Opinion
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Why Dentsu’s next buyer can’t look like Havas or the industry it’s leaving behind
Selling the international arm won’t be simple, opines Humphrey Ho. The buyer can’t look like the ad holding groups of old, because that model is exactly what Dentsu is trying to leave behind.
Duplication blindness: Why India urgently needs unified media measurement
The rise of digital technology has splintered media consumption across multiple platforms and devices. The problem is no longer a lack of data, but a lack of interoperable data.
What I learnt about leadership from Piyush Pandey’s ‘Zinda Dil’ spirit
Working alongside him was nothing short of a masterclass in humanity and advertising.
When AI turns to humans to feel human
Anthropic and OpenAI recently turned to human-led creative shops to tell their story. They didn't market AI's efficiency or speed, but empathy.
When festive ads become habit, not heritage
Indian brands are rediscovering that the key to enduring festive campaigns isn’t repetition—it’s relevance, consistency, and cultural resonance.
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Five rules for crafting a high-impact festive campaign
As festive ad clutter peaks, reward-led engagement — with experiential incentives, gamified participation, and frictionless redemption — can help brands cut through noise.
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Trust is the new creative brief
Clicks, conversions, and attention are no longer a given for any brand. They must be earned. And the price of entry is credibility.
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Knocking down new doors to creativity
Brands struggle to be heard in the din of headlines, viral trends and user-generated content. Entertainment and collaboration could help cut through the noise.
Marketing’s new reality: Always on, always human
The next edge in marketing isn’t louder storytelling; it’s better listening.
Festive ads trade perfection for presence
Once steeped in curated glamour, India’s festive ads now celebrate authenticity, with brands like Tanishq and Azorte trading polished perfection for raw, relatable emotion.
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India’s video split: Short clips surge, long form holds ground
As reels dominate daily habits, brands face a sharper choice: use short-form for reach, long-form for trust, or master both together.
Marketing through the looking glass: The wearable AI shift
Marketers who see the tech as a license to capture every blink will lose trust quickly. The smarter play is to treat intimacy as a privilege.
IndiaSpiration: How India inspires luxury brands
Luxury is not only about status but also about provenance, as consumers seek products that tell stories, carry heritage, and align with sustainability values.
The quiet genius behind Taylor Swift’s ‘Life of a Showgirl’
How the most visible pop star in the world embraces the tactics of an introvert.
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Search shifts from ranking links to answer engines
AI-driven discovery is reshaping brand visibility, demanding machine-readable content, structured authority, and multimodal strategies as traditional SEO signals lose relevance.
Why do we give better feedback to GPT than to people?
Candidness is supposed to be a workplace superpower. Yet somehow, says Publicis' Vini Dalvi, we save our most useful feedback for machines.
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AI-Washing: The new risk in brand storytelling
As AI hype sweeps industries, brands risk credibility by overstating capabilities. Exaggerated claims may win attention now but undermine long-term trust.
Failing the F-List: Why marketing’s annual naming and shaming fest needs to move on
Clean Creatives has spotlighted fossil fuel marketing, but Paul Mottram says the industry must now channel its influence into regulation, disinformation and systemic reform.
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What the almost-cancellation of Jimmy Kimmel means for creatives
A pep talk for creatives in the age of authoritarianism.
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Advertisers hold the keys to reviving UN sustainability goals
Most people are not reading through 50-page sustainability reports. That’s where creativity comes in.
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