Page 196 - News
Digital trends that will endure
Curated made-for-mobile content, audience-based media buying, niche social media communities are what marketers should know
 "Digital trends that will endure")
My top five campaigns
K V Sridhar (Pops), lists out his favourite ads in 2014, and explains what made them sticky
 "My top five campaigns")
Trends that defined brands' world
We get honchos in four arenas that shape up a brand, to talk about the trends that either took roots or grew stronger this year
 "Trends that defined brands' world")
The over-40 Bournvita quiz logs in to YouTube
One of the first branded TV programmes, BQC goes digital-only for today's quizzers
 "The over-40 Bournvita quiz logs in to YouTube")
Winning in a slow-growth economy
A good way to navigate a downturn is to take the 'slow in, fast out' approach. Smart companies set up early warning systems, which help them plan better and emerge stronger
 "Winning in a slow-growth economy")
Measurement continues to be a challenge in digital media: Barry Cupples
Interview with Global CEO, Investment OmnicomMedia Group
 "Measurement continues to be a challenge in digital media: Barry Cupples")
Scale doesn't ipso facto translate into an ability to make better content: David Haslingden
Interview with CEO, ZooMoo Networks
 "Scale doesn't ipso facto translate into an ability to make better content: David Haslingden")
 "Media planning is not about commodity buying anymore: Avinash Kaul")
 "Do not let research take out the joy of great advertising: MG Parameswaran")
 "Defining the new role of HR leaders")
BharatBenz: Late-mover advantage
Within 18 months of its first truck roll-out, BharatBenz became the third largest heavy-duty truck company in India. An insight into how the challenger raced ahead under unfavourable market conditions
 "BharatBenz: Late-mover advantage")
Idea Cellular: Spreading its wings
Idea Cellular went full throttle on targeted expansion and made the most of dwindling competition
 "Idea Cellular: Spreading its wings")
TVS Motor: The dark horse
TVS Motor isn't the traditional 'uncle' brand anymore. A look at the company's endeavours in its fight for greater relevance and market share
 "TVS Motor: The dark horse")
GlaxoSmithKline: Fast-tracking innovation
To combat the slowdown, GlaxoSmithKline Consumer Healthcare upped the ante with speedy innovation in its product portfolio
 "GlaxoSmithKline: Fast-tracking innovation")
Micromax: Riding the wave
Aided by a mobile telephony wave in India, here's how Micromax developed immunity against the downturn
 "Micromax: Riding the wave")
CAT 2014 results declared, 16 score 100 percentile
Compared to last year, many more seats are up for grabs at the IIMs
 "CAT 2014 results declared, 16 score 100 percentile")
Digital gets a seat at the CxO table
The vertical is increasingly moving from the fringes to the centre of the management table at agencies
 "Digital gets a seat at the CxO table")
R Gopalakrishnan: Creativity - Lessons from Jesuits
Innovation produces unintended risks. However, only a scientific temper can advance knowledge