In-Depth

From lullabies to lunchbox phrases, brands mined nostalgia and domestic rituals to frame motherhood through everyday emotional labour.

Review is part of Heineken’s ambition to create a “more streamlined, effective and future-fit agency model”.

As rivals cut routes, freeze spending and brace for higher fuel costs, Tony Fernandes doubles down on expansion with a new airline, a 150-aircraft Airbus order and a contrarian marketing strategy.

WPP consulted with shareholders and dropped an initial plan to increase executive pay by a higher quantum.

This year’s Mother’s Day campaigns mined everyday rituals, emotional labour and invisible caregiving to turn domestic moments into brand narratives.

Salary rise follows Publicis’ finding that its chairman and CEO was lowest paid among rivals WPP and Omnicom.

Fortnightly round-up of adland’s latest account pitches, reviews and wins.

Omnicom Global Solutions’ CEO believes that anything that needs to be automated, should be.

Award aims to honour brands that have developed a reputation for creative marketing.

The entertainment giant is leveraging its self-service platform and biddable sports media to attract independent agencies and brands.

Audiences are actively seeking out branded content because they are willing to go to those platforms to watch something interesting.

Initial projects include a 20-part web series being developed for a major OTT platform and 10+ microdrama titles already in production

Used properly, AI doesn’t replace expertise, it amplifies it.

CMO Sapna Desai says AI tools are now common; sharper thinking and cultural nuance will increasingly define brand differentiation.

Before taking over the Prasar Bharati role, Joshi served as chairperson of Central Board of Film Certification since August 2017

Prachi Khanna is elevated to chief content officer across Outlook India and Outlook Business, while Deepsekhar Chaudhary becomes Outlook Business' managing editor.

Rao was previously part of the leadership team at Amazon Web Services (AWS), where he led strategy and corporate business development across the Asia-Pacific region.

Forrester says AI usage is pushing CMOs closer to commercial targets, with growth and revenue now squarely in their remit.

Integrated media contributed to 51.5% of the total revenue for its core operations, followed by advertising (16.8%), PR (11.7%), experiential and other (10.4%), and health (9.5%).

As consumers and employees become one audience, organisations must deliver authenticity and cultural alignment across every touchpoint.

Paul D’Arcy, CMO, Moloco, decodes how AI is reshaping consumer habits and what marketers must do to stay ahead in a rapidly evolving landscape.

Despite shortages and social chatter, loyalists aren’t switching brands. This highlights how habit, identity and cultural cachet now intersect.

Spending on social media platforms is funding harm inflicted on audiences.

The streaming platform has been busy, teasing new ad offerings and introducing a big mobile app update.

As paid media costs soar and audience attention fragments, brands increasingly rely on owned media to control their narrative and deepen customer relationships.

Jeff Shafer, Lenovo's global exec, on why the tech major doesn't treat FIFA as a media buy. Yes, it’s invested in the most valuable brand real estate on Earth but being just another logo on the pitch would miss the point.

India country manager Kumaresh Pattabiraman says top sellers prioritise buyer intent signals, engaging key stakeholders early with timely insights over volume-led outreach.

Network’s backing follows recent pushback from other holdcos.

Piramal Consumer Healthcare’s CEO explains how precision reshapes capital allocation as quick commerce dominates, and every impression, click and conversion is held accountable.

Fortnightly round-up of adland’s latest account pitches, reviews and wins.

Campaign speaks to Dame Heather Rabbatts, executive chair at M&C Saatchi Group, and Simon Fuller, group chief financial officer at M&C Saatchi Group.

A recent Criteo report, developed in collaboration with Ecosystm, found that while consumers are increasingly open to data-driven advertising, execution is still catching up.

Integration follows the $400 million Google Cloud partnership announced in October.

Stakeholders welcome clarity but flag gaps in execution, financial frameworks, and ecosystem readiness as India’s gaming rules take shape.

There is a specific reason why this pattern keeps repeating, and it sits in a place most companies are reluctant to examine — the westernised template.

The agency has had the mandate since 2009.

Omnicom doubled its cost-synergy target overnight and its share price jumped 13%. WPP has already cut 7,000 roles. Ian Whittaker writes on the financial logic that is quietly tearing the agency industry apart, and why Publicis is the only one that can say no.

With 60% of searches ending without clicks, AdLift pivots from traffic metrics to ‘answer presence’ as visibility reshapes performance marketing benchmarks.

A brand can pour in millions into paid media, but without strong organic signals, it's merely amplifying weak creative, says VaynerMedia's global president.

The account is currently serviced by a bespoke Omnicom team, formerly from Interpublic Group’s IPG-X, which won the account in 2022.

The appointment is part of WPP’s strategy to create a lean regional leadership team for its WPP Creative operating model.

WPP’s EssenceMediacom is the incumbent on the account.

Users of several legacy search tools will be automatically upgraded to AI Max by the end of September.

She was mostly recently vice-president - media at Airtel where she led integrated media strategies aligned with evolving consumer behaviour.

S Subramanyeswar (Subbu) takes on expanded mandate as chief knowledge officer, in addition to his role as chief strategy officer of Omnicom Advertising India.

A phone-free activation with E.l.f. Cosmetics taps Gen Z’s growing appetite to unplug.

In a market with a long tradition of building loved brands, effectiveness is increasingly defined by immediate, measurable impact.

With this rollout, the agency aims to enable brands to move beyond fragmented execution towards greater precision and more measurable outcomes.

Probing into serious horology, Titan plans to balance engineering credibility with storytelling to compete with global players

A total of 13 jurors from India, including two jury presidents, will judge the work at Cannes Lions this year.