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 […]
‘Cause-driven advertising’: does it help in brand building?
Advertising is creativity with a commercial angle. Unlike art of art’s sake, advertising has a clear business role to play – it has to help improve sales or brand affinity (which will have an impact on brand loyalty and therefore, sales). Over the years, brand owners and ad agencies have used several kinds of stimulus […]
Bridging the gap between the young and old in advertising
A common grouse among the senior folk in advertising is that the youngsters (read, the ‘digitally savvy’ – whatever that means) don’t have a solid grounding in marketing and advertising. It is believed that they lack an exposure to the strategic aspects of advertising and its role in brand building. Moreover, they are said to […]
How content marketing is different yet similar to advertising
Google currently shows millions of results for the search term ‘content marketing’. Many of them provide useful tips and hacks on how startups, especially the bootstrapped or early-stage ones, can use content marketing to drive organic growth. Over the last few years, the ‘shiny new toy’ syndrome has resulted in virtually every new platform (Snapchat, […]
Have the ill effects of social media begun to outweigh the positives?
How did we survive before the internet, Google Search, the smartphone, apps and social media? It suddenly seems impossible to imagine that we carried on with our lives just a couple of decades ago, without any of these, which have become such inherent parts of our lives nowadays. Needless to say, these add immense benefits […]