— Shevket, we would like to discuss an advertising market of Ukraine, new technologies, our cooperation and Your company in general… with You Shevket, can we say that Ukraine has the advertising market?

— The advertising market does exist, because there are sellers and buyers, but this market is rather unorganized. I would call it — the element market.

— From Your point of view, what kind of goals must follow contemporary advertising and what kind of instruments exist to reach these goals?

— As it is known, you may sell everything, the key factor is to know what you sell and to whom you sell. In contemporary advertising there are lots of different methods and technologies of consumer’s influence, and taking into account the present goods’ supply and tough competition, the goal is sole in all times — to be better than competitors. To be better means to be the leader in sales due to well arranged distribution, brand recognizability and image advertising. This goal can be reached with “hardworking” team (quantity does not mean quality), price harmony, product quality and its advertising.

— Shevket, do You know what audience needs today?

— As to my opinion, the audience needs — quality in everything: product, good salesman and, surely, advertising. As to advertising, I would like to notice that the nearest future is in the hands of event-actions, because the sign, TV and radio markets are overflown and get less effective, carrying only image nature. As to event actions, one needs to have rich imagination and surprise final consumer; standards leave less emotions in the minds of people, and, therefore, are less remembered and less told to others.

— Shevket, why have You called the agency “Rakurs” (Perspective“)?

— If I answer this question jesting — I am the Cancer in the signs of zodiac! If I answer philosophically — it is a special look at advertising, as an outside look, at a given bright angle. But, frankly speaking, at the origins of agency creation I wanted to join pictures and advertising.

— How many people are working in Your agency?

— Our agency is rather small for Ukraine, but is sufficient for Crimea. We are young, in July we celebrated 2 years since creation. At a present moment we have 15 employees, though in winter the staff was 25. It is uneasy to keep collective in the period of great inflation, I am sure that inflation has affected all middle and small businesses severely. Though, I am certain now that quantity does not mean quality. Everything is for the better.

— As a manager, do You have Your own secrets to manage creative people, to carry out personnel policy?

— The secret is simple, I just try to be a person in everything and with everyone first, and than goes the director. Creative people are very emotional and easily vulnerable. Another important factor is that I am not afraid of work and if needed would join at different levels of projects’ realization and their development.

— What kind of qualities are You looking in employees? What are Your guiding principles?

— First, I am searching for people, who like advertising, who want to connect their lives with it. I dislike people, who are asking the given sum of salary in the first place, having no idea in advertising and in justifying this salary.

— Shevket, at Your opinion, what is the key motive for creative people?

— The motive is plain - self-realization, sense of necessity for collective, team ideology and, surely, interested motives.

— What is Your way of clients’ choice? Do You have tough principles as to this approach?

— It is hard to work with those, who can’t hear and understand you. Human factor is present in everything. As to clients, we are trying to take one representative from each branch, and, as a rule, the best one.

— Customer communication — is a serious work and is frequently the test for nerves. How do You overcome this? There are surely unsatisfied clients. How do You regulate such situations?

— Surely, we have various situations and unsatisfied clients happen — it is life. We have learned to acknowledge our mistakes, if they do exist, and we have learned to forgive, if the client understands his guilt. We are trying to be logical always.

— With whom do You have cooperation now?

— I will not name all our partners, but the key ones are: Building Company “Consol”, PSC “Kyivstar”, Zhytomir Butter Plant 'Rud“, Insurance company ”Guarantee“, ”Euroset“ (”Euro network“) chain and others.

— Will You, please, tell us about Your favorite project, which was realized by you personally along with the team.

— There are lots of projects, but from the last ones — the first Crimean festival of balloon sculptures “Aerofest” and many others.

— Shevket, what are Your plans for the nearest future?

— The plans are to develop and be the best advertising agency in Crimea.

— And, finally, what would You like to wish to everyone?

— I would like to wish to everyone optimism, luck, creative success, financial stability and development of your business.