Since 2009, brands like Nike, Google, Target, Uber Eats, SKODA and Beats By Dre have trusted brand experience agency Optimist to craft one of a kind experiences for their consumers. Optimist has well-established that a brand experience is anything that motivates a consumer to connect with a brand emotionally, be it an immersive retail experience, a high-traffic pop-up shop, or a TV commercial. Long before experiential marketing became an industry staple, Optimist embodied this approach.
To mark the agency’s 10th year, it created a new role, hiring Toygar Bazarkaya to serve as the first Global Chief Creative Officer to support Optimist as it continues to push the boundaries of brand experience. Bazarkaya, known in the industry for building strong creative cultures that drive real business forward with award winning work, will lead all of Optimist’s creative output for the agency’s global clients. He brings decades of cross-industry experience, shaping the communications of some of the world’s most impactful brands to a highly dynamic team of thinkers, makers and doers that live by Optimist’s company motto of making the impossible possible. Bazarkaya’s relentless drive for greatness in his team’s work and his strong relationships across the creative industry around the world add rocket fuel to the agency’s broad capability and reach. And he is an Optimist at his core – he’s always been one.
“We are supremely excited to welcome Toygar at Optimist to unify all creative functions under his leadership. Now we are able to expand our progressive communication solutions to modern brands that want to change the game, not just ride mid-stream. Culture forward, always authentic, experientially rooted, channel agnostic, socially digital and always innovative - those are the qualities that our work will be measured on. We are a good fit for global brands with a strong desire to break down what’s not working and embrace what’s possible today, and Toygar will help us continue to deliver on this promise for clients,” said Optimist CEO Juergen Dold.
Bazarkaya was previously the Chief Creative Officer of We Are Unlimited, where he helped build Omnicom’s newest agency model bringing leading industry experts together to be the home of world-class, connected creativity. He led Unlimited into the top 10 global agencies of the D&AD Awards, helped DDB become agency network of the year at the One Show and became Agency of the Year in Chicago at the ADDYs after just two years. Prior to that, he served as CCO for the Americas at Havas integrating media, data, AI, digital and social in the creative process. Before that, he was at BBDO New York for six years leading global and national brands. Over the span of his career, he has led creative businesses for Mercedes-Benz, Visa, P&G, McDonald’s, Dos Equis, Wrigley, Campbell’s, HP and Major League Baseball amongst others. He has won countless awards and industry accolades, earning more than 30 Lions for 15+ brands in 12 different categories. He’s been featured on Adweek’s Creative 100, selected for Campaign’s Digital 40 Over 40 list, and served on every major award show jury including Cannes Lions.
“What’s one meal you still remember from last year? Or the one movie you remember for decades now? I’m sure you think of both as an experience, not just a meal or a movie. Experiences make us feel something and they stay with us. Experiences can be anything, and Optimist is one of the best at creating them for brands. A brand experience has to have a strategic fit, have a great idea at its core and be able to express itself in any form, environment or platform. That’s what I love to do. Great brands understand the importance of it, the team at Optimist is the best at it, and I am excited to be part of it,” said Bazarkaya.
This year alone, Optimist was named global creative AOR for SKODA (in partnership with thjnk) and brand experience partner for delivery platform Uber Eats. Optimist’s team continues to attract high profile clients because their ability to see the world through human experiences gives them a singular vantage point to problem solve for clients and consumers alike.
Over the past ten years, the founders, Juergen Dold, Rose Odeh, Nils Arend and Tino Schaedler, have grown the company from a four-person team to an agency with 150+ employees. Originally founded in Los Angeles, Optimist has since expanded its offices to New York, London, Hamburg, Berlin, Amsterdam and Prague. The agency’s diverse collective of individuals brings to their work cross-disciplinary talent and a wealth of disparate skill-sets and cultural points of view.