Tag Archives: BRAND

Why nuance and focus are key to Cannes creative success by BEN ESSEN faetured at WARC

Tweet Follow @s_kotnala This post is by Ben Essen, head of planning at iris. This was first published at WARC site http://goo.gl/vMkKn3 I have taken this up and pasted here with all rights and content remaining with WARC. Question. What percentage of Volvo drivers are regular cyclists? What fraction of Always $3.4 billion worldwide sales are made… Read More: Why nuance and focus are key to Cannes creative success… »

WHO IS AFRAID OF ASCI?

Normally communication is not given high enough an importance and it’s common to point out that it is just a small part of the whole system. Right. But when it comes to brand image and perception, suddenly all fingers starts pointing at it. In case of an erroneous advertisement called to attention by the media… Read More: WHO IS AFRAID OF ASCI? »

THE ACRONYM

Tweet Follow @S_kotnala 68th EPISODE Advertising and Marketing. This is pure coincidence that while I was thinking of the next story for the weekly advertising marketing episode, I read this blog ‘The Acronym Trap’ from B Harish in Marketing Buzzar. Immediately I knew what is the story I am going to share with you all. The… Read More: THE ACRONYM »

WHAT’S HOT AND NOT TOO BAD AT PATTAYA

Tweet Follow @S_kotnala As you read this, I should be on way to Pattaya answering the Adfest war cry ‘BE BAD’. With Pattaya that sounds just great. On deeper thoughts it is asking you to be bad in a good way. Quoting from the fest site ‘Take up the rallying cry and take your clients… Read More: WHAT’S HOT AND NOT TOO BAD AT PATTAYA »

WARMING UP AT ADFEST

Tweet Follow @S_kotnala After what looked like a dull fest what with hardly any energy and vibrancy, Adfest 2015 seems to be warming up and that is because the speakers are making relevant practical points. The audience is usual a tad laidback and there are hardly any questions and that helps the show go on… Read More: WARMING UP AT ADFEST »

IPL A BETTER BET

The Indian Premier League or Cricket World Cup is a choice or problem for a few brands. You either have money to splurge on both tournaments or you don’t. Those who have money either have a campaign to run or they don’t. And brands with money and campaign, it is only the rate and ROI… Read More: IPL A BETTER BET »

THE WATCH

54th EPISODE. During my stint in agency side of the business, I had the misfortune of servicing few Public Sector Clients. Here is a list of reasons (not in order of importance) for me hating them. 1- You are an empanelled agency. 2- Every assignment is a pitch or is given out on rotation and… Read More: THE WATCH »

Letter to brand manager from a paranoid consumer

Dear Brand Manager The year-end is near. The Third Quarter you call it and you are behind your targets. Nothing new. You are an experienced hand on this. You do have tricks up your sleeve to ensure you get your performance incentives. However, at what yield is debatable. You know you are losing your charm.… Read More: Letter to brand manager from a paranoid consumer »

This Dassera, Burn the Ravana Within

On Friday, we will celebrate Dassera, a festival of good prevailing over evil. This day Rama killed Ravana, the demon with 10 heads, the most learned man of his time but a symbol of evil. Calling out the hidden professionals; the Rama within you to finish the new Ravana thriving in our industry. The power… Read More: This Dassera, Burn the Ravana Within »

I AM SANKAR

26th EPISODE — ‘I AM SANKAR’ This belongs to an era when advertising was much fun. People used to be creative in their interactions and induction of new team members. Here I share an incident from HTA ( JWT- 35, Jandewalan, Rani Jhansi Road-Delhi) time. Sankar was heading PEPSI account at JWT. And a new young trainee… Read More: I AM SANKAR »