Webby Honoree Webby Honoree Felis Ödülü Felis Ödülü Altın Örümcek Altın Örümcek Kristal Elma Kristal Elma
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A boutique global consultancy and training company. We bake creative strategies with bespoke recipes.


Full of disconnected counterparts, cookie cutter communication, and consumers that are increasingly indifferent to brands


To unite all hands around one table and enable them to be champions of the consumer and guardians of their brands.

Tell me more

A brand with a well-baked  strategy can change the world.


We’ve been baking ideas for the world’s leading brands.


game-changing creative strategies for game-changing brand builders.

What we do

We provide an end-to-end journey of business, brand, product and communication strategies across geographies and categories.


We empower brand builders by being their right hand through our consultancy services.


We build the capabilities and
confidence of marketing
teams on best practices.

We offer creative
strategy through

Our Difference

We are different because we are:
  • Artisans
    We craft solutions with equal portions
    of creative and strategic thinking
  • Specialists
    We only do strategy, that’s why we’re really good at it
  • Former Brand Leaders
    We've been in your shoes before with min. 15+ years
    experience in blue-chip companies across geographies
  • Respected
    We are teachers & preachers at the best brand festivals and forums
  • Impartial & Independent
    We answer only to the consumer in service of your brand
  • Actionable
    We only serve what can be digested, no endless
    reports that get forgotten in the back of a cabinet

Fresh Baked

Serfi, Dean of the Cannes Lions Roger Hatchuel Student Academy, Bakes Ideas with Young Creative Minds to Help Them Excel

Dean Serfi led two annual week-long programs of 'fun-spirational' learning, in 2022 and 2023, with her Tutors Nicole Rachid and Leyla Baliyeva, for a total of 65 young creative university students, hand-picked from all around the world!

Our Founder & CEO is the New Dean of the Cannes Lions Roger Hatchuel Academy!

As the New Dean of the Cannes Lions Roger Hatchuel Academy, Our Founder & CEO Serfi led a week of funspirational learning with 28 young creative university Students, hand-picked from all around the world.

A Proud Honoree at the Webby Awards!

Idea Bakery joined the Internet's best and brightest as a Webby Honoree at the 25th annual Webby Awards!

And the Oscar Goes to… GOOGLE, with ‘‘An Octopus Story’’!

Despite the least number of eyeballs in history on this year’s Academy Awards ceremony, the few deliciously winning ads had the potential to move audiences even more than the nominated films!

Human After All? The Empathy Economy is Here, According to SXSW 2021

5 futurist take-aways for strategists, brand builders, marketers and designers from the SXSW 2021 Conference to start acting on now with empathy in an AI-driven landscape of uncertainty.

Idea Bakery Loves- Barilla X Spotify Collaboration

Barilla creates Spotify playlists to match the ideal cooking time of each pasta

One Year, Four Awards!

And that's a wrap on an award filled 2020!

Idea Bakery Loves- Ireland Welcomes Santa

Irish Parliament Clears Santa To Enter Its Airspace Amidst Travel Restrictions

We are thrilled to win once again!

Idea Bakery receives a ''Felis Award'' for the best corporate website!

The New Way of Keeping Sane: Have A KitKat, Take a Bubbly Bath with a BMW!

The demand for mental care has escalated big time in recent years; especially given increasingly chaotic circumstances and resulting stress levels of modern life. And just like any other trend, where a certain type of demand is unquestionably growing, brands took notice.

Our founder Serfi gives the recipe for an everlasting partnership!

Proud to be baking strategic ideas together for one of MENA's largest food companies since 2014 & continuing to inspire all Goodyians to amaze!

Our Website is a 1st Place Winner!

Our website won the first place at the leading web design awards

Bayer ''Art of Brief'' Live Online Training

Completed our first live online training!

Idea Bakery Loves- Is Creativity in Lockdown?

Watch how brands keep using the same creative ideas and story flows.

Idea Bakery Loves- Fresh Baked Emojis for the New Normal

&Walsh's custom emoji set to address our new way of life

Re-Imagining the Fashion Industry

In the Aftermath of the Pandemic... An inspirational thought piece from one of our idea bakers, Begüm!

Idea Bakery Loves- Jeep's ''Same Day'' Commercial

From today on, we'll be sharing communication examples which we believe rise above the standards.

Brands & Marketing During Crisis Times

Idea Bakery’s HUMAN Guide to Sift through the Essentials

Oscars Advertisers Lack In Flavor While Personal Brands Take Spicy Stands!

As the crown jewels of the awards season were distributed last Sunday night, the commercials that aired in between the show were far away from displaying any kind of sparkle!

The Top 5 Key Ingredients to Take Into the New Decade

We’ve identified 5 big themes to keep from the last decade's final award-winning campaigns and baked them into a delicious “inspiration cake” that we think if applied to your brands will make for some interesting food for thought in 2020 and beyond.

Sweet Shared Sentiment Wins the Super Bowl

The top 5 learnings on brand recipes which turned out to rise up and scored a touchdown, and those that flopped in the oven!

Mass Going On Premium

And collaboration is not the only enabling medium!

What’s The Purpose Of It All?

Nothing is only ‘profit’ related anymore, as we are living in the age of Impact Economy!

Is There Life After Likes?

As the most popular social platform is preparing to remove like counts from the picture all together, one single question arises, how will it impact the 'likeability of the platform itself?

5 Lessons in Brand Building from Game of Thrones

What does the potentially biggest brand in current day storytelling have to offer?

A whole new ‘Challenger Brand Framework’ for the Beauty Giant Coty!

Idea Bakery has re-defined Brand Building for Coty Global with a Challenger Spirit and Beauty/Luxury lens.

Training Merck Global Marketing from Bogota to Vienna!

Idea Bakery is proud to announce its newest client acquisition - Merck Global.

“Courage” Panel at Procter & Gamble in Cincinnati!

Idea Bakery Founder & CEO Serfi was invited to speak at a panel on Courage in Cincinnati to Procter & Gamble’s Global Brand Building Integrated Communications Department.
See All

A diverse group of experts with an accumulated 300+ years of track record of brand turnarounds in multiple categories and geographies.



‘‘I highly recommend Idea Bakery. It is a pleasure to work with such talented and passionate brand gurus. They have extraordinary strategic minds, and an unparalleled ability to concisely and clearly develop a business strategy through the brand lens. Their work has consistently delivered a step change in consumer engagement and business results.’’
Giannella Alvarez
Former Americas CEO Beanitos Former Americas CEO Barilla & Former Global Expansion VP & GM Vitaminwater/Smartwater
‘‘Working with Idea Bakery has led to a great outcome that we are now working with to shape our future and it has been a lot of fun as well. What impressed me most is the sense of ownership that Serfi and Alex apply, which give everything a real sense of teamwork.”
Heiko Petersen
Global VP Bayer Consumer Care AG
‘‘Next to the brilliant training sessions that have played a huge role in transforming the company, the equity workshops have been fantastic and have resulted in brand equities that will change the game at Ontex for sure. We see Idea Bakery as our own little green Yoda - our secret and sage mentor.”
Tim Vandenbulcke
Global MD Ontex
‘‘Three highly energetic and equally knowledgeable ladies have taken turns in co-developing our fundamental training materials under our 'lovebrand building' umbrella and delivered multiple trainings across the world. Feedback from the organization has been outstanding. Kudos to Serfi, Sandy and Alex.’’
Atilla Cansun
Global CMO Merck Consumer Health


Consumer Trend Partner

Through our content partnership with Trendwatching, the biggest platform of consumer trends in the world, we enable our clients to stay ahead of time, build brands that matter, products that delight and campaigns people can’t stop talking about.


Content Partner

Through our strategic partnership with Warc, the global marketing information platform, we build knowledge through the most trusted research, case studies, best practices, data, and inspiration.


Co-Creation Partner

Through our strategic partnership with Eyeka, ‘the co-creation community’, we connect 380.000 creatives in 175 countries with brand builders. The Eyeka community solves business problems through idea, concept, design, product, positioning, experience and communication development.


Automotive Consultancy Partner

Through our strategic partnership with EFS, a bluechip Automotive Consultancy Company operating in the Americas, Asia and Europe, we bake brand positionings for the world’s leading car brands, taking our expertise to China, Russia and the rest of the world