The one question every strategist needs to ask

Aug 2020

The one question every strategist needs to ask

Many years ago, I was ill-prepared for a meeting with a new client. I had not studied their brief, brand or the category in which they operated. My mentor revealed a key that has helped me ever since. One question was all it took to rescue me. Now, I continue to benefit from its usefulness in every situation I find myself.

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Marketing in the time of lockdown should start (and end) with Brand Purpose

Apr 2020

Marketing in the time of lockdown should start (and end) with Brand Purpose

While living in lockdown, as people navigate the journey from the initial stage of panic to the current stage of adjustment, brands too need to focus on actions that help address people’s needs.

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#QuarantineCooking in Sri Lanka

Apr 2020

#QuarantineCooking in Sri Lanka

With the upheaval brought about with living in lockdown, people’s behaviours are changing in all aspects of their lives and with that, brands too need to think differently about how they engage with people.

From the Lion’s Den, Sarah Hassanally takes a look at how Sri Lankans are cooking differently at home and what brands can learn from these changing habits.

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TURN YOUR GRIEF INTO A CREATIVE BRIEF

Mar 2020

TURN YOUR GRIEF INTO A CREATIVE BRIEF

Writing a brief is as much a science as it is an art

We at Publicis Groupe revere the brief as the base of all good work, so how do you take your problem and turn it into a winning brief? Here’s a ready reckoner to get you started.

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