How it Works – Page 141

Indian gaming flush with cash amid funding winter

Moving on from taxes and revenues, the report also said that India’s online gamers are expected to grow at a CAGR of 5 percent and reach 53.8 crore by FY28. (Representational image via Unsplash)

Gaming companies are spending their monies on a variety of initiatives, including acquiring new users, developing new games, and expanding into new markets.

Weekly Shorts: 5 unique 4th of July influencer marketing campaigns by brands

The 4th of July is indeed an important event for American families. But it is an equally essential marketing opportunity for brands to establish an emotional connection with customers. (Representative Image: Hugo Ruiz via Unsplash)

What’s buzzing in influencer marketing and the creator ecosystem? What’s the next big thing coming down the line? Catch the big trends and hot topics in our weekly shorts.

Seven graphics to read from the Global DEI Census

Among other things, Paranjpe spoke about the company’s culture of developing talent and meritocracy that has made HUL a preferred employer over the years. (Representative Image: Fernando @cferdophotography via Unsplash)

Wave II of Global DEI Census shows high recognition of industry efforts, but no improvement on inclusion.

Predictive analytics to AI to personalisation; top marketing trends of 2023

As we venture into 2023 and beyond, technological innovations will drive retention marketing strategies to new heights. Notably, CMOs are increasing their martech spending to embrace these advancements. Conversational AI, predictive analytics, and augmented reality are some technologies that will revolutionise customer retention efforts. (Representative Image: Jon Tyson via Unsplash)

While user retention is a common aspiration for most businesses today, without a thorough understanding of the nuances, effective customer retention strategies are tough to implement.

Weekly Shorts: Dad-influencers – the new buzzword for brands

Dad influencers have been the most sought-after content creators by brands in fashion, fitness, food and beverages and lifestyle categories. In fact, data from the influencer marketing platform affable.ai shows that the number of dad influencers has increased by 12.89 percent between 2018 and 2022. (Representatuve Image: Tim Mossholder via Unsplash)

What’s buzzing in influencer marketing and the creator ecosystem? What’s the next big thing coming down the line? Catch the big trends and hot topics in our weekly shorts.

Health and wellness influencers under scanner; Govt to release special guidelines

Byju’s wanted to exit its jersey sponsorship deal with the BCCI in December 2022. In the past, the ed-tech company spent millions of dollars on marketing and advertising. (Representational image by Christian Lendi via Unsplash)

Various ministries and authorities are working together to introduce special guidelines for finance (finfluencers), health and wellness influencers.

Shubman Gill emerges as most likeable cricketer: Hansa research

Ceat is the flagship company of the RPG Group. It sells tyres for two-wheelers as well as passenger and commercial vehicles, among others (Image sourced via Twitter - @IPL)

Some of the key factors that played a pivotal role leading to the ‘likeability’ spike include: consistency in performance, providing joy and entertainment to viewers, risk-taking ability among others.

Portfolio Night: What impressed ad gurus?

Jury members felt that this year’s crowd was talented for sure but what genuinely stood out was the hunger to achieve something, the hunger to learn more.

At Portfolio Night, organised by The One Club and co-hosted by BBDO India, DDB Mudra Group and TBWA\India, judges tell Storyboard18 that talent was there for sure, but it was the energy and positivity that swung it for most people.

Bang In The Middle’s Prathap Suthan: When we Cannes, we must

June is a month when the Oscar's of advertising is held. In this fun piece, Prathap Suthan, CCO, Bang In The Middle, takes our readers through what really happens in agencies across the world. (Representative image: Park Troopers via Unsplash)

Here’s a cheeky take on the month of June, when the global advertising industry unveils its benevolence, by Prathap Suthan, CCO, Bang In The Middle.

High and dry: Why do creative agencies struggle to get competitive fees?

Creative shops thrive on project-based work. If the work is digital-focused, performance-linked fees are also added to the contracts. This model works well for indie shops because their ambitions are different. (Representative image: Ankush Minda via Unsplash)

Broken fee models, competition from ad startups and increasing pressure from clients to maintain contract exclusivity is impacting the ad business. Storyboard18 explains why.