Eleni Trivyzadaki is a Dedicated professional and team leader, with years of experience in the sector of Communications and Marketing, defining and delivering differentiated brand experiences that grow market share and build customer loyalty.

In this insightful interview, we delve into the dynamic world of advertising through the lens of Eleni, who shares her journey from a passionate media and communications student at the University of Liverpool to a leading role in the advertising sector. She reflects on her initial steps into the industry with an internship at TBWA\Entelia, and how this experience cemented her career path. 

I have always been passionate about marketing and advertising, which fueled my decision to pursue a degree in Media and Communications at the University of Liverpool. What excites me about this field is the dynamic interplay of creativity, both strategically and visually, and the pivotal role we play in guiding clients toward informed decision-making to achieve their goals.

As a natural people’s person, my strength lies in cultivating robust relationships with clients. I excel at posing the right questions and translating insights into tangible results, a skill that has been a cornerstone of my success in the industry.

My initial immersion into the advertising world took place during an internship at TBWA\Entelia seven years ago, as a part of my MBA journey. It was during this experience that I discovered the advertising industry was where I would grow as a marketing professional. The culture, diverse clientele, systematic processes, and boundless creativity created a fascinating professional environment. Each day brought new challenges, and my two months there proved to be an invaluable period of learning. The exposure to the company's operations and the expansive network it was a part of, significantly shaped my understanding of the industry. Since then, my enthusiasm for the ever-evolving nature of advertising has only deepened, motivating me to continually strive for excellence in this dynamic field.

Upon the conclusion of my two-month internship, I was offered a position in Marketing at one of the Big 4 companies. Despite my appreciation for the time spent there and the knowledge acquired, I knew I needed to go back. After nearly two years, I found myself returning to the familiar halls of TBWA\Entelia, ready to immerse myself once again in the dynamic and creative world of advertising.

In the dynamic world of advertising, continuous evolution is the norm, presenting us advertising professionals with a lot of challenges to navigate as well as create opportunities out of these challenges. Whether you are an account manager, creative director, media planner, or copywriter, the need for adaptability is crucial. It demands a continual response to shifting consumer behaviors, the integration of new technologies, and the relentless pressures of competition. 

One of the biggest challenges we faced and will continue to in the future is building and maintaining consumer trust. Consumers exhibit a notable reluctance to trust, often turning to word-of-mouth, reviews, and social media dialogues for guidance. Addressing this challenge required a strategic turn towards the creation of ads that are not only authentic and relevant but also tailored to resonate directly with our target audience. This approach, while staying true to the core values of the brands, proved instrumental in forging a genuine connection amidst an environment where trust is a coveted and delicate commodity.

In addition, a significant challenge we continually grapple with is the fast pace of technological change. The evolving tech landscape is reshaping how consumers engage with media, content, and brands, presenting both fresh opportunities and threats for us. A big challenge we faced was the common use of ad-blocking software, reducing the visibility of ads and impacting their overall effectiveness. Also, to stay ahead, we had to embrace emerging platforms, diverse formats, and a spectrum of channels—ranging from mobile and video to social and programmatic and harness the power of data and analytics to refine our campaigns and measure their impact. 

Another challenge we always face within advertising, is the difficult task of differentiating ourselves amidst the crowded landscape and crafting lasting, impactful ads that captivate the attention of consumers. In an environment saturated with marketing messages, consumers are bombarded by thousands of ads daily, leading to ad fatigue, making it difficult for us to sustain audience engagement. The key lies in steering clear of clichés, stereotypes, and generic messaging and instead, infuse our creative ideas with a fresh perspective that breaks through the clutter. This demands a meticulous understanding of the unique characteristics of the platform and audience we are targeting, ensuring a seamless alignment with the brand's identity and strategy.

Lastly, managing our budget and resources effectively. Operating within this competitive industry, often requires navigating tight deadlines, working with limited funds, and high expectations. To succeed in this environment, strategic thinking, operational efficiency, and adaptability in both planning and execution are very important. Our focus centers on finding ways to optimize return on investment while minimizing costs. This involves meticulous negotiation and collaboration with clients, suppliers, and partners. 

Staying at the forefront of the dynamic landscape of advertising requires a multifaceted approach, and at TBWA\Entelia, we employ a comprehensive strategy to ensure we are well-versed in the latest trends and technologies. 

Adopting the TBWA Collective philosophy and methodology of Disruption®, we employ a unique approach to shaping the future and transforming businesses rather than simply following trends. Disruption within TBWA refers to the idea of challenging the status quo and breaking away from conventional thinking to create provocative platforms and innovative solutions. 

Utilizing the power of data and available technologies, the TBWA Collective created Disruption Live, that brings Disruption in the real-time cultural conversation becoming a cultural force that influences and contributes to societal narratives. 

In line with their commitment to continuous learning and development, TBWA has established the TBWA University. This initiative is open to all employees, providing a platform for ongoing education and discussion. The curriculum covers current and relevant subjects, fostering an environment where employees can enhance their skills, stay informed about industry trends and put into practice learnings that can move them and the whole collective forward.

Finally, our company has always been investing on technology enabling us to provide advanced services, that lead to impactful and measurable results. One example, is the addition of an in-house operated Programmatic platform that allows for the development of much more targeted and more creative digital campaigns. Following the delivery of successful campaigns through this platform and after a series of evaluations, we became the first Cyprus agency to be Google Marketing Platform Certified.

The nature of the advertising industry demands a collective effort to generate innovative ideas, solve complex problems, and deliver exceptional results for our clients. Therefore, here at TBWA\Entelia, we encourage collaboration across different departments and skill sets. This cross-pollination of ideas helps in bringing diverse perspectives to the table, leading to more creative solutions.

We always strive to create an open and transparent communication culture by promoting regular team meetings, brainstorming sessions, and open forums where every team member feels comfortable expressing their ideas and concerns. Additionally, our physical workspace is designed to inspire creativity. Whether it's open collaboration areas, breakout rooms, or comfortable lounges, we provide spaces that facilitate impromptu discussions and creative exchanges. We also leverage collaboration tools and technology platforms to facilitate seamless communication and project management. This ensures that team members can easily share ideas, provide feedback, and collaborate on projects in real-time.

We firmly believe that diversity fuels creativity. By fostering a diverse and inclusive workplace, we bring together individuals with unique perspectives, backgrounds, and experiences, leading to more innovative ideas and solutions. We strategically invest in training and development programs to keep our teams updated on industry trends, new technologies, and creative techniques. This helps them stay at the forefront of their respective fields. 

Recognizing and rewarding collaborative efforts and innovative ideas is essential. It not only motivates the team but also establishes a culture where creativity and teamwork are valued and celebrated. We provide our teams with the flexibility to explore and experiment. Allowing autonomy fosters a sense of ownership and empowerment, encouraging individuals to take risks and think outside the box.

Collaboration extends beyond our internal teams to include clients. We involve clients in the creative process, seeking their input and feedback. This collaborative approach ensures that the final output aligns with their vision and goals. In essence, collaboration is not just a buzzword; it's a fundamental aspect of our agency's DNA. We recognize that the best ideas emerge from the synergy of talented individuals working together towards a common goal.

The marketing landscape stands at the brink of a profound transformation, shaped by key trends that redefine its very essence. Evolving from traditional mass advertising, marketing has undergone a significant shift towards a more personalized approach.

Among these transformative trends is the rise of AI-powered marketing, harnessing advanced technologies to analyze data, derive actionable insights, and automate campaign management. 

Looking ahead, the trajectory of marketing and advertising in Cyprus is expected to be leveraged by seamless technology integration, consumer-centric strategies, and an unwavering commitment to privacy and social responsibility.

So, as technology advances, marketing and advertising strategies are keeping up. This moment calls for a revitalization of our approaches in preparation for the future. It's imperative to embrace emerging trends and capitalize on the opportunities they offer to strengthen brand connections, foster growth, and maintain a competitive edge. 

Excellent leadership qualities are truly rare, and a proficient marketing leader embodies essential attributes such as influence, integrity, vision, accountability, empathy, humility and resilience. While effective management often involves convincing individuals to undertake tasks they may be reluctant to do, genuine leadership transcends this by inspiring the workforce to achieve things they might never have considered possible. It's about fostering a culture of inspiration and empowerment, guiding the team towards heights they might not have imagined, and embodying the values that propel both individual and collective success.

What: TBWA\Entelia

Who: Eleni Trivyzadaki, Brand Leader at TBWA\Entelia is Dedicated professional and team leader, with years of experience in the sector of Communications and Marketing, defining and delivering differentiated brand experiences that grow market share and build customer loyalty. Experience across a wide range of industries, bringing forth a motivated attitude and a variety of powerful skills.