MARKETING ESSENTIALS ...
Focus on the forces, not on the future
Never in the history of our business have so many different shifts hit us at the same time with such immediate effect.
Confessions of CXOs:
Here’s what they are learning from their kids and other Gen Z, Gen Y. Presenting first-hand insights and anecdotes that have helped these CXOs to fine-tune.
How can marketers stave off the White Walker-like invasion of ad fraud, brand safety and viewability in digital marketing?
Consumers and society in 2018
Ford’s Anurag Mehrotra on the numerous impulses driving consumers and the ones that make them anxious
Challengers at work: A peep into the path ahead for some homegrown disruptors
Challenger brands acquire their reputation and clout.
FUTURE OF MARKETING - TRENDS, PREDICTIONS AND FORECASTS ...
The hop-on, hop-off consumer
As the year was slipping by, queer yet expected things were happening! Just like us, brands were living a life of their own.
Okay Google, show me the future
While 2017 may have been relatively quiet from an ad-spend perspective, advertisers and agencies were kept busy.
Brand purpose may get called out
Unlike politicians and regimes across the world today who like to drive binary narratives. They will embrace the grey.
"If I'd picked a Uber Trend for 2018, it would have been The Trump Effect"
You previously picked an uber-trend for each year.
The twenty-nine-year-old founding-member of India’s first all-women biker group, Urvashi Patole remembers a time,
DIGITAL MARKETING ...
Here's how regional brands are using social media to get maximum bang for their buck
Almost every presentation we’ve heard on India hammers home a few clichés.
Trending hashtags are no longer trendy
Like every year, 2018 will see its share of the good, bad and the ugly when it comes to how digital is used.
How social media influencers are getting brands to foot the bill for their wedding
When a 30-year-old woman from Mumbai was planning her fairytale destination wedding, during discussions with vendors she let slip the fact
Trend Spot: Fashion re#tagged
It is a popular joke that the people who proudly flaunt monogrammed apparel belonging to popular fashion designers will most likely be treated like a leper by the very same designers in person.
INTERVIEWS OF MARKETING HONCHOS ...
"We do not pay for athletes and celebrities"
GoPro started life in the US appealing to adventure seekers. While a great starting point, it’s left the rest of us who do not fancy sky diving
Fast Five with GroupM's Kelly Clark
You left GroupM saying you wanted to spend more time with your family. What got you back? After about a year, my family said it was time I went back to work (Laughs).
CMOs must reskill and abandon the familiar
In this edition of CMO Slambook BE gets up, close and personal with Fabindia’s chief marketing officer Karan Kumar to share his journey from working across categories
Kuch khaas hai: The Pandey brothers awarded The Lion of St Marks
In an industry rife with awards, the Lion of St Mark towers above the rest. A lifetime achievement trophy from the Cannes Lions
I'd like young people to look to the future, not the past
In a freewheeling chat with Brand Equity, the photographer who returns to Benetton after nearly a two-decade-long estrangement
The feminist CEO: In conversation with FCB's Carter Murray
Like most people, Carter Murray was raised by a strong woman with intense, often concealed insecurities.
We are a humble little content company: Disney's Andy Bird
At the end of the first session at this year’s D23 Expo – Disney’s very own (biennial) Comic-Con held in Anaheim
The 'Pandey prodigies' discuss their phenomenal journeys
Author: Prasoon Pandey & Piyush Pandey
BE Originals: Bigbasket.com's Meera Iyer on her startup life
Author: Meera Iyer
BE Originals: IBM's John Gallagher on how AI can change the marketing world
Author: John Gallagher
In conversation with Uber's marketing head, Sanjay Gupta
Author: Sanjay Gupta
BE Originals: Hitesh Malhotra decodes what marketing means to a brand like Nykaa
Author: Hitesh Malhotra
Acharya Balkrishna on the Patanjali growth story
Author: Acharya Balkrishna
In conversation with Martin Sorrell, WPP Chief
Author: Martin Sorell
Spiritual talk with the 'untraditional' monk Gaur Gopal Das
Author: Gaur Gopla Das
Josy Paul, Vikas Mehta and Anita Nayyar have some confessions to make
Author: Josy Paul, Vikas Mehta, Anita Nayyar