5 Minutes with… Toprak Özturan

Modular agency Modern Citizens, known for its social-first approach, has recently appointed Toprak Özturan as the new managing director of Modern Citizens NL.

With an impressive career spanning agencies like Annex88, Grey New York, DDB, and Wieden + Kennedy, Toprak brings a wealth of experience in brand storytelling, digital engagement, and innovative campaign strategies. Her portfolio includes high-profile work for brands like Heineken, Volvo, and DHL, and she has played a key role in the globally recognised ‘The Next Rembrandt’ campaign for ING Bank, which blended technology, data, and creativity.

Stepping into this new adventure, Toprak is set to lead Modern Citizens NL into its next phase of growth. This month, she is set to take over from Robbert Gangadin, and aims to strengthen the agency’s integrated, cross-market collaboration while driving cutting-edge, culturally relevant work. With a deep understanding of social-first content, influencer strategy, and audience-driven storytelling, she is poised to make a significant impact.

Today, Toprak shares her vision for Modern Citizens NL with LBB, and breaks down her approach to leadership, as well as how she plans to harness the power of innovation and culture to build stronger connections between brands and audiences.

LBB> Congratulations on your new role as MD of Modern Citizens NL! What drew you to this opportunity, and what does stepping into this position mean to you personally and professionally?

Toprak> Thank you! I thought it was a unique opportunity to help shape something new. I was drawn in by the contagious energy that comes from having a shared point of view and wanting to get there together. That ‘if you can dream it, you can do it’ mentality has always brought me great lessons and experiences. Professionally, it means I get to co-create something with likeminded people – the reason why I chose this field in the first place.

LBB> Modern Citizens is known for its modular approach. How do you see this philosophy aligning with your own experience and vision for the Netherlands division?

Toprak> I think every business challenge is unique, and different audiences have different ways of engaging with the world. Brands need partners that can put their egos aside and focus on the solution – the modular approach does just that. It’s all about assembling the right people for the job – a nimble and entrepreneurial mindset if you compare it to more traditional agency models.

LBB> You’ve had an impressive career at leading agencies like Annex88, Grey New York, DDB, and Wieden + Kennedy. How have these experiences shaped your leadership style, and how do you plan to bring this to your new role?

Toprak> I’ve been incredibly lucky to have worked with agencies that set the bar so high. In the end, you’re asking your team to bring their best game to work every day, so it’s important to empower them in a way that they feel they’re able to help make a mark.

LBB> With Robbert Gangadin departing this month, how do you plan to approach the transition? What are your priorities in ensuring continuity and building upon his legacy?

Toprak> Robbert has done a wonderful job in building a skilled team here in Rotterdam. My focus will be on creating opportunities to work more integrated with the London team. Because of the modular approach, there’s so much knowledge in the respective areas of expertise across both cities, and together we make a real impact.

LBB> Your work on campaigns like 'The Next Rembrandt' demonstrated a powerful blend of technology, data, and creativity; are there specific strategies or innovations you’re excited to introduce at Modern Citizens?

Toprak> I’d say ‘TNR’ was us pioneering in the world of AI. But in the end, it was all about storytelling and moving people to have conversations around blurring lines between tech and art. I guess what I’m saying is that any type of innovation is just a tool to strike chords with people and connect communities. The people are the main characters, innovation plays a strong supportive role to spark that conversation.

LBB> The agency places a strong emphasis on digital engagement, social-first campaigns, and influencer strategies. How do you plan to build on this and drive impactful, culturally resonant work for your clients?

Toprak> Audiences look for more than just transactional relationships with brands; they seek deeper connections. Brands showing up through shared values, cultural experiences and empowering content are ahead of the curve. The focus is going to be on creating community-driven digital and social-first campaigns, activations, and content, with the brand as a starting point.

LBB> As you look ahead, what are your key goals for Modern Citizens NL? Are there any particular projects, industries, or trends you’re especially excited to explore?

Toprak> One goal would be to help brands find their unique voice in the cultural arena, with the team of talented professionals here at Modern Citizens. It’s one of the things I’m most excited about.