MICRO-DRAMAS ARE NOT THE NEXT REELS
They Are the Next Advertising Canvas Every few years, advertising discovers a new format. Banner. Pre-roll. Stories. Reels. Short video. But micro-dramas may represent something di...
Read MoreQUICK COMMERCE IS BECOMING AN ADVERTISING MEDIUM
When the Shelf Moves to the Screen Quick commerce started with a simple consumer proposition: Get what you need quickly. But something much bigger is happening. Quick-commerce plat...
Read MoreFROM EVENTS TO IPs
Why Smart Brands Want to Own Audiences, Not Rent Them There is a fundamental difference between sponsoring an audience and owning a relationship with one. An event gives a brand ac...
Read MoreEXPERIENTIAL MARKETING IS NO LONGER AN EVENT
It Is a Growth Engine For decades, the event was treated as the end product. Build the venue. Bring the audience. Create the spectacle. Get the photographs. Generate some PR. Pack ...
Read MoreFOLLOWERS ARE LOSING VALUE
Community Is the New Influence The number of followers has become one of social media’s most misleading numbers. Ten million followers sounds enormous. But what does it actua...
Read MoreTHE CREATOR ECONOMY IS GROWING UP
From Influencers to Cultural Distribution Networks Influencer marketing began with a relatively simple equation: Audience size = influence. Then engagement became important. Then a...
Read MoreFROM SEARCH TO SCROLL TO CHAT TO CART
How India Is Rewriting the Path to Purchase There was a time when the path to purchase was relatively easy to describe. Search. Visit website. Compare. Buy. Today, the path can loo...
Read MoreTHE INDIAN CONSUMER JOURNEY IS NO LONGER A FUNNEL
It Is a Loop The marketing funnel has been one of the most enduring models in advertising. Awareness. Consideration. Purchase. Loyalty. Simple. Logical. And increasingly inadequate...
Read MoreAI WON’T REPLACE CREATIVE AGENCIES
But It Will Replace Agencies That Don’t Adapt The most common question about AI and agencies is: Will AI replace creative agencies? It is probably the wrong question. The mor...
Read MoreSEO IS NOT DEAD. SEARCH HAS CHANGED.
GEO, AEO & the New Rules of Discoverability Every few years, someone announces the death of SEO. Statements such as SEO is dead because social is growing. SEO is dead because T...
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