fundamental
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Are awards Fundamental?
Fundamental’s key executives unpack why chasing Lions isn’t their current ambition — spotlighting indie focus, profitability, and purpose-built brand clout.
When privilege meets a pipe wrench
Urban Company’s latest ad gently exposes the quiet classism lurking behind ‘dignity of labour’ talk in India’s service economy.
Clickbait’s worst enemy just got a signal boost
Airtel’s new campaign arms subscribers with scam-proof tech, tackling link-based fraud with AI before panic texts trigger poor decisions.
The LinkedIn pitch frenzy: Meritocracy or marketing stunt?
Brands are crowdsourcing agencies on LinkedIn, turning selection into a pitching ferment. But is this a shortcut to innovation or a race to the bottom?
WeWork’s new ads show how flexibility meets function for businesses ready to break the mould
Its latest campaign pokes fun at office woes, spotlighting flexibility and personalised spaces for enterprises, big or small.
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