Flames Marketing Society Holds Its First Meeting

On October 23, Flames Marketing Society, an initiative by Baku Flames, held its first meeting, bringing together marketing leaders from some of Azerbaijan’s leading companies.

Flames Marketing Society is one of the key parts of the festival’s new year-round ecosystem. Through professional communities, media, and various industry programs, Baku Flames aims to strengthen connections, encourage knowledge sharing, and support the exchange of experience throughout the year.

The first meeting followed this vision. It began with an introduction to the Baku Flames ecosystem, the objectives of Flames Marketing Society, and plans for the upcoming season.

Developing Young Marketing Talent

One of the main topics discussed during the meeting was the development of the next generation of marketing professionals in Azerbaijan. Gunel Mavliyarova, Head of Marketing at PASHA Bank, proposed making talent development, education, and mentorship one of the Society’s initial priorities.

Kemal Baştürk, Chief Operating Officer at PASHA Malls, noted that while young people in Azerbaijan are interested in marketing jobs, some applicants lack sufficient practical knowledge of the profession. As competition grows and companies increasingly recognize the importance of marketing, participants emphasized the need for a more structured approach to developing future professionals.

The discussion also explored opportunities to establish mentorship programs and collaborate with universities.

New Initiatives for Local Data and Consumer Insights

Another key topic was the need for more local data and market research in Azerbaijan’s marketing industry. 

Participants emphasized that marketing decisions should rely on strong consumer insights, measurable results, and real market data rather than individual experience alone. The Society also discussed opportunities to develop more systematic research into local consumer behavior, brand preferences, marketing budgets, communication channels, and market trends.

The presentation introduced several potential research initiatives, including a Marketing Industry Report, Consumer Insights, a CMO Survey, and reports on digital media trends.

The first practical step in this direction is planned for November. Flames Marketing Society members will hold an online meeting with FutureBright Group to explore potential research and data projects for the Azerbaijani market.

Advertising Ethics and Professional Standards

At the initiative of Aliyar Huseynov, Marketing and Commercial Director at Procter & Gamble, members proposed beginning work on an initial code of advertising ethics and self-regulation principles.

Other potential areas of focus included building stronger dialogue among advertisers, agencies, media, and other stakeholders, improving measurement standards, making market data more accessible, and aligning university marketing education with the practical needs of the industry.

Artificial Intelligence Will Be a Key Topic at Future Meetings

The next in-person Society meeting is planned for December, with a focus on the impact of artificial intelligence on marketing. Discussion questions will be shared with members in advance, allowing participants to explore real experiences, industry challenges, and practical approaches.

Turning Decisions into Action

Flames Marketing Society aims to bring industry professionals together and turn discussions into practical initiatives. Its approach focuses on moving from discussion to decision-making, from decisions to implementation, and ultimately to meaningful change across the industry.

Following the first meeting, several areas emerged as key priorities for the coming months: developing young talent, advancing marketing education and mentorship, expanding local data and research, improving advertising ethics and professional standards, and strengthening marketing’s impact on business results.

The Society plans to hold its first online research meeting in November, begin initial work on an advertising ethics and self-regulation code, explore mentorship programs and university partnerships, and organize its next community meeting on artificial intelligence in December.