Elanco’s marketing strategy in the CEERTMEA region is built on adapting global knowledge to local market realities, according to Engin Tamur, Elanco CEERTMEA Senior Marketing Director.

Tamur said every country has its own production model, market structure, customer expectations and operational challenges. For this reason, Elanco’s regional marketing approach is not based on a single standard model. Instead, the company combines global expertise with field-level needs and develops strategies that fit each market.

The region under Tamur’s responsibility is highly complex. It includes Central and Eastern Europe, Russia, Turkiye, the Middle East and North Africa, covering around 45 countries. He also manages a marketing organization of approximately 55 to 60 people.

This geography has been affected by multiple external pressures in recent years, including the Russia-Ukraine war and tensions involving Israel, the United States and Iran. Tamur said these developments require marketing strategies to be more dynamic, flexible and close to the field.

Despite these challenges, he pointed out that poultry meat and egg production continue to grow across Turkiye and the wider region. Rising population and increasing demand for animal protein continue to support the sector’s long-term outlook.

Tamur described Turkiye as a true regional center. Its geopolitical position, production infrastructure, human resources, logistics advantages and sector experience all strengthen its role. He said Istanbul, in particular, has the potential to become a stronger regional hub not only for animal health, but also for other industries.

For Elanco, staying close to producers is one of the most important success factors. Tamur said the most valuable information comes from the field: from producers’ real problems, direct feedback and daily production experience.

The company’s aim, he added, is not only to explain products. It is to listen to stakeholders, understand their challenges and transform Elanco’s global experience into local solutions.

From The Animal Economics perspective, Tamur’s comments point to a key evolution in animal health marketing. In complex regions, success depends less on centralized messaging and more on local intelligence, technical relevance and the ability to respond quickly to changing market conditions.

In a poultry industry facing feed cost pressure, health risks and sustainability expectations, local adaptation may become one of the most important competitive advantages.