Delighting the retail world - Altavia

Our differentiation
lies in our ability
to offer our
clients creative
360° marketing
solutions.
ZEYNEP NECIPOGLU
I Chief Executive Offi cer
Despite being the acknowledged expert rt
in the Turkish market in marketing g
communications for chain stores for or
several years, on the strength of its 360° °
offering, Altavia Türkiye nevertheless
had to bring into play all its know-how
during 2010 to face up to the drastic costreduction
programmes implemented by
its retail clients.
Confronted with an economic crisis and a
major drop in consumption, Altavia Türkiye’s
clients redoubled their requirements in
terms of optimisation and commercial
creativity.
The business unit rolled out an innovative
communications campaign for GYO
Torunlar, the second-largest consortium
of property investments in the country
(shopping centres, offi ces, residences)
Altavia Türkiye
Main cl cclients
l ent
Carrefour Ca ur sa s ssa,
Ca Carrefour
sa Express, Exp Expres Expre press Teknosa, Indesit,
Hotpoint Hotpo Hotpoin Ariston, Groupama
that aimed to create demand for GYO
Torunlar shares in Turkey. Altavia Türkiye
seized the opportunity of the world
basketball championship to generate
visibility and used one of the players in
its campaign. When Turkey came second
in the championship, the effects of the
campaign multiplied and Altavia Türkiye
used this image on all its advertising,
press releases, magazine advertisements,
posters and printed media. It was a huge
success for the IPO, which saw double
the expected level of demand; Torunlar
GYO recorded record sales of around 205
million euros in one month.
This is just one case amongst many that
illustrate Altavia Türkiye’s creative ability
brought to bear in the service of
commercial performance.
In 2010, its 6th year of business activity in
China, Altavia China reached a new stage
in its development, in a market undergoing
very signifi cant growth.
Jing Legrand joined at the head of the
business unit at the end of 2009 and
has led a huge undertaking to reorganise
the strengths and expertise areas of this
Business Unit, which is present in no less
than 4 sites in China – Shanghai, Beijing,
2010 was
a year of new
beginnings for
Altavia China.
JING LEGRAND
I Chief Executive Offi cer
Altavia China
Guangzhou and Chengdu. In order to
improve coverage over the Chinese
mainland, office managers have been
appointed, enabling Altavia China to
consolidate its general organisation.
At the same time, the internal communications
policy between the offi ces has
been strengthened to engender increased
fl uidity and proactivity between the teams
serving Altavia China’s clients.
43
news 2010