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  • Global Advertising Market To Grow By A Record +6.4% This Year

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The big potential downside of zero-based marketing The big potential downside of zero-based marketing

In theory the application of zero-based budgeting to marketing ought to be a good thing: no more budgets based on…

Influencer Marketing Fraud: The Shady Side of Social Media Influencer Marketing Fraud: The Shady Side of Social Media

The great thing about social media is you can become anyone you want to be. The bad thing – at…

Lessons from China on effective celebrity marketing Lessons from China on effective celebrity marketing

Chinese brands have long relied on proven celebrities to attract attention and add appeal. However, the explosion of social media,…

Nike’s Colin Kaepernick Campaign: Secrets of Mobilisation Marketing Nike’s Colin Kaepernick Campaign: Secrets of Mobilisation Marketing

Nike's Colin Kaepernick campaign, “Believe in something. Even if it means sacrificing everything. Just do it.”, has generated a lot…

Changing role of a CMO amidst data, digital and business transformation Changing role of a CMO amidst data, digital and business transformation

A view from the boardroom For all the criticism of being just a ‘cheerleader’ function, marketing could contribute significant value…


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  • James Pass, Managing Director of JPd James Pass, Managing Director of JPd
    “2017 was a momentous year for the advertising and branding industry. A lot of emphasis was placed on customer’s experiences and delivering the brand promise. Use of AI and Augmented Reality drove the industry to achieve new levels of intimate personalization. For 2018, use of Artificial Intelligence to micro-target consumers will continue. Campaigns will be more design-led and integrated with social and other platforms. With millennials emerging as major consumers, brands will now more than ever will work towards capturing their attention and gain an understanding of their behaviour and preferences." Said James Pass, Managing Director of JPd. In an interview…
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  • Disaster Recovery – Why being prepared is non-negotiable for modern businesses Disaster Recovery – Why being prepared is non-negotiable for modern

    By Sachin Bhardwaj

    Integrity of data is a critical concern for an enterprise. Information systems are a core functional asset of modern businesses and the consequences of losing access to these systems or having their security undermined can have catastrophic consequences. From downtime and financial cost to loss of reputation and breached confidentiality, the services of Disaster Recovery companies can effectively mitigate an entire gamut of risks.  The ubiquitous use of technology and, in particular, information systems has revolutionized the way a modern business conducts its operations. While the upside of information technology has been gamechanging, the central role it occupies in processes…
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Etisalat's The Network featuring Rowan Atkinson