KREAKTIVIST | AUGUST – SEPTEMBER 2025
FILE TOPIC: “New Narratives: Rethinking the Story”
INTERVIEW: ÖZGÜR SAĞLAM on the Evolution of Storytelling in Advertising
“A story must first be meaningful in order to become lasting.”
We spoke with Özgür Sağlam, Co-Founder of FCB Art Group, former President of the Advertising Foundation, and Board Member of the Union of Chambers and Commodity Exchanges of Turkey (TOBB) Creative Industries Council, about new-age storytelling, the relationship between strategy and creativity in advertising, and narrative forms that evolve from local to global.
Kreaktivist:
Advertising, by nature, is a storytelling profession. What does the concept of “story” represent in today’s advertising, in your opinion?
Özgür Sağlam:
In the past, “story” in advertising was mostly an anecdote—it was a short dramatic structure used to convey a message and persuade the audience. Today, however, story has become the brand’s mode of expression, its cultural stance, its capacity for social interaction, and its long-term identity. We are no longer dealing with a single commercial, but with a narrative ecosystem. It’s a narrative where the brand creates its own timeline, its own language, and its own emotional repertoire. And this narrative doesn’t consist of a single film, but of a cross-platform structure that flows and evolves with the user.
A story is no longer something told once and completed; it is a living, evolving organism that grows with the user. That’s why I now find terms like “narrative architecture” more appropriate than “storytelling.”
Kreaktivist:
What are the main reasons behind this transformation? Why are stories being told in this new way?
Özgür Sağlam:
There are several key reasons:
- Technology: Digital transformation and data usage offer us much more flexible and customizable narrative structures. Instead of tracking a target audience, we can now track individual behavior. As a result, narratives can be tailored to each individual.
- Consumer Psychology: People no longer want to be exposed to ads—they want to connect with brands. And the way to build that connection is through trustworthy, human, meaningful, and sincere narratives.
- Globalization: Today, if you can tell a story in Istanbul and have it heard in Berlin, it must be both authentic and universal. This balance between local and global significantly changes the form and tone of the narrative.
Kreaktivist:
At this point, can you elaborate on the idea you often emphasize—“building universal connections through local codes”?
Özgür Sağlam:
I’ve always believed this: the local has the potential to become universal. Storytelling in advertising is about unlocking that potential. A mother-daughter story from a small Anatolian town, when structured properly, can resonate all around the world. Because emotions are universal, but the contexts that trigger those emotions are local.
One of the most important things I’ve learned from international campaigns is this: stories built on universal values but woven with local details are the most lasting. We saw this clearly in Turkish Airlines or Turkey’s country branding efforts. The story was Turkish, but people around the world could still relate to it. That success comes from the perfect harmony between strategic thinking and creative intuition.
Kreaktivist:
Speaking of strategy, how would you define its role in the creative process? Is it a limiting framework or a guiding map?
Özgür Sağlam:
To me, a good story is the emotional reflection of a good strategy. Without strategy, a story falls apart; without a story, strategy becomes dry. They complete each other. Strategy gives us the direction, tone, and character of the story:
- What insight are we building on?
- What emotion are we invoking?
- What behavior are we aiming to trigger?
The answers to these questions are the strategy. But the emotional power of the narrative comes from creativity. That’s why I see creativity and strategy not as opposing forces but as two partners dancing on the same axis. Today’s successful creatives are not just idea generators—they are those who can translate strategic intelligence into creative language.
Kreaktivist:
We now live in a media environment where everyone tells stories. How should brands stand out in this crowd?
Özgür Sağlam:
In an era where everyone tells stories, the point is not just to tell a story—but to believe in it. Credibility is the foundation of brand loyalty. A brand must have a stance, a voice, and a point of view. Identity-less stories no longer work. People are looking for answers to the question, “What does this brand believe in?” The brands that can answer this clearly and consistently are the ones that make a difference.
Moreover, it’s not just about being watched anymore—it’s about being shared. Going viral can be random, but resonating is a deliberate construction. A story can reach millions on social media today; but the real question is—does it still hold meaning after it’s shared? Brands should not chase temporary attention but lasting impact.
Kreaktivist:
What do you think storytelling will look like in the future?
Özgür Sağlam:
The story of the future won’t be linear. The audience is no longer just a listener; they’re participants, transformers, even co-creators. Gamification, AI-driven interactive content, and metaverse environments are stretching the boundaries of narrative. Stories no longer come from a single narrator—they are becoming multi-voiced, multi-layered, and cross-platform.
AI-supported content production is also changing not just the speed, but the nature of storytelling. But here’s the key difference: people will feel the gap between the warmth of a human touch and the cold output of an algorithm. That’s why it’s not “stories told by technology” that will win—but “stories that touch humanity.”
Kreaktivist:
Finally, with your more than 38 years of experience in advertising, what defines a good story in your eyes?
Özgür Sağlam:
I believe a good story has three essential qualities:
- It’s meaningful—born from an insight, not random.
- It’s sincere—it can be clever, but mustn’t feel artificial.
- It leaves a mark—it’s not just heard, it’s remembered and felt.
To achieve these three, being just creative or just strategic is not enough. Advertising is the art of balancing both the mind and the heart. Good stories are the result of that balance.