SEZıN AYDOS MARKETING & COMMUNICATIONS Ideas, stories & the people behind them. PORTFOLIO / 01 My #Swag

Campaign Lab05-09What if I were the marketing team About03 The experiences that shape the way I approach marketingHow I Think04 How a question becomes an idea in my headCreative Lab14-15 Ideas, visuals and little experiementsBack Cover14-15 Something to remember 01- Table of Contents

International Relations Graduate Studying International Relations taught me to see things from different perspectives and, most importantly, to always ask why. It made me curious about the context behind ideas and events, while teaching me how to research, connect information and make sense of complex topics. Being part of METU taught me to question, think independently and appreciate different perspectives. From student communities to working with companies and people from different backgrounds, I learned to adapt, collaborate and see things from more than one angle. METU Alumna Who am I? 03 AuthorGlobal Perspective Journal I have always been the kind of person who gets curious about a topic and wants to know more about it. Writing gives me a way to follow that curiosity, research the things that interest me and turn them into something I can share with others.

For me, solving a problem starts with understanding the people behind it. What is important is what shapes people’s decisions and emotions How I Think? 04 01 — QUESTION I don't see questions simply as a way to reach an answer. For me, asking the right question is part of the thinking itself. What is really worth asking? 02 — CONTEXT Nothing exists in a vacuum. I tend to look at what sits behind a situation. People, experiences and circumstances can change the meaning of the same thing completely 03 — PEOPLE Who are we really trying to understand? II’m interested in what people do, but even more in why. I try to understand what matters to them, what shapes their choices and what lies behind what we see. “We cannot solve our problems with the same level of thinking that created them”. —Albert Einstein 04 — CONNECTION How do the pieces come together? Problem-solving is about connecting what I’ve learned with what people genuinely need.

05IF I WERE THE MARKETING TEAMCampaign Lab Duru is a Turkish personal care brand built around simple, everyday care. Its Nem Bombası shampoo focuses on hydration without the fuss. For its latest campaign, Duru partnered with Adriana Lima and introduced the line: “Sadece Duru’la.” In Turkish, durula means “rinse”, and it echoes the brand name, Duru. The message is simple: You don’t need a complicated hair-care routine. Duru is enough. Case: Adriana Lima & DURU

The Question: If “Sadece Duru’la” was enough, does a globally iconic celebrity strengthen that idea or distract from it? “Sadece Duru’la” is a story about simplicity. One product. One easy choice. No unnecessary steps. Adriana Lima, however, introduces a different set of associations: global fame. glamour. premium beauty. Duru can let the idea speak for itself — simply, clearly and without adding unnecessary layers. So the opportunity is not to make the message bigger. It is to make the simplicity behind it more powerful. 06

07 What if “Sadece Duru'la” became a behavior, not just a tagline? No celebrity. No exaggerated beauty fantasy. No complicated storytelling. Just the product, the benefit and the idea. “Sadece Duru’la” becomes more than a line. It becomes the creative principle behind the campaign. Every execution follows the same rule: Say less. Show less. Let Duru be enough. The campaign creates a direct contrast between the digital world that keeps adding to her routine and the real world where Duru keeps it simple. THE MESSAGE Your feed can keep telling you what you need. Duru believes enough can be enough. JUST ENOUGH. JUST DURU’la. THE CREATIVE CONCEPT

08 THE IDEA We follow an influencer through her day and reveal the gap between what she recommends and what she actually uses. 01 — CONSUME She scrolls through endless hair-care content. 02 — CREATE She becomes part of the cycle, recommending more products. 03 — REVEAL Behind the content, her own routine is surprisingly simple. THE SECRET She puts the phone down. She steps into the shower. There is only one product. DURU.

The Creative Reinterpretation SADECE DURU’LA The campaign already has a simple and strong idea. My reinterpretation focuses on making that idea feel more human and believable. Instead of using a celebrity to represent perfect beauty, I use an influencer to reveal a familiar contradiction: She spends her day telling us what more we need. But she uses only Duru herself. The feed keeps adding to our routines. Her own routine takes everything away. Less products. Less noise. 09

Travel & Lifestyle Magazine 11 Next, think of a compelling feature for your cover story. This will be what draws your audience in. Make sure that you have accompanying visual content that immediately catches the eye. Include photos, illustrations, and other graphics to match. Appeal to your audience, choose the right fonts and images, and you'll have a magazine that people will remember for years to come. When you've decided on your cover story, come up with a list of topics for your feature articles. This can range from interviews, product reviews, human interest pieces, and even lists. Think about what your audience would be interested in and get writing! Again, choose engaging photos and graphics to accompany your words, as these also help catch your audience's eye. After writing all your articles and adding them to your layout, list down all the titles to set up your table of contents. You can add a brief description for each article or keep it simple and paste the feature titles on the page. Here, you can place a caption for the photo. It can be a short description or it can credit the production team. “A pull quote is an impactful quote taken from the article. You can place the quote you want to highlight here.”

Reader Story: 48 Hours in Barcelona 12 A magazine is a periodical publication, which can either be printed or published electronically. It is issued regularly, usually every week or every month, and it contains a variety of content. This can include articles, stories, photographs, and advertisements. To create your own, choose a topic that interests you. It can be anything from fashion and beauty to travel and the news. Once you have your overall theme, you can start brainstorming the content. Just starting? Design a memorable masthead with an equally memorable name. This goes on the cover and sets up the branding for your entire magazine. A good masthead captures the essence of your magazine, so it needs to be flexible, meaningful, and consistent enough for future issues. BY ROSA MARIA AGUADO PHOTOGRAPHY BY ESTELLE DARCY “A pull quote is an impactful quote taken from the article. You can place the quote you want to highlight here.” SALFORD MAGAZINE

Travel & Lifestyle Magazine 13 Day 2: Parks, beaches, and nightlife Day 1: Culture & Food Next, think of a compelling feature for your cover story. This will be what draws your audience in. Make sure that you have accompanying visual content that immediately catches the eye. Include photos, illustrations, and other graphics to match. Appeal to your audience, choose the right fonts and images, and you'll have a magazine that people will remember for years to come. When you've decided on your cover story, come up with a list of topics for your feature articles. This can range from interviews, product reviews, human interest pieces, and even lists. Think about what your audience would be interested in and get writing! Again, choose engaging photos and graphics to accompany your words, as these also help catch your audience's eye.

Embracing the Wanderlust Spirit! BY ROSA MARIA AGUADO PHOTOGRAPHY BY ESTELLE DARCY 14 SALFORD MAGAZINE

Travel & Lifestyle Magazine 15 A magazine is a periodical publication, which can either be printed or published electronically. It is issued regularly, usually every week or every month, and it contains a variety of content. This can include articles, stories, photographs, and advertisements. To create your own, choose a topic that interests you. It can be anything from fashion and beauty to travel and the news. Once you have your overall theme, you can start brainstorming the content. “A pull quote is an impactful quote taken from the article. You can place the quote you want to highlight here.”

16 To create your own, choose a topic that interests you. It can be anything from fashion and beauty to travel and the news. Once you have your overall theme, you can start brainstorming the content. Just starting? Design a memorable masthead with an equally memorable name. This goes on the cover and sets up the branding for your entire magazine. A good masthead captures the essence of your magazine, so it needs to be flexible, meaningful, and consistent enough for future issues. Next, think of a compelling feature for your cover story. This will be what draws your audience in. Make sure that you have accompanying visual content that immediately catches the eye. Include photos, illustrations, and other graphics to match. Here, you can place a caption for the photo. It can be a short description or it can credit the production team. SALFORD MAGAZINE

Travel & Lifestyle Magazine 17

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