B2B vs B2C marketing communications: notes from an ex-adman

Every category of advertising has a code. A common debate is one about B2B vs B2C.  Luxury brands (think high end perfumes, fashion) for example, strive to create desire. The purchase decision is not influenced by rational reasons. So the advertising is anchored on intrigue and mystique and is devoid of any rational claims. While …

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E*Trade, WSJ and more: creative ideas of the week

Commercial messages, TV spots, outdoor, web-only films, print ads… are everywhere, but only a handful are memorable. A round up of creative ideas which caught my eye over the last week. 1. E*Trade: Vision A personalised dashboard is not a pathbreaking, new feature when it comes to a brand in the stock trading domain. But …

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Of brand choices, distribution and social listening

One of the lessons early on in my career was about the role of advertising and distribution. We learnt that advertising can only bring a potential customer to the shop but there are many other factors (availability, price, salesman’s push) which influence brand decision. Very often if the product asked or searched for at a …

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Ad agency pitches on Facebook Live: not going to change the norm

A local discovery platform called Nearbuy called for an ad agency pitch through Facebook Live. Apparently many agencies have responded – one through its own Facebook Live video. There’s been some debate around this event among ad industry professionals. Herewith my views: Pitches are an occupational hazard of the ad industry. Most ad agencies – even …

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