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Articles by S Yesudas
An almond ad that’s a masterclass in how not to use premium media inventory
Guest Column: Yesudas S Pillai, Advertising and Marketing Strategist, Investor & Founder at Y&A Transformation, writes how the almond campaign confuses interactivity with effectiveness A recent almond advertising campaign criticized for failing to effectively communicate the health benefits of almonds, relying instead on a QR code that requires personal information to access content.
Advertising at the Crossroads? 10 easy hacks for the CMO
A LinkedIn post by my friend Ashish Bhasin triggered this article. The post was about a new book co-authored by John Philip Jones and Mary Baumgartner Jones, Advertising at the Crossroads. I haven’t read the book. In absolute dismay, I asked myself, when was it that advertising was never standing there in a confused state? Many brand owners wearing the “herd” blinkers have all been struggling at the crossroads since time immemorial.
‘Start genuine conversations’
S YESUDAS talks of behavioural changes that can help us live better lives Iwas gifted an amazing book by a friend, Manan Kotak — Ikigai: the Japanese Secret to a Long and Happy Life. Ikigai essentially is the ‘reason to jump out of bed every morning.’ The book draws references from an island in Japan called Okinawa, where thousands of residents over 100 years of age, live peacefully. The book beautifully explains how each of us has the Ikigai within us.
Content viewership becoming individual-centric: Divya Radhakrishnan, Helios Media
Being raised in a traditional Tam-Brahm family, it would have been predictable for me to grab the opportunity of a coveted bank job close to home, But I chose to change two trains followed by a bus journey all the way to Colaba for my baby steps into the world of advertising. Add to that not getting into usual client-servicing but media in an era where media department meant sending release orders.
The Adventures of an Unsuspecting Entrepreneur: Kiran Khalap, chlorophyll
I was among the audience last week at the exchange4media Media Ace awards where industry stalwarts discussed the above topic, 'Strategy versus pricing: What is the future of the media pitches?' The conversations moved from creating rules of engagement to self-regulations to mocking the procurement teams at the clients’ end to even calling out names of clients on the basis of disagreements in the quantum of discounts being demanded versus offered.
Strategy vs Pricing: May God Save the Agencies: S Yesudas, Y&A Transformation Pvt Ltd
I was among the audience last week at the exchange4media Media Ace awards where industry stalwarts discussed the above topic, 'Strategy versus pricing: What is the future of the media pitches?' The conversations moved from creating rules of engagement to self-regulations to mocking the procurement teams at the clients’ end to even calling out names of clients on the basis of disagreements in the quantum of discounts being demanded versus offered.
Guest Column: All human beings are born entrepreneurs; 13 things that helped us
All of us are just beginning a new year and for us @triggerbridge it also marks another important occasion. We complete a year and half from the time the first ever #triggerbridge invoice got paid by a client; an unforgettable experience at that. And when I look back at the journey, I’m reminded of the very interesting quote by Muhammad Yunus.
From a common Indian citizen who has love for his country to other citizens of the country
From a common Indian citizen who has love for his country to other citizens of the country I’m trying to put 1500 words here, which also include back-up data. If you feel up to it, please read and share. Can we ask ourselves a simple question? Did you and me ever get interested in matters of Governance and air our views in public the way we do now? Do we realize why is it happening now?
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