Posted: 3 months ago

Irakli Nizharadze: "Only a drastically innovative advertising campaigns will succeed in the future’’

An Interview with Irakli Nizharadze, Head of Marketing at the Development Company "Orion Group"

Tell us about how you got into the field of marketing, and what factors played an important role in choosing this profession?

At the age of 17, I was a freshman at the Faculty of Social and Economic Geography at the Tbilisi State University, when I started my first job as an advertising agent. During the 2000’s, marketing was a new challenge in Georgia, which made it especially interesting to study and work in the field. Back then, there was an MA program at the Caucasus Business School in the field of marketing, and now I have been in the field for 22 years already. Mostly in the field of development.

In regards to technological changes, what challenges do you face as the head of a marketing service?

Creativity and New Technologies is the definition of successful marketing. Accordingly, technological innovations and their proper implementation provide healthy competition in the field, which is a key challenge in the life of a professional.

What has changed in the field in the last 5 years, and what changes are expected?

The main change is digital marketing (social network, applications), which is the leader among all channels of communication. Under this intense competition, in the future, advertising campaigns will not succeed if they aren’t innovative. However, innovation does not always involve complex technological techniques with a big budget. A novel and creative vision is more important, as well as immediacy and finding a proximity to customer needs.

What important features should a marketing manager focus on, and what are their roles in an organization?

I will repeat: creativity is one of the most important features of a marketing manager, as well as other field professionals. Also, the correct assessment of reality, and a lot of communication! Experienced Marketer = Reliable, Recognized and Successful Company.

How do you help organizations catch up with new trends and innovations in the field of marketing?

My task as an active marketer is to find a constant proximity to new trends in the field.

What’s your organisation’s business model, in terms of marketing?

The "Orion Group" is a relatively new development company, and our marketing activity is based on the overall loyalty and sustainability of the user, which are composed of high tech materials and quality service. Our new housing project "Orion Landmark" is being developed accordingly. 

One word that describes your job.

-to be attracred

The most useful advice you’ve ever received in life?

Everything has its price!

Think of a person who inspires you professionally.

Steve Jobs.