01
Personalization–Financial Context Divergence in AI-Supported FinTech Communication: Proposing the Financial Context Filter
13th International Communication Days, 2026 · Oral presentation; full text submitted.
About
A Framework Built on Brand Psychology
Behaviour-Driven System Architect
Since 2017, LÂL Project has been decoding the unconscious codes of brands to build more human, more effective communication systems. Not an ordinary agency — a boutique strategy department that positions externally but operates internally.
At its core lie behavioral science, evidence-based marketing, and decision architecture. This approach is not a copy of any single academic school — it is an original synthesis refined across 20+ industries over 20 years. Theory serves practice; thinking methods, not names, serve as references.
Every project begins with evidence-based diagnosis, proceeds through testable hypotheses, and delivers quantifiable results. LÂL Project approaches every brand from its own psychological map — because no two brands share the same code.
Founder & Strategy Architect
Melis Eryiğit Samir
Melis Eryiğit Samir brings over 20 years of brand strategy and communications management experience. She is a PhD candidate in Advertising and Public Relations at Bahçeşehir University. Over two semesters at Istanbul Aydın University, she taught undergraduate courses across programmes including Advertising in the Faculty of Communication and the Faculty of Applied Sciences. She has designed strategic communications for global brands including SAP, Siemens, and P&G, and her writing has appeared in Inc. Turkey, Harvard Business Review Turkey, and Tomorrow Magazine.
Expertise Layers
01
Brand Strategist
20+ years · 50+ brands
02
Academician
Bahçeşehir University · PhD candidate in Advertising and Public Relations
03
Author & Columnist
Inc. Turkey · HBR Turkey · Tomorrow Magazine
04
Educator
TBB · Istanbul Aydın University · 3 undergraduate courses over 2 semesters
05
Speaker & Moderator
TBB · AI Salon · WTECH · ChainCon · Digital Assets
06
Neuromarketing
Üsküdar Neuromarketing Congress
Academic Work
Symposium papers and experimental research
02
Repositioning Financial Truth: The Discursive Construction of Epistemic Authority in Türkiye-Focused YouTube Finfluencer Communication
IV International Communication and Digital Society Symposium, 2026 · Oral presentation; revised full text submitted.
03
Unlocking Consumer Trust and Adoption in the Regulated Turkish Crypto-Asset Market: An Experimental Investigation of Advertising Strategies and Provider Identity
Experimental research · Manuscript ready for submission; not yet published.
Intellectual DNA
LÂL Project's approach is built on an original synthesis of multiple thought traditions:
Evidence-Based Marketing
No strategy is produced without data and experimental evidence. Every decision is grounded in measurable findings.
Behavioural Economics & Decision Architecture
Understanding how people choose, and designing the brand to be present at that moment of choice.
Brand Psychology
Systematic analysis and management of brands' positions in the consumer mind.
Consumer Neuroscience
Integration of unconscious decision processes into brand strategy.
Structured Research Methodology
Bespoke, repeatable yet template-free research design for every project.
Sector Map
Working across 20+ industries is not coincidence — it is a deliberate choice. Insights carried from each sector become an outside perspective advantage in the next.
Technology & Innovation
SAPEnterprise · 6 years
Siemens7 divisions · In-house
KuCoinCrypto Exchange
SkypeCommunications Technology
Alcatel-LucentTelecommunications
SkyscannerTravel Technology
Hello TomorrowDeep Tech · 2016–2026
İş Dijital VarlıkTürkiye İş Bankası · Digital Assets
E-Data TeknolojiIT Distributor
BiLiraStablecoin
ReederConsumer Electronics
NavlungoLogistics Tech
FMCG & Consumer
P&G (Gillette, Prima)FMCG · 6 years
Unilever (Knorr)FMCG
Sony MobileConsumer Electronics
ContinentalAutomotive
TchiboRetail / Coffee
BalparmakFood
KoroplastHome Products
Energy, Finance & Industry
S&P GlobalFinancial Services
İş BankasıBanking · Podcast
Aksa GroupEnergy / Industry
Anadolu GroupHolding
MedicanaHealthcare
HKTDCTrade Development · HK
Measurable Impact
Numbers speak quietly but clearly.
20+
Years of Experience
50+
Brands & Organizations
15M+
Media Reach
20+
Industries
Plan Your Brand's Next Move
Working with LÂL Project is not about launching a single campaign; it's about building a system that changes how your brand thinks and communicates. We know every brand is unique and waiting to be discovered.