Opinion
Agencies, read the room: Clients want more than ideas
The Marcom Avenue’s founder reveals seven hard truths clients wish agencies knew—beyond pitches, awards and buzzwords. Hint: Accountability, empathy, and business impact top the list.
Influencers versus employees: Who builds brand equity better?
Socxo's CMO explains when to use advocacy, when to go for scale – and why smart marketers use both.
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Discounts are dead. Rewards speak louder than cashbacks
In a cluttered digital landscape, BigCity Promotions’ co-founder points out that brands are swapping coupons for contextual rewards to build loyalty, data, and deeper connections.
Memes eat ad budgets for breakfast
As brands chase relevance, Idiotic Media’s CEO and co-founder explains why memes deliver punchy, platform-native content that’s cheap, viral, and built for Gen Z’s scroll-happy thumbs.
Death by feedback: Why creative work keeps getting blunted
When feedback becomes a bottleneck instead of a booster, creative teams face chaos, dilution and burnout. ButtonShift’s co-founder and CEO explains why it matters.
Not every Cannes Lion roars in real life
Amid Cannes backlash, a creative reckoning unfolds. Famous Innovations’ founder and chief creative officer wonders, where do bold ideas end and brand accountability begin in awards season?
From star power to feed power: Who sells more?
India’s ad game is shifting—celebs grab attention, but it’s creators who spark conversations, conversions and cultural relevance, notes Dot Media’s head of business strategy.
Where are India’s women at the global table?
Despite talent and tenacity, Women Inspiring Network’s founder rues that Indian women remain underrepresented on global stages like Cannes and Davos. Networks, not just skills, are the missing link.
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What makes a 'new-age agency' in 2025? Not hype
Speed, soul, and strategy now define creative partnerships—because in today’s feed-fuelled world, relevance fades faster than your next scroll, says Vamos Digital founder.
Cookies crumble, privacy prevails: Marketing’s new playbook
The era of lazy personalisation is over. Epsilon senior vice president for analytics believes that marketers must now trade third-party tracking for first-party trust, clean data, and cultural transparency—or risk fading into irrelevance.
India isn’t a muse; it’s time to brand the maker
Global brands borrowed India’s craft. Sam & Andy’s founding partner claims that Indian creators must now reclaim the narrative—with better systems, sharper storytelling, and unapologetic ownership.
Neuromarketing 2.0: When AI reads the room
As emotion-sensing tech rewires adland’s playbook, Findability Sciences’ CMO explains how marketers are swapping gut instinct for micro-expressions, heart rates and heatmaps.
Emotion sells, but at what cost?
From teary posts to trending causes, marketers now trade in emotion. But in the attention economy, Interbrand India and South Asia’s CEO wonders where's the line between impact and exploitation?
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Folding logos into logos isn’t leadership
Glassbox Ventures’ founder and CEO instead equates it to a delay dressed as design.
The anti-algorithm movement: Authenticity as our new imperative
True personalisation isn't just reflecting a user's preferences; it is understanding the human desire for growth, challenge, and surprise, says Quantum Consumer Solutions associate.
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From messaging to movement: Why policy advocacy is the future of brand communications
To be successful, policy advocacy must be a part of a broad brand narrative, working in collaboration with PR, content, design, and stakeholder teams, argue Jajabor Brand Consultancy's executives.
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AI’s not replacing creatives: It’s making them unstoppable
From solo creators and AI-born brands to code-fuelled B2B marketing, Social Panga co-founder believes the next 12 months will test just how ‘creative’ artificial intelligence can really get.
Lights, camera, privacy!
Tsaaro CEO and co-founder illustrates how India's new consumer data privacy rules are shaking up media and entertainment sector.
Gen Z: The new conservative
To truly connect with Gen Z, brands must move beyond virtue signaling and display genuine commitment to their stated values through actions, says Quantum Consumer Solutions associate.
Emotional marketing: Connecting with customers on a deeper level
As the marketing landscape evolves, brands that prioritise emotional connections will find themselves at the forefront of consumer preference, says The Marcom Avenue founder and director.
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