Tag

Featured

Browsing

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 as tools to get across the brand message. Entertainment (jingles, humorous ads), shock value, tugging at the heartstrings are just…

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 lack the skill set and therefore pay less attention to the ‘craft’ of copywriting or art direction. So digital creative…

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, Instagram) hailed as the next big thing for marketers and contnet marketing is a term bandied about in that context.…

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 to our lives. Seamless, instant connections across the world, lightning fast dissemination of news and ideas, wealth of information, entertainment,…

Going by what I see in trade magazines, there are frequent attempts to find a new definition to advertising of today. Story telling, Content Marketing, True Vertexing (I kid you not!) are all possible candidates. I guess planning meetings involve strategies for Twitter, Facebook, Instagram, Vine, Snapchat and more, aside from the mandatory YouTube video. There is an attempt to convey that everything we know about advertising doesn’t hold true anymore. Conference chatter and expert…

The death of Mita Diran, a copywriter at Y&R Indonesia, got widely reported in ad industry magazines recently. She reportedly died due to a lethal combination of overwork (30 hours on the trot) and excessive consumption of energy drinks, which ironically she must have consumed to ‘keep her going’. Earlier this year, 24 year-old Ogilvy China executive died of heart attack, reportedly due to stress induced by continually working long hours that month, though the…