Open Letter

PRactice is ten years old.

I remember very well what we intended when we founded the agency, but we could not clearly describe where we wanted to go. Because the issue was not about reaching a goal, but about constantly repositioning. We set out not with fixed ideas, but with intuition. From a place that sees communication not as a business line, but as a way of thinking.

Since that day, not only we, but also the country and the world we live in have gone through major transformations.

The world and Turkey have faced tough tests in every aspect over the past 10 years:

Political polarizations, social movements, coup attempt, state of emergency, pandemic, earthquakes, economic crises, migration waves… Each of these waves deeply affected not only daily lives but also the bond that brands establish with society.

The communication sector was not immune to these tremors either.

Mainstream media shrank, digital channels multiplied but attention span shortened. Content production accelerated but content creators got tired. A single sentence can start a lynch, another sentence can rebuild lives. Communication is no longer a merit, but an area of responsibility.

And at PRactice, we positioned ourselves exactly from this place.

Over the years, we did a lot of work. Good work. Big work. We also did work that nobody heard of but whose importance we knew very well. But the most valuable thing for us was this: We never found ourselves looking from the same place. Each time we changed our perspective. We rethought in every crisis. We tried to step back and look further in every success.

That is why now, at the end of 10 years, we are putting forward a word. This word is for ourselves, for everyone who has walked with us, and for everyone who still thinks communication is just about being visible:

Shift Perspectives.

This is not a vision statement. An intention. A suggestion. A reminder. There is no progress without changing perspective.

You cannot reach a new place with the same questions, the same reflexes, the same safe words. If you dare to speak without repeating yourself, by breaking your memorization… then you truly communicate.

I am saying this not only to agencies like us, but to corporate but sluggish structures that have been repeating the same sentence for years, to newly established but directionless brands, to entrepreneurs with big ideas but unheard, to individuals who cannot decide, to leaders who are afraid of making mistakes, to those who have to rebuild themselves every day.

We know, we are all very tired. But that is exactly why we have to look from a different place now.

Not just look, but think from that place and tell from that place.

Today is PRactice's 10th anniversary.

But this is not just a celebration. This is also a new moment of openness. A new sensory sensitivity. Because in a world where everything is too much, it is no longer what is too much that will be heard, but what is different.

And we will be right there.

For everyone who wants to look from a different place.
For everyone who is ready.
For everyone who truly wants to hear and be heard.

Shift Perspectives.

Mert Birdoğan
Agency President & Founding Partner, PRactice
May 2025