Flames Creative Society Holds Its First Meeting

Following the first meeting of Flames Marketing Society, members of Flames Creative Society, another professional community within the Baku Flames festival ecosystem, also came together for their first meeting. The meeting began with an introduction to the new Baku Flames ecosystem, the objectives of the creative community, and plans for the upcoming season.

Members then discussed the key challenges facing Azerbaijan’s creative industry, the development of professional standards, the growth of young talent, and potential initiatives to improve the quality of creative work.

The Impact of Artificial Intelligence on the Creative Industry

One of the main topics discussed was the growing role of artificial intelligence in the creative industry and its impact on the quality of work. Participants raised concerns about some companies choosing AI tools instead of allocating budgets for creative work and how this could affect the value of creative services.

Farid Rzazada, Creative Director at Kristal, noted that using AI solely to reduce costs could negatively affect a brand’s long-term value. The discussion highlighted the importance of maintaining creative quality, understanding brand needs, and applying professional judgment when using new technologies.

Another concern was the quality of AI education and training. Participants pointed out that courses delivered by individuals without sufficient professional experience could negatively affect the knowledge and skills of young professionals.

The Society also discussed the possibility of developing recommendations on responsible AI use, the role of human creativity, and professional quality standards.

New Approaches to Agency and Brand Relationships

Another important topic was collaboration between agencies and brands and its impact on the quality of creative work.

Burak Kayzum, Chief Creative Officer at Maverick, noted that excessive involvement from brands in the creative process can sometimes weaken the original idea and affect the quality of the final work. He suggested discussing these challenges not only among agencies but also directly with marketing leaders.

This led to a proposal to organize joint meetings between Flames Creative Society and Flames Marketing Society. The aim is to explore mutual expectations, decision-making responsibilities during the creative process, and common challenges from both the agency and brand perspectives.

Ulviya Mutallimova, Creative Director at FCB Artgroup Baku, also emphasized the importance of creating a more open and professional feedback culture in the industry. She noted that agencies can sometimes become too attached to their own work, making constructive criticism and independent perspectives especially valuable.

Developing Young Talent and Professional Standards

According to a survey conducted before the meeting, developing young talent, addressing shared industry challenges, and establishing quality and professional standards were among the community members’ main priorities.

During the discussion, participants emphasized the importance of helping young creatives develop through real work experience, dedicated guidance from experienced professionals, and practical knowledge sharing. Potential initiatives included partnerships with universities, mentorship programs, portfolio review sessions, workshops, and masterclasses.

Members also highlighted the need for more systematic information about Azerbaijan’s creative industry. Ideas included conducting research into the agency and freelance markets, salary trends, creative service pricing, and the industry’s economic potential.

Next Steps and Future Plans

Following the first meeting, several key areas emerged as priorities for future discussions: improving the quality of creative work, developing young talent, strengthening agency and brand relationships, promoting responsible AI use, and establishing professional standards.

Future meetings are expected to follow a more practical format, with real case studies, open discussions, and meeting topics shared with members in advance.

As a next step, the meeting schedules of Flames Creative Society and Flames Marketing Society will be reviewed. Based on members’ suggestions, the communities will determine topics for upcoming discussions and explore potential joint initiatives.