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10 questions with... Demet İkiler, EMEA chief executive of GroupM

The Drum 27 Mar 2020 03:59
10 questions with... Demet İkiler, EMEA chief executive of GroupM

To showcase the personalities of the people behind the media and marketing sector, The Drum speaks to individuals who are bringing something a little different to the industry and talks to them about what insights and life experience they can offer the rest of us. This week's 10 questions are put to Demet İkiler, EMEA chief executive officer of GroupM.

What was your first-ever job?

Well, we need to go back to when I was 15 years old! I was acting in advertising TV spots as part of a part-time casting job and giving English and French lessons at university. I became financially independent early in my teenage years.

Which industry buzzword annoys you most?

The ‘year of the mobile’ cliché has been a never-ending story for the last eight years. While some marketers see mobile as a medium, others see it as a channel. From the viewpoint of digital, we prefer to take on mobile at the core of our business because it's more than a medium, it's an instant technology-driven cultural phenomenon that allows consumers and brands to become connected.

Who do you find most interesting to follow on social media?

Lil Miquela, the virtual influencer who launched on Instagram in April 2016, is the most exciting for me because of the unique and fascinating idea behind her account.

Highlight of your career (so far?)

After 10 years of Mindshare Turkey, I became the CEO of GroupM Turkey to help rebuild the group nationwide. And, in 2013, I became the fourth WPP country manager in Europe when I was appointed by WPP Turkey as country chair in addition to my GroupM CEO role. I still hold this position, covering 25 companies with 1,500 people in WPP Turkey. To date, I have been listed amongst Fortune’s and Economist & Capital’s 10 Most Powerful Women CEOs in Turkey for the last five years and made the list of the HERoes Global Top 100 Women Role Models, which recognizes championing diversity and inclusion in business.

What piece of tech can you not live without?

Of whom or what did you have posters on your bedroom wall as a teenager?

In advertising, what needs to change soon?

What is (in your opinion) the greatest film/album/book in your life?

Which industry event can you not afford to miss each year and why?

Apart from industry events, through my role in UNGC, I try to join and take an active role in all their gatherings and organizations.

I don’t know if someone has given me this piece of advice, but I have always been keen to learn new things at every stage of my life. So, this Leonardo da Vinci quote might best describe my favorite piece of advice: “Learning never exhausts the mind.”

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