Creative Inspiration
Rage baiting: New Creative Drivel or a Misguided Front?
Advertising has always been about grabbing attention. It’s about creating conversations, shaping perceptions, and influencing decisions. But somewhere along the way, the quest for attention, visibility, and rapid growth has led some brands into murky waters. The line between thoughtful creativity and manipulative outrage — or rage baiting — is becoming harder to distinguish. In…
TikTok Marketing: Why This Is the New Prime Time for Brands
Prime time once meant families huddled around the TV at 8 p.m., waiting for cliffhangers, jingles, and big-budget ads. It was more than entertainment—it was a cultural ritual, sparking playground jokes and watercooler chatter. Today, that same cultural gravity has shifted to TikTok. It was once the squishable destination of attention for brands, who embraced…
Marketing Insight ‘Famine’: Over 50% Of Brands Lacks Quality Insight
Advertising and marketing industry is suffering from a marketing insight famine. 51% of brands say their insights are too weak for creative work, according to State of Creativity by Cannes Lions 2025. Every week and month, hundreds of reports and studies, packed with graphs and pie charts from the Moon to Venus, keep flooding the…
From Chaos to Calm: Why Calm Technology is the Future of Smart Design
You wake up to buzzing, then dinging. Followed by a “calm whisper” to hydrate, move, check your email, update your applications, and breathe—before you even brush your teeth. Sound familiar? We are in the midst of hyperactive technology—devices making noise that rob our attention the second we wake up. This is not just our phones;…
How Vocal-Only Tracks Are Powering the Future of Remix Culture
What do you get when you take a song and pull it back to just its vocals? Magic. Or, more specifically — potential. A solo vocal track is not just a studio artifact; it has transformed into a point-source that feeds off thousands of potential innovative ideas. In remix culture, vocal-only stems are considered creative…
Comfort Zone Creativity Poses Challenge for Brands, Risk-Takers Can Win
In a world increasingly defined by polarization and hyper-visibility, comfort zone creativity is entering what many insiders call a cautious phase. The 2025 State of Creativity report by LIONS reveals a telling statistic: only 13 percent of brands feel they operate in a creative, risk-friendly environment. Meanwhile, 29 percent of surveyed respondents say their organizations…
Creative Disruption Is Fueling a New Era of Brand Activism in 2025
Isn’t it true when culture divides, creativity unites. We’re living in an era where taking a stand isn’t just an option for brands—it’s a demand. With global politics in flux, social issues boiling over, and digital platforms magnifying every opinion, brand activism has gone from bold experiment to baseline expectation. But how do brands navigate…
Ads that Celebrated the ‘Peak Creativity’ at Cannes Lions 2025
Celebrating the Cannes Lions 2025 winners is itself an act of making yourself aware of the elements of creativity. What are those elements? Curiosity, Engagement, Storytelling. This year, too, we saw umpteen ads published, hung, streamed, and televised. The process of creating and stuffing the underlying message in each of them must get out in…
Social Media as the New Search Engine: Why Gen Z is Googling Less and Scrolling More
Remember when “Just Google it” was the ultimate clapback in an argument? Well, times are changing. If you’re under 30, chances are your first instinct isn’t to open Google—it’s to open TikTok, Instagram, or even Reddit. Whether you’re hunting for a new dinner spot, the perfect outfit inspo, or a how-to tutorial, chances are you’re…
Live Sports Advertising in 2025: The Triple Win Playbook
The whistle blows, the crowd roars, and the real action kicks off —not just for the athletes on the field but also for advertisers. In 2025, Live Sports Advertising has turned into one of the biggest power plays in the marketing world. Businesses, broadcasters, and audiences are all on the same playing field as real-time…
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