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Regional advertising

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In my advertising career, I have not launched or grown an ad agency brand from scratch. So I am no expert in the domain of building an agency brand. But then, such details never stopped us observers (okay, armchair critics!) about commenting on any trend. In India, there have been ad agency brands which have positioned themselves as delivering growth for ‘home grown’ or Indian brands. The questions in my mind: are the needs of…

If you worked in an ad agency in the early 90s, like I did, you are sure to have come across the pigeon holes allotted to language translators. The way it worked was the text of a print ad, radio or TV script will be first conceived by an English copywriter. Based on the media plan, the print out of the text will then be placed in each pigeon hole allotted to various languages: Hindi,…