Opinion
The $31 billion Omnicom-IPG deal has industrial logic but also many caveats
The biggest beneficiary might not be the two companies involved, but the wider agency sector itself, writes Campaign UK editor-in-chief, Gideon Spanier.
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Blessings wrapped in curses in the age of AI
AI is here and is willing to learn. Perhaps, we, in advertising and marketing, can learn from it too, says Thought Blurb Communications' senior creative director.
How big can big get?
Animal’s senior partner opines that the Omnicom-IPG merger pressures independents to double down on creativity, offering a unique edge against automated mega-agency dominance.
Unpacking Omnicom-IPG merger: Bigger, bolder, and lessons learnt
While this merger promises growth, the ad veteran cautions that the companies must avoid missteps from Omnicom’s failed Publicis deal, especially on leadership and culture.
Purpose-driven marketing isn't new, we just haven’t kept up
From the digital success stories of Zomato to Nykaa to behemoths like Nike or Coca-Cola, their success lies in well-defined purpose, says the founder and national creative director of Atomium Labs.
The juggling act: Balancing brand and performance marketing for sustainable growth
Xceedance Consulting India’s AVP stresses balancing brand and performance marketing as essential for thriving in today’s competitive market.
Cricket’s monopoly: Why other sports are left on the bench
Hansa Research’s vice president ponders whether Indian brands are hesitant to invest in athletes beyond cricket.
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Could I interest you in everything? All of the time?
As marketers face the brain rot epidemic amid the endless content deluge, Bare Bones Collectives’ co-founder shows how they can fight doomscrolling with creative sparks.
AI meets the stage: Why live events steal the show
As algorithms dominate, Kotak Mahindra Bank’s EVP—marketing points out that live events offer marketers the human touch that digital precision can’t replicate.
Fighting influencer fatigue with authenticity and inclusion
Dot Media’s CEO and co-founder notes that brands can overcome influencer fatigue by prioritising real connections, diverse content, and strategic collaborations.
Luxury unleashed: India’s growing appetite for premium
Luxury consumption is booming in India. Only Much Louder’s AVP at 1862 shows how brands can capitalise on this premiumisation wave.
IPL advertising at a crossroads: Cost versus creativity
Rising ad costs limit smaller brands in IPL. However, Fame Keeda’s co-founder and chief visionary officer believes that digital innovation offers new marketing opportunities.
Green PR: Turning pollution into progress, one story at a time
Bhopal Gas tragedy survivor and Key Communications co-founder champions green PR’s power to inspire climate action through impactful storytelling.
Rethinking brand engagement in the age of responsible advertising
Social media limits can spark marketing ingenuity. Jajabor Brand Consultancy’s founder and CEO urges brands to ditch instant likes and embrace lasting connections.
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'No strategic marketing program can overcome a lack of investment in truly sustainable solutions'
Weber Shandwick's sustainability lead for APAC, Marta Bigio, laments the deprioritisation of sustainability amidst competing global crises but highlights five ways communicators can ensure sustainability remains a priority.
What Chrome’s potential spin-off means for browsers and the ad ecosystem
As the Department of Justice pushes for Google to divest Chrome, the ripple effects could redefine browser competition, shake up web standards, and disrupt the advertising ecosystem as we know it.
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When creativity misses the mark: What brands can learn from Jaquar’s advertising missteps
While creativity is currency in advertising, Branding Area’s marketing director states that even the richest ideas can bankrupt a brand’s message when mishandled, while nodding at Jaquar’s latest campaign.
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Crypto craze: FOMO rising, fear of messing up prevails
Trump’s crypto cheer sparks buzz, but CoinDCX’s chief growth and marketing officer urges marketers to push fundamentals for savvy, long-term digital asset strategies.
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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.
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