How it Works – Page 172

SEBI guidelines and financial influencers: Do ‘finfluencers’ and their content need regulations?

Many countries have strict guidelines in place when it comes to financial content creation. (Representational image via Unsplash)

Impact of SEBI’s plans to regulate content created by financial influencers.

Storyboard18 x MC Insider: Culinary must-haves, celebrity tantrums, cryptic ads and more

Catch all the inside industry stories and hot gossip on Storyboard18 and MC Insider on Moneycontrol. (Representational image via Unsplash)

Your regular fix of sizzling hot gossip from adland.

Dentsu employee accuses agency of inaction on workplace harassment complaint

The employee named Samvidha alleged that instead of supporting her with her rights, the HR department's advice was to use earned leaves and take a break. And if she needs more time off, she can use “unpaid leave option”. (Representational image via Unsplash)

She has claimed that she has been a victim of verbal abuse, bullying and shaming at the agency.

Are marketing jobs in big tech and startups at risk?

Industry sources indicate that several marketing professionals from startups are reaching out to advertising agencies for roles that they gave up a few years ago. These professionals left agency corridors for a 200 percent to 300 percent hike for jobs at startups. Advertising agencies can’t match those digits but are open to conversations with these job seekers. (Representational image via Unsplash)

Yes and no, believe experts. Brands that are confident about navigating through dark times will keep their marketing teams closer, and those under pressure will be brutal.

Big Tech Layoffs: Will the advertising industry benefit from big tech mass layoffs?

A lot of startups in India picked up mid to senior level employees who worked in the brand and creative side to create their in-house creative teams. Now that funding is drying up, these companies are cutting cost especially in the advertising and marketing spends and trimming down their brand teams. So could this spell the return of talent to adland? (Representational image via Unsplash)

While the tech gloom seems to be far from over, some leaders in advertising believe that the mass layoffs by tech firms could be an opportunity for ad agencies to hire good talent.

Breaking stereotypes: The evolution of the portrayal of masculinity in Indian advertising

Advertising for the most part, is all about relatability. Therefore, what better way is there to engage an audience than to show them what they already believe? Having said that, there is a gradual change being witnessed in the way brands are showcasing gender roles.

Brands have been seen swaying from the typically male-centric advertisements to adopt more progressive and gender-fluid ideologies, resulting in a greater influence on a more progressive and sensitive audience.

Elon Musk and Twitter: Will Indian brands pull out of Twitter? And who’s to gain from the marketer exodus?

The WPP-owned media investments company GroupM has tagged Twitter as “high risk” media for their clients, as per reports. Experts foresee brands looking for newer platforms to divert marketing budgets allocated for Twitter. (Representational image via Unsplash)

Elon Musk’s Twitter takeover and the changes he’s made have prompted marketers to reduce or pause advertising on the platform. So where are they going?

BYJU’s, Messi and FIFA: What to do and not to do when picking a brand ambassador

The long-term engagement, which began as Lionel Messi embarked on his final campaign to win the FIFA World Cup 2022 as captain of Argentina’s national football team, was to see him feature in campaigns promoting Byju’s Education For All, Storyboard18 reported.

Edtech major Byju’s got a lot of flak for signing footballer Lionel Messi as its global brand ambassador. Experts weigh in on what factors to consider and mistakes to avoid when selecting a brand endorser.

Amazon Prime goes all out advertising the upcoming India-New Zealand cricket series

As a part of the multi-year partnership, international men’s and women’s cricket matches played in New Zealand across all formats will be available on Prime Video India (Stills from ads)

MPL, Nescafé, Noise, OLX Autos, and Vida have come on board as associate sponsors and brands like AMFI and DBS will advertise during the tournament.

Cannes Lions introduces Entertainment Lions for Gaming

The Entertainment Lions for Gaming will recognise creative work that connects people to brands through gameplay. Submissions will need to demonstrate how brands successfully tapped into complex gaming communities and seamlessly added real value to the overall gaming experience while driving commercial success.(Representational image via Unsplash)

The new Lion will be judged and awarded for the first time in June 2023, with Francine Li, Global Head of Marketing, Riot Games, serving as the inaugural Jury President.