Recently, an article highlighted how several new-age brands in India have put together internal creative units citing quick turnaround time, more control over content & easy access to all company verticals as key benefits. Over the years, advertisers have sought more attention - in terms of time & resources from their ad agency partners especially if… Continue reading In-house #advertising creative teams: getting the best of both worlds
Over the last few years many CEOs of business enterprises have used social media (especially Twitter) as a platform for what has come to be known as ‘personal branding’. Sure, a few of them were ‘brands’ (in a positive way) long before social media came into the picture. Platforms like Twitter and LinkedIn have offered… Continue reading Twitter for CEOs: a personal branding opportunity (but slippery when wet)
A common advice to brands is to make remarkable products and services. Marketing & advertising is then tasked with ‘story telling’ that resonates. If only it worked like that in real life. Most products & services fulfil basic necessities of consumers and have very little scope to have truly differentiated product features.In his book ‘This is marketing’ Seth Godin… Continue reading No, not all products & services are remarkable
A 150+ year old ad agency brand disappeared recently. WPP took the decision to merge J Walter Thompson and Wunderman to form Wunderman Thompson. The need for the merger and the logic behind the branding (Wunderman first) is widely believed to be a reflection of industry compulsions. Specifically, digital. What everyone means by that is… Continue reading Ad agency mergers: will it solve the real problem?
Cinema and traditional TV are the popular entertainment options for a majority of Indians. Of late, streaming services are gaining popularity. According to the Boston Consulting Group, the the Indian over-the-top (OTT) industry has the potential to reach a market size of $5 billion by 2023. The report outlines a few key parameters driving this… Continue reading The long term impact of ‘new entertainment’ in India