One morning recently, an impromptu discussion broke out in the office about what makes for great advertising. We discussed a few of our favorite recent ads and, as one can imagine, the range of suggestions about which was best was broad. Short form and long form. Funny and sentimental. Product-driven and brand-focused. Rational and emotional. While they ranged in length and objective, one thing was clear: They were “must-watch” ads—not filler in between program breaks, but great creative that we want to talk about, share and watch—over and over again. I was reminded of the importance of great creative as I reviewed the results of a new, joint research project by Nielsen Catalina Solutions (NCS) and Nielsen. The results reinforced an old saw of advertising: creative is king! Creative is

Praveen Kenneth, Founder/ Chairman of Law & Kenneth, which was the largest and one of the most successful Independent communication companies in India, before becoming a part of Publicis Groupe in January 2014, to create L&K | Saatchi & Saatchi, announced his retirement from active engagement on the side lines of the final sale of his shareholding, in Paris. He will be involved over the next 6 months during the transition, mentoring and guiding the teams Anil Nair the CEO/ Managing Partner who has been groomed over the past 24 months, and running the operations will now be leading the company forward. Commenting on this from Paris, Mr. Maurice Levy, Chairman of the Supervisory Board, Publicis Groupe said :" Praveen has been with us slightly after opening Publicis in India

My colleagues have created a great list of the top seven tips for digital advertising which will be discussed in this upcoming webinar. The list is important because it addresses the single biggest factor in digital ad effectiveness: the creative. You can have the best targeting in the world, the best ad format and placement, but if people do not respond well to your advertising you might as well have not spent the money. The first item on the list is “Make people feel something”. The commentary states, “Ads that evoke emotion are more likely to create positive brand associations that help drive preference, and choice at the time of purchase. And this is more pronounced for digital.” Let’s explore this statement a bit further. Let’s see what Kantar Millward Brown’s Brand

Dentsu Aegis Network has announced today the launch of Amplifi in India under the Executive Sponsorship of Kartik Iyer, President Media Agencies and Amplifi. ​​​​Amplifi is the media investment arm of The Dentsu Aegis Network, comprising four specialisations – Investment Management, Global Media Partnerships, Amnet and The Story lab. Speaking on this launch, Ashish Bhasin Chairman & CEO South Asia said, “We are excited to launch Amplifi in India under Kartik’s leadership and bringing together the four key capabilities under one structure. In today’s world, our media partners have much more to bring on table for our clients, than just media inventory. Amplifi’s is uniquely placed to drive this supply-side convergence by harnessing data, technology, insight and content to help all