preloader
We use cookies to ensure you get the best experience on our website
Learn More Agree
WE ARE

A boutique global consultancy and training company. We bake simple and delicious strategies for brand-led transformation.

Scroll
WE BELIEVE

A better world starts with better brands.

Tell me more
WE EXIST

To change the world one brand, and one person at a time.

Clients

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

  
WE OFFER

Game-changing 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.

consultancy

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

training

We build capability and
confidence of marketing
teams on best practices.

Discover

We offer strategy through

Fresh Baked

See All
OUR CHEFS ARE

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

Chefs

icon

Jose Medran

Partner & Global Executive Chef
Growth Lead
+
icon

Serfi Altun

Founder, CEO & Global Executive Chef
+
icon

Alex Messerschmidt

Masterchef (Europe)
Megabrand Lead
+
icon

Sandy Sialom

Masterchef (Middle East)
Training Lead
+
icon

Dawn W. Thompson

Masterchef (North America)
Multi-Cultural Lead
+
icon

Ömür Kula Çapan

Masterchef (Middle East)
Digital Lead
+
icon

Burak Elmas

Masterchef (Europe)
Venture Capital Lead
+
icon

Arek Melemetci

Masterchef (North America)
Marketing Strategy Lead
+
icon

Beril Afsar

Masterchef (North America)
Marketing-Mix Lead
+
icon

Alara Orhon

Masterchef (Middle East)
Future Lead
+
icon

Dominique Touchaud

Masterchef (Asia & LATAM)
Culture Lead
+
icon

Melek Pulatkonak

Masterchef (Europe)
Community Lead
+
icon

Julian Bowyer

Masterchef (Europe & North America)
Incubation Lead
+
icon

Begüm Egeli Bursalıgil

Sous-Chef
Content Lead
+
See All

Testimonials

"
‘‘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
Americas CEO Beanitos Former Global CEO Vitaminwater & Former Americas CEO Barilla
"
‘‘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
See All

Partners

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.

pimg.file_alt

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.

pimg.file_alt

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.

pimg.file_alt

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

pimg.file_alt