“YouTube is looking to clear up some of the metrics mess for advertisers by focusing its attention on three data points: Unique reach, watch time and audibility,” says Garett Sloan in AD AGE (March 20, 2017). “These are the core things marketers really need to focus on,” said Debbie Weinstein, global managing director for YouTube… Continue reading
Author Archives → Sunny
The Multicultural Problem With Agencies (Dec 03, 2016)
It has been said before…and echoed by most practitioners of multicultural marketing in US & Canada. But the all important question: Has anything changed? merits an honest response: ‘Not by much’. Now in a newly published article (Dec 02, 2016) in an advertising & marketing journal, Jarett Cobbs takes on the agencies for their lack… Continue reading
‘South Asian moms are the worst kind of liars!’
No, I didn’t say that. Nor do I subscribe to that view (no self-respecting South Asian would). But if a piece of specially ‘ethnicized’ communication from a telecommunication company in Canada is to be believed, South Asian moms have a strong, almost pathological, proclivity to lie to their offspring. At the drop of a hat…too…. Continue reading
YOUR CALL COKE…
Smart move, once again, by Pepsi (and here’s one smart lady, Indra Nooyi). Round nth in the eons-old battle between Coke & Pepsi gets set, with Pepsi firing the first salvo – the launch of Pepsi’s CALEB’S Cola. What’s different is the category Pepsi has chosen to position this new cola product in. The slot… Continue reading
‘CONTEXTUAL INTELLIGENCE’ – IN A SHRINKING WORLD.
Loved it! And if you are a multicultural marketer, you would too. Tarun Khanna, the Jorge Paulo Lemann Professor at the Harvard Business School, in a wonderfully articulated article in HBR, makes a strident case for companies and marketers dreaming of global conquests to take into account Geo & Socio-Cultural (+) sensibilities when stepping out… Continue reading