How It Happened: A Meeting with Assel Beisekeeyeva

On February 18, 2026, the second event of the year within the “Marketing Wednesday” project took place at Turan University. The event was organized by the Marketing Club and the Kazakhstan Marketing Association. The topic of the evening was “Collaborations as Culture: ABR’s Approach to Building an Ecosystem.”

The guest speaker, Assel Beisekeeyeva, CMO of ABR, presented a systemic view of collaborations as a brand’s cultural code rather than a one-time marketing tool. The discussion focused on the idea that the restaurant business operates not only with products, but also with quality of life, creating sustainable connections between the brand, the city, and its audience.

Representatives from Fashion Retail Group, iTeacher Academy, Efes Kazakhstan, Turan University, American Councils for International Education, and ICBC took part in the event. The dialogue was dynamic and insightful, with participants actively discussing collaboration effectiveness metrics, the scale of partnerships, and the principles behind selecting partners.

Among the key insights of the meeting:

• Scale does not guarantee results. Smaller partnership projects often prove to be more precise and effective.
• The idea matters more than the budget. Collaborations require time, consistency, and shared values.
• Recruitment is a strategic marketing function. For entry-level specialists at ABR, the priorities are adaptability to dynamic environments, systematic thinking, and creativity.
• One of the ambitious directions discussed was a potential collaboration with a high fashion brand as a step toward further cultural positioning.

The meeting once again confirmed that collaborations are not a tactic, but a strategic approach to building a brand ecosystem.

The “Marketing Wednesday” project continues to unite the professional community around relevant practices and meaningful exchange of experience. We thank all participants for their engagement and interest. See you at the next Marketing Club events.

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