CMO Rajashree R. explains how Tata Consultancy Services' inhouse team is breaking away from stereotypical B2B imagery of buildings, servers and people, to focus on aspiration and human connection.
As the discussion around consulting firms’ role in marketing continues to froth, the argument that “consultants can’t create anything” may carry less weight than agencies think.
Technological evolution means companies have to decide whether to produce their own work or outsource to specialists.
MELBOURNE - Research firm Ovum has found that many CEOs and senior executives fail to see how social media adds value to their overall strategy, potentially causing them to fall behind.
SYDNEY - The high Australian dollar and a wound-up incumbent agency has led Virgin Money Australia to shift its US$3.7 million creative account to London-based Beattie McGuinness Bungay.
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