“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 →

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 →

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 →

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 →

Revenue trumps goodwill! So is Facebook really at fault for looking at making an extra buck – or should we say an extra MILLION bucks per advertiser – on their soon-to-be-launched video-advertising option? After all, no brand stays ‘up there’ for ever if it doesn’t have something new to offer its users. Plus – for… Continue reading →

Most often I ride with the advertising purists who rue the demise of ‘well-built, all-bases-covered’ TVCs from the small screen. And with good reason. But I also happen to think it’s too soon to begin wailing. One does get to see a really good piece – however infrequent that occurrence may be. One of the… Continue reading →

This could be a classic case of ‘unintended consequences’! I am referring to the current series of Rogers wireless TVCs that have been airing for the last few months. The script/concept when presented to the sharp Rogers Mktg Team must have been interesting enough. There’s this clean-cut ‘happy customer’ – representing Rogers – who gets… Continue reading →

Exhilaration, anticipation, envy, desire, …..a myriad of feelings at a single event – the CES 2014. Especially for those who desire an instant feeling of exhilaration and Whichever sector of the industry One does tend to feel like a kid in a candy shop at events like the CES 2014 in Vegas was a great… Continue reading →

If to ‘create’ is to ‘innovate’, the South Asian (Indian) ad industry has hit the ball miles out of the park this time. The World’s first ever THREE & A HALF MINUTES TV Commercial will soon be showing on television screens across India. All of three and a half minutes!!?? you ask. Only possible in… Continue reading →