Media Cat/ Top Brand Leaders

LEADING BRAND EXECUTIVES HONORED AT CM.AWARDS CM.Awards celebrates Turkey's top brand leaders for the fourth time with a category structure that reflects the evolving responsibilities of the CMO role.

It is widely believed that the professionalization of the Chief Marketing Officer (CMO) role—brand management as a distinct area of expertise—first emerged with the legendary Coca-Cola executive Sergio Zyman. In the early 1990s, Zyman took a role previously confined to storytelling and advertising, and made it a vital part of everyday life and the personal meaning spaces of individuals.

The second chapter of this transformation began in the late 2000s with the rise of new communication channels like search engines and social media, offering CMOs new metrics and opportunities to interact with consumers. Today, artificial intelligence marks the start of a third era—one in which CMOs are no longer just storytellers or engagement experts. They are architects of growth and performance, seated at the executive table, influencing profitability and strategic direction.

In other words, the modern definition of a CMO is richer—and more dynamic—than ever. It still involves intuitive thinking and creative decision-making as in the early days, but now also encompasses solving social challenges, building sustainable relationships with stakeholders, and mastering data-driven analytics. This role will continue to evolve at the intersection of financial pressure, cultural transformation, and technological acceleration.

For the fourth consecutive year, MediaCat’s CM.Awards celebrates Turkey’s most outstanding brand leaders with a category structure that reflects this ongoing evolution. The jury evaluates the brand architects behind the work by considering the business results, awards won, originality, and strategic implementation of the brand activities carried out in 2024.

The 10 main award categories include:

•            Changemakers in Society (with subcategories in women, education, and environment)

•            Creative Storytellers

•            Digital Thinkers

•            Innovators & Market Transformers

•            B2B Transformers

•            Supporters of Culture, Arts & Sports

•            Inspiration on Social Platforms

•            Community Builders

•            Outstanding Customer Experience Creators

•            Beyond Borders

In addition, the Rising Stars category recognizes the brand leaders of the near future.

As in previous years, the selection committee is made up of representatives from a wide ecosystem—ranging from entrepreneurship to the creative industries, from research to civil society, and from academia to the business and media sectors—reflecting the rich and ever-changing nature of brand leadership.

2024: A YEAR OF DISCOVERY AND EXPERIMENTATION

At the heart of CM.Awards' fourth edition are the brand leaders who achieved the most impactful campaigns of 2024. Those who dared, experimented, and succeeded…

One leader was inspired by a wave of creativity originating in East Asia and turned that inspiration into new products. Another developed secure employment models for the middle-aged in a youth-obsessed economy. A third added a human touch to the technical, hard-edged world of B2B.

Some CMOs brought play and hope to children in cities devastated by the February 6th earthquakes. Others helped Turkish producers reach global markets under the inclusive umbrella of sports. And some successfully translated their national brand-building talents into global responsibilities—earning them a spot among the leaders honored by the CM.Awards.

Let us also note, for the record, the sustained successes of Turkey’s branded communication landscape. Murat Nur Çolakoğlu, one of this year’s top two winners in the Digital Thinkers category, was also the winner in the same category last year. Akın Garzanlı, who delivered standout work this year in the Creative Storytellers category, had previously been among the most successful leaders in the Innovation category in 2023.