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Natesh Mani of Sify says that many of the advertisers are great speakers but bad listeners. Mariam Mathew of Malayalam Manorama calls social media as the dream baby of marketers.
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Between comparison charts and keywords searches, the humble product page has begun to lose its shine.
The era of the accountable, standardised ecosystem is beginning.
From global awards to brave work, Indian independent ad agencies are grateful that for the opportunity to come out of the shadows of larging holding companies.
What we call 'media fragmentation' is simply reality catching up with an industry that prefers linear planning templates.