Marketing is no longer just a part of communication. It has evolved into a critical tool of business strategy with a direct impact on economic performance. 

Look around you. You are reading this article on a mobile phone or a computer, while others nearby are looking at their screens. We live in an era where technology speeds up decisions but uncertainty remains constant. In this environment, the companies that survive — and ultimately stand out — are not necessarily the biggest or the cheapest. They are the ones that invest strategically in their brand. 

Marketing is no longer just a piece of communication. It has grown into a crucial tool of business strategy with a direct effect on economic results. 

John Deves, Partner and Chief Operating Officer of TERAMOK Advertising Agency, economist from the Athens University of Economics and Business with photography studies from the New York Institute of Photography, belongs to a new generation of leaders who view marketing not as an advertising necessity, but as a pillar of competitiveness, growth, and long-term value. 

At TERAMOK, with offices in Athens and Chicago, this philosophy translates into integrated branding and communication solutions. The goal is not limited to creating an image but focuses on substance: creating real value for both the client and their audience. With specialization in real estate, construction, and architecture, the company designs strategies based on consistency, market logic, and strong technological infrastructure. 

Artificial intelligence and data undeniably play a crucial role in the modern business reality. However, for TERAMOK — and for Deves himself — technology functions as an accelerator and not as a substitute for creativity or human understanding. 

“Algorithmic targeting without human judgment is ineffective. Aesthetic without strategy is superficial. Real value is created when design is connected to measurable business results — from brand equity to cost per acquisition,” he notes. 

The example of global market leaders is telling: 

• Apple has turned its products into cultural symbols. 

• Nike invests in storytelling that creates strong identity connection. 

• LVMH highlights aesthetics as pure business value. 

Their common characteristic is clear: they view marketing as an investment, not a cost. This very mindset is brought by TERAMOK to the Greek market, helping businesses understand that without a clear presence, strategic consistency, and meaningful content, there is no real position in the competitive landscape. 

Today, marketing is not optional. It is the fundamental mechanism for connecting with the customer, boosting brand awareness, and keeping the company at the forefront of the market. When applied correctly, it can deliver measurable ROI and act as an accelerator of sustainable growth. 

For Deves and his team, marketing is not the “icing on the cake.” It is the mechanism that activates a business’s potential and, in today’s conditions, one of the strongest competitive advantages a company can have. 

In a market where attention is the rarest commodity, marketing remains the most essential tool of strategic survival and growth. And for companies that understand this early, it becomes a real lever of economic performance.

Article in Greek: https://www.fortunegreece.com/article/to-marketingk-os-moxlos-oikonoµikis-apodosis/