Industry Insights
Navigating CTV Measurement Without Nielsen: The Great TV Currency Shift
Nielsen’s panel-only currency is on borrowed time. By the end of 2025, it will be retired, marking one of the most consequential shifts in TV and CTV measurement in decades. With connected TV (CTV) expected to account for 40.2% of the $83.25 billion advertisers will spend on linear and CTV combined this year—and nearly a…
The Hidden Power of Post-Purchase Experience in Driving Retention
The sale used to be the finish line. Today, it’s only the starting line. In a crowded marketplace where products look the same and ads blur together, the post-purchase experience has become the true battlefield for loyalty. What happens in the hours, days, and weeks after customers click “buy” will determine whether they become a…
What Marketers Should Know About the Omnicom-IPG Merger
The advertising industry just had its mic-drop moment. The Omnicom-IPG merger, valued at approximately $13.5 billion, represents far more than just a headline. Rather, it represents a force that will reshape the very foundations upon which global agencies exist. For years, there has been conjecture about who would blink first in the race to scale.…
Big Tech Acquisitions Are Redefining Creativity: Here’s What It Means
Only a few years back, the big tech acquisitions were only focused on building infrastructure—cloud servers, application stores, and operating systems—where it was all about scale, speed, and engineering power. However, recently they have been on a binge of acquiring creative talent and talent-enabling tools, design platforms, music-generation startups, AI for video, and even boutique…
Cindy Rose, New WPP CEO, Faces a Set of Challenges, Aims to Woo Clients
Cindy Rose has become the new WPP CEO, succeeding Mark Read. Mark Read is set to retire from the company’s Board and as the CEO on 31st Dec, 2025, after completing more than 3 decades of his professional career. Meanwhile, the news did not shock the marketing industry, as everyone had seen this coming for some…
WPP Profit Warning: Can the Ad Giant Bounce Back?
When the world’s largest ad agency network rings a bell, the whole ad industry listens. The recent WPP profit warning was more than a number on the balance sheet — but a warning that even the biggest aren’t immune to the rapid changes in today’s advertising environment. The company once identified as big and stable…
In Conversation with Lakshey Bahl: Generative Engine Optimization, AI Search, and What’s Next for Marketers
Generative Engine Optimization: In the era of AI-powered search and long-tail queries, SEO is shifting from keyword ranking to visibility in generative results. This article explores how brands can adapt their strategies to stay authoritative and discoverable across Google AI Overviews, ChatGPT, Perplexity, and beyond. Search is no longer just about climbing Google’s blue links—it’s about…
Is Personalization in Digital Marketing Genius Targeting or Digital Voyeurism?
The Fine Line in Personalization: In the age of hyper-targeted ads and AI-driven recommendations, personalization in digital marketing is both a competitive edge and a potential PR nightmare. This edition explores where brands should draw the line between delighting customers and making them feel watched. Do you ever feel like your phone is invading your…
How AI Creative Agency Is Making Marketing Smarter Than Ever
Not too long ago, “creative” and “algorithm” sounded like two people who would NEVER sit together for lunch. One thrives on organic, unexpected inspiration; the other is true to logic and rules. Yet in 2025, all of that has come to a head, and they are literally working together—and the game is about to be…
Attention Economy Challenges Brands to Chase Consumers
The attention economy is a significant talking point for brands and marketing departments. The digital ecosystem puts consumers’ attention in the supreme position. The reason is plain and straightforward: too much media, content, and a competitive chase for views and engagement. McKinsey’s 2025 report emphasized the need to understand modern challenges, including vying for consumers’…
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