarak g\u00f6rmedi, s\u00fcrecin aktif bir par\u00e7as\u0131 olarak konumland\u0131rd\u0131. Hizmet sunumunun yan\u0131 s\u0131ra aidiyet ve uzun vadeli ba\u011f kurulmas\u0131, Glow360\u2019\u0131n temel prensipleri aras\u0131nda yer ald\u0131.<\/p>\n\n\n\n

Gen\u00e7 giri\u015fimcilik ve ger\u00e7ek\u00e7i bak\u0131\u015f<\/strong><\/p>\n\n\n\n

Gen\u00e7 giri\u015fimcilik konusuna da de\u011finen Budak, \u00f6zellikle pazarlama alan\u0131nda co\u011frafya bilgisinin \u00f6nemine dikkat \u00e7ekti. Budak, T\u00fcrkiye\u2019de hedef kitleyi ve k\u00fclt\u00fcrel kodlar\u0131 do\u011fru analiz eden giri\u015fimlerin pazarlama s\u00fcrecinde avantajl\u0131 bir konum elde etti\u011fini belirtti. Gen\u00e7 ya\u015fta kendi i\u015fini kurmak isteyenlere y\u00f6nelik de\u011ferlendirmelerde bulunan Budak, \u201cGiri\u015fim varsa hizmet vard\u0131r. \u00c7ok fazla gen\u00e7 giri\u015fimci var ama herkesin kendine \u015funu sormas\u0131 gerekiyor: Bu i\u015fi ne kadar ciddiye al\u0131yorum ne kadar emek veriyorum ve ger\u00e7ekten ne sunuyorum?\u201d s\u00f6zlerini kaydetti.<\/p>\n\n\n\n

Budak, medya alan\u0131nda giri\u015fimcilerin sunduklar\u0131 hizmetin niteli\u011fini sorgulamas\u0131 gerekti\u011fine i\u015faret etti. Glow360 Medya Ajans\u0131, hik\u00e2ye temelli \u00fcretim anlay\u0131\u015f\u0131 ve aidiyet odakl\u0131 yakla\u015f\u0131m\u0131yla gen\u00e7 giri\u015fimcilik ekosisteminde \u00f6ne \u00e7\u0131kan bir \u00f6rnek olarak konumland\u0131. Ajans, klasik ajans anlay\u0131\u015f\u0131n\u0131n \u00f6tesinde bir model ortaya koyarak, sekt\u00f6rde fark yaratmay\u0131 hedefliyor\u201c ifadelerinde bulundu.<\/p>\n\n\n\n

\"\"<\/figure>\n","protected":false},"excerpt":{"rendered":"

Haber: Aycan Macit Edit\u00f6r: Melek \u00d6zt\u00fcrk \u0130stanbul, (\u0130\u00dc Haber Merkezi) – T\u00fcrkiye\u2019de medya ve reklam sekt\u00f6r\u00fcnde yeni bir yakla\u015f\u0131m olarak \u00f6ne \u00e7\u0131kan Glow360, klasik ajans anlay\u0131\u015f\u0131n\u0131n \u00f6tesinde hik\u00e2ye odakl\u0131 \u00fcretim modeli faaliyetiyle dikkat \u00e7ekti. Gen\u00e7 giri\u015fimcilik alan\u0131nda g\u00f6ze \u00e7arpan isimlerden Emre Budak,\u00a0Glow360 Medya Ajans\u0131\u2019n\u0131n kurulu\u015f s\u00fcreci, ajans-marka ili\u015fkisi ve gen\u00e7 giri\u015fimcilere tavsiyelerini \u0130letim Gazetesi ile […]<\/p>\n","protected":false},"author":14,"featured_media":27860,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":{"format":"standard"},"jnews_primary_category":[],"jnews_social_meta":[],"jnews_override_counter":[],"footnotes":""},"categories":[25,1,159,28,34,178,2085,2348,31,35],"tags":[3868,3870,3869,300,410,3349],"class_list":["post-27859","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-egitim","category-genel","category-sag-manset","category-istanbul","category-universite","category-fakultemizden","category-manset-haber","category-manset-yani","category-teknoloji","category-yasam","tag-aycan-macit","tag-emre-budak","tag-glow360","tag-iletim","tag-istanbul","tag-melek-ozturk"],"_links":{"self":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/27859","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/comments?post=27859"}],"version-history":[{"count":1,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/27859\/revisions"}],"predecessor-version":[{"id":27863,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/27859\/revisions\/27863"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/media\/27860"}],"wp:attachment":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/media?parent=27859"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/categories?post=27859"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/tags?post=27859"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}