Opinion
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From greenwashing to green truths: Agencies tackle COP29 challenges
As greenwashing rules tighten, Jakson Green’s marcom lead urges agencies to drive authentic sustainability messaging rooted in transparency and action.
Women in PR: Breaking myths, building legacies, redefining success
From smashing stereotypes to reshaping narratives, Connekting Dots’ founder underpins how women in PR and marcom showcase resilience, creativity, and leadership this Women’s Entrepreneurship Day.
How brands can actually save the planet (No, seriously this time)
Authentic sustainability demands action, not just slogans. ABND’s founder and partner states that it's time for brands to ditch pretence and embrace authentic, planet-positive strategies.
Experiential marketing cuts through ad fatigue to captivate consumers
Executing this strategy needs more than creativity; it requires cross-channel unity, unique branding, and tech adoption, says GZ Creative Digital’s Amisha Gulati.
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Performance vs. branding? You're asking the wrong question
While marketers wage endless war over metrics versus memory, the smartest brands have already moved on, argues Quantum's Saim Qadri.
The life of a junior creative no-one tells you about
In this anonymous article, the author gives a raw look at a year filled with hard work, setbacks and the tough lessons of being a junior creative in a competitive agency.
Cracking the code of consumer psychology in India’s streaming boom
With streaming reshaping India's entertainment, grasping consumer psychology is now crucial for brand marketers, says JAGSoM marketing professor.
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Trump’s victory isn’t just America’s crisis—it’s a global marketing lesson we ignore at our own peril
Make no mistake—2024’s US election was a calculated exercise in marketing from beginning to end, revealing a striking alignment with the very principles that drive our industry.
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An insider’s playbook to PR crisis mitigation
In today’s social media-driven world, Boomlet Group's co-founder and CEO believes that swift and authentic crisis management is essential as brand reputation can shift in seconds.
Understanding the nudge-sludge dynamic in marketing
Strategic marketing calls for purposeful messaging and 'nudging', shifting from quantity to quality, says Doceree's founder and global CEO.
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Is generative AI eroding media's ethical core?
SearchGPT has arrived, and the media industry's ethical reckoning is upon us. Initiative's Charles Dangibeaud demands immediate action: a robust ethical framework for AI-powered media buying is no longer a luxury; it's a necessity.
Personal branding for C-suite: Why creative agencies do it best
The CEO and founder of Savy Click and Jaipur Unfolded maintains that agencies excel at crafting executive brands that boost business credibility, drive growth, and manage risks in the public spotlight.
Pitfalls of selling to global ad networks: The math doesn’t add up!
Discover the financial disadvantages independent advertising agencies may encounter when selling to global networks, as explained by the chairman and co-founder of GoZoop Group.
Purpose-driven marketing: Brands’ secret sauce for loyalty and impact
Purpose-driven marketing now anchors brand growth and sustainability, driven by consumer consciousness, says International Management Institute's marketing professor.
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Time to shine festival lights on ethical e-commerce
As festival shopping enters full swing, brands must restore online shoppers’ autonomy through safe user interfaces and manipulation-free marketing, says ASCI CEO and secretary general.
D2C brands need to break free from the ad spend trap
The director at Outlook Media India prescribes an eight-step formula for D2C brands to avoid falling into the trap of habitual overspending on ads and obtain high returns on their spends.
Bot busters: Saving ad spend from digital fraud
In a digital space infiltrated by bots planted by cybercriminals, bot detection has emerged as a must-have technology for marketers, says mFilterIt co-founder and CTO.
Crafting the big B2B idea: Balancing creativity and risk
The Salt Inc founder and CEO provides three cardinal rules for B2B ad agencies to strike a balance between creative innovation and calculated risk-taking while creating successful campaigns.
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Can the client-agency relationship evolve from dread to collaboration?
Nearly 90% of clients believe they speak their minds freely, while only 36% of agencies say the same, argues the head of communications at Himatsingka Group.
Engage or fade: How meaningful customer bonds outlast fierce competition
Meaningful, personalised customer engagement is key to outshining competitors and boosting brand loyalty across lifecycles, says Conversive founder and CEO.
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