“We Became the Advertiser of Anatolian Capital”
Nazmi Özkoyuncu on the Past, Present, and Future of Advertising
Starting his advertising journey in Gaziantep—home to one of the largest organized industrial zones in Anatolia—with the founding of Dolphin Agency, Nazmi Özkoyuncu now proudly leads a company with an international network.
Believing that “music is the soul of advertising,” Özkoyuncu adds value to brands and shares his insights on European market success, the necessary steps for Anatolian capital to thrive, and the enduring power of jingles in the age of social media.
“We became the advertiser of Anatolian capital,”
says Nazmi Özkoyuncu, President of Dolphin Agency. Founded in 1994 in Gaziantep, the agency’s journey evolved from local beginnings to national and eventually international success. According to Özkoyuncu, advertising is not just about visuals or slogans, but rather an art form that reflects the soul of a brand.
Today, with Dolphin Global expanding in the German market, the agency strengthens Turkish brands abroad by analyzing cultural nuances in Europe. As Özkoyuncu notes:
“We may live in the age of artificial intelligence, but correctly positioning a brand’s soul still requires human intuition and creativity.”
“Starting an Agency in Gaziantep Was a Risk”
Recalling the beginnings of his journey in 1994, Özkoyuncu reflects on the risks of launching an agency in a major Anatolian industrial hub:
“There’s no such thing as a business without risks. Yes, it was early, but we set out with a strong vision. We began locally and expanded to neighboring provinces. As we gained experience, we started serving national and then international brands.”
When asked how winning the “Best Production Agency in Anatolia” award in 2006 impacted their vision, he responds:
“We essentially became the advertisers of Anatolian capital. We were closer to them—we lived the same culture, and that allowed us to position their brands more effectively. Finding the right slogans became our biggest strength.”
“We Read European Culture Well”
In 2021, the agency entered the German market under the Dolphin Global brand and adopted a fresh perspective by analyzing European advertising dynamics.
“Many of our clients were already exporting to Europe. We supported them with VAT and incentive regulations. We studied local culture and applied our learnings, and success followed naturally. Now, we’re also supporting other agencies in this space. Our colleagues often say, ‘We’re glad you’re here.’”
“Music is the Soul of Advertising”
Emphasizing the importance of music in advertising, Özkoyuncu highlights the process of creating effective jingles:
“We listen closely to the leader representing the brand and analyze what the brand promises. From those conversations, we craft magic—both in words and in song.”
When asked about his favorite jingles from Turkey and around the world, he lists:
“Eti Chocolate, Vernel, Akbank, Öncü Tomato Paste, Flora Carpet, Trendyol—they all had great jingles. Internationally, Nike’s ‘Just Do It’ and Mercedes’ ‘Sorry’ stand out for me.”
“A Jingle Can Shine on Social Media—Or Fade Fast”
According to Özkoyuncu, jingles still hold strong influence in the social media era, but he offers a warning:
“Everyone’s producing jingles these days, but many fail to position the brand properly or make it memorable. People say there’s no such thing as bad advertising, but annoying ads do exist—and they hurt the brand. If a jingle resonates on social media, it can go viral. Otherwise, it quickly fades away.”
“AI Can Make Jingles, But Can’t Give Them Soul”
Sharing his views on the future of advertising, Özkoyuncu points to the growing role of artificial intelligence:
“Advertising is the profession of our era. Every brand will eventually need an in-house creative team. If used consciously, AI saves time. But AI-generated jingles are synthetic and emotionless. Just like a scentless flower has no soul, a soulless ad won’t go far.”
Unforgettable Projects from Dolphin
Özkoyuncu also recalls some of the agency’s most memorable campaigns:
“We produced the Flora Carpet commercial under the direction of Rafet El Roman. While he performed the song, the lyrics came from our agency. In another project, Davut Güloğlu starred in a campaign we created for Çaykur.”
Nazmi Özkoyuncu
President, Dolphin Agency
