No other subject (apart from increments, perhaps) generates as much heat in an advertising agency as the Creative Brief. While the brief as we know it has been around for decades now, there is rarely an occasion where an agency team feels that the brief process is working. The creative team invariably cribs about the… Continue reading Creative briefs: some thoughts from an Account Executive
This is not restricted to India, but globally too, there are only a handful of agency blogs. One would imagine that this being a great tool for agencies to showcase its thinkers and creative stars, there would be more.Many of the agency bigwigs and creative stars in India articulate their thoughts through newspaper articles, interviews… Continue reading Why don’t more agencies blog?
Godrej has signed up Hrithik Roshan for Cinthol. This is a brand that attempts to convey confidence as a brand promise. The latest ad featuring Hrithik's torsos and biceps is out.The ad urges you to run for life, climb, glide, breathe and jump. I am serious. The corny copy apart, this is a well-executed film… Continue reading Hrithik Roshan for Cinthol
Adliterate had posted this picture of a note his father was carrying for the past 30 years. Seems like a pretty simple, yet evocative way of laying down expectations of an employer-employee relationship. Which is a timely reminder during 'that time of the year' - evaluations & increment time. The practice of getting employees to… Continue reading Of increments and evaluations
No, I am not talking about unsolicited phone calls to your mobile. The New York Times reports of a new campaign in the US from ING, who claim to 'know your number' - referring to the amount of money you will need to retire comfortably. The ad is straightforward enough - a bunch of numbers being carried around… Continue reading ING has your number