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We’ve been baking ideas all over the world across a wide range of categories and for the world’s leading brands.

We've been baking ideas all over the world
Argentina Australia Austria Belgium Brazil Canada China Colombia Egypt Finland France
Germany Israel Italy Japan Mexico Netherlands New Zealand Poland Romania Russia Saudi Arabia
Singapore South Africa South Korea Spain Switzerland Turkiye UAE UK Ukraine USA

Across a Wide Range
of Categories

Consumer Health
Food & Beverage




“Idea Bakery and (founder) Serfi are always a positive force in the business and the team, and their work has consistently delivered a step change in consumer engagement and business results. The team partner to create a brand vision and architecture that empowers creative minds, and they have an uncanny ability to distill thought into inspirational creative language.”

Giannella Alvarez
Former Americas CEO Beanitos Former Americas CEO Barilla & Former Global Expansion VP & GM Vitaminwater/Smartwater

‘‘When we first met Serfi and Alex of Idea Bakery, we knew that they were the right partners for the big job ahead of us: to define the overall purpose of our brand and sharpen our ‘brand house’, which defines the foundation of our brand Canesten. Working with them 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 Idea Bakery applies, which gives everything a real sense of teamwork. Thanks again Idea Bakery! You are making a difference to how we are leading this wonderful brand into the future and helping us '‘empower people to get comfortable in their own skin.’’

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. Challenging yet warm, humble but wise, full of knowledge of all things in the universe but as full of surprise and mischief as well!’’

Tim Vandenbulcke
Global MD Ontex

‘‘The Brand House workshop really created a solid strategic framework to focus all resources and efforts on building a strong cohesive Masterbrand. The Idea Bakery team did a tremendous job moderating and aligning the multiple perspectives, local needs and particular interests of all participants. Great value added!’’   

Mike Seidel
Global Brand Director, Iberogast Bayer Consumer Care

‘‘It’s absolutely remarkable how someone who spent practically all her business life in one company can so flawlessly operate in a completely new environment – and do it immediately. Without even a second of ‘figuring it out’. Serfi not only brings superb structure to help solve complex problems but also great energy and the ability to make people work together. In a matter of hours, she can digest hundreds of pages of data for a business she has never worked in, in her life and make sense out of it. She can walk into a room filled with people, whom she has never met before and make them work as a team, real hard, keeping their focus and energy for 2 days in a row. She is a great listener and a fantastic moderator who also brings an outstanding business perspective to the team. She is a true expert in communications and brand building.’’

Gennady Jilinsky
CEO Suunto Watches Former CMO Strauss Coffee

‘‘We had the privilege of working with Idea Bakery when they ran extensive Brand Building and Marketing Strategy Development Trainings for our Marketing Department. I am sure there are other companies out there who are working to improve marketing skills and knowledge of brand people. However, I have so far only experienced the Idea Bakery team to ignite and reignite the love and passion for brand building in the hearts of their trainees in a long-lasting way. All you need is half an hour in an Idea Bakery training and you become a believer!!!’’

Levent Kömür
GM Diageo

‘‘Idea Bakery & Serfi have been instrumental in building a strong marketing organization in Vodafone Turkey in the last 5 years. Idea Bakery not only helped us build a very strong Marketing Academy (a multi-level, custom design series of trainings) but also assisted us to develop an efficient brand building framework and integrated marketing good practices. Furthermore, they took the lead in one of the most aggressive culture change programs in our company: developed & executed the ‘Leadership on Paper’ Training. This program dramatically improved written communication and sped up our decision-making process as well as the quality of our decisions. Serfi has vast global experience in brand building and training, is an excellent communicator and genuine person. She not only helps build brands for many companies but also founded Idea Bakery to be a strategic partner for many brands around the world.’’

Gökhan Öğüt
CEO Vodafone Turkey

‘’The Team from Idea Bakery has been the ideal partner for building top-notch capabilities in our marketing organization across the world. 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

‘‘I have enjoyed the time I spend with you and found the sessions to be very productive and stimulating. Most importantly, I have very much liked the spirit of meetings and the pleasant and interactive style of the workshop. I am pleased with the outcome of the workshop and I believe that we have got out something very useful to help us with 'shining the diamond in the rough'. Please convey my gratitude and that of the Savola team to the wonderful team of Idea Bakery.”

Dr. Abdulrauf Mannaa
CEO The Savola Group

‘‘Idea Bakery is a special partner for our Ülker marketing team. It has played an important role in numerous projects for us and is an ally in helping me build and reinforce the Ülker Way of marketing. I value its capability, trustworthiness and balanced perspective. Capability - Idea Bakery has strong expertise, insights and provides relevant tools to help deliver against a wide range of marketing needs. Trustworthiness - Idea Bakery has a good sense of teamwork and partnership which makes it very credible. I consider it as a part of the team. Balanced perspective- Idea Bakery has extensive multi-national experience which provides a global view and has good local experience which helps with applying global tools in a relevant way to local needs. Idea Bakery has delivered on many projects for us in the past. And I am sure it will help us deliver against more opportunities and challenges in the future.’’


Ahad Afridi
CMO Ülker & Godiva United Biscuits & Yıldız Holding

“Getting Idea Bakery to work with us on strategic branding and marketing communication projects was the best investment we’ve made in the last six years. It’s a partnership of challenges that has delivered unquestionable rewards for Goody Brand. The team at Idea Bakery truly values its clients as they’ve work hard to understand the brand and the business challenge while building a deeper understanding of culture, the consumers to ensure delivery of strong communications strategies and tactics that resonate with stakeholders and deliver results. Idea Bakery for us is all about the creative magic, limitless energy and professional work ethic that helped us achieve our business goals.”

Khurram Jalaluddin
Middle East Marketing Director Goody Company

In 2018, we received the "Brief and Briefing Excellence" for our Marketing and Communications teams at Roche and I must say it is a privilege to work with a team with high energy and motivation. The methods they deliver, the workshops they designed beside their approach to the subject differentiates Idea Bakery from any others. We have been using Idea Bakery's templates for 2 years and our agencies regularly give us " You are one of the best companies in terms of briefing the agencies" feedback. This win-win outcome helps us to step up the creativity of our works. 

Our expectations perfectly matched with Idea Bakery's expertise and we aim for a continuous partnership in impact and collaboration this year.

Özgür Eryiğit
Communications Manager Roche
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