ArchiveJuly 2014

The pitfalls of buying influence in social media


Much has been discussed about in Indian social media after a recent blogger’s meet sponsored by a car brand. The attempt here is to share my thoughts on the larger issue of buying influence in social media and not about that specific event. Hence, I am not going to take any names – be it of individuals, agencies or brands linked with the event. ‘Advertising is the science of...

Airtel: the reason-why is missing boss


India is poised to become the smartphone hotspot with truck loads of players entering the fray. According to IDC, India witnessed the highest rate of growth – over 18% – in smartphone sales in Asia Pacific region during January-March 2014, outshining countries like China. And the CAGR is expected to be in the region of 40% over the next five years. The consumer is spoilt for choice...

New advertising: @GSP creates clothing line to train baby brains


The best instances of great client-agency partnership is when the ad agency goes beyond the role of a creative services provider and becomes a true business solution provider. In 1907, the California Fruit Growers Exchange was looking for ways to increase the consumption of oranges. The legendary Albert Lasker of Lord & Thomas ad agency (which later became Foote Cone & Belding) proposed...

Brand sponsorship of global events: new challenges for brands


An interesting discussion with Lakshmanan Narayan, CEO and co-founder of Unmetric in this week’s Storybard, touched upon the topic of brands sponsoring global events. Specifically, the issue was about how with global events like FIFA World Cup, brands not associated with the event in an official capacity as sponsors are gaining mileage through through brand content in social media. So it...

Death by iteration: no end in sight for ad agencies


A recent blog post by the immensely talented and insightful Tom Fishburne on the process of creative reviews touched a chord. The article went on to say: most talented designers in the world will create mediocre work if the creative review process is managed in a mediocre way; breakthrough creative only starts when we treat our creative partners as partners. Almost everyone who has ever worked in...

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Ex-ad man. Love advertising, Apple, tech, digital, design and all things creative. VP - MarCom, @Robosoft. Views personal. See disclaimer for more.

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