Opinion
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Dismantling the climate rhetoric
Agencies need to rethink their role. Beyond crafting messages, they should act as conscience keepers to ensure that ‘purpose’ isn’t reduced to a positioning strategy.
What the Cloudflare outage reveals about digital fragility
This outage, alongside similar incidents at major cloud providers, signals a rising pattern of vulnerabilities and structural degradation.
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While rivals look outward, WPP is consumed by its own internal crisis
WPP grapples with an inherited “failure of modern corporate governance,” Darren Woolley writes. Cindy Rose must now prove that the next chapter rests on integrity rather than growth at any cost.
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Agentic AI and the morality gap: Can logic learn compassion?
The future of storytelling, branding, and consumer trust depends not on machines that think faster, but on those that act responsibly.
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How Zohran Mamdani rode the authenticity wave to victory
The more openly he engaged with complex issues, the more audiences perceived coherence between his words and actions, strengthening trust even among sceptics.
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Build a brand that kids will love
Most brands try too hard to convince. Kids remind you that when something feels good, it doesn’t need explaining.
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Why almost every brand you know apologised
The ‘Official Apology Statement’ that went viral among brands recently was more than a trend; it reflects the changing lexicon of connection.
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Make hay when the sun doesn’t shine
As force majeure situations become more frequent, agencies and brands need to rewrite the ‘crisis’ playbook.
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Approach Gen Z by mindset, not age
Raised in an era of constant reinvention, this generation has developed a keen instinct for what’s real and what’s performative.
The AI train has left the station. Are Indian agencies on it?
(No em dashes were harmed in this article. It rambles on too much to be AI-perfect.)
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Brands need to go beyond the boundary
To challenge inequity in women’s sports, brands need to act as cultural allies and reframe the narrative.
The future belongs to the curious
In an AI-driven industry, FCB's Dheeraj Sinha sees vulnerability in middle-layer jobs, but says the real dividing line is not between juniors and seniors, but between those who evolve and those who don’t.
Clash of the generations
In Two Minds: With three generations in one office, agency leaders are challenged to design spaces where ambition isn’t one-size-fits-all, but one-size-fits-now.
The great escape? What they don’t tell you about going independent
Life after the network machine: the highs, the headaches and the surprising truth about creative freedom.
Brands must back women’s sport’s future, not just fame
The next era of Indian sports marketing will be shaped not by post-victory endorsements, but by brands investing early—before medals, fame and full stadiums arrive.
How a bad brand name can kill future growth
Naming a brand needs science, not serendipity; blending a methodical approach, linguistics, semiotics, consumer psychology and strategic foresight.
When interesting AI work often gets lost in translation
It is time to reframe AI and why the world’s most transformative technology needs a new language.
Quick-commerce: The rise of a new consumer infrastructure
The age of instant commerce has arrived. The question is: are you architected to win?
Agencies must prove ROI, not just impressions
The new client demand curve runs along the lines of turning moments into momentum.
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Not just a pour: The currency fuelling India’s alcobev boom
The industry has moved from a transactional market to one driven by unique shareable experiences that turn consumption into an expression of the consumer’s identity.
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