Starting with the business problem forces us to come at the situation out of a question rather than an answer, explains the author
Opportunity lies not in differentiation, but in how you market, sell, and put products and services in your customers’ hands.
A sneak preview into the findings of the client-agency relationship study
Is the client agency relationship far away from reality? The author looks at the Oscar favourite for inspiration
There are multiple hues in a client agency colour palette. The author analyses some of them
Laurel and Hardy. Salim-Javed. Kalyanji-Anandji. Jai-Veeru. Romeo and Juliet.... These are some of the legendary duos or jodis that we have grown up to. Have you heard about similar agency-client pairs?
The author lists a few principles about the client-agency relationship
But you have to make sure your mnemonic can’t be changed into a better mnemonic by the competition, says the author
The first in a series of articles written by experts on managing client agency relationships
When boardrooms are at war, do brand custodians duck for cover?
There is a large vibrant community out there and some possibilities are still untapped
Creativity should not be controlled but channelised, says the author
If you had to choose between the army and the general, whom would you pick?
The author welcomes readers to the world of big data and programmatic and explains how it's making us more ignorant
Ahead of elections in some parts of the country, the author explains what marketing can learn from the politicians
Brands made a beeline to flaunt their patriotic genes around Republic Day. Can everybody win?
The author explains how an agency with more data and technology does not guarantee a better result
Mum-of-three Sarah Shepherd got a chance to return to the creative frontline 11 years after leaving the industry.
Why do advertisers follow convention when the evidence shows the power of being distinctive, asks the author
How CMOs can accelerate their one-to-one marketing efforts
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