Today, marketing is no longer just a tool to promote products. It has evolved into a means of shaping a brand’s identity, a language for communicating with audiences, and a value system capable of building trust and defining a clear position in the market.
In this new reality, businesses that create dialogue with their audience, craft clear messages, and communicate them persistently, consistently, and impactfully are the ones who win.
Davel Creative Agency creates exactly that kind of dialogue. Guided by strategic thinking and a deep, insight-driven approach, the team helps businesses better articulate their identity and transform ideas into value-driven stories.
Inspired by the agency’s powerful work, we sat down with Elen Gasparyan, the agency’s Creative Director, to find out how a modern brand is formed, what principles guide the company, and how the role of marketing has changed in today’s world.
What kind of work does Davel Creative Agency do, and what is the company’s main mission?
Davel Creative Agency provides services in branding, marketing strategy, content creation, and digital communications.
We help businesses define their story more clearly, build memorable brands, and establish trust with their audience.
Our core mission is to transform business ideas and values into creative and impactful stories that drive growth, boost sales, and create long-term relationships with customers.
What differentiates Davel Creative Agency from others in the field, and how does the team contribute to the development of the marketing ecosystem?
Davel stands out for its personalized and strategic approach to every project, as well as its hands-on experience across various industries.
We don’t offer standard solutions—instead, we develop strategies based on real business needs and goals.
As a co-founder, I prioritize our clients’ sales growth and tangible results. Every team member understands that the ultimate goal of our work is to create significant value for the client.
We contribute to the marketing ecosystem by sharing our knowledge and experience, promoting high-level practice in the field, and encouraging effective collaboration.
As a creative leader, what are your core principles when it comes to data-driven marketing?
My main principle is to ensure that every creative output is purposeful, measurable, and beneficial to the business.
I encapsulated this philosophy in the C.O.S.M.O.S. method I developed, which emphasizes that creativity and analysis must go hand in hand.
Every decision should go through six stages—from clarification to analysis—to ensure it truly contributes to business growth.
What are the core pillars of this methodology, and how is it different from other marketing models?
The C.O.S.M.O.S. method is based on six pillars that encompass the entire marketing process:
- Clarify — define the goal and measurable KPIs
- Observe — research the market, audience, and competition
- Shape — craft the creative strategy
- Materialize — implement the solutions
- Orchestrate — coordinate all channels and actions
- Survey — evaluate and analyze the results
What makes it different is that it offers a repeatable, structured process that allows creativity and efficiency to coexist.
How did the idea emerge that marketing should be not only creative but also measurable, predictable, and assessable?
After years of working across various industries, I noticed that brands often had beautiful stories but didn’t know whether they actually contributed to their growth.
That’s why I developed the C.O.S.M.O.S. method—to make marketing more systematic, measurable, and predictable. It ensures that creativity serves data-driven strategy and delivers measurable outcomes.
What market challenges or gaps inspired you to create a new methodology?
I saw two key problems in the market: some teams focused solely on “beautiful” solutions without ROI, while others focused only on data, lacking inspiring creativity.
To bridge this gap between two extremes, I created the C.O.S.M.O.S. method—a system that harmonizes both sides by delivering clear strategies and inspiring content.
How does the Davel team apply this methodology in real projects?
All our current projects are implemented using the C.O.S.M.O.S. method. From branding and creative production to strategy development and ad campaigns, every process begins with goal clarification and analysis, moves through creative design and execution, and ends with results evaluation.
The method allows us to control all stages and deliver the expected outcomes to our clients.
What changes in the client experience when working with a structured, analytical marketing approach like this?
Clients receive not just visually appealing, but also functional solutions.
They gain a better understanding of their audience, see the ROI of their investments, and feel confident in the purpose behind every step.
C.O.S.M.O.S. brings them clarity and confidence by showing how each phase supports business growth.
What new projects are you currently working on that are based on this methodology?
All of our current projects—whether branding, creative production, strategy development, or commercial campaigns—are based on the C.O.S.M.O.S. methodology.
It has become an inseparable part of our work because it ensures every step is justified, purposeful, and leads to predictable results.
Thanks to this method, we approach each project not just from a creative perspective but also from analytical and structural standpoints.
What advice would you give to emerging brands and marketers aiming to balance informed analysis and creativity for sustainable, strategic development?
Always start with clear objectives and audience research. Creativity should never be an end in itself—it must serve a clear strategy.
Use methodologies that allow you to approach challenges systematically and ensure that creativity and data-based decision-making work together.
To conclude our conversation, we’d like to thank our partner Davel Creative Agency for the visible value it brings to the marketing ecosystem through its continuous improvements and innovative approaches.
We were delighted to spotlight the agency’s achievements on staffmedia.am and are confident the success will continue.
And don’t forget—you can follow Davel Creative Agency’s career page on staff.am to stay updated with their latest news and opportunities.
