Our name, PeopleBrand, clearly reflects our approach: we believe that to gain the maximum profit you must sacrifice your most valuable asset – your brand. People, including your target market, love most what belongs to them. So we’ll give your brand to them in return for your profit.
14 years of delivering big ideas that built loyalty, crossed borders, stood the test of time, and proved that great creativity drives real business results across markets. For over many years, PeopleBrand has been the leading creative agency for Procter & Gamble in Azerbaijan—trusted to deliver consistent, high-impact solutions across some of the world’s most iconic brands. Throughout this long-term partnership, we provided both strategic and creative leadership, helping P&G brands grow stronger locally and expanding the impact of our ideas regionally. Key achievements we are proud of: • Creative Leadership Across Brands: We executed the majority of P&G’s TV adaptations and developed some of the biggest and most memorable integrated campaigns for Head & Shoulders, Dreft, Blend-a-med, Pampers, and others—building strong consumer loyalty and delivering measurable business growth. • Extensive TV Production: We produced dozens of high-quality TVCs, ensuring global brand stories were powerfully localized and emotionally resonant for Azerbaijani consumers, while maintaining international creative standards. • Creation of an Iconic Campaign: Our proudest achievement—developing the original Keyfiyyət Sərfəlidir ("High Quality is Advantageous") campaign. Designed for Azerbaijan’s market realities, this platform has lived on for over a decade, proving its strength, relevance, and profitability. • Regional Influence: The success of Keyfiyyət Sərfəlidir extended far beyond Azerbaijan. We adapted the campaign for Georgia and Uzbekistan ourselves, while its core concept was adopted by other agencies for Russia and Ukraine—demonstrating the universal power of an idea born at PeopleBrand. Our collaboration with Procter & Gamble is a clear demonstration of what PeopleBrand stands for: creativity that drives real-world results, stands the test of time, and creates value across markets.
10 years of delivering emotional connection with consumers, elevating brand perception, and creating profitable long-term loyalty through strategic emotional branding. Since 2013, PeopleBrand has led the strategic brand development of Westgold, elevating it from a challenger brand to a premium, emotionally resonant player in Azerbaijan’s competitive butter market. Through a combination of deep market insight, brand differentiation, and multi-channel execution, we helped Westgold carve out a distinctive and sustainable leadership position. Highlights of our collaboration: • Challenging the Market Leader: At a time when Anchor dominated both mindshare and market share, we positioned Westgold as a premium New Zealand butter brand, focusing on emotional value rather than direct comparison. • Emotional Brand Platform: We developed the original emotional positioning with the slogan "Food nourishes a soul too," connecting Westgold to consumers' deeper values and everyday moments. • Powerful PR and Origin Reinforcement: We cemented Westgold’s New Zealand heritage through extensive PR campaigns, strengthening authenticity and premium perception. • Culturally Resonant Advertising: We produced emotional TV commercials tied to national holidays, making Westgold feel closer to the audience through shared values and traditions. • Multi-Brand Strategy Development: Alongside Westgold, we successfully built separate, distinct positioning strategies for three additional butter brands (Golden Crown, French Cow, and Gerda) to avoid internal cannibalization within the distributor’s portfolio. • 360° Marketing Execution: Over the course of 10 years, we executed a full suite of marketing activities, including market research, positioning strategy, creative campaigns, influencer marketing, digital activations, and in-store promotions. Our work with Westgold reflects exactly what PeopleBrand stands for: strategic creativity that goes beyond awareness—building deep emotional connection, brand distinction, and long-term market success. Not just a campaign, but a decade of sustained, profitable growth.
Building loyalty, brand strength, and long-term profit through strategic marketing that turned two mid-sized stores to a national chain of large three-storey clothing "supermarkets". Since 2007, we have served as the outsourced marketing department for ÇİNİCİ—becoming a true extension of their team and playing an integral role in their growth. From two mid-sized garment shops to one of the largest and most recognized clothing retailers in the country, we supported every step of ÇİNİCİ’s transformation through strategic marketing consultancy and full-scale daily execution—all with one clear focus: sustainable, profitable results. Key achievements we delivered together: • Retail Expansion Strategy: As a local brand, ÇİNİCİ faced challenges securing space in the newly emerging shopping malls dominated by international players. To overcome this, we initiated a strategy to move away from small fragmented shops and instead develop large, three-story flagship stores. These stores offered a wider selection for the whole family under one roof—strengthening the brand's competitiveness, enhancing customer experience, and significantly boosting profitability. • CRM System Development: We built and implemented a powerful CRM program—today, nearly half of ÇİNİCİ’s revenue comes from loyal, returning customers. • Retail Brand Image Strengthening: We organized numerous photo and video shoots for seasonal collections across Baku, Istanbul, Antalya, and Dubai, consistently maintaining a premium retail image. • Integrated Campaign Management: We led multiple digital and TV campaigns, ensuring ÇİNİCİ’s message stayed fresh, visible, and relevant to the market. Our collaboration with ÇİNİCİ perfectly reflects PeopleBrand’s philosophy: creativity focused not on awards, but on real business performance—measured by customer loyalty, brand strength, and profitable growth.
