leena

It does feel like the modern “greats” in the agency business are going to be defined as much by their operating system and bias for action as by their output. Plenty of iconic agency brands haven’t recovered from how our work has changed over the last decade. Some have disappeared altogether. It’s clear we’re entering a new creative order, one that will humble our industry if we don’t keep up. And it might all begin with our unshackling of craft from dogma. substack.com/home/post/p-17…

If you picked up The Hindu this morning, you’ll already have seen its new brand platform: Written by Journalists. Very proudly, a @TalentedAgency & @PGAditiya original. And a gentle reminder of what the press, at its best, ought always to be. @the_hindu has done one thing for 147 years: take its readers seriously. For a craft built on trust... rigour, responsibility and respect for the reader become the baseline. And in a way, this campaign is simply the truth, spoken plainly. It also delightfully happens to be the very line that won Talented the pitch last year, and over the months since, as the conversation around news has become even louder, it feels sharper and more urgent than ever. With everything going on around the world, it might even feel slightly… defiant? Over the next few weeks, you’ll see this platform come alive through films, outdoor, and more. But it began this morning, with a single truth. The Hindu. Written by Journalists.

Remember that maths problem about the man buying 30 watermelons and 40 oranges? We found the man, finally. And he's one in a billion. @flipkart #BigBillionDays