Opinion
Hiroshi Igarashi: ‘Without diversity, creativity becomes an echo chamber’
Ahead of Cannes Lions, the chief executives of the 'big six' holding companies and senior leaders give their views on a range of topics relating to creativity and business. Today, it’s the turn of Dentsu’s Hiroshi Igarashi.
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From overs to overkill: IPL ads hit saturation point
As IPL morphs from cricket league to culture machine, Virtue Asia’s business director advises brands to trade tired TVCs for culture-driving IPs—or risk irrelevance.
Why Indian PR still sits out Cannes
Despite bold ideas and real impact, On Purpose's founder and MD rues that Indian PR often sidelines creativity for caution—and misses its shot at global relevance.
Nostalgia sells, but only when it’s designed to remember
From kitschy candy tins to minimalist memory cues, Summer Owl Studio founder and creative director explains why nostalgia-led packaging is becoming a branding strategy, not just a sentimental detour.
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Are awards Fundamental?
Fundamental’s key executives unpack why chasing Lions isn’t their current ambition — spotlighting indie focus, profitability, and purpose-built brand clout.
Rebuilding trust: Why OOH needs an ethical facelift
In an industry where differentiation is often about location and scale, ethics can be a competitive advantage for OOH players, says RoshanSpace Brandcom managing director.
Cannes Lions is a chance for APAC marketers to elevate regional work
The real win at Cannes Lions for APAC marketers lies not in bringing trophies home, but in bringing home ideas sharp enough to cut through locally, says Shufen Goh, APAC president at MediaSense.
From products to purpose: How brands can influence greener choices
For brands, shaping conscious consumerism goes beyond marketing flashy eco-labels. It means enabling consumers make ethical and sustainable choices with ease, says Response India director.
For fashion and jewellery brands, Diwali doesn’t start in October; it starts in Q3
If your festive campaign starts in Q4, you are too late to influence consumer memory. If you activate in Q3, you control the conversation, and the cart, says Nimida Digital‘s head and brand strategist.
AI gets personal, but can it get it right?
As brands rush to scale personalisation with generative AI, Adobe India’s director for solution consulting notes that the real test lies in balancing speed, strategy and consumer trust.
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India isn’t just consuming influence; it is exporting it
Indian creators are quietly becoming the new faces of global marketing and the world is finally taking notice, says Fame Keeda co-founder.
Influencing policy change through simple messaging
CBSE’s Sugar Board mandate for schools is an example of how simple communication can lead to policy change, says PersonaKraft founder.
Why the next CMO might be an AI agent
The future of marketing is not about AI replacing humans—it is about AI empowering humans to do more, faster, and with greater precision, says Zigment CEO.
Decoding Gen Z: Memes, micro-moments, and the future of youth marketing
To win Gen Z, marketers must respect their intelligence, honour their experiences, and mirror their culture, says Chariot Productions Media founder.
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Why design is your brand’s smartest salesperson—and how AI supercharges it
In an attention-scarce world, design is no longer a luxury—it is the launchpad of your sales journey, says CreateBytes co-founder and CEO.
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Your brand is only as safe as your AI
Brands have handed AI the mic, often without checking the script. Lionel Sim explores why AI safety is no longer a backend concern, but a front-line brand issue demanding executive oversight.
Did the strategic planner just kill the advertising agency?
It's time for the strategic planning profession to be redeployed, at the very least, to improve efficiency and creativity, writes the founder of Australian independent agency, Thinkerbell.
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When AI meets art, is ethics the casualty?
The OpenAI Ghibli trend was beautiful, fun, and viral. But it exposed cracks in our approach to AI in art, says Oktobuzz founder and chief oktomind.
The emotional connection: A new normal in influencer marketing
Brand recall tends to be faster and stronger when associated with individuals who have established face value, says The InterMentalist founder.
The scroll effect: How Instagram marketing is shaping new-age consumer behaviour in India
In a post-scroll world, brands must do more than advertise; they need to embed themselves into the rhythm of everyday digital life, says Jigsaw Brand Consultants founder.
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