Opinion

Tomorrow’s CMOs won’t just brief agencies on campaigns, they’ll brief product teams on journeys.

The "walled garden" era is giving way to a new ecosystem where consumer attention and trust are highest.

How the governments choose to regulate now will determine what the creator economy looks like next.

Vinod Kunj decodes why vernacular is the real vox populi (voice of the people).

The global tech fest illustrated that the next wave of brand growth will come from those willing to invest in creative tech not as a layer, but as a capability.

The Infectious Advertising CEO pins down the trends shaping creative success in 2026 and the strategies falling out of favour.

If you’re still debating about whether AI marketing belongs at the centre of your strategy, you’re already behind the curve.

With AI-driven discovery pulling from everywhere, a fragile shared reality and constant brand scrutiny, PR needs to become structural, rather than episodic.

In the rush to automate, have we stopped thinking about thinking? And what AI is doing to our minds? Publicis' Laurent Thevenet implores.

Mass appeal is not where most brands are focused anymore. Here are five trends that will shape marketing this year.

Creator-led circles and fandom-driven spaces are subtly but surely overtaking mass feeds as the arena where brands compete for credibility.

This piece is not a farewell to PR, but a farewell to an older mental model of it.

Between comparison charts and keywords searches, the humble product page has begun to lose its shine.

The era of the accountable, standardised ecosystem is beginning.

What we call 'media fragmentation' is simply reality catching up with an industry that prefers linear planning templates.

Brands are turning online jokes into campaigns that celebrate authenticity, confidence and agility.

Darren Woolley unwraps his wishes for 2026 — more time, more magic, more safety, and a future where humans shine brighter than ever.

The historic ICC win was the result of decades of persistence away from television cameras and marketing budgets.

While India has massive download volume, only a small percentage are high-value payers.

In an era where outrage escalates in minutes, the airline’s December meltdown is a masterclass in what not to do.

A recent Kantar analysis found that very few festive ads succeed in delivering both cultural warmth and clear brand impact.

John Wren now reigns at the helm of the world’s largest advertising holdco. What if the last king of Madison Avenue made a bid for one of the best creative minds? Rahul daCunha imagines a conversation between the two

The recently notified Digital Personal Data Protection (DPDP) Rules could result in a more robust, transparent, trust-led ecosystem.

Hype on its own is fleeting, but hype built on community and authenticity can shape a brand’s future.

Young consumers expect brands, even iconic legacy ones, to be fresh and inclusive. But before you update for a new generation, here are a few guidelines to keep in mind.

Young consumers expect brands, even iconic legacy ones, to be fresh and inclusive. But before you update for a new generation, here are a few guidelines to keep in mind.

Changing how Omnicom operates and collaborates in post-IPG era requires shift in mindset and incentives.

Regional food creators are India’s new culinary tastemakers, shaping what people crave and choose to eat.

For the creative industry, this is no longer a conversation about technology adoption. It’s a conversation about craft.

Agencies that see marketing as one coherent journey rather than a sequence of disconnected tasks will win the game.

The codes do not limit creativity. Rather, it helps unlock it–consistently, ethically, and at scale.

When PR grows, but client demands remain the same, partnerships feel misaligned. The outcome: fragmented messaging, poor performance, and lost opportunities.

Under-16 digital behaviour in Australia is about to change, and ripple effects for brands will be everywhere.

LLMs today need to speak a variety of languages, not just English with an accent.

Why brands must stop performing for algorithms and start speaking to humans again

The future of discovery won’t be a search result. It will be a conversation, one where AI decides whose voice to amplify.

How short-term sales spikes, such as Black Friday, are rewiring consumer behaviour.

As Movember rounds out to a close, let's decode the evolution of modern masculinity through advertising.

India is no longer an outsourcing destination; it is a trusted, creatively mature partner in the global content supply chain.

Brands rely on advertising research for their PR strategy. But these insights are designed for creative messaging, not behavioural or cultural context.

Brands rely on advertising research for their PR strategy. But these insights are designed for creative messaging, not behavioural or cultural context.

As layoffs reshape the creative industry, Dean Connelly shares a practical roadmap for how talent can reset, reposition, and get hired in 2026.

With advertising holdcos restructuring, HR heads and even CEOs need to hesitate before outsourcing these conversations to tech.

With advertising holdcos restructuring, HR heads and even CEOs need to hesitate before outsourcing these conversations to tech.

When people understand your brand, they trust it more easily. In categories where choices are abundant, clarity becomes the decisive factor.

Why does Sex and the City still feel so iconic? The answer lies not just in the clothes or the cocktails, but in how the series reoriented the gaze.

Soaring cart abandonment rates, undecided consumers and a tendency to mass-serve irrelevant ads are challenges that can spike during this season.

This outage, alongside similar incidents at major cloud providers, signals a rising pattern of vulnerabilities and structural degradation.

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.

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.