Aqumena Review

Curating thought-leading developments in the science and art of marketing. Please give us your feedback!

Posts

Insights from our leadership team

Can Account Planners Reclaim Seats at the Strategy High Table?

The traditional creative agency model, with the 30-sec TVC as its fulcrum, is under existential stress.…

From Stealth To Depth: The Coming Shift in Digital Marketing

The Horror! The Horror! For almost a decade now digital marketing has been hurtling towards dominance…

BGO: MR’s PME problem

Why the alphabet soup post title you may ask?   The answer is that I did…

Social Media Listening – How an Indian Infrastructure Major Managed Sentiment Backlash

How does a corporate entity counter negative publicity about a major infrastructure project that’s going viral?…

The Sequel Dilemma: The Challenge That Political Campaigns Face

Let me outset state that this post is not political and is agnostic to the fortunes…

Social Media Listening – What the Football World Cup Meant for Indian Fans

World Cup Finals – it’s the biggest festival on Earth for the beautiful game. We asked…

AI in Personalised Messaging

We’ve all experienced AI in WhatsApp with predictive text in WhatsApp and auto-complete in Google search.…

Brand Narratives in the New Age Internet

Is there an “Old Age Internet”? Yes, that was the internet before social media. Social media…

Of Milk, “Lab Rats” Research and Deprivation Marketing

Some in the US are celebrating the 25th anniversary of the iconic “Got Milk?” campaign. “Got…

Marketing Enlightenment

Read Steven Pinker’s new book “Enlightenment Now”. There are many of us who see tribalism, authoritarianism,…

Neo-Tribalism and The Emerging New Marketing Paradigm

The world is transiting from modernity to a post-modern world of neo-tribalism. Michel Maffesoli, a French…

Legacy Newspapers as Social Media Platforms: An Opportunity

There is unease in the boardrooms of the Indian newspaper industry. This despite the fact that,…

Sightings

Links to insightful articles