Features Archives - Page 2 of 55 - Marketing Edge Magazine

Features

Bruno Bertelli presents The Italian Art of Turning Tables Into Homes

November 12, 2020 Ralph Tathagata

Bruno joined Publicis Worldwide in January 2011 as ECD of Publicis Italy, together with creative partner Cristiana Boccassini. Following the growth of the Heineken client, they were soon after appointed Global Creative Directors at Publicis Worldwide. Bruno’s role grew to see him take the lead as CEO of Publicis Italy (2014) and ECD of Publicis […]

Features

When marketing meets science fiction

November 12, 2020 Ralph Tathagata

Artificial Intelligence (AI) offers enormous potential, but what about the ethical challenges? Ethics should play a much larger role in marketing than it does. It sits behind everything we do. Operating at the intersection between business, human decision-making and creativity, we should continually be examining our impact on the world. As Rory Sutherland puts it, […]

Features

Brand power analytics: Trump v. Pfizer

November 12, 2020 Ralph Tathagata

By Iboro Otongaran Brand power is the marketer’s all-time elixir for demand management. But brand power is a tricky hand in the marketer’s toolbox. If you doubt me ask the makers of hydroxychloroquine, and check with stock market analysts why bourses around the world roared on the announcement that Pfizer has found a vaccine for […]

Features

COVID-19 is testing the intangible bonds of trust that make advertising ecosystem work

November 11, 2020 Ralph Tathagata

Complexity is built into the fabric of digital advertising and, in my view, the stunning success of Walled Gardens is largely a reflection of how they have solved for that problem. By combining premium supply, unparalleled scale, and native buying, optimization, and measurement tools into easy self-serve experiences, Walled Gardens have created islands of simplicity […]

Features

Is ad tech ready for its own roaring ’20s?

November 10, 2020 Ralph Tathagata

We’re on the brink of another Roaring ’20s, both societally and as an industry. Just like the Roaring 1920s, the Roaring 2020s will represent a time of rebuilding, following massive devastation of cultural and industrial pillars long in the making. The Roaring 1920s represented a period of economic growth and innovation in many arenas, and […]

Female small business owner taking inventory with digital tablet

Features

Investing in digitisation will drive economic growth in today’s new reality powered by Mastercard

November 9, 2020 Ralph Tathagata

While countries and cultures around the world may differ in many aspects, they are united in their quest for economic growth. As we gradually transition into a post-COVID-19 world, this will become even more of a reality. Amidst the resurgence of economic activities, will be hopes for inclusive growth, an improved standard of living, lower […]

Features

How brands can synergise fast and meaningful innovation

November 6, 2020 Ralph Tathagata

There is a difference between wanting to innovate, and needing to innovate. For companies wanting to innovate they are typically in control of their ambitions, decisions and timeline. However, companies needing to innovate are usually under external forces calling for a response and dictating a certain course of action at speed. In these latter situations, […]

Features

Leveraging gatekeepers to achieve strategic PR objectives

November 3, 2020 Ralph Tathagata

The word ‘gatekeeper’ in the discourse of Public Relations generally refers to the media. While this may be true in certain circumstances, in my sojourn in the practice spanning internal communications, community relations, government relations, media relations and crisis management, gate keeping transcends the media. A gatekeeper, according to Wikipedia, is anyone who blocks the […]

Features

Advertising Sectoral Group appeals for calm over crisis

October 22, 2020 Marketing Edge

We have watched with concern, multiple violent attacks across the country, as young Nigerians trooped out peacefully to protest police brutality. Yesterday, across different parts of the country, we observed with shock, reported cases of military force against protesters in Lagos and other parts of the country. The joint body of professionals across advertising, media […]