New advertising is old advertising at heart

Going by what I see in trade magazines, there are frequent attempts to find a new definition to advertising of today. Story telling, Content Marketing, True Vertexing (I kid you not!) are all possible candidates. I guess planning meetings involve strategies for Twitter, Facebook, Instagram, Vine, Snapchat and more, aside from the mandatory YouTube video. …

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Meet the creative gurus: @ramkid of Cartwheel Creative

I had started the ‘Meet the creative gurus’ series a while ago (see here, here and here) but haven’t been able to keep the series refreshed. Among the various departments in an ad agency, I have enjoyed interacting with the ‘creative’ folks (industry label, not mine). The best among them are curious, open minded have …

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Brand messaging on personal screens: context & permission is key

Big data. Those two magical words, excite venture capitalists, marketers and media planners alike and are meant to provide deep insights into consumer behaviour nowadays. Every aspect of our digital presence is apparently available for scrutiny by marketers and media planners. App developers have analytical data on aspects ranging from app install ads, number of …

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