Marketing Today

In 2026, the creative constraint facing brands is no longer production, it is coherence. Generative AI has removed the friction that once governed creative scale. Brands can now produce thousands of variants across formats, languages, retail environments, and audience segments in minutes. Campaigns can now be adjusted dynamically, assets can be regenerated for new contexts […]

Having traversed many goal posts in its relatively short life, MMA has been successful in building relevance, resilience, and readiness in the local Indonesian market. It has done so while keeping pace with the global marketing transformation and also actively helping define it. The industry body has established itself as the most definitive mouthpiece for the marketing fraternity in the bustling Indonesian consumer landscape, under the leadership of its dynamic country head, Shanti Tolani.  In this interview with

Three shifts that redefine where marketing value is created—and why speed alone isn’t enough  AI isn’t changing marketing because it can generate more content.  It’s changing marketing because it’s removing friction from how decisions are made.  Consumer signals now move continuously. Intent shifts. Performance updates. Creative resonates or fails. Commerce outcomes materialize—all in near real time.  Yet most marketing organizations still operate on episodic

Tết 2026 remains a critical peak season for the FMCG industry, but the context has changed. As consumers become more cautious, prioritizing reassurance, value, and relevance over deep discounts, traditional Tết campaigns are gradually losing effectiveness. This shift raises a new question for FMCG brands: what should be done, and how, to sustain growth during a more cautious and value-driven Tết season?

Today, the conversation among marketers in India has shifted. The debate is no longer about whether digital advertising works; it is about whether it delivers on its full promise and drives real business results. As digital continues to expand, complexity grows: more channels, more formats, and more audience data, all against a backdrop of heightened consumer expectations. Teams are

Brand purpose used to be about telling a good story. A compelling narrative and the right emotional cues were usually enough to signal what a brand stood for.  Gen Z changed the rules.  They aren’t impressed by polished manifestos or high-budget launch videos. They scroll fast, they screenshot faster, and they cross-reference everything. When a message feels inconsistent

The marketing world has been in a long, dramatic goodbye with cookies. But the end of tracking isn’t a disaster. It’s a return to fundamentals.  Here is the reality: Cookies are declining. Tracking is harder. Attribution is messier. But this isn’t the catastrophe it’s often made out to be. If anything, the cookie era trained us to expect clean answers to messy human