Author: Kashmeera Sambamurthy

Humans of Advertising: Are ad landers credit hoggers?

The issue of credit and who should be on the cedit list and who should not, heats up in adland during awards season. (Representational image only. A still from The Lion King, 1994. Via YouTube)

Credit sharing in advertising is a sensitive subject. No one wants to address the elephant — or lion, in the room; but everyone wants a piece of it.

Goal! Goal! Goal!: How brands can score (big) at the FIFA World Cup

Advertisers look to tap FIFA World Cup 2022 buzz in India. (Representational image via Unsplash)

As live sports events resume, advertisers are looking to reconnect with fans leveraging big scale tournaments. With increased enthusiasm and a loyal set of football fans, brands are chalking out plans as football viewership continues to increase.

Influencer agencies groom gaming creators as demand soars

With professional gamers and content creators attracting millions of followers on YouTube and Instagram, marketing agencies are trying to groom them, develop their brand and pitch them to companies. (Image: Top gamers - Lokesh Gamer, Rawknee, Techno Gamerz and Mythpat)

‘The real opportunity in marketing, the thing that few people are talking about right now, is influencer marketing at scale.’

Al Ries, known as the father of ‘positioning’, dies at 95

Al Ries entered the advertising scene in the early 1970s along with American advertising executive Jack Trout with the radical concept of positioning. It emphasised that marketers must fix a place for the brand in the consumer’s mind rather than centering their focus on brand benefits. (Image source: Ries.com)

Al Ries is recognised as a “positioning pioneer” and is credited with establishing one of marketing’s most powerful principles.

This is the Indian decade. I would also say it’s the start of the Indian age: Mark Schneider, Nestle CEO

Schneider said, "You see a lot of the underlying strengths of this country coming to the forefront now... you see tremendous growth and momentum. We want to participate in that. We are deeply ingrained in the social fabric of this country. So I think we stand to benefit from that momentum quite well." (Illustration by Suneesh)

Nestle committed to investing Rs 5000 crore in India by 2025. India is Nestle’s 10th largest market globally and the fresh investments will help the company accelerate its core business in the country and leverage new opportunities for growth. In recent years, Nestle has been dialing up its growth strategies and sustainability efforts to address the many challenges it faces today. In a wide-ranging exclusive interview with Storyboard18’s Delshad Irani, Mark Schneider, CEO of Nestle, told us how the company is future-proofing its brands and business, and focusing on the new bottom-line – People Planet Profits.

Rediffusion appointed as lead creative agency of BMW India

In August, Storyboard18 reported that BMW India had put its creative and media account up for review. Industry sources aware of the development said that the pitch was underway in Delhi. The account size is pegged in the vicinity of Rs 150 crore.

Rediffusion will work on BMW India’s brand strategy, creative, digital and dealer support communication.

CXO Moves: Gozoop, Dentsu, Benetton, Schbang, Cosmos Maya bolster leadership

The Glitch’s founders quit, the maker of Marlboro ropes in a Tata Group executive, United Colors of Benetton gets a new marketing head. Get the full picture on people and their moves on the corporate jungle gym in CXO Moves.(Representational image via Unsplash)

Executive moves in the world of brands and agencies. Find out who’s moved up, in and out.