A New Bridge in Porto: From Global Brands to a New Beginning

Hello, and welcome to Ponte Collective!

For those who don’t know me, my name is Selin Takci. Over the past several months, my family and I have been planting new roots in the beautiful city of Porto. After more than two decades of building my career in the vibrant energy of Istanbul, this move represents a fresh start—not just personally, but also professionally. It marks the beginning of a project I’ve envisioned for years: a consultancy founded on a simple yet proven premise—that the most powerful brands are built from the inside out.

And so, Ponte Collective is born. Here, in a city defined by its magnificent bridges, I’m creating one of my own: a bridge connecting a brand's strategic goals with its internal culture, linking a company’s story to its bottom line.

Experience isn't just a line on a resume; it’s a tapestry woven from challenges faced and lessons learned. For over 13 years, I had the privilege of being a steward of the brand at Anadolu Efes, part of the powerhouse Anadolu Group. This wasn’t merely a marketing job; it was a masterclass in what it takes to build and defend a regional leader.

Anadolu Efes is a giant—the fifth-largest brewer in Europe and among the top 10 players globally. It’s the undisputed market leader in Turkey and a dominant force across a vast region, stretching from the CIS nations to Central Asia and the Middle East. Managing brands like Efes Pilsen required navigating complex international markets, coordinating global teams for brand relaunches, and overseeing multi-million-dollar budgets to propel growth. I learned what it truly means for a brand to resonate across different cultures, languages, and consumer mindsets.

That client-side experience lays the foundation for Ponte Collective. I understand the internal pressures, budget constraints, and complex stakeholder relationships that exist behind the scenes. I’m excited to bring this perspective to businesses here in Europe.

A Glimpse of What’s to Come

This blog will be a space for sharing those hard-won insights. We’ll explore a variety of topics, from employer branding to event marketing. To give you a taste of what’s ahead, let’s touch on a subject I’m passionate about: integrated marketing.

Imagine a local tech company wants to sponsor a major music festival. An average approach might simply involve writing a check and putting their logo on a banner. An integrated approach sees it differently.

It starts by asking: How can this sponsorship integrate into our company? We might host an internal launch event for employees, granting them early access to tickets. Our HR team could leverage the sponsorship for a recruitment campaign aimed at attracting creative talent. How does it align with our sales goals? We could design an exclusive VIP area at the festival—not for the public, but as a unique networking opportunity for our most valued clients. How does it amplify our brand story? Instead of just displaying a logo, we might sponsor the festival's sustainability initiative, aligning our partnership with our company’s core value of innovation for good.

Suddenly, a simple sponsorship transforms into a powerful, multi-layered campaign that boosts sales, energizes employee morale, and strengthens the brand's identity in the market.

This is just a glimpse of the thinking I want to share. In the coming weeks and months, we’ll delve much deeper into frameworks like this. We’ll analyze real-world case studies and provide actionable strategies that you can apply to your own business.

This marks a new beginning for me in a city that has welcomed us with open arms. I’m incredibly excited to build this new bridge and start new conversations. Thank you for joining me on the very first day of this journey.

— Selin