Authors

Today, the focus has shifted from achieving consistency across all touch points to being useful to the consumer, notes Charles Wright, MD, Wolff Olins

Ruchika Kumar 23-October-2012

Innovations are not the prerogative of media agencies & media owners only, but also of advertisers & creative agencies, says MEC's MD

Ruchika Kumar 23-July-2012

The current spurt of innovations is another tool to grab attention that somewhere dilutes brand integrity, feels the CEO of ZenithOptimedia

Ruchika Kumar 23-July-2012

Both time & capturing the relevant space in the newspaper are important aspects for brand building, says Volvo India's Mktg & PR Director

Ruchika Kumar 23-July-2012

Conceptual messages create brand connect but tactical ones overshadow brand importance, cautions the Prez of RK Swamy Media Group

Ruchika Kumar 23-July-2012

MART’s Pradeep Kashyap stresses on the importance of good roadways and increasing employability to get rid of much of small town India’s problems

Ruchika Kumar 03-July-2012

Ford India boldly challenges competition and names rivals in its campaign. The ‘Swap Your Drive’ campaign started with the company engaging directly with actual consumers. The company then gathered real reactions and candid feedback from these competition car owners to create content for the commercials.

Ruchika Kumar 05-September-2011

How and when do brands move from offering functional benefits to building emotional connect? And how do they do it?

Ruchika Kumar 17-August-2011

Marketers and media owners should build a better eco-system and the latter should be accountable to the former, says Mohit Beotra, Head, Brand & Media, Bharti Airtel, India and South Asia.

Ruchika Kumar 28-February-2011

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