Opinion
The real risk in playing it safe
Breakthroughs rarely emerge from cautious committees. For agencies testing AI, alignment, autonomy and acceptance of failure outweigh top-down declarations.
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Why does everyone love to hate WPP?
The industry loves to bet on who’s down. But no one—WPP, Publicis, or Accenture—has cracked the future yet, argues a former holding-company insider turned consultant.
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Conversational AI: Why India’s marketers can’t ignore the voice shift
AI-enabled voice assistants are reshaping how consumers shop and search—demanding experiences that are useful, personal, and rooted in local context.
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The performative male: When masculinity becomes a stage and brands enter the script
Finance gurus, sneaker collectors, and wellness evangelists reveal how masculinity is now packaged as consumable cultural capital.
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Apple’s launch playbook: Design as spectacle, story and strategy
These events prove products aren’t just unveiled but staged—where storytelling, emotion and restraint turn design into culture and memory.
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Clarity cuts through advertising’s noise
As consumers tire of louder logos and brighter billboards, brands leaning on simplicity, honesty and cultural context are striking resonance.
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IPG, Big Oil, the climate blindspot and the cost of credibility
Clean Creatives' executive director argues that IPG's decision to work with Saudi Aramco after pledging to avoid fossil fuel clients may have compromised its credibility and client relationships.
Reputation becomes business’s most volatile asset
Geopolitical divides, misinformation, cancel culture and data breaches are reshaping how brands protect trust in a hyperconnected world.
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When AI agents rewrite the rules of brand leadership
As they collapse the gap between awareness and retention, between acquisition and advocacy, AI agents are rewriting the roles of CMOs and CXOs in real time.
Creativity, not cost-cutting, emerges as agencies’ test
With consolidation rising and ROI under strain, agencies face pressure to return to bold ideas while navigating AI and budget controls.
Agencies risk running faster in the wrong direction
From BlackBerry to Kodak, efficiency without direction has toppled giants. For agencies, survival now depends on velocity, not speed.
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Cookies crumble as brands turn to first-party data
With third-party tracking fading under regulation and tech shifts, marketers are retooling around first-party insights to build direct customer relationships.
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Followers don’t equal fans: Rethinking brand personalisation
With algorithms dictating feeds, brands must reclaim personalisation through owned data, AI, and storytelling—beyond the illusion of social ‘community’.
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Regional news: India’s advertising frontier goes hyperlocal
With over 146,000 publications across 200 languages, India’s news ecosystem offers brands contextual, hyperlocal storytelling at unmatched cultural scale.
Voice AI at the frontline: Control or creativity?
Generative AI offers human-like conversations at scale—but can brands manage the risks without losing their authentic voice?
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The Dentsu sale is natural selection; the dinosaurs of advertising are running out of time
Dentsu’s sale, WPP’s turmoil, Omnicom and IPG’s merger chase all point to the fact that the giants of advertising are stumbling. As TrinityP3's Darren Woolley argues, this is natural selection at work. In the end, it's adapt or go extinct.
Open web shapes festive ad strategies as costs climb
As India’s festive season pushes marketing spend to peak levels, shifting consumer journeys on the Open Web are redrawing brand playbooks.
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AI storm: Will agencies sink or soar?
With Meta promising near-automatic campaigns, agencies face a reckoning: adapt AI as partner, or risk being sidelined by platforms.
From billable hours to billion-dollar IP: Agencies face AI reckoning
As AI reshapes industries, agencies must pivot from selling time to building proprietary assets—before disruption makes their model obsolete.
When falsehoods go viral, facts must work harder
Deepfakes and AI scams test communicators’ ability to safeguard trust. Pre-bunking and literacy now matter as much as storytelling.
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