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Latest Articles in advertising and marketing

Misdirection .

Content marketing’s casual dalliance with brand or business objectives, fascination for vanity metrics and tendency to churn quantity are issues.

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Social Media Puts Emerging Markets At Forefront Of Tourism

During the past few years, we have seen a massive shift in user behaviour within the tourism industry, primarily driven by increased usage of smartphones and social media apps.

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70% Of Advertising Effectiveness Depends On The Creative: Ross Jauncey, Head, Create With Google

Ross Jauncey, Head, Create With Google spoke to BW Businessworld’s Ruhail Ameen about this innovative product and its impact on creative agencies

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Driving New Conversations In Ad Land

There was a conscious effort not to make Goafest 2019 an event for the advertising people by the advertising people. Instead, the larger objective was to drive learning from related industries and their leaders

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Scripting A New High In Indian Advertising

Piyush Pandey and Prasoon Pandey have been the icons of the Indian advertising industry for nearly four decades now. From creating award winning campaigns that have been recognised on global platforms, to being selected for the highest honour of Lion of St. Mark — the Cannes Lions’ Lifetime Achievement Award — recently, the Pandey brothers have played a key role in ushering in a golden era for the industry

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Is Your Brand 'Hot' Enough?

Loyalty is dead! It is a world moving towards 'gigs' rather than job security. Brands are/will re-orient themselves from trying to chase customer loyalty to becoming all-time relevant

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Making Digital Safe As It Becomes People’s First Approach

If inclusion and efficiency were key themes for marketers, safety of brand and user is becoming paramount for social media players

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Mission: Clean Air For All

The campaign titled ‘Hawa Badlo’ — conceptualised by GAIL’s creative agency Handyyman — is in line with the brand’s commitment to improve air quality with collective societal effort under its Swachh Air Mission initiative

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M&A Analysis: Waging A War Against Bad Advertisements

Digital’s dawn is finally here as, according to various industry forecasts, it is all set to overtake television in global share of ad spend in 2018. However, while digital has been growing, this year has also seen the conversation for digital move towards demands for more accountability and transparency in the medium from brand owners

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Ad Infinitum: Giving Shape To Dreams

The film (Samsung India's campaign #SapneHueBade) revolves around the real life story of Seema Nagar, capturing the trials and tribulations she went through before entering Samsung Technical School and how it enabled her to dream big

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Keeping Up With Consumer Patterns

On a recent visit to India, BBC Global News CEO JIM EGAN spoke to Ruhail Amin about the importance of the Indian market, BBC’s foray into new regional languages and more

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How To Grab Attention Through Ads In All Mobile Moments?

For brands to make an impact, it is important to be present at the right time, at the right moment

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'We Are Living The Future Of Yesterday, Right Now'

Relevance of brand is very important when content marketing is talked about, says Tripti Lochan, CEO, VML (India & SE Asia)

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Top Kantar TNS Executive Urges India To Focus On Building Trust And Online Payment Systems

47 per cent of connected Indians feel 'constantly followed' by online advertising compared with the global average of 34 per cent

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