Creative

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.

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

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

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

Life after the network machine: the highs, the headaches and the surprising truth about creative freedom.

It is time to reframe AI and why the world’s most transformative technology needs a new language.

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.

AI-driven discovery is reshaping brand visibility, demanding machine-readable content, structured authority, and multimodal strategies as traditional SEO signals lose relevance.

Clean Creatives has spotlighted fossil fuel marketing, but Paul Mottram says the industry must now channel its influence into regulation, disinformation and systemic reform.

From HUL’s virtual try-ons to Zepto’s AI personas, brands and agencies face new roles as machines reshape leadership and trust.

Breakthroughs rarely emerge from cautious committees. For agencies testing AI, alignment, autonomy and acceptance of failure outweigh top-down declarations.

These events prove products aren’t just unveiled but staged—where storytelling, emotion and restraint turn design into culture and memory.

With third-party tracking fading under regulation and tech shifts, marketers are retooling around first-party insights to build direct customer relationships.

With Meta promising near-automatic campaigns, agencies face a reckoning: adapt AI as partner, or risk being sidelined by platforms.

As AI reshapes industries, agencies must pivot from selling time to building proprietary assets—before disruption makes their model obsolete.

Asia has the creative firepower, the campaigns, the awards. What’s missing, David Guerrero writes, is seeing, decoding, and defending each other across markets.

India’s $10.34 billion subscription economy is redefining access, convenience, and consumer behaviour—spanning essentials, indulgences, and ownership-free living.

As startup founders want business outcomes, not media impressions, PR Ways’ founder explains why this is forcing PR agencies to rethink value, pricing, and performance models.

As cookies crumble, Nimida Digital’s head maintains that data trust and clean tech—not just budgets—will determine performance marketing success.

In a market of noisy sales floors, Landor’s senior strategist–experience unpacks how Tesla’s stark Mumbai space flips the script — selling brand attitude, not cars.

When feedback becomes a bottleneck instead of a booster, creative teams face chaos, dilution and burnout. ButtonShift’s co-founder and CEO explains why it matters.

Amid Cannes backlash, a creative reckoning unfolds. Famous Innovations’ founder and chief creative officer wonders, where do bold ideas end and brand accountability begin in awards season?

Despite talent and tenacity, Women Inspiring Network’s founder rues that Indian women remain underrepresented on global stages like Cannes and Davos. Networks, not just skills, are the missing link.

As emotion-sensing tech rewires adland’s playbook, Findability Sciences’ CMO explains how marketers are swapping gut instinct for micro-expressions, heart rates and heatmaps.

Glassbox Ventures’ founder and CEO instead equates it to a delay dressed as design.

To be successful, policy advocacy must be a part of a broad brand narrative, working in collaboration with PR, content, design, and stakeholder teams, argue Jajabor Brand Consultancy's executives.

From solo creators and AI-born brands to code-fuelled B2B marketing, Social Panga co-founder believes the next 12 months will test just how ‘creative’ artificial intelligence can really get.

When brand stories resonate with culture rather than at it, they become things people keep, says McCann Worldgroup India's CEO and CCO, and Cannes Lions 2025 juror.

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.

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.

Fundamental’s key executives unpack why chasing Lions isn’t their current ambition — spotlighting indie focus, profitability, and purpose-built brand clout.

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.

CBSE’s Sugar Board mandate for schools is an example of how simple communication can lead to policy change, says PersonaKraft founder.

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.

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.

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.

By embracing participatory marketing and creating multi-dimensional experiences, brands can move from fleeting moments of attention to long-term loyalty, says BigCity Promotions co-founder.

In a world full of sameness, the most memorable brands are the ones that take creative risks while staying true to who they are, opines SummerOwl Studio's founder and creative director.

While personality cults around agency founders seem a relic of a less enlightened past, three experts argue that to break the rules and take back control, advertising needs at least a few larger-than-life figures.

In the age of real-time scrutiny, trust is not built by clever marketing. It is earned through transparency, accountability and speed, says Bloomingdale PR CEO.

Brands that get the human-AI bot balance right will are better poised to address consumer issues faster and earn lasting trust, says HAWK Gozoop Group's COO.

The Marcom Avenue's assistant vice president for marketing reflects on the connection between art and commentary, and how creative expression is subtly tethered to the human condition.

Cricket, a religion for a billion people, transformed into a grand marketplace for brands with IPL, says co-founder and head of product at HashFame.

India’s OTT platforms face a tough balancing act—compelling content, smart pricing, and data-driven ads—all while battling churn and piracy, notes Moloco’s director of product management for MSM business.

Raised in chaos, shaped by algorithms, Interbrand India and South Asia’s CEO wonders whether the young truly cynical, or just mirroring a world we built for them?

Given the rigidity and siloed nature of traditional martech tools, marketers must embrace AI agents to make their martech systems dynamic and adaptable, says CleverTap co-founder and chief product officer.

Successful IPL marketing goes beyond just logos on jerseys. Brands must actively engage the fans during and after the matches, says BigCity Promotions co-founder.

As consumers expect greater transparency from wellness brands, they must embrace it in their messaging to succeed, says Design Bridge and Partners' senior brand strategist.

In an era of information overload, brands that evoke genuine feelings, particularly laughter, are likelier to succeed, says Art-E Mediatech founder.

AI can help design agencies simultaneously test multiple creative directions, saving time and boosting efficiency, says the chief technology officer at Social Donut.