There's a lot more to marketing than just advertising. Pricing, product portfolio strategy, segmentation, packaging, distribution and more as intrinsic to marketing as advertising. But thanks to media attention many equate marketing to be just about planning and implementing ad campaigns. As Mark Ritson points out in this brilliant article, says: Marketers have been gradually… Continue reading Advertising in the time of COVID-19
In 2016, consulting company R3 Worldwide carried a report on '40 client-agency relationships that have stood the test of time'. While the average length of the top 40 relationships was a commendable 22 years, the benchmark was 3.2 years. It would be interesting to see if there have been any major changes four years hence… Continue reading Consistency vs change: the eternal struggle in marketing & advertising
A couple of recent articles caught my eye: one saying that the general public care a toss about advertising and then a rebuttal. Both these got me thinking if the advertising profession worries far too much about its output and impact on society. Undoubtedly, advertising plays a critical role in commerce - brands are built… Continue reading People don’t care about advertising, but that’s only half the story
In 1962, ad legend Bill Bernbach of DDB requested something extraordinary from his client, Avis. He wished they would run whatever advertising the agency recommended. Avis was up against the big spending market leader, Hertz; so they were open to backing bold ideas in order to win in the marketplace. In that context, Robert Townsend,… Continue reading Brand Custodian: CEO, employees or the customer?
At the outset, a disclaimer: I am not a veteran of judging creative award shows. I have not reached a stage in my career where I have ever been invited by major award shows to be a jury member. Of late, a few award shows have invited to be a part of their online jury… Continue reading Of advertising awards and entry submissions