Brand Makers – Page 249

Why some sporting bodies need to look beyond tactical brand partnerships

Roy will succeed Selman Careaga, who began a new role June 1 as president of the company’s ASEAN & South Pacific operating unit. Roy will begin his new duties Sept. 1, reporting to Manolo Arroyo, executive vice president and global chief marketing officer.

“Many sporting bodies (not all) still see brands and companies as cash sources, and thus most of the partnerships are short-term tactical ones.” – Arnab Roy, vice president and head-marketing, Coca-Cola India and Southwest Asia.

Simply Speaking: Wisdom of crowds leading to a ‘reputation’ for a brand, institution or individual

Rational man is guided not by 'information ', but by 'reputation’ which is pre-filtered, pre-evaluated and already commented upon by others. (Representational image: Susan Q Yin via Unsplash)

Reputation is the main output of collective intelligence. But who builds the reputation of the reputation builders? Learn how brands gain a reputation and how that is more important than ever before in today’s information dense world.

Airtel Payments Bank ropes in Shilpi Kapoor as chief marketing officer

Airtel Payments Bank CMO Shilpi Kapoor.

Shilpi Kapoor will lead all marketing and corporate communications.

Malvika Mehra joins The Good Glamm Group as chief creative officer

Dharma might be the first of many such tie-ups for the nine-year-old Good Glamm. (Image source :Moneycontrol)

Malvika Mehra is the latest in a long list of ad executive to switch over to the client side in recent years.

The Great Skills Reset: Are you a ‘da Vinci marketer’?

The Leonardo da Vinci kind of people are those who can use their analytical left brain and creative right brain equally well. (representational image: Mika Baumeister via Unsplash)

“When you find those rare Leonardo da Vinci marketers, over-promote them, over-reward them, keep them in the company at whatever cost,” says Mastercard’s global CMO Raja Rajamannar

CXO Moves: Moving in, up and out to the client’s side

(Representational image: Michele Bitetto via Unsplash)

Keep up with all the key people movements in the marketing world in Storyboard18’s CXO Moves. Here’s a round-up of the executives who are in, out and in-between in the past week.

Unfiltered credit where credit is due

As an industry, we can do better to celebrate creators more. (Representational image: Vlad Hilitanu via Unsplash)

Hear from one of the makers of India’s most-awarded campaign ever – The Unfiltered History Tour, at the Cannes Lions about the culture of credit sharing in the new generation of Indian advertising.

Bookstrapping: Unsung Genius – A life of Jagadish Chandra Bose

A picture of Jagadish Chandra Bose in the May 1920 edition of 'Popular Science' magazine. During his lifetime, Bose received many accolades, but not the Physics Nobel Prize, which some say should have been shared with him. (Image via Wikimedia Commons)

The key message in ‘Unsung Genius’ by Kunal Ghosh revolves around Bose’s enthusiasm about bringing the study of science to the masses and his passion for scientific education and public lectures, despite his failing health. Bookstrapping Rating: 3.5 stars

Making of VMLY&R India’s Grand Prix winning campaign

Maxx Flash and VMLY&R claim that the packaging of The Killer Pack is lined with 5% Active Probiotic Bacillus thuringiensis, which kills mosquito larvae when disposed of in garbage dumps, thus helping to break the cycle.

Mukund Olety, CCO, VMLY&R India and Arpan Jain, ECD, VMLY&R Commerce India on winning a Grand Prix at Cannes Lions, making of Lion-winning campaigns, and the advertising trends that will shape the rest of 2022.

Dentsu Creative Group India’s Amit Wadhwa on defining modern creativity

'The Unfiltered Tour' for VICE World News. Dentsu Creative Group India CEO Amit Wadhwa says the aim of The Unfiltered History Tour was to decolonise a part of the Internet and make it educative.

Dentsu Creative Group India’s CEO tells Storyboard18 how and why the campaign ‘The Unfiltered History Tour’ stood out at Cannes Lions and other global ad awards.