Reader, writer, geek. Husband to @Saanwari, book-reader to Reyaan. Head Brand+Social+Events Marketing for Google in SEA. Tweets are personal. Jokes are dad.
Singapore
Joined November 2008
- Tweets51.4K
- Following1.9K
- Followers3.5K
- Likes12.3K
I've been studying advertising attention and modern marketing principles for several years now. And, with the explosion of GenAI, it's clear to me that we're in for a seismic change in how we approach marketing creative. 🧵
1
3
252
Samit Malkani retweeted
A father’s love for his daughter never ends, even when her time here does.
There are no words to describe the heartbreak of losing a child or the emptiness that lasts a lifetime. The years may pass, but the love, the memories, and the longing to have her here with us never fade.
If you are able, please consider making a donation to support us as we walk to honor Autumn this Saturday. These donations, no matter how small, help fund life-saving research, suicide prevention education, and support for families who know the unimaginable heartbreak of losing someone they love.
Autumn will always be my daughter, our heroic archer. She will always be loved and always be a part of everything I do.
afspwalks.donordrive.com/tea…
So what comes next?
A model that's K-shaped.
Where social acts as the spine, fuelling both human-driven brand work, and AI-led performance work.
Read the whole article at whatisaninsight.com/p/the-fu…
1
30
With that, the old E-shaped model of advertising began to collapse. Because that old staple, the 30-second ad, was caught in the crossfire.
1
28
That had the effect of collapsing the funnel, creating the "messy middle" between Awareness and Purchase.
The price of attention in the new, social video-led ecosystem: entertain me or teach me.
1
20
Byron Sharp, Les Binet and Peter Field proved in 2013 that narrow hyper-targeting inflates acquisition costs and stalls growth.
Meanwhile, social networks not-so-quietly morphed into entertainment platforms, most evident during the pandemic years.
1
24
The first cracks showed up in 2008. When attribution-obsessed marketers overloaded short-term performance spends, at the expense of long-term brand building.
The bubble eventually burst - marketing effectiveness peaked in 2012 and then steadily declined.
1
39
The first thing to note is that this change isn't due to GenAI.
Not alone, at least.
It's been fifteen years in the making.
1
77
Samit Malkani retweeted
The Indian AdGeek featured @Samit for this fortnight's episode. We spoke about virality for campaigns via Kolaveri Di, balancing short-term performance with long-term brand building for marketers, the future of advertising agencies, and much more.
open.spotify.com/episode/4vV…
Samit Malkani retweeted
The Indian AdGeek w/ @Samit, APAC Head of Brand, Social at Google.
📺Making campaigns go viral
📺How to build brand love & trust across markets
📺Blending insight, data & creativity for campaigns
📺Future of social media & advertising
open.spotify.com/episode/4vV…
[podcast]
Phew! It's taken five parts but I'm finally done reviewing Cannes Lions winners with a Modern Marketing lens. I did have one more rant about Cannes Lions written out in my head...but that's just gonna have to wait, isn't it? buff.ly/4cRX8OI
📰 Weekend reading alert: Part 4 of my series on #modernmarketing at #canneslions2024. With work from JCDecaux, Xbox, Specsavers, Mercado Libre and MasterCard.
The tea: One of these winners is a straight rip-off.
Read on: buff.ly/3zsVBQN
#whatisaninsight
1,960
In Part 3 of my series on #ModernMarketing at #CannesLions, I look at work from Xbox, Orange, Frankfurter Allgemeine Zeitung, Hornbach and Diageo. And channelled John Oliver in a rant on the state of the industry and Cannes in particular.
Read here: buff.ly/4bqX9rH
572
Part 2 of my Modern #Marketing take on Grand Prix winners is here 🙂
In this edition, I looked at work from Siemens Healthineers, Coca-Cola, Spotify, Cemento Sol, Spotify and Whatsapp.
And not everything made the cut.
Dive in 👉 buff.ly/3VYRzrP
212
Learning comes from reciprocity. Giving back is getting back.And that, my friends, is an insight.
160
The first newsletter will hit your inbox in a week. After that, I’m committing to showing up in your inbox at least twice a month. So if this is your space, sign up, and share this with folks you know might benefit.
1
172