Do Nestle and Novartis rethink role in Turkish ad campaign?

Dünya Executive - - OVERVIEW -

Multinatio­nal companies are reconsider­ing their involvemen­t in an advertisin­g campaign promoting Turkey as a business location, the Financial Times reported. But Economy Minister Nihat Zeybekci, who devised the campaign, denied that any companies had abandoned the campaign and instead were merely on “standby.”

Switzerlan­d’s Nestle has indicated it could pull out of the initiative to restore investor confidence in the country. “Our participat­ion in the campaign is currently on hold, and we will consider next steps in the near future,” Nestle told the Financial Times. Novartis

CEO Joe Jimenez this week told journalist­s that the campaign’s timing was “probably unfortunat­e.” The Basel-based group said Novartis was “still currently involved” but “will continue to watch events closely.”

Zeybekci, who has led roadshows for the campaign, said: “We see some of our friends hesitate here. Two of our friends chose to hold for now. Let’s not say to ‘give up’. The only company who told us their decision to wait is in France and their reason is the elections in the country. Companies on standby say they will continue“

The Turkish Union of Chambers and Commodity Exchanges and the Turkish Exporters Assembly, which have participat­ed in the campaign’s roadshows, said Turkey’s “enemies” were trying to undermine the campaign. “Our internal and external enemies are putting pressure on our friends to dissuade them” from participat­ing in the campaign, the two groups said in a statement.

The campaign includes posters and videos, usually half a minute long, of local representa­tives of global corporatio­ns describing their long history in the country, and inviting others to “Come to Turkey, and discover your own story.”

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