Author: Priyanka Nair

Getting the right media mix for marketing is a blend of art and science

The report also said that there was a 2 percent drop in advertising FCT (free commercial time)in 2023 over 2022. A drop was witnessed for 9 out of 12 months with only a marginal increase of 2percent in April to June quarter. (Representational image by Nabil Saleh via Unsplash)

For media planners, the profusion of options makes it challenging to find the optimal mix of touchpoints for any given media task.

Eye Candy: Eyewear brands in India look at atheistic advertising

According to a report by Statista, the revenue generated by the Indian eyewear market in 2023 is estimated to be $5.58 bn, and it is anticipated to grow by 8.17 percent per annum till 2027. While Lenskart is seen as the OG D2C eyewear startup, in the past couple of years, the likes of John Jabobs, CoolWinks, Specsmakers, EyeMyEye, ClearDekho, and others, have opened up the category. (Stills from ads)

Much like sneakers, watches or clothes, eyewear brands are now amping up the glamour quotient with better products and marketing strategies.

Indian adlanders have mixed feelings about in-house ad agencies. Here’s why

Success stories of in-house ad agencies of brands keep floating around every now and then. Last year, when ed-tech company Byjus' in-house creative agency won a Silver Entertainment Lion at Cannes for its ‘Master’ Ji campaign, it created a lot of positive chatter mainly because it delivered quality work. Restaurant aggregator and food delivery app Zomato, that's known for its moment marketing campaigns, produces most of its work in-house. Its competitor Swiggy has a similar model. (Representational Image: No Revisions via Unsplash)

While one school of thought thinks such agencies help in creative stimulus, others believe it’s just a fancy wrapper to make marketing teams look uber-cool.

The unchanging power of a human problem

"In a world gunning for work that works, a critical step – and one that’s evident in nearly every piece of effective creativity – is to look past the obvious to find an unseen challenge or opportunity that needs to be resolved," writes DDB Mudra's Sanjana Chetan. (Representative Image: Markus Spiske via Unsplash)

Effective creativity is all about looking past the obvious to find an unseen challenge or opportunity that needs to be resolved.

Crayons Advertising reports Rs 93.62 crore revenue in H1FY24

Crayons continued to bag integrated service duties from marquee clients in the government and private sector, including DGIPR Madhya Pradesh and Invest UP (Government of Uttar Pradesh). During the half-year under review, the company was also instrumental in the National Education Policy program for the Ministry of Education in Delhi. (Representative Image: Wance Paleri via Unsplash)

The company expects to launch its creative studio by the end of this financial year, aiming to create additional inventory and brand integration opportunities.

How Amazon is using AI to to combat fake reviews

Amazon uses deep graph neural networks to analyze and understand complex relationships and behavior patterns to help detect and remove groups of bad actors or point towards suspicious activity for investigation. (Representative Image: Towfiqu barbhuiya via Unsplash)

Amazon uses large language models to find weird things in the data that could show a review is fake, like if someone got a free gift card or product for leaving a review.

Adobe acquires GenAI firm Rephrase.ai that worked on award-winning Cadbury campaign

The landmark political agreement makes the EU the first major world power to enact laws governing AI. Trailing the EU in AI regulations are countries such as China, the UK and the US, and major G7 democracies that are also formulating their own AI regulations. (Representative Image: Igor Omilaev via Unsplash)

This is Adobe’s first-ever deal in the generative AI and video-tooling space.

Anti-money laundering, unlicensed operation, and sanctions violations — All charges Binance has pleaded guilty to

Binance's guilty plea is part of coordinated resolutions with the Department of the Treasury's Financial Crimes Enforcement Network (FinCEN) and Office of Foreign Assets Control (OFAC), as well as the US Commodity Futures Trading Commission (CFTC).

The founder and CEO of Binance, Changpeng Zhao, also entered a guilty plea. As part of the plea agreement, Zhao has resigned as CEO of Binance and Richard Teng will succeed Zhao as CEO.

Only 5 in 10 Indian brands have adopted generative AI: Adobe

Netcore's AI-based recommendation engine will allow Fabindias to customize AI algorithms for various scenarios, tailoring product recommendations to shoppers at different stages of the purchase funnel.(Representative image by Possessed Photography via Unsplash)

On the other hand, 94 percent of Indian employees have used generative AI in marketing and customer experience campaigns, according to the Adobe report.