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  (Image Source: sustainablefuturenews.com) A s consumers are increasing demanding products & services that have a purpose – especially in terms of ecological impact, brands have started communicating their environmental and sustainability initiatives.  But, many a times, what they say is just that – say. ASCI has come out with a draft guidelines on environmental/green claims. (https://www.ascionline.in/wp-content/uploads/2023/11/DRAFT-GUIDELINES.-Environmental.Green-Claims-16.11.2023.pdf) which means, every claim needs to be backed by actionable initiatives & results. While brands need to have a comprehensive strategy to integrate these values into their core marketing approach on driving positive environmental impact; they need to be more careful on how to avoid greenwashing, ensuring genuine commitment and transparency. In general, any business/brand can look at various functions within the organization where they can initiate environmental & sustainability activities. J

  Quite sometime back I had posted on LinkedIn an update mentioning, in the future, agencies will be offered value based compensation by clients. Few days back I met one of my ex-colleague and he gave his own POV and also asked me to elaborate on my thoughts. Albeit the delay, this long post is just that. Alright, so picture this: the ad agency game, a whirlwind of creativity and strategy. But here's the plot twist – the traditional billing method is feeling a bit outdated. For more than 50 years, everything in the agency has changed, except the retainer fee. It is like watching multiple seasons of a TV serial but with that one character who has not changed - in looks or in personality.   Having a retainer based fee is fine. I’ve nothing against it. It’s like trying to watch a blockbuster movie on a black-and-white TV. Sure, it works, but it's not quite cutting it anymore. The problem? The usual time-based billing doesn't always sync up with what clients really want – measu

  A Roadmap for Real-Time Personalization Campaigns Driven by AI and Data Introduction: In the ever-evolving landscape of digital marketing and advertising, the convergence of technology, data, and AI is reshaping the industry. A paradigm shift towards personalization and real-time experiences has become the new norm. In a recent McKinsey report on personalization at scale ( https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/a-technology-blueprint-for-personalization-at-scale ), four key pillars were identified: Data, Decisioning, Design, and Delivery. While Data, Decisioning, and Delivery have seen significant advancements where big technology and consulting players - Adobe, Salesforce, Google, to name a few, are making great strides, the Design aspect remains a manual and resource-intensive process. This presents a unique opportunity for creative advertising agencies to revolutionize the industry. The Untapped Opportunity: The untapped opportunity lies in ad

As per a new government policy, the use of “dark patterns” has been banned in E-commerce sales. ‘Under the Consumer Protection Act, offenders can face fines and penal action from the Central Consumer Protection Authority (CCPA) and can also be tried in the consumer commissions.’ https://timesofindia.indiatimes.com/india/centre-bans-e-commerce-firms-from-using-dark-patterns-for-sales/articleshow/105665320.cms?from=mdr What are Dark Patterns in E-commerce? In the vast landscape of user experience (UX) design, where the aim is to create seamless and enjoyable interactions, there exists a darker side that often goes unnoticed—the realm of dark patterns. Imagine taking a stroll through a digital interface only to find yourself ensnared in a web of deceitful tactics, subtly guiding  you towards actions that may not be in your best interest. In the world of dark patterns, user manipulation takes centre stage. Understanding the Shadows Dark patterns are essentially crafty techniques employed