[Interview] Asli Sahin, ECD, Ogilvy Amsterdam

Asli Sahin, recently appointed Executive Creative Director at Ogilvy Amsterdam after moving from Berlin, joins the agency with a mandate to push creative boundaries and reignite its creative energy.

In this interview, she reflects on her early impressions of the Dutch creative scene, lessons from her first jury role at the ADCN Awards, and her vision for positioning Ogilvy Amsterdam as a bold, culturally driven creative hotspot.

You recently joined Ogilvy Amsterdam as Executive Creative Director after moving from Berlin. What attracted you to Amsterdam, and how does the Dutch creative scene compare to Germany so far?

Honestly, Amsterdam has always been a city I've wanted to call home, so when the chance to move here with Ogilvy came up, it truly felt like a dream come true. I was brought in specifically to help push our creative boundaries even further, which is a challenge I'm incredibly excited about. As for the Dutch creative landscape compared to Germany, it's a bit early for me to have a full opinion; I'm only four months in, still really finding my feet! But from what I've observed so far, there's certainly an incredible energy here. Both countries have fantastic creative scenes, and I'm really looking forward to diving deeper into what makes the Dutch approach unique. So, let's maybe chat about it in a year.

You recently served on the Advertising/PR-Activation Jury at the 60th ADCN Awards—your first jury role in the Netherlands. What did it reveal about Dutch creativity today?

My first time as president on the ADCN jury in the Netherlands was an amazing crash course in what Dutch creativity really looks like from the inside, especially since I'd only been in the country for four months. One thing I realized is the simplicity of the ideas, always based on strong insights. I genuinely appreciate that directness; maybe it’s a reflection of the Dutch culture, since 'Dutchies' are known for being so direct!

What are your goals for your first year as ECD at Ogilvy Amsterdam, and how do you want the agency to be defined under your leadership?

I’m of course not alone in this exciting journey, but we want to focus on igniting Ogilvy Amsterdam's creative power, aiming to give it back its full flair and energy, making it the creative hotspot everyone looks to for inspiration. This means raising the bar on every single thing we do – every briefing, every client project, every idea, every pitch – leading with exceptional craft across the board. We want Ogilvy Amsterdam to be known for fearless, effective, and truly innovative creativity that’s both smart, genuinely fun, and deeply embedded in culture.

Earlier this year, Ogilvy’s Social Trends Report outlined five “rules of realness” for brands. How do these principles influence your creative approach?

That Ogilvy Social Trends Report on the 'rules of realness' is incredibly insightful, and it puts into words how I instinctively approach creative work. For me, the report's core message feels clear: it's about helping brands shift from an algorithmic focus to genuine human connection and realness. So, these principles – focusing on resonance, belonging, visible human effort, curation, and creators as partners – I see them less as trends and more as the real foundation for human-centric marketing.

To make sure we're always hitting that mark and truly pushing our work, I fall back on a simple gut check: 'Would I genuinely like this? Would I personally care? Does it touch me?' Because as a consumer myself, that's often my best indicator of whether a campaign has that authentic human spark.

What trends are currently reshaping the global advertising industry?

From where I'm standing, one of the biggest trends reshaping advertising is how AI is fundamentally changing how things are created. I think it's really pushing us to sharpen our unique human spark and empathy. There's also an overwhelming demand for authenticity and genuine human connection; people are just tired of anything fake. And it's an 'entertain or die' world that demands bolder, more captivating storytelling to cut through all the noise.

How can agencies adopt emerging technologies without losing the human touch?

AI is a supercharged helper for our creativity, not something that takes over. It's about letting the tech handle the heavy lifting – the data crunching, the repetitive tasks, generating variations – so we can really focus on what only we can do: the fresh, big, brave ideas, the emotional depth, the cultural nuance, and that essential 'real' that makes work feel truly human.

How do you measure the success of a creative campaign?

Measuring success isn't just one thing for me. Of course, business impact etc. is crucial. But beyond that, I look at how deeply a campaign truly connects and resonates with people. Is it earning attention, sparking conversation, and creating genuine cultural impact? Did people really care?

Looking to 2026 and beyond, which creativity and advertising trends excite you most—and which worry you?

I’m very happy about the huge push towards real craft, getting our hands dirty again. You can see beautifully crafted work everywhere. I can't wait to see more of it. And when it comes to what concerns me, I’m more worried about the current situation of the world.

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