Alessandro Benetton, chairman of Benetton Group says if one wants to be relevant in a fast changing world or to be ahead of others one must try to look for new ways to reach the consumer.
He has worked on brands like P&G, Ford, Pepsi, Nestle, Colgate-Palmolive, Citibank and Skoda, among others, and has won over 200 international awards including Cannes Lions, One Show, Clio, New York Festival and Epica.
Surf Excel's Facebook driven campaign 'Fulfill a Wish' aims to provide happiness to less-privileged children
With virus like spread of cause-related social media initiatives it's becoming very hard to determine which ones are successful and, the ultimate test, make a tangible difference.
A few brands have gone where few have gone before, and consumers have enjoyed the ride. And they're unlikely to forget it.
2013 is almost here. The world survived albeit with a few cuts and bruises. Now is the time to look back at the year that was. 2012. Reminisce, ponder and discuss the big trends.
'What Bajaj did during the ‘Hamara Bajaj’ days was provide a sense of patriotism. It may not work today but it was reflective of the time.'
Vodafone wants to be more than just the network that follows you wherever you go. Now it wants to be the network that takes care of all individual consumer needs, and that’s the point its latest campaign is meant to drive home.
Call it the second coming for creative ace Raj Kamble and a long deferred arrival for maverick creative shop StrawberryFrog.
Perhaps no other movie franchise in filmmaking history has been able to evolve at a steady pace while staying attractive to advertisers as well as James Bond.
Advertising played a critical role in shaping the journey. The brand’s communication has also evolved over the years, in line with India’s fast changing environment, to best connect with consumers.
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