By Sunil Roy, Special to Gulf News

Articles from the author

Are ad agencies adding science to their creativity?

If returns on marketing campaigns are not defined, it is a failure

Agencies know the fine art of creativity. But even with all the data tools they have on-boarded in recent years, do they really know what works or hasn't?

Content matters in digital advertising universe

For advertisers to ignore this key ingredient will only add to the clutter

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Conversations ad communications must be

The young have shifted their attention from traditional advertising approaches

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Brands must ensure ideal fit with influencers

Before engaging, set in place key parameters to determine return on investments

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Digital media gets a chance to clean up act

They need to with brands insisting on more than reassuring words on where ads go

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Getting through to the digital generation

Brand owners must be aware that for this audience platform loyalty is transient

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